The Role of Utilities in Accelerating EV Adoption: Infrastructure, Data, and Customer Experience

Utilities: From Energy Suppliers to Orchestrators of the EV Ecosystem

The rapid electrification of mobility is transforming the European energy landscape. Utilities, once focused solely on supplying electricity, are now at the heart of a new ecosystem—one where infrastructure, data, and customer experience converge to accelerate the adoption of electric vehicles (EVs). This evolution is not just a response to regulatory pressures or climate goals; it is a strategic opportunity for utilities to redefine their role, unlock new value streams, and become indispensable partners in the journey toward sustainable mobility.

Building and Managing Charging Infrastructure: The Foundation of EV Adoption

A robust, accessible charging network is essential for mass EV adoption. Utilities are uniquely positioned to lead the deployment and management of both public and private charging infrastructure. Their expertise in grid management, investment capacity, and established relationships with municipalities and businesses enable them to:

• Expand charging networks in urban, suburban, and rural areas, ensuring equitable access and avoiding the creation of “charging deserts.”
• Modernize the grid to handle increased and variable demand, leveraging smart grid technologies, dynamic load management, and integration of renewable energy sources.
• Collaborate with local authorities and OEMs to strategically place charging stations, optimize usage, and support cross-border mobility.

Utilities are also driving innovation through new models such as peer-to-peer (P2P) charging platforms. By enabling individuals and businesses to share their private charging points, utilities can instantly multiply the available network, reduce infrastructure costs, and foster community engagement. This approach, exemplified by successful platforms like Plug Inn, has already demonstrated its ability to attract thousands of users and significantly reduce carbon emissions.

Data: The Engine of Grid Optimization and Personalized Services

Every EV charging session generates valuable data—on user behavior, location, timing, and energy consumption. Utilities that invest in unified digital platforms can harness this data to:

• Anticipate and shape demand, optimizing network investments and preventing congestion.
• Personalize customer offerings, such as smart charging recommendations, dynamic pricing, and bundled energy-mobility solutions.
• Enable new business models, including data monetization with partners (e.g., insurers, retailers, mobility operators), always in compliance with GDPR and customer trust.

Advanced analytics and AI further empower utilities to deliver predictive maintenance, proactive customer support, and tailored incentives that drive both operational efficiency and customer satisfaction.

Reinventing the Customer Experience: From Transactional to Relational

The EV customer journey is complex, involving multiple touchpoints—from initial research and installation to daily charging and community engagement. Utilities have the opportunity to transform this journey by:

• Centralizing information through digital tools (cost simulators, eligibility checkers, real-time charger locators) that demystify the transition to electric mobility.
• Digitizing and simplifying processes for installation, subscription, and incident management, reducing friction and accelerating adoption.
• Creating engagement platforms—loyalty programs, user communities, and referral schemes—that turn satisfied customers into brand ambassadors.

By offering seamless, omnichannel experiences, utilities can build lasting relationships and position themselves as trusted advisors in the EV transition.

Partnership Models: Collaborating for a Seamless Ecosystem

No single player can address the challenges of EV adoption alone. Utilities are forging strategic partnerships with OEMs, municipalities, technology providers, and even end-users to:

• Bundle offerings (vehicle, charger, green energy contract) for a one-stop solution.
• Develop interoperable roaming agreements that allow drivers to access multiple charging networks with a single subscription.
• Integrate vehicle-to-grid (V2G) solutions, turning EVs into flexible assets that support grid stability and create new value for customers.

These collaborative models not only accelerate infrastructure rollout but also foster innovation and resilience across the mobility ecosystem.

Publicis Sapient: Your Partner in Digital Transformation for Utilities

At Publicis Sapient, we empower utilities to lead the EV revolution through digital transformation. Our SPEED framework—Strategy, Product, Experience, Engineering, and Data & AI—enables us to design and deliver solutions that are:

• Data-driven and customer-centric, ensuring every touchpoint adds value.
• Agile and scalable, adapting to regulatory changes and evolving customer needs.
• Innovative and collaborative, leveraging the latest technologies and best practices from across industries.

Our work with leading mobility players, such as the development of Plug Inn, demonstrates our ability to rapidly prototype, launch, and scale digital platforms that drive real-world impact—accelerating EV adoption, reducing emissions, and creating new revenue streams for our clients.

Best Practices for Utilities Accelerating EV Adoption

1. Invest in digital platforms that unify data, streamline customer journeys, and enable rapid service innovation.
2. Leverage data analytics to optimize grid operations, personalize offerings, and inform strategic investments.
3. Foster partnerships with OEMs, municipalities, and technology providers to create integrated, user-friendly ecosystems.
4. Prioritize customer experience, from education and onboarding to ongoing engagement and support.
5. Embrace new business models, such as P2P charging, dynamic pricing, and bundled services, to unlock additional value.

Shaping the Future of Mobility—Together

The transition to electric mobility is a defining challenge and opportunity for Europe’s utilities. By investing in infrastructure, harnessing the power of data, and reimagining the customer experience, utilities can become the architects of a sustainable, customer-centric mobility ecosystem. Publicis Sapient stands ready to partner with you on this journey—helping you innovate, collaborate, and lead the way to a cleaner, more connected future.

Ready to accelerate your EV transformation? Let’s shape the future of mobility, together.