Why Strong Utility Brand Appeal Matters

Brand appeal is a company's ability to engage and motivate customers to promote the company, its services and experiences, and to build enduring customer goodwill.

In an industry like utilities where the customer may not have choices for their service provider, does brand appeal matter?

Of course it does! Brand appeal means transforming from a company customers have to do business with, to a company that is so appealing, they want to do business with you. Brand appeal builds company value and helps manage your company's reputation, level of customer trust and marketing execution.

There are many benefits of strong brand appeal: 

• 20% greater customer acceptance of rate increases
• x2 greater customer advocacy 
• +120 point higher Net Promoter Score*
• +300 point higher J.D. Power Customer Satisfaction (CSAT) score

The benefits don't stop there.

Did you know...

Customers in favor of local electrification have significantly lower brand appeal with their gas utility, showing how important it is for gas utilities to form impactful environmental brand identities.

Customer trust decreases when customers experience phone service from their utility, but increases when customers have digital service interactions.

Company reputations increase significantly when customers recall a communication or a positive media story about their utility.

Company reputations increase approximately 100 points when customers are aware of utility employee volunteering efforts.

All interested utilities are invited to explore more brand appeal insights at the 2024 U.S. Utility Brand Appeal Index Study final results webinar on July 25^th. Register now >>

*Net Promoter® and NPS® are registered trademarks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld.
Net Promoter Score is a service mark of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld.