North American utilities are navigating a period of unprecedented change. The accelerating energy transition, the rise of distributed energy resources, and evolving customer expectations are compelling utilities across the United States and Canada to rethink how they engage with their customers. At the heart of this transformation is the adoption of digital strategies that deliver personalized, accessible, and inclusive experiences—while also addressing the unique regulatory, infrastructural, and demographic challenges of the region.
A standout example of digital innovation in customer engagement comes from Oshawa Power in Ontario, Canada. In partnership with Publicis Sapient, Oshawa Power launched a pioneering electricity pricing pilot that empowered residents to take control of their energy costs. The initiative combined smart meter data, dynamic tariffs, and a suite of digital engagement tools—including a web portal, email, SMS, and a state-of-the-art mobile app called Peak Power.
The Peak Power app transformed the customer experience by making energy management interactive and rewarding. Participants could visualize their energy usage, compare their consumption to neighbors, receive actionable insights, and earn badges for energy-saving achievements. Gamification elements such as leaderboards and rewards motivated households to shift usage away from peak periods, resulting in measurable reductions in both energy consumption and costs. Notably, digitally engaged participants reduced their electricity consumption twice as much as the average of all participants, underscoring the power of personalized, interactive digital experiences.
The success of Oshawa’s pilot has inspired utilities across North America to adapt and scale similar digital engagement strategies. However, the journey is shaped by regional nuances:
Despite these challenges, the region presents significant opportunities. Government incentives, such as the U.S. Inflation Reduction Act, are fueling investments in EV charging infrastructure and renewables. Consumer demand for sustainable solutions is rising, with states like California and provinces like Quebec leading the way in EV adoption and distributed generation.
Drawing on lessons from Oshawa and other regional leaders, several best practices have emerged:
Leverage smart meter data and behavioral analytics to deliver tailored insights and recommendations. By understanding individual consumption patterns, utilities can help customers make informed decisions, optimize their energy use, and access relevant incentives.
Incorporate gamification elements—such as rewards, challenges, and progress tracking—to motivate sustainable behaviors. The Oshawa pilot demonstrated that digital nudges and friendly competition can drive significant shifts in energy usage, supporting both customer savings and grid efficiency.
Deliver a consistent, integrated experience across web, mobile, and other touchpoints. Customers should be able to access information, receive notifications, and manage their accounts seamlessly, whether online or via mobile app. AI-driven contact centers and digital self-service tools can further enhance accessibility and reduce call center volumes.
Design digital platforms that are mobile-friendly, multilingual, and accessible to all customer segments—including those with disabilities or limited digital literacy. Canadian utilities, for example, are ensuring platforms are available in both English and French and are tailored to serve diverse populations across vast geographies.
Embrace open data principles and real-time analytics to empower customers with actionable insights. Immersive data visualization tools help customers understand their consumption patterns, compare usage, and receive real-time alerts that drive positive behavioral change.
Digital transformation is also critical to supporting the adoption of low-carbon technologies such as electric vehicles, solar panels, and heat pumps. Utilities are digitizing and simplifying the traditionally fragmented connection journey—replacing manual forms with intuitive digital workflows, offering real-time status updates, and providing digital scheduling for site visits. By unifying customer, asset, and usage data, utilities can personalize communications, predict and manage grid impacts, and optimize resource allocation.
To succeed in the digital transformation of customer engagement, North American utilities should:
The digital transformation of customer engagement in North American utilities is both a challenge and an opportunity. By learning from successful pilots like Oshawa Power and adapting best practices to local realities, utilities can deliver seamless, resilient, and customer-centric experiences that drive energy efficiency and support the energy transition. The result: empowered customers, optimized operations, and a future-ready utility sector that leads the way in sustainability and innovation.
Publicis Sapient stands ready to partner with North American 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 engagement strategy and unlock new value in a rapidly evolving landscape.