“Goodwill is the only asset that competition cannot undersell or destroy.” – Marshall Field
The utility industry has a long history of responding to local communities in need. From economic recessions to cyberattacks to storm and earthquake recovery, utility companies have answered the call to support their customers beyond the standard transmission and delivery of energy. Now, as the communities they serve battle the novel coronavirus, COVID-19, utilities are again doing what they can to win the war against the virus by providing programs and support that many customers need. And utility companies’ support goes beyond their customers, as they are also ensuring the safety of their employees during the crisis.
Recognizing the immediate impact they can have during this global pandemic, utilities across the country are stepping up. What are they doing? Below are some examples:
While these and other measures are taken by utilities as part of their mission to serve their communities, the impact of responding to customers in need will build goodwill among customers that will likely last well into the future. Our Cogent Syndicated Utility Trusted Brand & Customer Engagement study shows the positive impact of utility actions that support the community.
Although not the driving purpose of this level of community support, utilities will likely emerge from this time with stronger reputation and higher levels of brand trust. In this time of uncertainty and dislocation, utilities are standing up and offering goodwill with the understanding that we are all in this together—utility industry and community.
Feel free to reach out to me or your contact at Escalent with any questions or discussion topics on measuring the impact of your efforts on community support.
Escalent will be releasing a special report, Utility Response to the COVID-19 Pandemic, in June exploring the impact of the utility industry’s pandemic response on brand perceptions and the overall customer experience. Click below to learn more.