Two parallel engagements. One strategic approach.
Our client serves customers across a Canadian province where winters are long, and temperatures can be extreme. When electricity bills surged unexpectedly during the 2024-2025 heating season, the utility faced a sharp and negative response that included high call center volume, public outcry and a spike in negative social media.
At the same time, the utility's energy efficiency programs (specifically its residential air sealing and insulation programs and its commercial portfolio) were experiencing stagnating growth. Brand awareness for their offerings was high, but customer uptake lagged. Moreso, participation was skewing older and geographically concentrated, the contractor network ecosystem lacked formal structure and commercial customers were underserved by a one-size-fits-all engagement model.
The utility engaged E Source to address both challenges using the same approach: an analysis of current processes, journey mapping workshops with cross-functional teams and the development of actionable strategic roadmaps that put the customer at the center of design and execution.
The engagement model
E Source and the utility partnered on a phased engagement model approach:
- Current state assessment: E Source conducted stakeholder interviews (internal and external), listened to call recordings, reviewed program process flows and collected historical participation data to establish a baseline of the current state.
- Voice of customer (VOC) research: E Source deployed quantitative VOC surveys that were program specific to uncover unmet needs and customer experience gaps.
- Journey mapping workshops: Multi-disciplinary teams were assembled to co-create a future state customer experience that improves program awareness and participation, as well as improved loyalty for the utility.
- Strategic roadmap: Findings were synthesized into a prioritized roadmap that included quick wins, long term initiatives, KPIs and draft 3-year goals to ensure this effort is aligned to our client's desired business outcomes.
What made it work
The two engagements illustrate an approach that treats customer experience not as a simple communications problem, but as the central focus of program design and delivery. Programmatic solutions include:
High bill customer experience
- Centralized hub of winter heating resources with a webpage that includes seasonal tips, FAQs, and links to utility programs that can help customers be in more control of their bill
- Animated video that helps explain the program, which can be confusing for customers to navigate
- Call center training that emphasizes empathy and active listening during high bill complaints
- A high bill toolkit to be launched in late 2026
Residential air sealing and insulation, commercial business energy programs:
- Proactive communication for program participants to be more informed during each phase of participation including when rebates are provided
- Potential development of a trade ally network to provide contractors with program training, co-branded marketing, and structured lead routing
- Lead tracking system to capture and follow up on interested generated through events, CSR interactions, and digital channels
Small chances. Outsized impact.
The most powerful insight from both engagements wasn't found in a table or buried in a graph - it was found in the moments customers almost gave up. A bill spike with no warning. A confusing rebate form. A contractor who didn't know the program existed. A customer service rep who followed a script instead of listening.
These aren't infrastructure problems. They are customer experience gaps that are solvable without major capital investments or a systems overhaul. What they do require is a customer-first mindset, understanding which moments matter most to your customers and acting on that knowledge with intention. That's what an E Source customer experience engagement delivers.