For utilities, this is an opportunity to reframe outage management, not as a reactive, transactional event, but an important lever in building trust. The majority of customers now prefer digital channels during disruption, according to the EY survey. Utilities that deliver proactive, accurate communication, including reasons for the outage, when service will be restored and how to manage in the meantime, can meet consumer expectations and boost confidence.
But delivering this information effectively will call on companies to break down silos and enhance transparency between customer, operations and field teams. Aligning communications with real-time data and leveraging sophisticated tools, advanced analytics and modeling will be necessary to generate more accurate restoration estimates.
Make it Effortless
Convenience means making energy effortless. Customer expectations are rising as they compare interactions with their utility against the seamless, personalized experiences offered by retailers, banks and tech companies.
Delivering a better experience starts with preventing issues where possible and making it easier to engage when they do. Often, internal friction and complexity show up in a poor customer experience. Metering discrepancies drive billing exceptions, disparate technology systems make it difficult to provide field request updates and fragmented distributed energy experience frustrate customers. According to the EY survey, complexity is a key barrier preventing adoption of new energy products and services.
The solution requires providers to put themselves in customers’ shoes, viewing their experience as one integrated journey. Rebuilding workflows and operating models to centralize ownership and drive automation can improve efficiency and give customers the easy, digital-first experiences they want.
Offer Choice and Control
Affordability isn’t simply about reducing prices. It’s about giving customers choice and control.
As demand grows and investment in infrastructure continues, pressure on rates is likely to remain. Broader policy solutions are underway, but utilities still have significant opportunities to help customers manage their own costs.
Choosing rates puts customers in control. The EY research found strong interest in alternative rate programs, especially among Gen Z in the US. Thirty percent of Gen Z respondents are interested in subscription-based programs and 18% in prepay energy.
Across all age groups, interest in energy management is high, with 85% of US respondents saying they would sign up to programs. But trust is a critical factor. Customers want clear insight into how these programs operate and whether they will deliver savings. Simplifying choice, tailoring suggestions and proactively offering advice can ease concerns and build confidence.
Trust Will be a Defining Challenge
Utilities cannot control every driver of affordability. But they can control the energy experience they create around it.
Consumers want more from providers – more choice, clarity, convenience and peace of mind. In a world transformed by AI, they expect a digital-first energy experience that’s intuitive, simple and that delivers on their terms. Ultimately, they expect energy to support how they live, work and thrive. That’s what the EY organization describes as energy wellbeing: creating an integrated experience that transforms how energy makes people think, feel, believe and act and enables everyone to live more prosperous, sustainable and fulfilling lives.
For providers, this could be a defining challenge. Utilities that combine affordability, reliability and convenience into one connected experience can earn trust that endures and strengthen their licence to serve in a rapidly changing energy system.