Challenging Days for Utilities: Navigating Customer Communications
Energy prices continue to rise due to current conflict in the Middle East and expected long-term instability. Costs reverberate throughout the supply chain — from oil, gasoline, and diesel suppliers to gas and electric utilities and transportation providers. Most households and businesses feel the pinch.
If your company operates in the energy and transportation sectors, you face a tough situation: Customers see higher bills, but the real reasons for them are mostly beyond anyone’s control. In times like these, what and how you communicate with customers become very important.
Don’t be defensive
Too often, communications to utility customers focus solely on explaining or defending price increases and market changes. Transparency is important, but even detailed explanations don’t address what customers really feel: a loss of control and trust. When bills rise, people typically blame the most visible party — which is frequently you — even if “most visible” doesn’t mean “most to blame.”
Communicating with utility customers in this energy environment
As you know, a lack of trust in utilities is nothing new. You may have been targeted with accusations of price gouging or failing to respond in emergencies, but you can take advantage of the current situation as a chance to demonstrate that you are not the cause of the problem, but instead are a partner in helping customers get through it.
- Start with empathy. Customers are more likely to listen if they feel heard and if they believe you recognize the financial stress households and businesses face. This does not mean taking blame. By acknowledging the pressure and uncertainty, you help customers be open to the rest of your message.
- Be clear without shifting blame. Carefully explain how shifting global energy markets affect prices, not to avoid responsibility but to help customers understand the bigger picture. Using simple terms and accessible language, explain how prices depend on international supply and demand (the former of which is being impacted significantly), and how utilities work within that system. Accurate and transparent information will help customers see that utilities handle delivery and service but do not set energy prices.
- Advance the conversation. Help customers understand that they still have some control even when prices are high. Show them how to use these times as an opportunity to pay closer attention to energy use. Encourage practical steps to improve energy efficiency, and be sure to present options and ideas that fit different households (not all can make major upgrades). Offering a range of choices helps ensure all customers find something they can do.
- Show customers you are their partner. Demonstrate that you are in this together; the relationship matters, especially when prices are unstable. Utilities are usually seen as service providers, but in tough times that view is tested. By acting as a partner offering advice and customer support, you can change how people see you. Use language that highlights working together and shared goals such as affordability, reliability, and resilience.
Tone is important
In all written and verbal communications with utility customers, always keep your tone calm, steady, and not defensive. How you say things is as important as what you say.
- Don’t apologize for things outside of your control.
- Don’t be defensive about pricing.
- Be steady and pragmatic, but not overly optimistic.
- Commit to staying in touch as the situation evolves and to being accessible for questions and comments.
Long-term benefit of communication
Even if high prices do not last, the trust you build with customers now will help you weather future changes. If you help customers understand and manage situations like this, they’ll remember that you kept them informed, supported them, and respected them. And take note: They will also remember if you don’t.
Conclusion
While you can’t control global energy markets, you can control how your company responds to customers when those markets change. Take steps now to avoid misplaced blame and to build lasting trust based on transparency, empathy, and a real commitment to helping your customers through an uncertain energy future.
Reach out to us today if you would like to craft customer communications suited for the current environment and train your team on appropriate messaging.
