Why engagement matters now
It’s a tough time to be an energy provider. Volatile electricity prices are squeezing margins, while new entrants capture market share with fresh product propositions and more innovative digital experiences. Customer churn rises as switching becomes more effortless. Regulatory uncertainty compounds an already difficult landscape.
Customer behavior and expectations are also shifting. As banking and mobile apps raise the game and show what’s possible, consumers are starting to expect more from their energy provider than just basic billing and generic advice. They seek control, transparency, and tangible value.
Traditional engagement (static portals, monthly bills, one-size-fits-all energy-saving-tips) just doesn’t cut it anymore. The winning utilities today build stronger relationships around modern customer engagement platforms, transforming their app from a simple portal into a dynamic relationship hub.
What “good” looks like: four essential ingredients
1: Data-driven, personalized energy
Turn smart meter data into actionable, individualized insights. Instead of generic advice, provide specific recommendations based on a household’s actual consumption patterns.
Companies like Eliq have shown how powerful this approach can be, helping utilities transform raw meter data into personalized nudges that actually change behavior. Customers receive insights that feel relevant and timely: “Why was my bill higher this month?” or “When should I run my dishwasher to save money?”.
2: Frictionless service
The modern energy app must function as a comprehensive service channel. Enabling customers to handle common requests instantly—checking balances, updating payment methods, reporting issues—without re-authentication or waiting on hold.
A low-friction experience builds trust and requires seamless utility CRM integration to ensure a single source of truth. This connection also enables sophisticated automated customer segmentation, allowing for communications perfectly tailored to usage patterns, contract types, and individual preferences.
3: Device flexibility and optimized steering
By enabling customers to connect their EVs, heat pumps, and other smart devices, utilities can transform the app from a passive tool into an active value creator. The “aha moment” happens when a customer adds a device in minutes, through a simple plug-and-play setup, and can then sit back and watch the savings build.
The challenge, however, is scaling this benefit beyond a few tech-savvy users on dynamic contracts. This is where the right infrastructure is critical. Platforms like Podero provide the solution, enabling utilities to steer, optimize and trade residential device fleets on both dynamic and fixed tariffs, through cloud-based, software-only integrations.
With this powerful backend, the benefits of device flexibility can be delivered across the entire customer base – keeping customers attached to the app to see how well things are going.
4: Loyalty and moments of delight
The stickiest engagement platforms create small, regular moments of joy that generate genuine brand affection.
Octopus Energy has mastered gamification through their Octoplus loyalty program. Their Wheel of Fortune turns meter reading submissions into an exciting monthly event with prize spins. Saving Sessions reward customers for reducing consumption during peak demand and congratulate them afterwards for their participation. Lifestyle rewards – free coffee, discounted cinema tickets, tourist visitor passes – help energy feel more integrated into customers’ daily lives.
Tibber builds loyalty through their Grid Rewards program, where customers become “Energy Heroes” by allowing device management for grid stability, earning bill credits in return. Their smart referral program offers €50 credit usable only in the Tibber Store, encouraging adoption of devices that deepen ecosystem engagement.
In a market where price comparison is one click away, this emotional connection can be the difference between retention and churn.
App as relationship anchor
When you combine these four ingredients, something fundamental shifts. The energy app stops being transactional and becomes a hub that customers want to keep coming back to. Proactive notifications, savings updates, and device reminders create ongoing dialogue, building trust through consistent, valuable interactions.
In an unstable market, this is how you create genuine loyalty. Not through contract lock-ins, but through continuous and insightful value delivery. The future of energy retail isn’t just about selling a commodity; it’s about providing an indispensable service that empowers customers as part of a much more distributed energy ecosystem.
