Utility and power companies, which have largely operated as monopolies, have traditionally not had to focus on developing strong customer relationships. In fact, a cross-industry customer experience (CX) study conducted across 10,000 customers found that these companies often received ‘poor’ ratings(1). However, when a more recent 2020 study asked around 100 utility company executives what they saw as upcoming and impactful trends in the industry, they identified improved customer engagement and analytics(2). As the industry started to recognize, sustained inadequate CX can result in financial costs. For example, Scottish Power, a U.K. utility company, was fined £18 million ($12 million) for poor customer service in 20163. Now, with the landscape changing and with more competition emerging, building and sustaining customer loyalty has become more important than ever.