Smart meters are being touted as the best way for
energy-users to monitor their behaviour and find ways to cut
consumption and electricity bills. But as energy prices keep
going up, meters might more likely be a cost-increase
minimiser than an expense reducer.
That could leave some utility customers even less thrilled
about smart meters than they already are. Right now,
opponents of new meters are focused mostly on perceived
threats to privacy, security and health. Imagine their
reaction if they’re told, “OK, smart meters might not save
you money on your electricity bills in years to come, but
maybe they’ll help you limit your expense increases to the
single digits rather than the double digits.”
Try selling that message to an already sceptical consumer.
Unfortunately, that’s the challenge utility companies will
have to face up to. Considering the difficulties they’re
already having in persuading customers about the benefits of
smarter technologies, utilities will need much better
communication and education strategies down the road.
A recent report from Consumer Focus, a UK-based consumer
advocacy organisation, for example, found customers have
“high levels of distrust of energy suppliers.” Some of that
stems from already weak customer relationships or from the
failure of utilities to adequately explain how the energy
market and various pricing schemes work. However, recent
increases in energy costs have also contributed to the
problem.
Utility companies eyeing smart-grid upgrades or trying to
preach conservation to customers need to take heed of such
findings.
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