There’s a common scenario we see when it comes to marketing in the energy sector. It goes like this: utilities and implementers have a goal to achieve, there’s a set budget to achieve that goal, work is done internally and/or with partners to develop strategies/tactics/messages, then the work begins to design creative, target customers, put campaigns out in the market, and pray the campaigns work.
If all goes well, we celebrate the tactics or messages for having been a success. And if performance is lacking, we question the strategy or even the goal. But in reality, success or failure is usually tied to our customers and whether or not we’re giving them what they want or need. Yet far too few of us bother to ask.
It’s in asking that we have an immense opportunity to demonstrate empathy. And it’s in listening to what we hear from our customers (and adapting to the things we learn) that there are so many ways to make small (or large) adjustments, show up differently, and improve outcomes.
There are five lessons we’ve learned over the years of working with utilities and their stakeholders. At first glance these may seem obvious to some, but at a time when the world could use a bit more empathy, they’re hopefully a good reminder to us all.
- Don’t assume.
The old adage exists for a reason. When we make assumptions, it becomes difficult to approach challenges with openness, fairness, or authenticity. We also introduce bias at a time when our industry needs to remove it from our processes. These biases often inform our internal structures, who has a seat at the table, how we measure success, the language we use, and the messages or incentives we put out in the market. At the same time, it’s important to remember we may not be our target audience so feedback or input that challenges our thinking may make us uncomfortable. That can be a good thing.
- Ask early and often.
Most of us have heard and/or uttered the phrase “It’s never too late.” These words can carry some weight in many aspects of life and business. And while there’s truth to the optimism that we can always learn, improve, and grow at any age or no matter where we are in a process or journey, sometimes it’s better not to wait. This is certainly true when it comes to listening to our customers.
This means building time early in program design or strategic planning processes to hear from your customers. This can include fielding qualitative or quantitative surveys, conducting interviews, hosting community events, and holding focus groups to inform and refine what we offer our customers, the tactics and channels you use to reach them, as well as the messages and visuals we use as part of our outreach.
- Listen to understand.
It takes work, but it’s essential to put measures in place to reduce bias and increase understanding. It’s how empathy does its work, teaching us to think critically and change our perceptions.
One of these measures is to include outside voices/perspectives as part of the listening. In using outside consultants or working with partners from academia, trade associations, community leaders, or even utility colleagues from other parts of the country there’s greater likelihood we’ll be open to what the data can teach us and insights we can take away from more qualitative inputs like interview responses and focus group verbatim.
- Be flexible.
As part of our listening, it’s important to be flexible and generous with the audience(s) we are trying to hear from. This can mean being open to using technology differently, hosting focus groups at different times or in different formats, meeting folks where they are instead of asking them to come to us, and rethinking the way we ask our questions.
Flexibility can also come later in the process. Priorities can change, along with circumstances, for our audiences. And when they do, we may need to pivot. It’s also important for us to remember that what works in one territory or demographic might not work in the next. And that’s OK.
- Show gratitude.
Finally, we should approach our listening with gratitude. Of course there are a number of ways to incentivize participation or compensate participants for their time. But there are other ways we can approach our listening to show that we’re thankful.
The language we use, settings we choose, the way we structure conversations, and showing up fresh, focused, and flexible can help make the people we’re talking to comfortable can go a long way. So too can ensuring we use the lessons we learn and follow up with insights or progress show that we appreciate the time and effort for those who share with us.
And perhaps even more so during this season or moment in time, tell them. Saying thank you in person, virtually, or even in writing, can be a welcomed gift, increase goodwill, and make a difference.
