Heat transition: How energy suppliers can build customer trust

The efforts towards a smooth heat transition bring big changes. For heating and cooling suppliers, finding the right balance in sharing information and thereby creating trust and support remains a struggle. In this context, Zero Friction met up with 15 clients from Belgium and the Netherlands to exchange experiences. How can heating and cooling suppliers address these transparency challenges and strive for a positive customer experience?

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Building consumer support through proactive communication and government assistance

Making sure consumers support the integration of heat networks involves proactive communication and customer service. Not only should (future) consumers be informed about the benefits of a heat network, but they should also have the opportunity to gain more control over their own consumption and associated costs. This involves communication from heat and cold suppliers, supported by positive messaging from industry organizations and government support. The message is clear; previous surveys show that there is still much ignorance about heat networks and their benefits.

A big difference between Belgium and the Netherlands is clear: Belgian heat suppliers want more support from industry organizations as reliable sources of reference, while Dutch suppliers focus more on their own initiatives and the role of government services.

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Involved parties and timing: the right information at the right time

Engaging various stakeholders, such as project developers, government agencies, and technical services, is essential for a positive customer experience. It's important to provide the right information at the right time, even in the pre-contract phase, to avoid confusion. Clearly communicating the roles and responsibilities of each party contributes to a smooth implementation process. By sharing information from reliable industry associations and referring to validated references and sources, heating and cooling suppliers can strengthen their customers' trust. Moreover, it is crucial to regularly repeat and centralize basic information so that it is not lost during moves or subletting.

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‍Tip: It can be helpful to give an introduction on heat networks, the parties involved, and their roles during the first residents' meeting. Additionally, having an FAQ page on the website can be a good way to address customer concerns early. Furthermore, repetition of information has proven to be very effective.

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Balancing transparency and complexity

Finding the ideal balance between transparency and complexity is crucial for effective communication about tariffs and legislative requirements on heat invoices. Full transparency can lead to higher complexity and confusion among customers, which in turn leads to more questions and distrust. One possible solution is to provide simple tariffs and information in primary communication, with references to other sources for more detailed calculations and legal requirements. This way, heating and cooling suppliers can maintain a balance between transparency and comprehensibility while still complying with complex billing legislation.

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‍Tip: The monthly bill remains a highly effective communication tool to inform your customers. Keep the first page of the bill simple and clear. You can refer to complex calculations, tips, and more details on the additional pages or on your website.

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The power of the neutral customer group

Focusing energy primarily on the large middle group of customers, who are most neutral towards the integration of heat networks, is essential. This group represents the core of customer relationships and offers the greatest opportunity for positive improvements in customer satisfaction. By focusing on this group, heating and cooling suppliers can not only increase customer satisfaction but also achieve more customer engagement. This means it's crucial to understand how they can best be served and informed to strengthen relationships and increase customer loyalty.

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‍Tip: In customer communication, repeatedly emphasize the benefits of heat networks, such as future orientation, sustainability, and convenience. Combine short-term actions with long-term plans and enable positive outreach to customers, such as informing them about setting financial goals for their heat consumption costs and helping them achieve these goals with tips and tricks.

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The transparent path to a supported heat transition

Despite the challenges associated with striving for a smooth heat transition, the joint efforts of heating and cooling suppliers promise a hopeful future. With a focus on proactive communication, correct timing, and active stakeholder involvement, district heating can play a key role in the evolution toward sustainable heating and cooling. Zero Friction remains committed to understanding its clients and their end-users to develop billing and customer interaction software that supports heat and cold suppliers in delivering the best customer service and increasing customer satisfaction.

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