Join the Utility 2030 Collaborative’s CX Incubator to Advance in the Direction of the Amazon Experience

bulldog, amazon experienceLast week I visited Amazon to place an order for dog treats. My bulldog, Hank, loves a particular brand. Aside from my local pet store chain, Amazon is the only other place that sells them.

Why don’t I just get in my car and go to the pet store when I run out, instead of ordering online at Amazon?  The answer lies in the customer experience (CX) I receive when I do business with Amazon via their website or app. Amazon stands out because it allows me toGet a larger container of treats for about the same price as a smaller container I would get from the store;

  • Order dog treats and other items on a subscription basis so we never run out;
  • Have confidence that my orders arrive on my front doorstep, rain or shine;
  • Learn about new relevant products during the ordering process through Amazon’s recommendations; and  Quickly resolve order issues.

As a consumer, I’m now desiring to have these types of experiences with all companies I give my business to, including my utility. And I’m not the only one.  What utilities need is a CX playbook for moving in the direction of the “Amazon Experience,” through CX toolbox items that include data, strategies, best practices, industry standards, customer journey maps, technology roadmaps, technology vendor capabilities, and more.

Utility 2030 Collaborator CX Incubator & Playbook

Through a CX incubator, a CX Playbook is exactly what members of the Utility 2030 Collaborative are building. It will become a component of a master blueprint for the customer-centric utility of the future, to be established by the collaborative by 2030.

Incubator Approach

The incubator go-to-market approach starts with bringing a rich network of utility professionals responsible for various aspects of CX across the meter-to-cash value chain, into conversations to develop or gain access to:

  • Content. Identify, through surveys, a series of CX issues that are most important to members and develop content outlining actionable solutions (maturity models, case studies, benchmarking reports, solution directories, and whitepapers).
  • Sessions. Lead a series of interactive sessions on key topics of exploration identified by the working group.
  • Playbook. Develop a playbook with CX data, best practices, and standards that can serve as a blueprint for any utility aiming to be a world-class, consumer-engaging company.
Who Should Participate?
  • Utilities. Electric, gas, and water utility leaders responsible for customer-centricity, marketing, communications, clean energy, energy efficiency, innovation, new products and services, and workforce.
  • Vendors. Industry vendors specializing in utility transformation and innovation from the areas mentioned in the first bullet.
Why You Should Participate:
  • Network, find solutions and solution providers in the absence of in-person events;
  • Have a voice in developing an industry-wide, CX playbook;
  • Prepare for the upcoming wave of Gen Z consumers who will become utility customers for the first time in 2030;
  • Facilitate successful, customer experience transformation that is driven from the top;
  • Understand your future customers and how to cater to their needs;
  • Receive data to anticipate upcoming trends, challenges, and opportunities; and
  • Turn field workers into a CX powerhouse.
What We Will be Talking about

CX sample topics include:

  • Develop objectives and goals and establish processes for maintaining focus on achieving goals;
  • Gather customer feedback and behavioral insights;
  • Understand the customer by developing CX personas;
  • Improve customer support by adopting and adapting technologies to better serve customers across the utility ecosystem, including field workers;
  • Develop processes and training to maintain CX consistency across the organization;
  • Educate internal stakeholders and customers about key issues impacting the success of CX, like clean energy goals; and
  • Measure results and course-correct where there are breakdowns.
Time Commitment

The minimum time commitment is participation in one meeting a month, but there are individual committee and leadership roles for those who wish to engage further.

Next Steps

If you’re interested in learning more about the CX Incubator and how you can give the “Amazon Experience” that Hank gets, please email

Dig Deeper

Interview: The Relationship Between Customer-centricity & Customer Experience (CX)

Interview: Removing Internal Roadblocks to Reach Customer-First Goals, Part 1

The Value of an Engaged Customer

Christina Corcoran

Christina Corcoran

Utility 2030 Advisory Committee Chair and COO, Appos Advisors

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