The First 90 Days: Why Customer Onboarding is Your Biggest Missed Opportunity

When a customer signs up for service, what happens next? For many utilities, onboarding is a one and done step—send a welcome packet, maybe an email, and then move on. But during the first three months, new customers are forming habits, exploring their options, and deciding whether their utility is helpful or just another bill to pay. It’s a key window to build trust, introduce available programs, and shape long-term customer behavior. 

Onboarding Sets the Tone—Good or Bad

Most customers don’t spend too much time thinking about their utility until they have a problem. But in those first 90 days, you do have their attention. They’re looking for information like how to pay their bill, what impacts their energy usage, or what programs or tools might help them save. 

This is the best time to engage, educate, and build trust. When onboarding is intentional, it boosts customer satisfaction, improves program participation, and reduces call center inquiries. When it’s inconsistent or generic, it leaves customers in the dark and unlikely to reengage later. 

Why Utilities Can’t Afford to Treat Onboarding Like a Checklist

Utilities today are being asked to drive electrification, improve energy efficiency, and reach customers more equitably. That’s hard to do if customers aren’t engaged from the start. 

That’s why onboarding matters. It’s one of the most efficient ways to lay the foundation for everything that comes after. It doesn’t require a huge investment, just a thoughtful strategy with clear communication and timely delivery. 

No Need to Bombard

The strongest onboarding strategy isn’t about sending more but sending the right things at the right time. New customers don’t need to know everything on day one. Flooding them with too much information too fast can lead to confusion and disengagement.  

Instead, think of onboarding as a series of touchpoints designed to educate over time. For example:

• Month 1: A friendly welcome and service basics
• Month 2: A short video that walks through their first bill
• Month 3: Recommendations for relevant programs

This approach helps customers feel supported without overwhelming them.

A Smarter Way to Welcome Customers

At Brillion, we’ve seen how a well-designed onboarding experience can transform customer relationships. Sending a series of personalized emails or an introduction to self-serve tools and programs can make a big difference. 

To help utilities strengthen their approach, we created a new guide that breaks down: 

• Why onboarding is more than a welcome message
• Best practices to make it more effective
• Real-world examples from utilities that are getting it right 

If you’re looking to improve the way customers experience their first 90 days, this guide is a great place to start.