AESP 3-Part Webinar Series: Modern Customer Engagement for Utility Programs
Series Value: This three-part series equips program managers, marketing directors, and DSM leaders with practical frameworks to transform customer engagement from a tactical marketing activity into a strategic business capability. You'll learn how to coordinate engagement efforts across departments, make smarter use of data you already have (and identify what's missing), and build business cases that demonstrate measurable value even when perfect attribution isn't possible. Whether you're struggling to get customers enrolled, working with limited marketing resources, or trying to prove ROI to stakeholders, this series provides actionable approaches you can implement immediately.
Session 1: Why Customer Engagement is Now a Business Imperative (Not Just Marketing)
Description: Utilities face mounting pressure from multiple directions: demand is growing, infrastructure budgets are constrained, and regulators expect measurable results. Meanwhile, customers represent untapped grid resources who could help address these challenges—but only if utilities can engage them strategically and effectively. The challenge is that customer engagement often operates on annual marketing schedules while programs run on different timelines, creating a disconnect between strategy and execution. This session explores why effective engagement requires coordination across departments, not just delegation to marketing teams.
What You'll Learn:
· How to align objectives, goals, messages, and content when multiple departments need different outcomes
· Why every customer touchpoint creates strategic engagement opportunities beyond traditional marketing campaigns
· What changes when engagement is treated as core business strategy rather than promotional support
· Practical approaches for program managers to work more strategically with marketing teams