How Real-Time Conversations Bridge the Gap Between Awareness and Enrollment in Load Flexibility Programs
Against a backdrop of record-low residential customer satisfaction and rising electricity costs, utilities are pushing customers to participate in time-of-use rates, behavioral demand response, and device control programs. However, relying solely on digital channels like email often fails to break beyond early adopters. Citing recent research, this article points out that real-time conversations, such as outbound calls, can effectively increase enrollment rates—achieving conversion rates up to nine times higher than email—and can complete the journey from awareness to enrollment in a single interaction. Moreover, well-trained conversations do not erode trust; instead, they strengthen customer relationships through over 95% neutral or positive interactions and provide businesses with continuous insight feedback.
Asresidential customer satisfaction scoreshit historic lows and electricity bills continue to climb, utilities are asking customers to take on more responsibility than ever before: reducing usage during peak hours, allowing utilities to control thermostats, and adapting to new rate structures. These changes require customers to shift from passive consumers to active managers of a shared grid, where daily choices support grid reliability and affordability.
The key to achieving this relationship shift lies in whether customers can understand these programs and trust utilities enough to take action. Time-of-use rates, behavioral demand response, and device-based programs can lower individual bills and support system operations, but only if customers enroll and truly change their long-term habits.
Email and other digital channels have delivered early results, but moving beyond early adopters to achieve megawatt-level goals requires a rethink of strategy.Recent researchshows that customers are overwhelmed by digital outreach: the average user receives 82 to 120 emails per day, and 70% of consumers have unsubscribed from at least three brands in the past three months due to information overload. Utilities need channels that build trust and rise above the background noise.
Proactive outreach is widely welcomed
Many people value proactive outreach that offers clear benefits:Metrigy's researchfound that nearly 69% of consumers want proactive outreach, especially when it helps prevent problems, save money, or save time.
This dynamic aligns closely with the value proposition of load flexibility programs. When utilities proactively contact households to help them understand new rates or sign up for money-saving programs, they are actually addressing issues before they surface. In this context, high-touch channels represented by conversation-driven outbound calls are increasingly favored to break through inbox fatigue and build trust.
The importance of real-time conversation for load flexibility
Load flexibility programs are often not simple. Customers need help understanding how activities work, what different behaviors they should adopt, and what the consequences of opting out are. Digital and print materials can introduce basic concepts, but in real-time conversations, experts can answer questions, clarify misconceptions, and tailor examples. This focused education cultivates informed participants who understand how to maximize program benefits. Phone outreach also reaches customers who respond less to digital channels, including low- and moderate-income and other hard-to-reach groups.
Data from Onward Climate's work with utilities shows that the power of human conversation should not be underestimated: outbound calls have conversion rates for cost-saving and premium programsnine times higher than email. In arecent pilot with a utility in the Pacific Northwest, outbound calls achieved a 7.45% conversion rate for time-of-use rates and renewable energy programs, moving customers from awareness to enrollment in a single touch. These customers had previously received marketing messages, but the conversation eliminated misunderstandings and gave them the confidence to sign up.
Skilled conversations don't erode trust—they earn it
Many utility leaders worry that outbound calls carry inherent risks—they might trigger complaints or further weaken already fragile satisfaction scores. Onward's data suggests the opposite can be true when calls are designed around customer value and executed by trained professionals. Their sentiment analysis of hundreds of thousands of calls for premium green power programs shows thatover 95% of customer interactions are neutral or positive. When outbound calls connect with customers' priorities, they become a tool for earning trust.
From campaign channel to insight engine
Conversation-driven outbound calls can also serve as a continuous customer insight engine. Since every interaction can be scored and analyzed, utilities can learn what causes confusion, which programs resonate, and which segments need additional education. Unlike email or social media, these insights come from real-time two-way conversations that reveal why information works—or fails. This data can inform future messaging and program design, creating a feedback loop where proactive outreach both drives enrollment and reduces friction.
Taking the next step with outbound calls
For utilities committed to expanding load flexibility participation, outbound calls can serve as a core channel alongside digital and mail. Using outbound conversations can expand the addressable market, move customers from awareness to enrollment, and continuously provide insights to optimize programs.
Onward Climatepartners with utilities, implementers, DERMS, and VPP operators across the country to increase participation in load flexibility and green power programs. The company has enrolled over 700,000 customers over more than 20 years and offers flexible performance-based enrollment services.