Summary
Customer journeys aren’t just customer interactions with your brand. As utility customers pursue goals, they also interact with other organizations and individuals. Forrester’s 2024 data shows that UK utility customers are most likely to consult friends or family across all journeys. Customers initiating service next turn to review websites; those getting login help look to friends or family, social media, and review websites. Customers starting to generate energy use multiple sources in their value network to reach their goal. Utility providers must keep customers’ value networks in mind when designing customer journeys. This is a snapshot of Forrester’s data on customer journeys among utility consumers.
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