Utilities and the EV Charging Ecosystem: New Business Models and Customer Journeys

As electric vehicle (EV) adoption accelerates worldwide, utilities are emerging as pivotal players in the evolving charging ecosystem. No longer confined to the background of the energy landscape, utilities are now at the forefront—building and operating charging infrastructure, managing grid demand, and shaping the digital customer experiences that will define the future of mobility. This transformation is not only reshaping the utility sector but is also fundamentally altering the business models and customer journeys across energy, mobility, and retail.

Utilities at the Center of the EV Revolution

The rapid growth of EVs is driving a fundamental shift in energy demand and consumer expectations. Utilities are uniquely positioned to lead this transformation, leveraging their expertise in power distribution, grid reliability, and customer relationships. Their role now extends far beyond simply supplying electricity:

Building and Operating Charging Infrastructure: Utilities are investing in both home and public charging networks, ensuring reliable access to power at home, at work, and on the go.
Managing Grid Demand: With the influx of EV charging, utilities are balancing load, integrating renewables, and deploying smart grid solutions to optimize energy distribution and avoid costly peak loads.
Creating New Digital Customer Experiences: Through digital platforms and data, utilities are personalizing services, bundling offerings, and fostering loyalty with innovative programs and incentives.

The End-to-End EV Customer Journey

The EV journey is now a holistic, digitally enabled experience, with utilities playing a central role at every stage:

Awareness and Discovery: Utilities help demystify the EV landscape by providing educational resources, cost calculators, and transparent information on charging costs and infrastructure. Digital tools empower customers to understand total cost of ownership and available incentives.
Purchase and Installation: Utilities streamline the installation of home charging units, offer bundled packages (vehicle, charger, and energy plan), and provide financing or warranty options—reducing friction and building early trust with new EV owners.
Charging and Ownership: Utilities ensure reliable access to charging through robust networks and digital platforms that enable real-time charger location, availability, and dynamic pricing. Smart grid integration allows for load balancing, demand response, and even vehicle-to-grid (V2G) services, turning EVs into distributed energy assets.
Advocacy and Community: Satisfied EV owners become advocates, sharing experiences and influencing others. Utilities foster this advocacy through referral programs, peer-to-peer platforms, and community engagement initiatives, building lasting relationships and amplifying adoption.

Digital Platforms and Data: The Engine of Personalization and Grid Optimization

At the heart of this transformation is data. Utilities are investing in digital platforms that unify customer, vehicle, and grid data, enabling:

Personalized Services: Tailored offers, dynamic loyalty programs, and targeted communications based on real-time usage and preferences.
Grid Load Management: Predictive analytics and AI-driven insights to anticipate demand spikes, optimize charging schedules, and integrate renewables.
New Product Innovation: Bundled energy and mobility solutions, such as subscription charging, all-in-one home energy packages, and integrated EV leasing.

For example, utilities can use charging data to identify high-demand locations, inform infrastructure investments, and offer customers incentives to charge during off-peak hours—benefiting both the grid and the consumer.

New Business Models: From Energy Provider to Mobility Partner

The shift to EVs is catalyzing new business models for utilities:

Vertically Integrated Offerings: Utilities can bundle EVs, home chargers, and green energy tariffs into a single contract, simplifying the customer experience and driving loyalty.
Subscription Charging and Roaming Tariffs: Subscription models and roaming tariffs allow customers to access multiple charging networks seamlessly, enhancing convenience and flexibility.
Retail Media Networks: Charging stations and digital apps become platforms for targeted advertising and partnerships, unlocking new revenue streams.
Fleet and Commercial Solutions: Utilities support businesses with fleet electrification, charging infrastructure, and energy management services.

These models are not just about selling more electricity—they’re about creating holistic, value-added experiences that meet the evolving needs of both B2C and B2B customers.

The Power of Partnerships: Building a Seamless EV Ecosystem

No single player can deliver the full promise of the EV future alone. Utilities, fuel retailers, OEMs, municipalities, and technology providers must collaborate to create an integrated, interoperable ecosystem. Successful partnerships can:

Simplify the Customer Journey: By connecting vehicle sales, charging, energy supply, and digital services into a unified experience.
Accelerate Infrastructure Deployment: Coordinating with municipalities and retailers to expand charging networks and ensure reliability.
Drive Innovation: Joint ventures and data-sharing agreements enable new products, such as V2G integration, roaming tariffs, and cross-industry loyalty programs.

Examples abound—from utilities partnering with automakers on smart charging trials, to energy retailers launching dedicated EV leasing businesses, to collaborative efforts that standardize charging protocols and payment systems.

Data-Driven Loyalty and Customer Engagement

The integration of loyalty programs, mobile apps, and in-store data is a key driver of personalization in the EV charging ecosystem. Utilities and their partners are leveraging unified customer data platforms to:

Deliver dynamic loyalty programs that reward engagement across charging, convenience, and emerging services.
Offer mobile-first experiences with contactless payments, in-app ordering, and real-time promotions.
Personalize product recommendations and optimize inventory based on customer preferences and charging behavior.

These data-driven strategies not only increase customer satisfaction and loyalty but also open up new revenue streams through targeted advertising and cross-industry partnerships.

The Road Ahead: A Call to Action for Utilities

The window of opportunity is now. Utilities that act decisively—investing in digital platforms, forging strategic partnerships, and reimagining the customer journey—will define the future of mobility and energy. The rewards are significant: deeper customer relationships, new revenue streams, and a central role in the decarbonized economy.

At Publicis Sapient, we help utilities and energy providers navigate this transformation—combining deep industry expertise with digital innovation to deliver seamless, personalized, and future-ready EV experiences. The journey to the next era of energy and mobility is underway. Utilities have the chance to lead. Will you seize it?