Case Study — Understanding residential customers’ attitudes and knowledge of electrification
Objectives
A Midwest gas utility aimed to explore customer intentions regarding home electrification and gather insights into their overall opinions on the subject. Key objectives included assessing the perceived environmental benefits, potential cost implications, and concerns about the electric grid's capacity.
Bellomy Approach
Bellomy conducted an engaging online discussion with members of the utility's residential customer panel to delve into these topics.
Outcomes and Insights:
Positive Perceptions and Misinformation
Nearly 75% of respondents viewed electrification favorably, citing environmental benefits and reducing fossil fuel use. Many believed it would lower their energy bills, despite the fact that electric heating is generally more expensive than natural gas. This indicates a significant gap in customer understanding regarding cost implications.
Grid Capacity Concerns
Customers expressed some concerns about whether the current electric grid could support increased demand from electrification. This highlights a need for the utility to educate customers on grid capabilities and developments.
Awareness of Energy Sources
The study uncovered a lack of awareness about the energy sources for electricity, with many customers unaware that most electricity is still sourced from fossil fuels like coal and natural gas. This insight points to an opportunity for the utility to better communicate the environmental realities of electrification.
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Customer Experience
Crafting a positive experience
Understand your customers experience at the brand, journey, and/or transaction level, with seamless integration with other internal and external systems. Our Agile CX approach ensures feedback from all customer groups, even the “silent majority” that don’t proactively engage often.
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