How Utilities Can Recharge the EV Customer Journey

The electric vehicle (EV) revolution is transforming not only how people drive, but also how they interact with the energy ecosystem. As EV adoption accelerates, utilities are uniquely positioned to become central players in this new landscape—supporting customers from their first moments of EV curiosity through installation, daily charging, and ultimately, advocacy. By reimagining the end-to-end EV customer journey, utilities can differentiate themselves, build lasting loyalty, and unlock new value streams in an increasingly electrified world.

The journey of an EV owner is multifaceted, spanning several key stages:

1. Awareness: Customers begin by exploring the benefits and feasibility of EV ownership. Here, utilities can play a proactive role by providing clear, accessible information about EVs, charging options, and available incentives. Marketing campaigns, educational content, and digital outreach can demystify the transition and position the utility as a trusted advisor.
2. Discovery and Learning: As customers research EVs, they seek answers about charging infrastructure, installation requirements, and ongoing costs. Utilities can offer self-assessment tools, calculators, and guidance on grants or rebates, making the process transparent and less daunting. Digital platforms that aggregate this information empower customers to make informed decisions.
3. Evaluation: Customers compare vehicles, charging solutions, and financing options. Utilities can differentiate themselves by offering bundled packages—combining home charger installation, warranty programs, and flexible financing. By addressing upfront cost apprehension and providing tailored solutions, utilities can ease the path to purchase.
4. Purchase and Installation: Once a customer commits, the installation of a home charger becomes a critical touchpoint. Utilities can streamline this experience by digitizing the quote-to-install process, integrating third-party data for faster approvals, and offering real-time scheduling. Transparent communication and digital self-service options reduce friction and build trust.
5. Ownership and Usage: Daily charging and energy management become part of the customer’s routine. Utilities can add value by providing real-time usage data, personalized insights, and dynamic pricing options that encourage off-peak charging. Mobile apps and digital dashboards help customers optimize their energy use, reduce costs, and minimize their carbon footprint.
6. Advocacy: Satisfied EV owners often become advocates, sharing their experiences and influencing others. Utilities can foster this by creating referral programs, community platforms, and recognition for sustainable behaviors—turning customers into brand ambassadors.

A seamless EV experience depends on reliable, accessible charging infrastructure. Utilities must invest in expanding both public and private charging networks, ensuring that charging is as convenient as refueling at a gas station. This includes:

• Home Charging: Simplifying the installation process, offering bundled packages, and providing ongoing support.
• Public Charging: Partnering with municipalities, retailers, and other stakeholders to deploy rapid charging stations in strategic locations.
• Grid Upgrades: Proactively upgrading transformers and distribution systems to handle increased demand, especially in areas with high EV adoption.
• Smart Load Management: Leveraging customer charging data to balance grid loads, offer off-peak incentives, and avoid costly infrastructure upgrades.

Utilities that lead in infrastructure development not only support their customers but also gain valuable data and insights to inform future investments and services.

Digital transformation is at the heart of the modern EV customer journey. Utilities can harness robust digital platforms to:

• Aggregate Customer Data: Break down silos and create a unified view of customer behavior, preferences, and charging patterns.
• Deliver Personalized Experiences: Use AI and analytics to provide tailored recommendations, proactive alerts, and dynamic pricing offers.
• Enable Self-Service: Empower customers to manage their accounts, schedule installations, track energy usage, and access support through intuitive web and mobile interfaces.
• Gamify Engagement: Incorporate rewards, leaderboards, and challenges to motivate sustainable behaviors and foster community.

These digital capabilities not only enhance customer satisfaction but also reduce operational costs and open new avenues for cross-selling and upselling.

The proliferation of EVs generates a wealth of data—on charging habits, grid impacts, and customer preferences. Utilities can unlock new value by:

• Developing New Products and Services: Offering battery health monitoring, vehicle-to-grid (V2G) integration, and fleet management solutions.
• Entering New Markets: Participating in the development of public charging infrastructure, workplace charging, and commercial fleet electrification.
• Forming Strategic Partnerships: Collaborating with automakers, technology providers, and municipalities to create integrated ecosystems and innovative business models.
• Monetizing Data: Using insights to optimize grid operations, inform infrastructure planning, and create targeted marketing campaigns.

Utilities face unique challenges as they step into the EV ecosystem:

• Regulatory Complexity: Navigating a patchwork of local, state, and federal regulations requires flexible, modular digital platforms and agile delivery models.
• Customer Diversity: Serving residential owners, fleet managers, and infrastructure providers demands tailored journeys and solutions.
• Legacy Systems: Modernizing core systems and integrating new digital tools is essential for delivering seamless experiences.
• Sustainability and Trust: Demonstrating a credible commitment to renewable energy and transparent operations builds trust and supports decarbonization goals.

The acceleration of EV adoption is a defining moment for utilities. By recharging the EV customer journey—investing in infrastructure, embracing digital transformation, and unlocking new value streams—utilities can move beyond the role of commodity providers to become trusted partners in their customers’ lives. The result is a more resilient, innovative, and sustainable energy ecosystem—one where utilities lead the charge in electrification and customer-centricity.

Publicis Sapient stands ready to help utilities navigate this transformation, combining deep industry expertise with cutting-edge technology and experience design. Together, we can shape the future of mobility and energy—empowering customers, optimizing operations, and driving growth in the age of electrification.

Relevant Links

• The Catch-22 of the Electricity Bill
• Regional Deep Dive: Digital Customer Experience Transformation in North American Utilities
• Integrated Digital Journeys for Low-Carbon Technology Connections: Benchmarking and Best Practices
• El Futuro Digital de la Conexión de Tecnologías de Bajo Carbono en América Latina: Oportunidades y Desafíos para México (LATAM)
• The Catch-22 of the Electricity Bill
• Parcours client digitalisé pour les technologies bas carbone : enjeux et opportunités pour les acteurs de l’énergie en Europe (Europe)