Integrated Digital Journeys for Low-Carbon Technology Adoption: A Regional Benchmarking Perspective

As the global energy transition accelerates, utilities face a critical challenge: how to deliver seamless, customer-centric digital journeys for the adoption of low-carbon technologies such as electric vehicles (EVs), solar panels, and heat pumps. The traditional quote-to-install process for these technologies is often fragmented, slow, and opaque—frustrating customers and straining utility resources as demand surges. To support decarbonization goals and meet rising customer expectations, utilities must reinvent these journeys through integrated, digital-first solutions that simplify processes, personalize experiences, enable self-service, and connect all stakeholders.

The adoption of low-carbon technologies is surging. In the UK, battery electric vehicle registrations have increased exponentially, and similar trends are emerging across North America. This growth means utilities must process far more connection requests, often within fixed regulatory timeframes and with limited resources. At the same time, customers expect the same level of digital convenience and transparency they experience in other industries. The imperative is clear: utilities must digitize and streamline the customer journey to accelerate adoption, improve satisfaction, and support the energy transition.

A comparative analysis of the quote-to-install journey across UK and North American utilities reveals common pain points and emerging best practices:

• Fragmented, manual processes: Customers are often required to complete paper forms, navigate unclear requirements, and interact with multiple stakeholders, leading to confusion and delays.
• Lack of personalization: Journeys are rarely tailored to the needs of different customer segments, such as homeowners versus installers or commercial fleet operators.
• Limited self-service: Customers have few options to track progress, schedule site visits, or access real-time updates online or via mobile apps.
• Opaque roles and responsibilities: The involvement of utilities, installers, and third-party providers is often unclear, resulting in a disjointed experience.

However, benchmarking also highlights actionable strategies that deliver measurable improvements in customer satisfaction, operational efficiency, and support for decarbonization goals.

Replace manual, paper-based forms with intuitive digital workflows. Integrate third-party data sources—such as address lookups and equipment registries—to accelerate form completion and reduce errors. Leading utilities have implemented dynamic scheduling tools and digital forms that guide customers step-by-step, minimizing confusion and administrative burden.

Offer contextual messaging and digital tools—such as cost calculators, eligibility checkers, and tailored FAQs—to help customers understand their options, incentives, and next steps. Segment journeys for different customer types, ensuring that both residential and commercial users receive relevant information and support. Personalization, powered by unified customer data platforms and AI, enables proactive communications and product recommendations that anticipate customer needs.

Empower customers to track progress, manage appointments, and access real-time status updates through web portals or mobile apps. Provide clear, upfront pricing and digital scheduling for site visits. Utilities are leveraging AI-driven contact centers and mobile apps to deliver outage notifications, status updates, and personalized energy-saving recommendations, reducing call center volumes and improving satisfaction.

Clarify roles and responsibilities across utilities, installers, and third-party providers. Create integrated digital ecosystems that support customers end-to-end, from initial inquiry to installation and activation. This reduces handoff friction and ensures a consistent, high-quality experience at every stage.

While the UK’s relatively unified regulatory environment has enabled more standardized digital journeys, North American utilities must navigate a patchwork of state, provincial, and federal regulations. This complexity requires:

• Flexible, modular digital platforms that can adapt to evolving business needs and regulatory changes.
• Cloud migration and agile delivery models to ensure scalability, resilience, and rapid response to extreme weather or surges in demand.
• Accessibility and inclusion, with digital platforms designed to serve diverse populations, including multilingual support and mobile-first design.

Pilot projects, such as the use of digital nudges and gamification in Canada, demonstrate the power of data-driven engagement to shift energy use, reduce infrastructure costs, and foster active customer relationships. U.S. utilities are similarly investing in customer education and digital tools to guide customers through incentive programs and installation requirements.

Unified data platforms are the linchpin of modern customer journeys. By consolidating customer, asset, and usage data, utilities can:

• Personalize communications and product recommendations
• Predict and manage grid impacts from new connections
• Optimize scheduling and resource allocation
• Enable new business models, such as demand response and dynamic pricing

Investing in these capabilities not only enhances the customer experience but also unlocks new value streams and operational efficiencies.

To transform the quote-to-install journey for low-carbon technologies, utilities should:

1. Assess Regional Regulatory and Infrastructure Realities: Map out specific requirements and constraints in each service territory.
2. Prioritize Customer Experience: Design journeys that are light, ethical, accessible, and data-driven—leveraging frameworks that ensure inclusivity and simplicity.
3. Invest in Scalable Digital Platforms: Adopt cloud-based, modular solutions that can evolve with business and regulatory needs.
4. Foster Cross-Sector Collaboration: Partner with OEMs, installers, municipalities, and technology providers to create integrated ecosystems.
5. Embrace Agile and Data-Driven Innovation: Use agile delivery models and analytics to continuously refine and personalize the customer journey.

The digital transformation of the quote-to-install journey is both a challenge and an opportunity. By learning from global best practices and adapting them to local realities, utilities can deliver seamless, resilient, and customer-centric experiences that empower customers, optimize operations, and accelerate the energy transition.

Publicis Sapient stands ready to partner with utilities on this journey—bringing global expertise, regional insight, and a proven track record in digital business transformation. Connect with our experts to discover how we can help you modernize your customer journeys and unlock new value in a rapidly evolving landscape.

Relevant Links

• How British Gas Accelerated Its Digital Transformation
• How British Gas Accelerated Its Digital Transformation
• Overcoming Customer Experience (CX) Debt in Utilities: Lessons from Award-Winning Digital Transformations
• L’innovation de l’expérience client dans les utilities : Leçons pour l’Europe (Europe)
• Innovación en la Experiencia del Cliente en Utilities: Un Camino para la Transformación Digital en América Latina (LATAM)