Digitalizing Energy Assistance: Removing Friction to Improve Customer Access

By Heather Siebken, Director, Councils & Marketing | 2-minute read

As  affordability pressures persist¹, utilities are increasingly recognizing that the challenge is not only the availability of energy assistance programs, but how easily customers can access them. In many cases, customers are actively seeking financial support but do not successfully complete enrollment due to fragmented or manual processes. As a result, utilities are shifting toward digital-first models that simplify how customers discover, apply for, and receive assistance.

It is important to note that digital channels are one part of a broader support ecosystem and will not meet the needs of all vulnerable customers, particularly those without reliable internet access or comfort with online tools. However, for a significant and growing segment of customers, digital experiences are becoming a pathway for accessing assistance and reducing barriers to enrollment.

Consumers Energy identified this gap when reviewing engagement with its support programs. The utility found that only a small share of eligible customers were receiving the full range of available benefits. In response, Consumers Energy introduced a personalized digital experience¹ designed to connect customers with relevant assistance options tailored to their needs. The initiative reflects a broader effort to increase participation by embedding assistance directly into the digital customer journey.

Baltimore Gas and Electric (BGE) implemented a series of enhancements to improve program navigation and completion¹. These included tools enabling customer service representatives to submit LIHEAP applications on behalf of customers, an online assistance matching tool, and expanded coordination with partner organizations. Together, these capabilities have helped streamline access and improve enrollment outcomes across assistance programs.

PSEG launched a targeted digital outreach campaign¹ for customers eligible for LIHEAP Emergency Assistance. The initiative enabled customers to directly request support through a simplified online pathway, reducing traditional application steps. The streamlined process resulted in higher participation and contributed to improved disconnection mitigation outcomes.

Entergy introduced a digital LIHEAP platform¹ that provides customers with 24/7 access to apply for assistance, upload required documentation, and receive real-time application updates. By shifting the process online, the utility reduced administrative delays and improved continuity of service for customers receiving assistance.

Taken together, these examples reflect a broader industry transition: energy assistance programs are becoming integrated digital customer experiences. Utilities are increasingly focused on eliminating friction across the assistance journey, from discovery to enrollment and resolution.

As digital capabilities mature, utilities are positioning integrated platforms, automated workflows, and real-time communication as core components of affordability strategy. These tools help ensure that customers who are able to engage digitally can connect to support more quickly and with fewer barriers. While not a one-size-fits-all solution, it represents an important and expanding channel for improving enrollment outcomes, reducing arrears, and preventing disconnections among digitally engaged customers.

Chartwell’s ‘Put It Into Practice’ Brief

Utilities seeking to improve digital access to energy assistance programs should take the following actions:

1. Map the full digital customer journey. Ensure customers can discover available assistance, apply, submit documentation, and track status end-to-end in a single, unified digital experience.
2. Analyze digital engagement data. Use analytics to identify where customers drop off or fail to complete applications and prioritize remediation of those friction points.
3. Automate status updates and communications. Provide real-time application updates to reduce uncertainty and improve completion rates.
4. Equip frontline teams with digital support tools. Enable contact center agents to initiate and complete applications on behalf of customers within integrated systems.
5. Track conversion performance end-to-end. Measure the full funnel from eligibility to completed enrollment as a core program performance indicator.

Utilities that focus on simplifying access to assistance programs are increasing the real-world impact of existing affordability investments. The most effective assistance programs are not defined by how many exist, but by how easily customers can successfully use them.

¹Requires Insight Center Membership 

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Heather Siebken is a product and marketing leader and customer experience expert with more than 25 years of experience driving innovation, customer engagement, and strategic growth. She currently leads councils and marketing at Chartwell, where she designs industry forums and content that help utilities establish a customer experience strategy to navigate customer expectations and digital transformation.

Previously, Heather led product development and marketing at Omaha Public Power District, where she oversaw a broad portfolio of customer energy solutions spanning energy efficiency, demand response, electrification, and customer assistance programs. She is known for her strategic foresight, storytelling, and ability to translate complex trends into actionable business outcomes.