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Is Personalization the Secret Sauce? What the Research Says

By Crystal Leaver on

Man holding tablet

It’s no secret utility customers want personalization. We’ve all grown accustomed to receiving relevant recommendations–even expecting them. So it wasn’t surprising that our recent research revealed that customers of all demographics said they wanted even more personalization from their utility.

Only half of customers said that they agreed that their electric utility offers them valuable resources to help them manage their energy use (52%), and that these resources are relevant to them (54%).

One of the most interesting takeaways from the research was the impact that personalization had on customer perceptions of the utility experience. 

  • Customers who rated their utility communications as highly personalized had 28% higher ratings of overall utility satisfaction.
  • They are also 24% more likely to take action on email tips and 11% more likely to take advantage of utility rebates.
  • And they were  11% more likely to report that they notice differences in their bill when trying to save energy.

However, utilities aren’t on their own in gathering the data needed for true personalization. In the survey, 58% of customers indicated they’d answer 10 questions in exchange for a more personalized recommendation–further demonstrating the value to customers. 

Download our eBook or watch our webinar on-demand to learn more. 

Research

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