The EV Customer Journey: How Utilities Can Lead in the Age of Electrification

The electrification of transportation is reshaping the energy landscape, and utilities are uniquely positioned to lead this transformation. As electric vehicle (EV) adoption accelerates, utilities are no longer just suppliers of electricity—they are becoming orchestrators of a new, data-rich ecosystem that spans infrastructure, digital services, and customer engagement. By mapping and optimizing the end-to-end EV customer journey, utilities can unlock new value streams, deepen customer relationships, and secure their place at the heart of the mobility revolution.

The EV customer journey is distinct from traditional utility interactions, encompassing a series of touchpoints that present both challenges and opportunities for engagement:

1. Awareness: Customers begin by exploring the benefits of EVs. Utilities can play a pivotal role by providing clear, accessible information about EV incentives, charging infrastructure, and the environmental impact of electrification. Proactive marketing and educational outreach help demystify EV ownership and position utilities as trusted advisors.
2. Discovery and Learning: Prospective EV owners research models, charging options, and costs. Utilities can support this stage with digital tools—such as cost calculators, readiness assessments, and guides to grants and incentives—that simplify decision-making for both residential and commercial customers.
3. Evaluation: Customers compare vehicles, charging solutions, and financing options. Utilities can differentiate themselves by bundling services (e.g., home charger installation, warranty programs) and offering flexible financing or subscription models that lower barriers to entry.
4. Purchase and Installation: Once a customer commits to an EV, the focus shifts to installing home or workplace charging infrastructure. Utilities can streamline this process by digitizing the connection journey, providing transparent pricing, and coordinating with installers to ensure a seamless experience.
5. Ownership: As customers integrate EVs into their daily lives, utilities have opportunities to deepen engagement. Providing centralized platforms for monitoring charging, offering peer comparison tools, and enabling participation in demand response or time-of-use programs can enhance satisfaction and loyalty.
6. Advocacy: Satisfied EV owners often become advocates, referring others and sharing their experiences. Utilities can harness this by creating referral programs, loyalty rewards, and community platforms that celebrate sustainable choices and foster brand loyalty.

The shift to EVs is driving a dramatic increase in electricity demand—potentially up to 25% more for residential customers. This surge requires utilities to invest in robust, adaptable infrastructure and digital platforms:

• Expanding Charging Networks: Utilities are key partners in deploying public and private charging stations, ensuring equitable access and reliability. Strategic partnerships with municipalities, retailers, and OEMs can accelerate rollout and optimize network placement.
• Grid Modernization and Load Management: The variability of EV charging, especially during peak hours, introduces new complexities. Utilities must invest in smart grid technologies, dynamic load balancing, and local grid upgrades to maintain reliability and avoid costly overbuilds.
• Integration with Renewables: As more customers pair EVs with solar or other distributed energy resources, utilities can offer solutions that optimize charging for grid stability and sustainability, such as managed charging or vehicle-to-grid (V2G) programs.
• Unified Digital Platforms: Investing in integrated digital platforms allows utilities to provide real-time updates, self-service options, and omnichannel engagement. These platforms enable utilities to deliver personalized experiences, anticipate customer needs, and optimize grid operations.
• Personalized Engagement: By leveraging customer data, utilities can offer tailored recommendations, proactive communications, and value-added services such as battery health monitoring or smart charging suggestions. Personalization not only enhances satisfaction but also drives loyalty and advocacy.

While the EV revolution offers immense promise, utilities face several hurdles:

• Customer Experience Complexity: The EV journey often involves multiple stakeholders—OEMs, installers, property owners, and utilities—leading to fragmented experiences. Utilities must simplify and digitize processes, clarify roles, and provide guided support throughout the journey.
• Regulatory and Market Uncertainty: Evolving policies, incentives, and standards can complicate planning and investment. Utilities need agile strategies and strong partnerships to navigate this dynamic environment.
• Data Integration and Privacy: Siloed data systems limit the ability to deliver personalized, timely services. Investing in unified data platforms and transparent data governance is essential for unlocking value and maintaining customer trust.
• Cultural and Organizational Change: To fully capitalize on the EV opportunity, utilities must foster innovation, empower cross-functional teams, and attract new talent in analytics, digital product development, and customer experience design.

The rise of EVs is a catalyst for reimagining the utility-customer relationship. Utilities can unlock new value streams by:

• Offering New Products and Services: The rapid adoption of EVs creates opportunities for utilities to offer new products and services, including battery health monitoring, fleet management solutions, and partnerships with large fleet operators.
• Venturing into New Markets: Utilities can vertically integrate into the EV ecosystem by participating in the development of public charging infrastructure, workplace stations, and even retail media networks that monetize charging station screens.
• Adopting Data-Driven Business Models: Aggregated, anonymized charging data can inform third-party decisions—from siting new charging stations to supporting retail, insurance, or mobility services—creating new revenue streams while respecting privacy.
• Forging Strategic Partnerships: Collaborating with OEMs, municipalities, and technology providers enables utilities to create integrated ecosystems that support customers end-to-end, from installation to ongoing engagement.

The electrification of mobility is not just a technological shift—it is a generational opportunity for utilities to redefine their role in society. By investing in infrastructure, leveraging data, and delivering seamless, customer-centric experiences, utilities can position themselves at the heart of the e-mobility ecosystem. Success will require bold action, a commitment to digital transformation, and a willingness to forge new partnerships across the value chain.

Utilities that act decisively today will not only meet the demands of the EV era but will also unlock sustainable growth and deeper customer loyalty for years to come.

Ready to transform your EV customer journey? Publicis Sapient partners with utilities, OEMs, and ecosystem players to design and deliver the digital, data-driven solutions that power the future of mobility. Connect with our experts to start your journey.

Relevant Links

• Electrifying Utility Customer Experience
• Electrifying Utility Customer Experience
• Regional Deep Dive: Digital Customer Experience Transformation in North American Utilities
• AI-Driven Contact Centers: Transforming Utility Customer Engagement
• Innovación en la Experiencia del Cliente en Utilities: Lecciones para América Latina (LATAM)
• Révolutionner l’Expérience Client dans les Services Publics : Le Nouveau Standard Européen (Europe)