In the world of utilities, certain fundamental elements hold the keys to Customer satisfaction. While the buzz around digitization,
personalization of services, reducing costs, and expanding communication channels grows louder, two core aspects continue to underpin the Customer experience: billing accuracy and grid reliability. Despite advancements in technology and customer service, these “Killer B’s” — bills and blackouts —remain critical determinants of how Customers perceive their utility providers.

Bills: The Foundation of Trust

Accurate billing is the cornerstone of the Customer-utility relationship. No amount of Customer service excellence can overcome the
frustration caused by billing errors. These mistakes not only cause inconvenience and confusion but also erode trust. Inaccurate bills can lead to disputes, increased customer service costs, and a tarnished brand image.

But there’s another layer to the billing story that’s easy to overlook. Our 25+ years of research show that many Customers worry about
paying their electricity bills — and for good reason. Unlike filling up a gas tank, where you choose how much you spend, or buying a product in a store where the price is known, the cost of electricity is driven by usage and not fully known until the monthly bill arrives. This uncertainty can cause stress for Customers who have to budget carefully, influencing not just how they pay but how they feel about their utility. It’s a hidden challenge that utilities can help address by making bills as transparent, predictable, and easy to understand as possible.

This is where brand image plays a crucial role. A utility’s reputation as a safe, reliable, and cost-conscious provider of electricity
helps build confidence — even when usage-driven costs fluctuate. When Customers perceive their utility as committed to fairness and affordability, they’re more likely to trust that their bills are reasonable and accurate. A strong, positive brand image is therefore inseparable from trust and satisfaction — it reassures Customers that the utility is on their side.

Blackouts: The Test of Reliability

Grid reliability is perhaps the most visible indicator of a utility’s performance. Blackouts and power disruptions, especially frequent or
prolonged ones, can significantly impair Customer satisfaction. They disrupt daily life and can lead to economic losses, resulting in negative perceptions of the utility provider.

What’s important to remember is that Customers often expect 100% availability — an understandable expectation given the essential nature of electricity. Yet, the reality is that infrastructure investments, weather, and other factors affect grid performance. Even minor outages can loom large in Customers’ minds; our research confirms that a brief 15-minute outage is often recalled as lasting much longer, magnifying frustration. Utilities can’t always prevent every blackout, but they can mitigate dissatisfaction by investing in system resilience, communicating clearly during outages, and managing expectations.

While the utility sector continues to evolve with innovations in customer service and technology, it’s essential to keep a focus
on getting the basics right. Accurate bills and reliable service remain at the heart of Customer satisfaction, even as new tools and offerings are developed. For utilities aiming to build on their successes, reinforcing these fundamentals — while exploring ways to further engage Customers — can make all the difference.

In the end, these “Killer B’s” play an outsized role in determining the depth of Customer loyalty and the strength of the utility’s
brand. Utilities that focus on these essentials will meet Customer expectations and maintain a strong, positive image with their stakeholders. Equally important, by prioritizing engagement and gathering insights from Customers, utilities can anticipate challenges and stay ahead in an ever-evolving landscape.

Let’s Connect to discuss your research needs.