A practical guide to helping customers, reducing frustration and building trust during rising heating bills.
Heating bills are climbing this winter, putting real pressure on customers who are already stretched thin. Utilities that lead with clarity, empathy and actionable solutions will build trust even in a high-cost season. This guide distills insights from real customer behavior, real campaigns and real Northeast utility experiences.
Clear, Empathetic Communication Comes First
Customers don’t care about the mechanics of rate cases—they care about the bill that lands in their mailbox. That’s why communication needs to start with what they feel, not what the utility knows.
Keep it simple:
- One-sentence explanation of why bills are higher
- Start with empathy
- Ditch jargon
- Share help options immediately
Example:
“Many households may see higher heating bills this winter. Here’s why—and how we can help you manage the costs.”
Weatherization: The Message Customers Actually Act On
National Grid’s weatherization push saw such strong engagement it ended three months early. That surge reflects a simple truth: customers want cost-cutting solutions—especially ones that feel within their control.
Why this message works:
- It’s tangible and visual
- It ties directly to monthly bill relief
- It feels empowering
Language that resonates:
- “Reduce heat loss”
- “Seal drafts to stop warm air from escaping”
- “Lower monthly costs without major upgrades”
Check out the campaign that drove unprecedented demand.
Make It Easy to Find the Right Kind of Help
Most customers don’t know the difference between payment plans, rebates, assistance programs or efficiency upgrades. A simple action menu reduces confusion and increases participation.
Immediate Relief
Payment assistance, budget billing, deferred payment agreements
Efficiency & Weatherization
Home energy assessments, insulation/air sealing support, rebates
Long-Term Savings
Heat pump incentives, equipment upgrades, on-bill financing
Build Trust with Transparency
Customers appreciate straightforward explanations about:
- What’s driving the increase
- What the utility is doing to help
- What customers can control today
- Where additional help is available
Utility-speak and defensive framing erode trust—especially in winter.
Use Channels People Already Pay Attention To
High-bill communication performs best when delivered through:
- SMS
- Mobile apps
- Customer service scripts
- Local news
- Community partners
- Social explainers and carousels
Channel consistency creates confidence.
Ready-to-Use Messaging Utilities Can Deploy Quickly
Email subject lines:
- “Why your heating bill may be higher—and how we can help”
- “Let’s get ahead of winter energy costs together”
SMS:
“Heating bills may be higher this winter. We’re here to help. Explore payment options, rebates and weatherization tips: [link]”
Call center script opener:
“A lot of customers are seeing higher bills this winter. Let’s walk through what’s happening and how we can make this easier.”
Questions Customers Ask Most
Why is my heating bill higher this year?
Rate adjustments, colder weather and delayed assistance programs.
As noted in recent reporting from The Journal News, many utilities across New York are forecasting increases of around 8%.
How can I lower my bill right now?
Seal drafts, adjust thermostat settings, use sunlight for heat, replace filters, schedule an assessment.
Do weatherization upgrades really help?
Yes. Air sealing and insulation reduce heat loss and lower monthly costs.
What programs can help me pay?
Payment assistance, HEAP, budget billing, extended payment plans, rebates.
Why do utilities raise rates?
Infrastructure upgrades, safety improvements, storm hardening and regulatory requirements.
What can I do if I’m behind?
Contact your utility immediately to explore assistance options and payment arrangements.
A Note on Customer Trust
High-bill seasons are emotional.
Utilities that communicate honestly, clearly and proactively build long-term trust—even during rate increases.
This winter is a challenge. But it’s also an opportunity to show up for customers when they need it most.