As the global push for decarbonization accelerates, utilities in the UK and North America are at the forefront of enabling the adoption of low-carbon technologies—electric vehicles (EVs), solar panels, and heat pumps. Yet, the customer journey from initial interest to installation remains fragmented, complex, and often frustrating. Benchmarking digital journeys across these regions reveals both common pain points and emerging best practices, offering a roadmap for utilities seeking to modernize their customer experience and accelerate the energy transition.
The surge in demand for low-carbon technologies is undeniable. In the UK, battery electric vehicle registrations have soared, while North America is experiencing a similar uptick in EVs, solar, and heat pump installations. This growth brings new challenges: utilities must process a higher volume of connection requests, often under tight regulatory timelines and with limited resources. At the same time, customers expect the same digital convenience and transparency they experience in other sectors. The traditional quote-to-install process—characterized by paper forms, manual handoffs, and opaque requirements—no longer meets the needs of today’s consumers or the demands of the energy transition.
A comparative analysis of the digital journeys for low-carbon technology adoption in the UK and North America highlights several key pain points:
Despite these challenges, benchmarking also uncovers actionable strategies that deliver measurable improvements in customer satisfaction, operational efficiency, and decarbonization outcomes.
Leading utilities are replacing manual, paper-based forms with intuitive digital workflows. By integrating third-party data sources—such as address lookups and equipment registries—they accelerate form completion and reduce errors. Dynamic scheduling tools and step-by-step digital forms minimize confusion and administrative burden, making the process more user-friendly.
Contextual messaging, digital cost calculators, eligibility checkers, and tailored FAQs help customers understand their options, incentives, and next steps. Segmenting journeys for different customer types ensures that both residential and commercial users receive relevant information and support. Personalization, powered by unified customer data and AI, enables proactive communications and product recommendations that anticipate customer needs.
Empowering customers to track progress, manage appointments, and access real-time status updates through web portals or mobile apps is becoming standard. Clear, upfront pricing and digital scheduling for site visits reduce uncertainty. AI-driven contact centers and mobile apps deliver outage notifications, status updates, and personalized energy-saving recommendations, reducing call center volumes and improving satisfaction.
Clarifying roles and responsibilities across utilities, installers, and third-party providers is essential. Integrated digital ecosystems support customers end-to-end, from initial inquiry to installation and activation, reducing handoff friction and ensuring a consistent, high-quality experience at every stage.
The UK’s relatively unified regulatory environment has enabled more standardized digital journeys, while North American utilities must navigate a patchwork of state, provincial, and federal regulations. This complexity requires:
Pilot projects in Canada, such as digital nudges and gamification, 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:
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:
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 in the UK and North America 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.