New Research Highlights Changing Customer Communication Expectations
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What Australian Utility Customers Want From Communications
Clear communication has always been important for utility providers. But as customer expectations continue to evolve, understanding what customers value most has become just as important as the technology used to deliver those communications.
To gain a deeper understanding of those expectations, Zipform Digital commissioned independent research of 100 Australian utility customers, exploring their communication preferences, priorities and pain points.*
Clarity matters more than anything else
When asked what they value most in communications from their utility provider, respondents consistently prioritised information that is clear and easy to understand (67%) and accurate (63%), ahead of convenience, mobile accessibility or even communication preferences.
As organisations invest in digital channels, personalisation and automation, the fundamentals still matter most. Customers first want communications that explain what they need to know clearly and accurately.
One channel doesn’t fit all
The research also reinforces that customers don’t have a single preferred communication channel—they have preferred channels depending on the purpose of the message.
Email remains the preferred channel for routine communications such as bills, statements and payment reminders, while SMS becomes significantly more important when the communication is time-critical, particularly for planned and emergency outage notifications.
Rather than asking customers to choose one preferred channel, utilities may achieve better outcomes by matching the communication channel to the urgency and purpose of the message.
Pricing changes remain a challenge
One of the most significant findings was around pricing communications.
More than half of respondents (51%) identified pricing or tariff changes as the type of communication they find most confusing—well ahead of bills and statements, payment reminders or service updates.
At the same time, when asked what single improvement would make the biggest difference to their experience, the most common response was clearer bills and statements (27%), followed by communications that are more relevant to individual needs.
Together, these findings suggest there is still considerable opportunity to simplify complex customer communications and improve understanding around pricing and billing. Together, these findings suggest there is still considerable opportunity to simplify complex customer communications and improve understanding around pricing and billing.
Good communication reduces customer effort
While most respondents had not contacted their utility provider because of unclear communications, almost one in three said they had done so at least once during the past 12 months.
Every unnecessary customer enquiry represents additional effort for both the customer and the organisation.
Clearer communications don’t simply improve customer experience—they can also reduce avoidable contact, helping customer service teams focus on more complex enquiries.
The conversation is just beginning
These initial findings reinforce a principle that has long guided effective customer communications: customers value clarity above complexity.
While digital innovation and new communication channels continue to evolve, the research suggests the biggest opportunities still lie in delivering information that is easy to understand, relevant and appropriate for the situation.
*Research from Pollfish, n100, 11 June 2026