Lagging Digital Satisfaction is Bringing Utilities Down

The utility industry substantially underperforms in digital experience.  

This is a big problem, as websites and mobile apps are the first places most customers turn when they want self-service, have questions, or experience a problem.  

Overall customer satisfaction with the utility digital experience is 594 (on a 1,000-point scale). That compares with an average satisfaction score of 718 for wealth management apps and websites, 702 for property and casualty insurance, and 685 for retirement plans.  

At a time when many industries are focused on developing consumer websites and apps that are updated in near real-time, the static, reactive approach to digital being taken by utilities is falling far short of current customer expectations. 

What can utilities do? 

• Utilities should offer mobile apps: Among digital channels evaluated, utility mobile apps consistently have the highest level of customer satisfaction, scoring 60 points higher than mobile websites and 38 points higher than websites accessed via desktop. Despite the better overall user experience offered by mobile apps, 27% of utilities evaluated in the study do not currently offer one.  

• Utilities should enhance and optimize their digital offerings: The percentages of utility customers using websites (35%) and mobile apps (17%) as a primary contact channel for their electric, natural gas and water utilities have grown steadily during the past seven years, up from 15% and 5%, respectively.^[1] This suggests that utility efforts to enhance their digital offerings are becoming more recognized by customers. 

• Offer personalized information to drive customer engagement: Slightly more than half (54%) of utility customers say they have received personalized information regarding their energy and/or water consumption, despite 49% indicating that they would find such information helpful. 

 Are you looking for more ways to up your utility’s digital game? How does your utility stack up within the industry?  Find out by reserving your seat at our upcoming 2025 U.S. Utility Digital Experience Study overview webinar on February 19th >> 

¹J.D. Power 2023 Electric Utility Residential Customer Satisfaction Study 

All information in this report is from the J.D. Power 2024 U.S. Utility Digital Experience Study, unless otherwise noted.