The Utility Trusted Brand & Customer Engagement study is a new industry-leading body of research that enables electric and gas utilities to benchmark performance, target improvements on how their brand is perceived, and strengthen utility-customer relationships. Its unique customer engagement index model helps utilities understand how they are positioned compared with the overall industry and where to focus improvement efforts to enhance their image and earn their residential customers’ favorability and trust.

Areas of Inquiry

Trusted Brand Factors

  • Local economic development impact
  • Customer advocacy
  • Environmental focus
  • Quality of service

Product Engagement Factors

  • Awareness and usage of voluntary programs and offerings
  • Encouragement of online services and “smart” technology
  • Demand for energy consumption management services
  • Impact of voluntary products on energy costs, environment and other utility consumer needs

Operational Excellence Factors

  • Safety and reliability of service
  • Billing and payment processes
  • Energy cost assessment
  • Customer interaction performance

Customer Impressions of Utility

  • Evaluation of customer loyalty andfavorability (with utility and other local service providers)
  • Utility brand imagery association
  • Customer’s personal brand diagnoses

Utility-Customer Engagement and Operational Diagnostics

  • Evaluation of utility-sponsored messaging
  • Evaluation of media coverage of utility
  • Use of and demand for billing and payment services, service support offerings and consumption management offerings
  • Customer energy-type literacy


The report will enable subscribers to:

  • Target specific improvements in brand trust, product engagement and operational excellence to enhance customer relationships
  • Benchmark and rank brand trust, satisfaction and engagement ratings to other utility peers
  • Identify their market and operational strengths and weaknesses
  • Connect management actions to customer perceptions


A web-based survey among residential electric and natural gas utility customers of the 125  largest US utility companies (based on residential customer counts). Sample design uses US census data and strict quotas to ensure a representative sample of each evaluated utility’s customers based on age, income and race.

Two waves of research will be conducted in 2014. Subscribers will have 250 customer
respondents per wave (500/year), and non-subscribers will be evaluated by 100 customer respondents per wave (200/year).

Subscription Details

Publication Schedule:

Wave 1: June 2014

Wave 2: December 2014


  • Printed reports and executive summary report card for each waveAccess to online portal tool with every score and question for each utility
  • Attendance to webcast of overall industry results
  • On-site strategy session and presentation designed to deliver actionable results and facilitate strategic planning

Research Investment: $45,000

Request More Information

Download the Fact Sheet