Utilities need to tell a better story about the #smartgrid
We came across this great article recently which should be taken as a stern warning for UK based utility companies as they attempt to roll out smart grid technologies.
It’s basically a tale of woe based on the experience of US utilities and their apparent inability to sell the benefits of smart metering to their customers. The lesson is quite simple, focusing solely on savings is not going to convince a sceptical customer base to buy into the smart metering ideal. In doing this, several US utilities have fallen into the trap of trying to justify a significant upfront investment with a relatively small customer saving. The example cited here is Connecticut Light and Power trying to sell the idea of a $411 meter against a 20 year customer saving of just $11!
Instead utilities should be focusing on the increased reliability and OPEX improvements that smart metering provides and should also be less dismissive of genuine consumer concerns around privacy. Smart metering appears to be quite a difficult sell in the US. A pressure group in Illinois has just released a 4,000 signature petition calling for a referendum on the roll out of smart meters. So, UK utilities have been warned, it’s time to get their best marketing people on the job.

