Customer Engagement

The advent of smart grid technology has raised new and challenging issues concerning data privacy. Of course, data privacy isn’t a new concern for the energy industry, as utilities have always collected customer data, some of which is common to any business, such as contact and credit information, and some of which is unique to the energy industry, such as usage and demand data.

New channels for communicating with customers not only allow utilities to provide better service; they also create opportunities for utilities to reduce expenses and generate revenue. An integrated strategy that focuses on customers can lead to new value for utilities.

Different customers have different wants and needs, and customer segmentation strategies can help utilities understand those differences. But what’s the best way to define customer classes? And what strategies will be most successful in reaching those customers and serving them?

Regulators and customers are holding utilities’ feet to the fire, when it comes to investing in advanced metering and smart grid systems—and rightly so. Making the most of investments requires a systematic approach to establishing standards and monitoring performance. But it also requires policy frameworks and cost recovery regimes that provide the right incentives.

Customers in some markets are demanding the right to opt out of smart meter deployments. Their concerns involve radio frequency (RF) emissions and potential privacy breaches. Whether these concerns are valid or not, some regulators are requiring options for customers who don’t want smart meters. The right approach can satisfy concerns without undue costs and complexities.

(December 2011) Responding to Contributing Editor John Bewick’s analysis of factors impeding the nuclear renaissance in the wake of the Fukushima disaster. Plus comments about construction work in progress provisions as a strategy for saving ratepayers' money.

Are utilities ready to really engage customers, and get them to care about more than just whether the beer stays cold? Or will we turn our focus away from customers, because we don’t know how to engage them — or how to convert engagement into value?

Federal and state regulators play a critical role in the evolution of the smart grid. Lawmakers face a host of questions, from deciding who owns consumer data and how it can be used, to defining a new range of regulated and unregulated utility services and applications. How much regulation will be needed to manage the transformation to a smart grid? And how much regulation will be too much?

Despite the industry’s cautious and inconsistent approach, the smart grid is becoming a reality. Projects and pilots have provided valuable experience about what works and what doesn’t. Recent survey results illustrate the lessons utilities have learned—and how they’re changing their strategies.

Advanced metering infrastructure and intelligent appliances are opening the door to a new market for utility services. But in-home services are a completely different ball game. Going beyond the meter will require utilities to transform the way they engage and serve customers.