Energy efficiency. Demand response. Beneficial electrification.
All of these are well-known terms within our industry and amongst our peers. However, to those outside the industry – to customers – these terms are confusing and may not mean much.
This knowledge gap can make it difficult to interact and communicate with customers about programs, rebates or other initiatives your utility is promoting. And can make it even more difficult to achieve program goals because of it.
To reach customers and achieve these goals, your utility needs to use verbiage they understand.
Align Messaging with Customers' Words
Oftentimes, there is a disconnect where customers think they understand the communications from their utility, and the utility likewise thinks the customers understand the communication. When, in truth, there is a gap between the meaning of the message and what is being received.
This is where the disconnect lies. Customers think about utility industry terms through a different lens than we do.
“Customer centricity isn’t just about meeting customers where they are – it’s about speaking how they speak as well,” says Breanne George, Senior Copywriter at Questline Digital. “The utility industry is full of jargon and acronyms that customers may not understand. Whether you want them to sign up for an energy efficiency program or switch to a time-of-use (TOU) rate plan, you need to talk to them with easy-to-understand layman’s terms. It doesn’t matter that we, as energy utility marketers, understand – it only matters that the customer does.”
How to Fill the Gap
The first step to sending communications that reach and engage customers is understanding their preferences. Commit to surveying and researching who your customers are. Develop personas and ask them questions until you have a full spectrum view of not only the demographics of your audience but what platforms they use, how they speak, what other brands they follow and more. To develop targeted communications, you first need to take a step back to see the full picture.
Once you understand your audience, think about the common terms your utility uses and test to see how they perform with your customers. A/B testing and segmenting communications can be a powerful tool for understanding your customers better. Test various customer-centric terms to see what resonates the most with your utility’s customers. Review the metrics and then move forward using the winning language.
Although you could provide a glossary of common terms used in the industry, it’s best to speak terms that customers would use personally. Some that come to mind include:
Industry Jargon
Potential Customer Language
Generation
Power production; electricity production
Grid
Power lines; electric system
Load
Electricity usage; power usage
Smart grid
Energy system
Demand response
Saving energy during high-use times
Distribution
Delivering energy to homes
Transmission
Sending energy through power lines
Rate structure
Electricity prices; power bills
Meter reading
Checking the meter
From there, expanding your outreach and education is the key to filling the knowledge gap of your utility’s programs and offerings. Enhanced outreach will drive awareness and adoption.
Make the messaging actionable. Customers want to save money, lower their energy bills and contribute to a more efficient energy future, but they don’t know how or don’t understand how their utility fits into the equation. As their utility, it’s up to you to make it obvious.
Provide links to resources and educational content that can help customers learn more about complex energy programs.
Simplified Communications
It’s not about dumbing down your information. It’s about talking about programs, rebates, incentives and offerings in a way that connects with customers. Talk their talk. Walk their walk. And you’ll see customer engagement and satisfaction rise.