The New Era of Trust in Utilities

Trust is essential for both utilities and their customers to build and maintain positive relationships. It signifies reliability, transparency, and a shared commitment. Historically, utilities operated on a model of guaranteed service, so actively building trust wasn’t a primary focus. However, today’s customers expect more. 

Customer expectations are constantly evolving, and transparency remains key. Utilities must adapt to meet customers where they are. Modern customers look beyond basic reliability and expect an experience more similar to industries like retail and banking. For utility customers, trust includes understanding their bills, receiving timely communication, and having easy access to information. Unfortunately, utility websites sometimes make it difficult to find information, which can leave customers feeling less confident in their provider’s advice, especially when communication is limited to billing cycles. This can frustrate customers trying to resolve issues independently. 

Utilities face a data challenge. They possess huge amounts of data, yet struggle to derive the insights needed to improve the customer experience and build trust. They need to invest in tools that make their data usable, simplify information for customers, and enhance their own operational efficiency. This isn’t just about technology; it’s about empowering customers to manage their energy and enabling utilities to engage more effectively, offering personalized recommendations based on actual energy usage and home characteristics, rather than generic advice. 

Modern customers are tech-savvy and seek detailed usage information to make informed choices aligned with their conservation or budget goals. Proactive, outbound communication is fundamental to delivering this data. Personalized communication tools, such as tailored alerts and program recommendations, play a vital role. Utilities can build trust by using data to personalize communications, providing relevant information when customers need it most, and keeping them proactively informed. 

Utilities can redefine trust internally by embracing technology, improving communication, and actively listening to their customers. They can establish a new standard of trust in the modern era. If your utility is ready to build lasting trust with your customers, download Brillion’s guide, Building Trust with Your Utility Customers to discover how to get started.