New Energy Consumer Channel Preferences for High Performance: US Consumer Survey

In recent years, traditional energy providers (such as gas and electric utilities) have focused on delivering consistent customer service through a relatively narrow set of customer interaction channels. A focus on meeting customer demand for self-service and a desire to drive down operational costs has led many energy providers to prioritize channels such as interactive voice response (IVR) systems and Web portals.

However, as traditional energy providers look beyond the utilitarian metering of energy to becoming a more engaged provider of value-added products and services, utility companies face a diverse and evolving set of consumer channel preferences.

The study highlights the relationship between consumer interaction channels and emerging energy-related products and services offered by utilities and other providers. The findings provide insight into consumer preferences toward nontraditional energy providers; as well as three key consumer channel findings that can help energy providers manage today’s short-term challenges and position themselves for high performance over the long term.

1. The social media imperative: The majority of consumers say that social media has an impact on their behavior and purchasing decisions. Consumers also indicate interest in receiving information about energy through social media.

2. The resurgence of face-to-face interaction: Consumers favor face-to-face and high-touch channels for purchasing and receiving support for energy management products.

3. The complexity of channel convergence: Consumers express an interest in receiving personalized energy information through a number of channels; however, the majority does not want be contacted with this information more than once or twice a month.

By following this step-by-step approach and focusing efforts on the impact to the consumer, energy providers can decrease their cost and improve the customer experience. Our survey findings show that mastering a cross-channel approach can help energy providers manage today’s evolving energy marketplace and position themselves for high performance over the long term.