How Interactive Content Helps Utilities Turn the Corner on Customer Engagement

How Interactive Content Helps Utilities Turn the Corner on Customer Engagement

Utilities that engage their customers see benefits. Engagement leads to information sharing and behavior changes that enable utilities to plan programs and services and to improve grid stability. Consumer engagement remains an opportunity for most utilities, with many ongoing benefits not yet realized.

Back in 2013, reports showed that under a quarter (24%) of people said they would look to their utility to help them optimize power usage. Today, new reports focused on Millennials — people from 18 to 34 years old1 — are even less engaged with nearly a third (32%) reporting that they, “don’t even look at their [utility] bills before paying them.”

Millennials are now the largest living generation, and will be “customers for life” for utilities – at least for the next 50+ years based on current life expectancy for the generation2. That means there is a real opportunity for utilities that work hard to engage with this customer segment, many of whom are just forming habits that matter. Today engagement is low, but research by utilities and related businesses shows that relevant and interactive content can increase engagement, improve habits, and win the loyalty of customers of all ages.

Engagement requires content that is relevant and interactive. People want useful information that is easy to interact with and is customized for them.

It’s becoming clear that utilities are at a turning point when it comes to serving the new, tech-savvy consumer…. Once in place, utilities have incredible opportunities to create digitally powered value propositions that can deliver step-change consumer engagement.”

– Greg Guthridge, Managing Director of Accenture Energy Consumer Services3

As with reading and paying bills utilities can help Millennials from the start and, “win millennial loyalty as brand preferences become solidified at this age.

Of course we agree! Brilliency is in the business of providing a relevant, useful, interactive experience for utility customers that can help them optimize the ways that they use gas, electricity, and water.

  1. Millennials were born from 1981 to 1997. Richard Fry, “This year, Millennials will overtake Baby Boomers.” Pew Research Center. January 16, 2015.
  2. Using Social Security life span figures.
  3. Guthridge is now Managing Director – Asia Pacific Resources Growth and Strategy at Accenture.

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