As consumers increasingly transform into omnisumers, so does their preferred way of interacting with providers. Understandably, digital self-serve channels are the top choice in most situations, but hybrid digital interactions that leverage digital channels to engage with a person — email, webchat and social media — are increasingly more popular, including for researching and purchasing new energy products and services. Consumers have fully embraced a new paradigm for interaction, with “technology when I want it, a person when I don’t” at the core.
Providers can enhance consumer interest in energy by both improving the most basic of interactions and taking a bolder leap into emerging technologies. Redesigning the energy bill is a great start. Only 33% of consumers find it very easy to understand and pay their energy bills, and nearly all (92%) want new digital bill capabilities, including the ability to analyze usage.
At the other end of the technology spectrum, consumers are curious about new ways to interact with providers. Nearly three-quarters (73%) say they are ready for the metaverse, particularly its potential for tangible energy experiences, including seeing how new products and services work.