The Mobile App as a Customer Lifeline
Utility mobile apps have evolved from convenience tools into essential customer channels. As affordability concerns grow, customers increasingly rely on apps to predict bills, manage payments, access assistance programs, understand usage, and stay informed during outages and emergencies. Yet a recent benchmark study by Mindgrub of 80 apps across 40 utilities found that fewer than one-third achieved a 4.5-star app store rating, highlighting persistent challenges with login friction, payment experiences, and overall usability. In this panel discussion, utility leaders will explore changing customer expectations, lessons learned from developing and improving mobile platforms, and emerging capabilities such as bill prediction, personalized usage insights, and AI-powered assistance. Attendees will gain practical strategies for strengthening engagement, satisfaction, and trust through the mobile channel.
Moderator:
Dennis Goodman, Senior Consultant, Chartwell Inc.
Dennis Goodman is a seasoned customer experience leader and researcher with nearly 25 years of experience helping organizations understand customer needs and translate insights into action. He previously spent nine years at Salt River Project leading customer experience and market research efforts, where he partnered with senior leaders to implement insight-driven strategies and new service innovations, while also collaborating with external organizations to bring best practices across departments. Earlier in his career, he spent nearly a decade at J.D. Power, advising organizations across industries on improving customer satisfaction and loyalty.
Panelists:
Laura Gousha, Engagement Director, Mindgrub
Laura Gousha is the Engagement Director for the Energy and Utilities practice at Mindgrub. In her role, she oversees Mindgrub’s utility practice and client accounts, providing hands-on strategic and technical consultation support. She brings extensive experience in custom software development, project requirements definition and estimation, agile process implementation, and overall digital roadmap planning for clients ranging from startups to Fortune 100 organizations.
Helen Tang, Principal, Product Owner, National Grid Mobile App, National Grid
Helen Tang is Principal Product Owner for the National Grid Mobile App, where she leads the strategy and delivery of digital experiences that help customers engage more easily with their utility. Since joining National Grid in 2020 through the company’s IT Graduate Development Program, she has held a series of product leadership roles spanning cloud technologies, digital acceleration, and customer account platforms before assuming leadership of the mobile app. Helen is passionate about using technology to improve customer experiences and strengthen communities. Her background in agile product development, digital transformation, and cross-functional collaboration enables her to deliver innovative, customer-focused solutions that create lasting value for both customers and the business.
Karlon Butler, Manager, E-Commerce, Entergy
Karlon Butler is manager of e-commerce at Entergy, where he leads the strategy and evolution of the company’s customer-facing digital channels, including the mobile app and online self-service experience. He oversees initiatives that enhance customer engagement through innovative technologies, digital products, and seamless user experiences. Butler brings more than 20 years of experience in product management, information technology, operations, supply chain, and customer experience across the energy and government sectors. Before joining Entergy, he held a series of global product management and IT leadership roles at Chevron, where he led enterprise technology initiatives supporting business operations and digital transformation. Earlier in his career, he managed business planning and portfolio operations supporting U.S. government programs overseas. Butler earned an MBA from Tulane University’s A.B. Freeman School of Business and a bachelor’s degree in business administration from Colorado Technical University.
Kalen Bruce, Senior Customer Service End User Support Analyst, LG&E and KU
Kalen Bruce is a business operations support leader with almost 15 years of experience in the utility industry in various roles within customer service. In his current role, he partners across business, IT, and operations to align system capabilities with organizational needs and support all the systems and applications used by customers and the front office personnel who assist them. Kalen and his team lead initiatives that strengthen business readiness, streamline processes, and support successful change while keeping people, process, and customer experience at the center of decision-making.
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