By Aakriti Gupta, Senior Product Marketing Manager, EnergyHub

I just wrapped up at the PLMA EV symposium, and one thing was clear: effectively managing electric vehicle (EV) charging was top of mind for everyone. Whether it was utilities, original equipment manufacturers (OEMs), or regulators the focus was the same – how do we implement EV managed charging programs that actually works? Some were already deep in execution, others mapping their first steps. Throughout the presentations and discussions, three themes stood out.

1. OEMs in-app marketing is here – and driving program scale

Tesla announced its in-app managed charging features at PLMA EV. Through our integration, drivers can enroll their chargers and home batteries directly within the Tesla App. GM’s in-app experiences are also live in our programs today. This isn’t just about convenience, it’s key to delivering cost-effective programs at scale.

2. Cost-effectiveness drives every decision

A recurring theme was how we can ensure that EV programs are cost-effective. Several studies showed that distribution asset protection and infrastructure deferral savings are the key to reducing costs for utility customers. To keep costs low, managed charging programs need to deliver real, measurable grid value. In our programs that leverage multi-level distribution load optimization, we’ve seen over 50% reduction in load on grid assets during the top 1% of system peak hours, extending hardware lifespan and lowering infrastructure upgrade expenses.

3. EVs require a different approach to customer experience

Unlike thermostats, EVs are a high stakes asset. EVs are expensive, and people depend on them for their daily schedule. A missed charge can significantly impact a customer’s day, making them late for work or an appointment, or requiring an unplanned charging session on the go. The conversation around how to deliver a truly customer-first managed charging experience, though, clearly needs more development.

However, driver experience is about more than how to scale EV programs

When we talked about driver experience at PLMA EV, the focus was on how to get new customers signed up. Easy enrollment and compelling incentives are important, yes. But what about protecting driver schedules and ensuring hassle-free charging? How do you keep customers engaged and ensure a mutual exchange of value after they’ve signed up?

EnergyHub has spent significant time learning directly from drivers through user interviews, workshops, and direct outreach. Our understanding of driver experience is based on actual driver priorities, backed up by data.

Departure times alone don’t protect driver needs

Asking drivers to set a “need by time” in their app isn’t enough. Only 14% of EV drivers set a departure time in their OEM app. Even fewer update it regularly. So we take a different approach. We use each driver’s historical patterns around unplugging their vehicle to infer when someone typically unplugs. If a driver sets 8 a.m. as their departure time but typically unplugs by 6:30 a.m., we ensure full charge by 6:30 a.m. If their patterns show they unplug after their stated departure time, we still make sure they’re fully charged by 8 a.m.

This approach has played a major part in ensuring driver satisfaction. Our data shows that 11% of all managed charging sessions would not have achieved their target charge without this feature.

Cost-effective programs require optimizing the participation funnel

Enrollment is just the beginning. At PLMA EV we heard a lot of focus on enrollment numbers and projected growth: 5,000 drivers enrolled, roadmaps predicting 30,000 enrolled drivers within two years. But enrollment doesn’t equal participation. There are multiple drop-off points between enrollment and delivering grid value. Each step is an opportunity for optimization. How do we maximize grid value at each potential exit point?

Figure 1 – Caption: Enrolling drivers into a managed charging program is just the first step. Unlocking true grid value requires that users are effectively engaged by programs informed by data and usage patterns.

Unintentional opt-outs drive expensive on-peak charging

We want drivers to opt out of charging when they genuinely need their vehicle. What we don’t want, however, are unintentional opt-outs. Our data shows that 58% of opt-outs happen for reasons unrelated to drivers needs, primarily due to data latency and other errors. Within the 42% of intentional user opt-outs, our surveys reveal drivers don’t realize they’ve opted out. That’s an opportunity to improve the customer experience. Keeping drivers informed about their opt-out patterns–making sure they’re opting out on purpose–can reduce on peak charging and improve program performance.

Figure 2 – On-peak charging, which is most expensive for both the grid and the customer, is too often caused by data latency and errors. Unfortunately, many opt-outs happen unintentionally, too.

 Figure 3 – Clear, direct communication about charging patterns can help customers understand the program and drive improved engagement.

Successful programs depend on far more than enrolling drivers and honoring charge by times; Every part of the program needs to be designed with the protecting the driver in mind. When a managed charging vendor promises to “deliver scale,” dig deeper into what they mean. Often they use explicit departure times to determine driver needs, without the backend systems that support program participation at scale. Our data shows that it’s important to go that extra mile to help your customers drive that extra mile.

Want to be part of the managed charging conversation? Join our upcoming webinar “Managed charging: Finding a program design that works” to learn more about what’s on the horizon for our managed charging platform.