Closing the Gap: Optimizing Utility Customer Self-Service in a Digital Era
By Stacey Bailey, Vice President
The utility industry is undergoing a profound digital transformation, driven by the need to meet rapidly rising customer expectations, while at the same time optimizing operational efficiencies to control costs. Today’s residential consumers expect seamless, personalized digital experiences and utilities are responding by investing in innovative technologies and optimizing their digital channels to put customer centricity at the heart of their strategy.
Chartwell’s 2025 Residential Consumer survey highlights the challenge: utility customers increasingly compare their experiences to modern platforms, demanding better communication and ease of use. Chartwell’s recent analysis paper, New Technology and Evolving Expectations Define the Horizon for Residential Digital Experience, reviews current utility practices, examines customer expectations, explores digital tool development and impact, and outlines the industry’s future direction amid rapid technological change.
Many utilities acknowledge that their digital offerings lag behind other industries, especially banking, with customers perceiving utility platforms as less advanced and less intuitive.
To bridge this gap, utilities across the U.S. and Canada are accelerating their digital initiatives. Over the next 12–18 months, priorities include cloud migration, artificial intelligence (AI), omnichannel integration, and expanded self-service capabilities. These efforts aim to modernize legacy systems and empower customers with greater autonomy and accessibility. Self-service remains a cornerstone of this transformation, with utilities investing in mobile apps, optimized IVR systems, and redesigned web portals. These platforms enable customers to manage their accounts, check balances, and pay bills with ease.
However, gaps persist. While most apps support core functions, advanced features like payment arrangements and program enrollment are less common, available in only 43% and 25% of apps, respectively. Utilities recognize these shortcomings and are working to enhance functionality, striving to deliver truly customer-centric experiences that adapt to the evolving needs of residential users.
As digital transformation continues, the industry’s commitment to innovation and customer satisfaction will define the future of utility service—making it more accessible, intuitive, and empowering for every residential customer. Now is the time to evaluate digital platforms, listen to customer feedback, and champion investments in technologies that close experience gaps and deliver seamless, personalized solutions that empower your customers.
To learn more about the Chartwell CX Council, please reach out to Tim Herrick.
You may also like these blog posts:
- Chartwell Debuts 2025 Consumer Perspectives on Utility Service and Customer Experience
- Unlocking Customer Satisfaction with Advanced Analytics: Insights from SCE and Chartwell
- Chartwell Releases 2025 Digital Experience Benchmarks Report
Related Insight Center research:
