Introduction
As residential satisfaction scores hit record lows and bills continue to rise, utilities are asking customers to do more than ever before: use less electricity during peak times, allow the utility to control their thermostat, and navigate new rate structures. These changes require customers to move from passive consumers to active stewards of a shared grid, where daily choices support reliability and affordability. Making that relationship shift hinges on customers understanding these offers and trusting their utility enough to act on them.
Time-of-use rates, behavioral demand response, and device-based programs can reduce individual bills and support the system, but only if customers enroll and actually change long-standing habits. Email and other digital channels have driven early wins, but moving beyond early adopters to achieve megawatt targets requires rethinking tactics. Recent research suggests customers are overwhelmed by digital outreach: the average user now receives 82–120 emails per day, and 70% of consumers have unsubscribed from at least three brands in the past three months due to excessive messaging. Utilities need channels that build trust with customers and rise above the background noise.
The Value of Proactive Outreach
Many people value proactive outreach when it delivers clear benefits. Research from Metrigy finds that nearly 69% of consumers want proactive outreach, especially when it helps prevent problems, save money, or save time. This dynamic aligns directly with the value proposition of load flexibility programs. When a utility reaches out to help a household understand a new rate or enroll in a program that offers savings, it's solving a problem before it surfaces. In this context, high-touch channels like conversation-driven outbound calling are gaining traction as a way to cut through inbox fatigue and build trust.
Why Live Conversations Matter for Load Flexibility
Load flexibility programs are rarely simple. Customers need help understanding how events work, what they should do differently, and what happens if they opt out. Digital and print campaigns can introduce the basics, but in a live conversation, an expert can answer questions, clarify misconceptions, and tailor examples. This focused education creates informed participants who understand how to get the most out of the program.
Calling can also reach customers who are less responsive to digital channels, including low-to-medium income and other hard-to-reach segments. Data from Onward Climate’s work with utilities shows that outbound calling yields higher enrollment rates compared to digital-only campaigns. Moreover, customer sentiment during these calls is overwhelmingly positive, with many expressing appreciation for the personal touch.
Overcoming Digital Overload
The average consumer is bombarded with digital messages daily. Email open rates have declined, and click-through rates for utility program promotions often fall short of targets. In contrast, a live conversation provides an immediate, interactive experience that can address specific concerns and build rapport. Utilities that have implemented outbound calling campaigns report not only higher enrollment but also increased customer satisfaction and trust.
Surprising Insights from the Data
One surprising finding is that customers who enroll via a live conversation tend to stay enrolled longer and participate more actively than those who enroll through digital channels alone. The personal interaction helps set clear expectations and reinforces the value of the program. Additionally, utilities have discovered that calling can uncover hidden barriers to enrollment, such as confusion about program terms or lack of awareness of incentives, which can then be addressed in future communications.
Conclusion
As utilities strive to meet demand-side management goals and improve customer relationships, live conversations offer a powerful tool to close the gap between awareness and enrollment. By combining the efficiency of digital outreach with the trust-building power of human interaction, utilities can achieve higher participation rates, better customer experiences, and more reliable grid operations. The data is clear: proactive, conversation-driven outbound calling is a strategy that delivers results.
This article is based on reporting by Utility Dive. Read the original article.
Originally published on utilitydive.com
