Personalized Video Engagement: Turning Utility Communication into Action
The way utilities communicate with customers is changing fast. Today’s customers expect experiences that are personal, clear, and easy to engage with. Yet utility communication is often at its most complex during the moments that matter most: high bills, billing changes, new programs, or service updates.
At the same time, attention spans are shrinking. The average attention span is now just 6–8 seconds, and for nearly one third of North Americans, English is not their first language. Traditional, written communication alone simply isn’t enough.
This is where personalized video engagement changes the game.
Why Personalized Engagement Matters More Than Ever?
Customers now expect personalized digital communication from every brand they interact with, including their utility provider. One size fits all messaging no longer meets customer expectations or operational needs. Consider common utility scenarios like a billing structure change, the launch of AMI meters, a new online portal or billing option, or new assistance or conservation programs
Utilities often invest significant time explaining these changes, yet still see increased call volume, office visits, and confusion. Understanding is rarely universal, and confusion is costly.
Personalization transforms communication from generic messaging into relevant, customer-specific guidance. When customers see their own bill details, usage patterns, and available options clearly explained, they understand what’s driving their costs and what actions they can take, leading to higher engagement and fewer complaints.
Why Video Works (and Text Alone Doesn’t)?
Video is one of the most powerful communication formats available today:
Video breaks through the barriers that written messages create. Complex concepts like billing calculations or rate changes are easier to understand when explained visually and verbally. This is especially important for customers with language differences, accessibility needs, or lower bill comprehension.
When video is personalized, the impact is amplified. Personalized videos are:
More likely to be seen
More engaging
More effective at driving action
In fact, personalized calls to action drive 202% more conversions than non-personalized ones. It’s clear that utilities need a scalable video solution that delivers personalized, accessible, and measurable communication without increasing operational burden.
SmartVX: Personalized Video Engagement at Scale
SmartVX is an innovative, video engagement platform that revolutionizes how utilities interact with customers. SmartVX allows utilities to deliver dynamic, data-driven video messages that are personalized for each customer. The platform uses customer and billing data to automatically generate tailored videos based on real energy usage, billing information, program participation, customer preferences and account details.
Each video features personalized visuals, narration, multi-language options, and relevant calls to action that can be delivered to customers in their preferred format such as email, SMS, QR codes, embedded links, and more.
Every Step of the Customer Journey
Personalized video communications play a pivotal role at every stage of the customer’s journey with your organization. From welcoming new customers with engaging onboarding videos to providing clear, helpful support through explainer videos in customer service. They simplify revenue collection processes with informative billing summaries and boost engagement and retention by offering interactive, tailored content.
In the same time it takes a customer to place a call, they can: View and pay their bill, learn about budget billing, sign up for paperless bills, or register for an online portal; all from a single personalized video. This continuous stream of tailored video content not only enhances the overall customer experience but also strengthens the relationship between the brand and its customers at every touchpoint.
Value for Utilities: Outcomes That Matter
Personalized video engagement isn’t just about modernizing communication, it delivers measurable results across the customer journey.
Reduced Bill Comprehension Challenges: Billing is often the most stressful customer interaction. Video simplifies complex information using audio and visuals, increasing understanding and confidence.
Lower Call Volume and Office Foot Traffic: When customers understand the message, they’re less likely to call. Personalized video reduces inbound inquiries without sacrificing satisfaction.
Higher Engagement and Conversions: With performance metrics and dashboards, every interaction is measurable. Our customers have experienced…
10% increase in email and 20% increase in SMS click-through rates
20% increase in CTA click-through rates
18% increase in Auto-Pay Registration
15% increase in online portal registration
Improved Retention and ROI: Personalized communication improves customer retention by 70% and makes marketing spend 40% more effective.
Inclusive, Accessible Communication: Multilingual support, narration, and subtitles ensure every customer receives and understands the message, regardless of language or ability.
A Smarter Way to Connect
Personalized video engagement represents a shift from static communication to meaningful, measurable interaction. With SmartVX, utilities can cut through the noise, reduce customer effort, and inspire action, while delivering inclusive, accessible experiences at scale. Discover how NorthStar’s SmartVX transforms utility communication into engagement that drives understanding, trust, and results.