Utilities face a perception problem
July 24, 2013 | By
Barbara Vergetis Lundin
New research shows that 43 percent of customers are less than satisfied with their electric utility. That is according to Shelton Group, a marketing communications firm in the sustainability and energy efficiency sectors, who also found that nearly 25 percent say there is nothing their utility could do to earn a perfect customer satisfaction score. The research revealed that 60 percent of respondents find it important for utilities to offer tips, programs and rebates on products to help improve their homes' energy efficiency; 80 percent would check for rebates and incentives before making an energy-efficient home improvement purchase decision. However, only 30 percent of those who have made such a purchase took advantage of a rebate or incentive -- because only 30 percent were aware their utility offered them. "Customers have unrealistic expectations when it comes to utilities, so utilities have to find a way to deal with that perception problem," said Suzanne Shelton, founder and CEO of Shelton Group. "Utilities also need to do a better job of engaging their customers with rebate programs. More often than not, those that need the rebates and incentives the most are the least aware of them." Not only are many consumers not aware of rebates or incentives that can help them take advantage of energy efficiency, but energy-efficient behaviors themselves are decreasing. For example, 50 percent of respondents don't unplug chargers and unused appliances; 40 percent do not use energy-saving thermostats, and 70 percent haven't changed their water heater setting to save energy. "If utilities can get a customer to make some energy-efficient improvements, modify their behavior and manage their savings expectations, things will improve. Essentially, they have to help customers understand what they expect," said Shelton. For more: Related Article: © 2013 FierceMarkets. All rights reserved. http://www.fierceenergy.com Sign up for our FREE newsletter for more news like this sent to your inbox! http://www.fierceenergy.com/story/utilities-face-perception-problem/2013-07-24 |