Electric vehicle (EV) managed charging presents a crucial opportunity for utilities to safeguard the distribution grid while enabling widespread EV adoption. Our recent analysis reveals that active managed charging can shift nearly 65% of on-peak charging to off-peak periods, delivering significant benefits for both the grid and EV drivers.

However, while these grid benefits are important, most EV drivers prioritize a seamless, hassle-free charging experience. This makes it essential for utilities, regulators, and EV manufacturers to create and incentivize user-friendly programs that drivers want to engage with. Since driver participation is critical to the success of managed charging programs, the focus should be on reaching, enrolling, retaining, and delighting participants. Below, we outline best practices and guiding principles for building a customer-centric managed charging program that works for everyone.

Understanding EV driver personas and preferences

EV drivers are not a monolith; they comprise different customer personas that can help utilities develop bespoke and tailored engagement and retention strategies. We’ve found there are two key drivers types, as illustrated in Figure 1: a) Data-driven early adopters and b) Set-it-and-forget-it adopters. The latter make up the majority of EV consumers.

Figure 1: There are two types of EV drivers: a) Data-driven early adopters who want to understand how they’re using and charging EVs and b) Set-it-and-forget-it mass adopters who want a seamless experience that runs in the background.

Each type of EV adopter has different priorities when it comes to managed charging programs. Early adopters are typically more tech-savvy and interested in tracking data and program benefits. They prioritize charts and analyses, frequent updates, the in-app experience, and consistent incentive payouts. Conversely, mass adopters — the majority of EV users — prefer a hands-off approach that requires minimal interaction with a managed charging program. They prioritize notification systems, participation and performance summaries, infrequent interactions, and similar to early adopters, consistent incentive payouts.

Optimizing the end-to-end driver experience 

Utilities can drive scale and program success by building strong customer engagement strategies and touchpoints across the four key stages of the driver journey: 1) Reach, 2) Enroll, 3) Retain, and 4) Delight.

1. Reach early and mass EV adopters

In the reach stage of the EV driver journey, utilities should prioritize attracting customers and meeting drivers where they are. This involves utilizing a multi-channel marketing strategy that includes tactics like emails, social media posts, and in-app notifications. Many drivers are more likely to engage and sign up when the message comes from a trusted source, which is why partnering with original equipment manufacturers (OEMs) is critical. As illustrated in Figure 2, a recent Plug In America survey showed that drivers trust information from automakers over utility providers, making OEM participation pertinent when attracting drivers.

Figure 2: EV drivers trust information from automakers over utility providers, with most trusting EV-specific websites and forums, user video reviews, and news articles.

“Let’s say you buy a new ChargePoint charger. As you’re setting it up, you can get a notification in the ChargePoint app saying that you’re eligible for an incentive in exchange for participation in a utility program,” says Aakriti Gupta, Senior Manager of EV Product Marketing at EnergyHub. “That captures the driver at a time when they’re thinking about charging as opposed to reaching them after the fact.”

2. Enroll as many drivers as possible

The next step is to successfully enroll the drivers you reach in your EV managed charging program. At this stage, utilities should focus on minimizing friction and streamlining the registration process by reducing the number of steps required, automating verification, and simplifying data entry. “Enrollment is mostly controlled by the partners or OEMs,” says Emilio Lopez, EnergyHub’s Growth Marketing Manager. “Once a customer starts their enrollment, they’re in the OEM flow. Utilities can make it easier by not asking for account numbers upfront and reducing the information needed.”

One of the biggest challenges when nurturing drivers is ensuring they complete the enrollment process once they start it. Our research shows 50% of drivers who start filling out program applications never complete them, leading to lost participation opportunities. At the same time, win-back campaigns play a critical role in recovering lost users, with some programs reclaiming up to 25% of incomplete enrollment, according to our data. To win back lost drivers, utilities can send SMS text reminders and emails notifying them of their abandoned forms. 

3. Retain customers proactively

After drivers enroll in a managed charging program, utilities must focus on retaining them for the long haul. This requires ongoing driver engagement and addressing potential participation barriers. A significant retention challenge comes from drivers unknowingly opting out of managed charging sessions. “Some drivers don’t realize they’re opting out of managed charging sessions,” says Ameya Nilkanth, Product Manager at EnergyHub. “By alerting them about this, we’re able to help regain more value.” Email communications and app notifications can remind drivers of their participation status, reducing opt-out rates by as much as 18%, according to our data.

Connectivity issues also play a role in customer churn. If a vehicle fails to communicate charging status effectively, drivers may stop participating in the program. Our research found resolving connectivity issues increases engagement by over 22%. Utilities can retain more participants and ensure continued grid benefits by implementing proactive outreach campaigns. Some drivers may willingly opt out of EV managed charging programs if they do not see immediate benefits, but providing a consistent, engaging, and motivating customer experience can help prevent this.

4. Delight drivers with a personalized, hassle-free managed charging experience 

Once utilities reach the final stage of their program’s customer journey, it’s essential to delight drivers and ensure a positive experience by keeping them engaged and informed. A key part of this process is providing drivers with meaningful insights and control over their charging habits. For instance, early data shows drivers overwhelmingly prefer dynamic load-shaping programs that offer higher incentives, over passive programs, with 80% choosing more advanced managed charging programs in some instances. “Customers have said they feel like they’re getting free money because they set a basic configuration, and their vehicle is charged by the time they need it, while they get paid every month for participating,” Nilkanth says.

Beyond financial incentives, a seamless and intuitive in-app experience helps enhance driver satisfaction. Offering a customer-friendly override function ensures drivers are in control of their charging schedules without compromising their needs for immediate charging. Customer feedback loops like timely surveys and workshops help inform the EV managed charging experience. The more utilities iterate based on real-world driver experiences, the more likely they are to maintain high participation and satisfaction rates over time.

Balancing grid needs with driver convenience

To successfully scale EV managed charging programs, utilities must prioritize the driver experience at every stage. This can be achieved by using a multichannel customer marketing and retention strategy that reaches, enrolls, retains, and delights both early and mass EV adopters. Ensuring drivers can manually set their desired departure time and target charge level allows utilities to optimize charging schedules without daily manual intervention. 

“Managed charging programs are only as valuable as their scale — which depends solely on driver experience,” says Gupta. “The larger the program, the greater the grid benefits, including reduced distribution strain, lower supply costs, and increased energy efficiency.”

Want to learn more about how EV managed charging affects the grid? Download our white paper on distribution impacts.