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Uplight’s Primary Research Series
In 2020, Uplight surveyed a nationally representative survey sample of energy customers to find out about what they thought about their utility experience, personalization, and saving energy, following up with focus groups to dig deeper. Here is what we found.
39% don’t trust their utility as a resource for saving energy.
Customers aren’t looking to their utility first when it comes to saving energy, creating a big opportunity for utilities.
“They send me a bill, I send them money. The notion that someone would communicate with the utility for some other reason is not within my reality.”
Focus groups revealed that billing and outage communications were top of mind.
45% know about rebates and incentives, but haven’t used them.
While many customers are aware of ways to save energy, they haven’t acted—indicating there are barriers to remove in the customer journey.
“They had a box they would send you, to check your house for cracks, lightbulbs that were energy efficient, it had some faucets to save water...I requested it, I was pleasantly surprised when it came to my house.”
But, once customers took their first energy saving step, they were pleasantly surprised with both the relative ease and the results.
58% of customers want a personalized digital customer experience.
Personalization is still top of mind. Energy customers expect an even more personalized, relevant energy customer experience.
“It’s been email overload about COVID-19...It’s too much. A lot of it I just ignore.”
In one example, customers were frustrated by COVID-19 outreach overload, particularly when the programs did not apply to them, underscoring the importance of personalization.
Customers who receive highly personalized communications have a 28% higher utility satisfaction.
Personalization pays off. It is linked to higher customer satisfaction, engagement, and energy savings actions.