Utilities are at the forefront of a critical global mission— to transition to a clean energy ecosystem that will limit global warming to 1.5 degrees Celsius by 2030. To meet decarbonization goals, utilities must speed up the shift towards home electrification. Our latest eBook, “Making the Switch: Customer Journeys to Home Electrification,” provides insights into why customers choose to electrify their homes and the challenges they face along the way, uncovering how utilities can support customers throughout this process.
We conducted 15 in-depth interviews and a national survey of 126 homeowners to better understand the end-to-end electrification journey. Here are 5 key takeaways from our research:
- Environmental concerns are a key motivator in going electric— but there are many reasons why customers make the switch. Customers also cite energy efficiency, cost savings, and safety as reasons for electrifying their homes. Moreover, events like proactive replacements — when old appliances become inefficient or unsafe — and family transitions, such as moving to a new home or welcoming a new child, often trigger the decision to electrify.
- Using terms that resonate with customers can foster greater engagement and encourage the adoption of electric appliances. The importance of communication in the customer journey cannot be underestimated; using terminology that connects with customers daily improves engagement levels. For example, substituting technical terms like “electrification” with approachable phrases such as “get off gas” better aligns with the terminology that customers use.
- Contractors and curated guidance play significant roles in shaping customer decisions throughout the electrification process. Contractors are hugely influential in the installation and purchase phases, especially for larger appliances. The impact of localized social media, such as Next Door and Reddit, is also important, since customers place trust in these recommendations and referrals.
- Information overload— and lack of access to information— are common challenges that customers face. It can be difficult to know where to start, as customers sift through product and incentive details without clear guidance. Additionally, difficulties in accessing rebate details in one place may deter hopeful participants, who might be able to save significant amounts with federal and local rebates.
- Strategic utility outreach, advisory services, and personalized rebate information can create a smoother customer journey. Commitment to improving the end-to-end customer experience is essential to drive electrification adoption. Broadening social media outreach regionally not only increases electrification visibility, but also creates a platform for sharing information and success stories. Additionally, providing both in-person and virtual advisory services ensures that assistance is accessible to all customers, regardless of their preferences. Integrating localized rebate details within the purchase flow further simplifies the process.
By understanding and improving the electrification customer journey, utilities can accelerate decarbonization and better serve their communities. Our customer research highlights the importance of understanding motivations, addressing challenges, and streamlining utility communication during the electrification process. Download the eBook to dive deeper into these insights and discover how to support customers during the electrification process.
