As utilities race to drive Net Zero goals and rising customer expectations, there’s one fact that’s becoming increasingly clear: personalised engagement is no longer optional – it’s essential.
Across the energy and water sectors, data-driven segmentation is reshaping how utilities connect with customers. It enables utilities to understand households, not as account numbers, but as individuals with distinct needs, motivations and barriers. Our competitors might talk about segmentation, but at Advizzo, we’ve been perfecting the practice for years – combining data science, behavioural insight and multi-channel delivery to engage millions of customers across continents.
Why segmentation matters more than ever
Households are responsible for around 72% of global greenhouse gas emissions. For utilities, that makes customer behaviour change critical to achieving – and maintaining – Net Zero. But changing behaviour starts with understanding it.
Segmentation allows utilities to group customers based on factors including housing style, income, lifestyle, consumption patterns and attitudes towards technology or sustainability. This in turn enables targeted, relevant engagement, whether encouraging households to fit a water-saving device, shift more energy use to off-peak times, explore electrification and new efficiency options. Or access additional support.
When communications are tailored to people’s real situations, they cut through the noise. Generic messages don’t.
The power of personalisation
Our behavioural science research consistently shows that customers are far more likely to act when messages reflect their own behaviour and circumstances. That’s why Advizzo’s platform combines smart meter and billing data with survey and third-party insights to produce a genuinely personalised experience. It’s how we help utilities:
- Deliver savings – reducing energy and water use by up to 10% depending on context.
- Build better trust and loyalty – by showing customers they’re understood.
- Accelerate decarbonisation – through measurable changes in household behaviour.
From social norms messaging and neighbour comparisons to targeted tips based on appliance usage or income group, our engagement tools create a sense of connection that drives real-world results.
Multi-channel, customer-led communication
Today’s consumers expect to engage on their terms. Some want digital updates via app or email; others prefer letters or text alerts. That’s why Advizzo’s engagement approach spans every channel, from post, SMS, email, web portals and apps – all powered by a single insights platform.
This omni-channel model ensures customers receive the right message, at the right time, through the right medium, and gives utilities the analytics to track, adapt and optimise over time.
It also helps reduce cost to serve, by targeting the right people through the channels they actually use, cutting wasted effort and miscommunication. Discover Why multi-channel customer engagement is the new business as usual.
Proven impact – from the UK to the US
The power of segmentation and personalised communication isn’t theoretical, it’s proven in practice.
Across continents, Advizzo’s platform is helping utilities turn insight into impact – reducing consumption, cutting carbon and improving outcomes for customers of every demographic. Here are just two examples that showcase how segmentation at scale delivers measurable results.
Water4All, Southern Water (UK)
Funded by Ofwat’s £20m Water Breakthrough Challenge, the Water4All project brings together multiple partners to identify and support financially vulnerable households.
Our segmentation expertise helped Southern Water go beyond the Priority Services Register – analysing consumption patterns and financial indicators to pinpoint 300,000 customers who could benefit from more tailored advice and support.
Our automated platform was set up to deliver personalised messages and triggers to connect customers with social tariffs, income-maximisation programmes and water-saving tips – demonstrating scalable segmentation and personalisation in action. Read the Water4All programme announcement.
SMUD, Sacramento (US)
In California, we partnered with Sacramento Municipal Utility District (SMUD) to power its decarbonisation and Time-of-Day awareness programme.
By applying data and behavioural science, we designed personalised Home Carbon Reports that revealed an individual household’s carbon footprint and gave personalised tips to encourage customers to reduce peak-time consumption.
So as not to put undue pressure on financially vulnerable customers, this group was segmented out of the programme and different segments received different messages. Read more about our partnership with SMUD.
The science behind the success
Our unique strength lies in combining three disciplines – the three building blocks of sustainable engagement:
- Data Science – extracting insights from millions of data points to understand usage and behaviour.
- Segmentation – identifying customer groups most ready or able to act.
- Behavioural Science – designing personalised engagement that prompt meaningful change.
Together, these capabilities enable utilities to shift from mass messaging to measurable engagement, transforming awareness into action. Read more about the three building blocks to take consumers on a journey to sustainability.
Looking ahead
As the energy transition accelerates, utilities that master segmentation and personalisation will not only meet their sustainability goals, they’ll strengthen customer relationships for the long term.
We’re already working with leading water and energy companies to deliver this vision. Whether it’s supporting vulnerable customers in the UK or driving decarbonisation in California, we help utilities engage every household on their journey to a more sustainable future.
And we’re not stopping there. As Generative AI (Gen AI) continues to redefine digital interaction, we’re exploring how it can further enhance the precision and personalisation of our engagement programmes. Our experience in data quality, behavioural science and analytics means our clients are already prepared to make the most of this next evolution, where every message, channel and recommendation can be shaped in real time around each customer’s unique journey. Discover how we’re preparing for the Gen AI Era – and why data quality and personalisation will be key.
Ready to take customer engagement to the next level?
Let’s explore how Advizzo can help you harness data, behavioural science and emerging AI to create personalised, multi-channel engagement that drives measurable impact. Talk to us today!
Suggested further reading
Blog- Preparing for the Gen AI Era: Why Data Quality and Personalisation Are Key