--- title: "In Energy, the Utility Customer Engagement is King Once Again" id: "516" type: "post" slug: "customer-engagement-is-king" published_at: "2018-04-03T15:26:34+00:00" modified_at: "2025-09-18T19:09:06+00:00" url: "https://virtual-peaker.com/blog/customer-engagement-is-king/" markdown_url: "https://virtual-peaker.com/blog/customer-engagement-is-king.md" excerpt: "The energy value chain has been in flux for decades, transitioning between integration, disintegration, and back again. These fluctuations have […]" taxonomy_category: - "Customer Engagement" --- Customer Engagement # In Energy, the Utility Customer Engagement is King Once Again [Jeff Quigley Published Apr 3, 2018](https://virtual-peaker.com/author/jeff-quigley/) Share[https://www.facebook.com/sharer/sharer.php?u=https://virtual-peaker.com/blog/customer-engagement-is-king/](https://www.facebook.com/sharer/sharer.php?u=https://virtual-peaker.com/blog/customer-engagement-is-king/) [http://twitter.com/share?url=https://virtual-peaker.com/blog/customer-engagement-is-king/](http://twitter.com/share?url=https://virtual-peaker.com/blog/customer-engagement-is-king/) [https://www.linkedin.com/shareArticle?mini=true&url=https://virtual-peaker.com/blog/customer-engagement-is-king/&source=LinkedIn](https://www.linkedin.com/shareArticle?mini=true&url=https://virtual-peaker.com/blog/customer-engagement-is-king/&source=LinkedIn) [mailto:?&subject=In%20Energy,%20the%20Utility%20Customer%20Engagement%20is%20King%20Once%C2%A0Again&body=https://virtual-peaker.com/blog/customer-engagement-is-king/](mailto:?&subject=In%20Energy,%20the%20Utility%20Customer%20Engagement%20is%20King%20Once%C2%A0Again&body=https://virtual-peaker.com/blog/customer-engagement-is-king/) The energy value chain has been in flux for decades, transitioning between integration, disintegration, and back again. These fluctuations have been driven by a number of factors — changing commodity prices, a shifting regulatory environment, and the impacts of new technology. But over the last several years, utility customer engagement is returning to the forefront. Once seen as an operational headache and lower margin than being upstream (i.e. — producing crude oil and generating electrons), retail markets are becoming crucial to the long-term success of energy giants across the energy landscape. Source: The Economist The Economist published a [timely article](https://www.economist.com/news/business/21739767-it-looks-shrinkage-small-starts-may-mask-big-ambitions-royal-dutch-shell-and-total) about the interest that the European oil majors are beginning to show in electric utilities. This is being seen by most as a hedge on the electrification of transport, which, despite the recent [troubles with Tesla](https://finance.yahoo.com/quote/TSLA/history/?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAANpuneHTIYaohgA4qtdOCX-GTsIABYIsQWyylRqnxN2Yn2K4vCQHlwabYZQuc6kD5Tqm_NVjOFy6Ka-nJCVf9n0L-rhuXCTZm8MjP4wZhBYDJfbZWmDAwxmUSWW5QDD-9D2NsTUDM6SVo9Bh6HHRkE_FcO3jbAd_gkcGOud1OG7m) , appears to be an accelerating trend. But It is also a demonstration that oil as a commodity is becoming easier and easier to procure through a number of different sources, including shale in the US. Thus, what was once a great business — drilling for oil — is one facing brutal competition at all levels of the value chain. This is a similar trend we are seeing with [power generation](https://www.greentechmedia.com/articles/read/firstenergy-seeks-bankruptcy-protection-coal-and-nuclear-subsidiaries#gs.VLVVl6g) . In this market environment, electric utilities can thrive on their monopoly position and low cost of capital. With a guaranteed rate of return and limited market competition, owning wires — once a hassle with low profits — is now a potential cash cow business for companies exposed to changing technology. There is one caveat, however: almost every trend line on electricity sold from public utilities in the developed world is flat or declining due to energy efficiency and distributed generation. It is no wonder why the [electrification of transport](https://www.bloomberg.com/news/articles/2018-02-25/why-charging-your-electric-car-at-night-could-save-the-world) is becoming such a substantive part of Integrated Resource Planning (IRP) by utilities — it is likely the only long-term source of residential power demand growth. How has this affected the average person? Customers have more choices than ever when it comes to how they get and consume their energy. While it varies from state to state and country to country, the ability to install rooftop solar, smart devices, and residential batteries gives homeowners enormous control. In areas where physical distributed energy assets are not economical, de-regulated power markets allow residents to buy power from a number of unique producers or even buy carbon offsets. With few exceptions, these types of programs are increasing in popularity and accelerating in their rollout. ## Utility Customer Engagement Conclusion The modern utility must focus on robust utility customer engagement, a reliability-focused organization that sees expanding electrification as a strategic imperative. Making and storing electrons is becoming more commoditized, but moving and balancing those electrons can only be done by a monopoly provider. Utility customer engagement — never a core competency of utilities — is an area where utilities have enormous access and have exploitable legacy positions. Through this model, utilities can thrive and expand their successes in the modern energy economy. Utilities used to call those who bought their electrons “ratepayers” — now they are “customers.” This distinction is more important now than ever. ### Connect with your customers with the Relay Customer Engagement Suite [Learn More](https://virtual-peaker.com/platform/customer-engagement-suite/) About The Author [https://virtual-peaker.com/author/jeff-quigley/](https://virtual-peaker.com/author/jeff-quigley/) Jeff is the VP of Sales for Virtual Peaker. He has spent his entire career in energy and data analytics where he has led teams working with utilities, government agencies, oil and gas companies, and financial institutions to help drive growth strategy and manage energy transition. He has worked with a team of analysts in developing an integrated resource plan (IRP) for a major U.S. vertically integrated utility, with a focus on load forecasting, locational marginal pricing (LMP) prediction, and long-term grid reliability. He has also managed the development of marketing and growth strategy for one of the four largest global oil and gas firms with a focus on the long-term viability of the Asian market-entry strategy. [More About Jeff](https://virtual-peaker.com/author/jeff-quigley/) Related Stories [Blog Post Apr 29, 2026 6 Marketing Tactics to Boost Demand Flexibility Enrollment in LMI (Low-Income) Communities According to the U.S. Energy Information Administration (EIA), as of February 2026, average electric prices have risen 9% year-over-year. Costs […] Syd Bishop Senior Content Specialist](https://virtual-peaker.com/blog/6-marketing-tactics-to-boost-demand-flexibility-enrollment-in-lmi-low-income-communities/) [Blog Post Apr 8, 2026 The Psychology of the Prosumer: Why People Share Their Energy with the Grid With electric demand spiking, driving up costs and uncertainty in grid reliability, the relationship between the electric utility and the […] Amber Mullaney Vice President of Marketing](https://virtual-peaker.com/blog/the-psychology-of-the-prosumer-why-people-share-their-energy-with-the-grid/) [Blog Post Mar 25, 2026 What Dolly Parton Can Teach Us About Utility Customer Engagement There is perhaps no one as immediately recognizable and unifying as Dolly Parton. Unsurprisingly, Parton can teach everyone—including the energy […] Syd Bishop Senior Content Specialist](https://virtual-peaker.com/blog/dolly-parton-utility-customer-engagement/) Subscribe to our blog ## Get the latest DER thought leadership, tips, and best practices in your inbox! Yes, I would like to receive Virtual Peaker blogs as well as marketing communications regarding Virtual Peaker products, services, and events. I can unsubscribe at any time.