Designing Utility Programs That Actually Work (For Everyone)

When we talk about utility strategy, we often focus on infrastructure, regulation, and technology. But there’s an equally critical layer that underpins all of it: customer programs. And more specifically, how those programs intersect with energy poverty, affordability, and equity.

This week, I had the opportunity to present on this topic at a live session with utility professionals from across North America. People who's core focus is the utility customers' digital experience.

We started with the basics. Energy poverty isn’t just a policy term, but a lived experience. It’s the family that skips a grocery run to pay the heating bill. It’s the renter who can’t upgrade their insulation, or the homeowner who doesn’t qualify for financing because of a missed payment five years ago.

And yet, when we design customer programs, we often start with the technology. We ask: How do we get more heat pumps installed? How do we promote EV adoption? How do we hit our electrification targets while shaving the peak?

Those are good questions. But they’re incomplete.

If we don’t ask who can access these programs, who gets left behind, and what barriers exist, then we’re not designing for equity, we’re designing for uptake.

The real question of the day was this:

How do we design programs that actually reach the customers who need them most?

Here are five best practices we discussed that can transform program design:

1. Only show customers what they qualify for. This sounds simple, but it’s transformative. When a customer logs into their portal or opens a bill insert, they shouldn’t see a generic list of programs. They should see their programs. The ones they’re eligible for, based on their utility history, income bracket, or home type. This kind of personalization reduces confusion, builds trust, and increases uptake. It’s the difference between “you might qualify” and “this is for you.”

   
   

2. Use targeted and empathetic messaging. We’ve all seen the generic “Save money with a heat pump!” flyer. But for a customer who’s struggling to pay their bill, that message doesn’t resonate. Empathetic messaging acknowledges the customer’s reality. It says, “We know heating costs are high. Here’s how we can help.” It’s not just about tone, it’s about relevance.

   
   

3. Reduce friction in the user experience. This is where design meets equity. If your application process requires scanning documents, navigating multiple web pages, or calling a hotline that’s only open during work hours, you’re creating friction. And friction leads to drop-off. Every extra step is a chance for a customer to give up. So we need to streamline, simplify, and support. Think mobile-first. Think auto-fill. Think live chat. And dare I say, think home-visits to those with accessibility challenges.

   
   

4. Utilize efficiency partnerships. Utilities don’t have to do this alone. Community organizations, energy advisors, and local contractors can be powerful allies. They already have relationships with customers. They understand the local context. And they can help bridge the gap between program design and program delivery. Partnering with trusted intermediaries increases reach and credibility. The trick here is not making it confusing. Partnership means speaking with one voice, which is a tremendous amount of work, and shouldn't be ignored.

   
   

5. Integrate affordability options. Affordability shouldn’t be an afterthought. It should be baked into the program from the start. That means offering on-bill financing, tiered rebates, and flexible payment plans. It means designing programs that work for renters, not just homeowners.

Energy poverty isn’t static, it shifts. Some households live with it long-term, while others fall into it during short, acute moments: a job loss, a medical emergency, a sudden spike in energy costs. That’s why utility programs need to be nimble. We can’t design for a fixed profile, instead we must design for changing circumstances. Flexibility in eligibility, timing, and support mechanisms is essential if utilities want their programs to meet people where they are, not where we assume they’ll stay.

So what’s the takeaway?

Customer programs must be designed with affordability and equity at the core, not simply bolted on afterward. That means starting with the customer, understanding their barriers, and building solutions that are accessible, usable, and meaningful.