The right Marketing, Education, and Outreach strategy will increase TOU rate adoption
- Feb 23, 2022 8:42 am GMT
This item is part of the Special Issue - 2022-02 - Business Side of Running a Utility in 2022, click here for more
Today’s utility executives face a litany of challenges. Addressing these challenges often requires pursuing seemingly conflicting objectives. For example, attacking clean energy mandates while simultaneously improving customer satisfaction. A tool often used, or considered, to support the clean energy mandates is Time-of-Use (TOU) rates, enabling the utility to better align system costs, shift loads, and integrate greater amounts of intermittent renewable energy.
Yet, even though half of U.S. utilities offer TOU rates and they are available to 64% of U.S. residential customers, only 7.3% of customers are enrolled. This implies that either utilities are afraid to market these rates to their customers, or customers, themselves, are rejecting them. In either case, the implication is that the “improving customer satisfaction” objective appears difficult to achieve with TOU rates.
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