--- title: "Why Utilities Should Prioritize Customer Engagement" id: "504" type: "post" slug: "utilities-should-prioritize-customer-engagement" published_at: "2018-08-21T11:27:17+00:00" modified_at: "2024-06-27T13:05:56+00:00" url: "https://virtual-peaker.com/blog/utilities-should-prioritize-customer-engagement/" markdown_url: "https://virtual-peaker.com/blog/utilities-should-prioritize-customer-engagement.md" excerpt: "We at Virtual Peaker talk a lot about customer engagement – and with good reason. There is a rising tide […]" taxonomy_category: - "Customer Engagement" --- Customer Engagement # Why Utilities Should Prioritize Customer Engagement [Jeff Quigley Published Aug 21, 2018](https://virtual-peaker.com/author/jeff-quigley/) Share[https://www.facebook.com/sharer/sharer.php?u=https://virtual-peaker.com/blog/utilities-should-prioritize-customer-engagement/](https://www.facebook.com/sharer/sharer.php?u=https://virtual-peaker.com/blog/utilities-should-prioritize-customer-engagement/) [http://twitter.com/share?url=https://virtual-peaker.com/blog/utilities-should-prioritize-customer-engagement/](http://twitter.com/share?url=https://virtual-peaker.com/blog/utilities-should-prioritize-customer-engagement/) [https://www.linkedin.com/shareArticle?mini=true&url=https://virtual-peaker.com/blog/utilities-should-prioritize-customer-engagement/&source=LinkedIn](https://www.linkedin.com/shareArticle?mini=true&url=https://virtual-peaker.com/blog/utilities-should-prioritize-customer-engagement/&source=LinkedIn) [mailto:?&subject=Why%20Utilities%20Should%20Prioritize%20Customer%20Engagement&body=https://virtual-peaker.com/blog/utilities-should-prioritize-customer-engagement/](mailto:?&subject=Why%20Utilities%20Should%20Prioritize%20Customer%20Engagement&body=https://virtual-peaker.com/blog/utilities-should-prioritize-customer-engagement/) We at Virtual Peaker talk a lot about [customer engagement](https://virtual-peaker.com/platform/customer-engagement-suite/) – and with good reason. There is a rising tide of realization within the utility space that the transition from “ratepayer” to “customer” can’t just be a labeling exercise. The customer model must be supported by actionable strategies that result in measurable improvements in engagement and ultimately, satisfaction. Why does this matter? A common approach is to look at utilities as monopolies. Since customers outside of retail choice markets can’t choose their electricity provider, why spend time, effort, and unrecoverable dollars to satisfy customers who have no alternative? PwC has put out a [great study](https://www.pwc.com/ee/et/publications/pub/pwc-regulated-utility-customer-satisfaction.pdf) to talk about exactly why customer engagement matters in regulated monopolies. The punchline? Utilities with higher customer satisfaction perform better during rate cases, giving them higher rates of regulatory return. The chart below tells it all: Source: PwC ## Prioritizing Customer Engagement Conclusion As electricity demand continues to fall and the need for new infrastructure wane, this study is a powerful reminder of why utilities must push customer engagement to the top of their priority list. [Good utility customer service is invaluable](https://virtual-peaker.com/blog/utility-customer-service/) to utilities looking to enhance their [demand response](https://virtual-peaker.com/solutions/demand-response/) and [distributed energy resource (DER)](https://virtual-peaker.com/blog/distributed-energy-resource/) programs, as well as in building rapport with customers and local regulators alike. *Disclosure: Virtual Peaker has no outstanding business relationship with PwC and has not independently validated the data contained within this study.* ### 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.