Let Your Website Help You Exceed Consumer Expectations
An Open Letter to Utility Executives: Include Your Website in Your Strategic Plan
Every utility should have metrics on consumer expectations in the strategic plan. After all, if it weren’t for the consumers the utility would not exist. But what do you do when expectations are constantly changing?
Utility consumers (members, customers, ratepayers, residents) expect the same clarity, speed, and ease from a utility website that they get from banks, retailers, and service providers — even though utilities are not traditional “consumer brands.”
One way to meet these consumer expectations is through your website. When site visitors land on a website, an opinion is formed within seconds and typically falling within one of these 2 reactions:
- Nice, let’s find what I need
- Ugh, this is clunky and unorganized
Your website is not just a box to check. Your website needs a strategic approach to provide humanized experience for your website visitors to exceed consumer expectations.
Mobile First
It’s 2026 and we know most people are doing things on their phone (aka the minicomputers in our pockets), so it is imperative your site is designed with a great mobile experience. A frustrated reaction is intensified when a site is not mobile-friendly. When a site is responsive, someone coming to your site with negative intentions (outage-related issue) can be defused when the site is easy to navigate on a phone.
As utility professionals, we often visit our website only in desktop view because it is our work reality. However, it is best to step into your consumer’s shoes often to see your site as they mostly do. What is your experience when navigating your site online?
Self Service
Time and time again utilities are being compared to Amazon. If you can place an order for laundry detergent and it arrives on your front porch the next day, why can’t my utility provide next-day service? To utility experts, this example is not comparing apples to apples. It took time to build up these mega warehouses and roads to get those next-day deliveries to your door, and likewise it takes time to install service.
Next-day service may be feasible in some cases, while in many it is not – especially when it comes to new service. But how can you meet those expectations when that service is not available? Are service applications available online? Can consumers start the process to request new service? Online bill pay is the standard, but how can you bring that same level of convenience in other areas of the utility business to your site?
Website visitors expect to easily find outage information, rates, forms and important messages without having to call or hunt. As a working millennial and a mom, the last thing I want to do is call to get something done. Personal to do’s come in the evenings or early mornings when the girls are asleep. Local, homegrown utilities are normally closed at this time but online is 24/7. Put tools in place to allow people like me to log on after hours to initiate requests meets your consumers where, and when, they are.
Build Trust
Self-service options not only help overall satisfaction, but it builds trust when information is clear and accessible. Trust is a like a 3-legged stool. Build consumer trust online with a thoughtful site structure, easy to navigate tools, and relevant content. An intuitive, responsive design ensures the mobile experience is great, and content strategy solidifies credibility.
Trust is built when information can be found. Review your website often and make sure the questions your consumers are contacting your offices for is readily available. Things like outage restoration information, rates, ways to pay, director election details and news releases increases transparency. Lean in on the data and ensure the topics you get most often are available and easy to find on your website.
Next Steps
Your website matters more than ever. We live in a connected world and serve consumers with an instant-gratification mindset. It’s important to make sure your website meets those needs, and exceeds expectations where possible.
Leveraging your website to exceed consumer expectations should be labeled as a low-hanging fruit in your strategic plan. Websites adjustments are easy to strategize and implement fairly quickly. Review your site, determine what is needed, and act. Let your website go to work for your utility, and remember the Powerful web team is here to help bring your strategic goals to life.
