By Amber Wesche, Product Manager II at NISC

Originally published in the NWPPA Bulletin, August 2025

Knowledge is power, and when it comes to powering our communities, knowledge is the key to making connections that lead to lasting engagement.

Energy providers are currently experiencing a shift, commonly known as the energy transition. Even if you haven’t heard the phrase, it’s almost certain you’ve felt some of its impact, as the transition is not only changing the way energy is generated but the way it’s consumed.

As the energy industry undergoes this massive transformation, many consumers and communities are beginning to feel the effects — from rooftop solar panels and electric vehicles to the growing focus on sustainability and efficiency. Traditional relationships with energy providers have faded into the past, with consumers demanding more information and wanting a better understanding of how and where energy is being used.

But while the visible parts of this transition are important, what’s often overlooked is the invisible engine behind it all: data.

The New Energy Landscape

For more than a century, the energy grid was a one-way street. Utilities generated electricity and delivered it to homes and businesses. But today, that model is changing fast.

The distributor-consumer relationship is closer than ever, with consumers demanding increased information, desiring an understanding of how they’re using your services. Smart appliances and connected devices allow for more efficient use of power but add a layer of complexity to the way communities consume that power.

The same goes for the relationship with power suppliers. Energy consumers are increasingly becoming energy producers, adding power to the grid through solar panels, home batteries or even their electric cars. While this can be efficient for the consumer, managing the demand and the supply has become more complicated than ever before.

On top of consumer-generated power, a variety of regulations, along with consumer demand, are pushing suppliers to rely more heavily on less traditional methods of power generation, with solar and wind being the most common.

Sitting at the epicenter of this transition are the distribution utilities. These energy providers now find themselves playing multiple roles: communicator, coordinator and technology innovator.

Utilities are expected to respond to growing demand, manage more complex supply chains and deliver reliable service in a world where weather and energy prices are increasingly unpredictable.

They’re no longer only responsible for keeping the lights on; they’re managing relationships with energy suppliers and responding to growing consumer demand for transparency, control and connection.

In short, the energy grid has become an information grid. Data, and the knowledge that comes with it, is the true power for distribution utilities. Leveraging that power is how utilities can best navigate the energy transition, especially with help from next-generation software solutions.

Turning Information into Action

Modern utilities are investing in smarter IT systems that help them gather, understand and act on vast amounts of data. A shift to more frequent digital communication supplements,  or in some utilities has completely replaced, the information included with customers’ monthly paper bills.

With a multitude of communication channels, consumers can interact with their provider anytime, anywhere through social media, email, text messaging and more traditional methods like phone calls or walking into the lobby.

This shift to a digital-first communications strategy does come with a challenge: no two customers are alike.

That’s why many utilities are turning to marketing software that lets customers choose their preferred communication method,  which helps the utility tailor messages based on location, usage patterns or preferences.

Do consumers want to know how much energy their home used last week and how much came from solar? There’s an app for that.

Does your organization need to provide updates during a power outage or wildfire? Text alerts and real-time dashboards can keep consumers informed in near real time.

It’s not just critical or bill-related communication. Next-generation marketing tools are helping utilities paint a more complete picture of their membership. Every interaction is information, and next-gen marketing solutions help identify which messages will have the greatest impact on each consumer. For example, a consumer with an electric vehicle might receive tips on charging during off-peak hours, while another might get information about home efficiency rebates.

Behind the scenes, utilities are using the same data to better forecast demand, coordinate with energy suppliers and even reduce costly truck dispatches by diagnosing issues remotely. In fact, some energy providers have reduced truck rolls by up to 50% by providing detailed energy usage information and proactively communicating via text, email or automated phone calls.

When this system works well, it builds trust, increases customer satisfaction, strengthens engagement and makes communities more resilient. It also creates efficiency throughout distribution organizations by reducing phone calls, allowing staff to dedicate focus to critical issues.

Preparing for What’s Next

The energy transition isn’t a one-time event…it’s an ongoing journey. For utilities to thrive, they’ll need software platforms that can grow and adapt right alongside them.

Many are now exploring multi-tenant systems that let both suppliers and distributors access shared data and automate key processes, helping ensure the right energy is delivered at the right time. These systems allow resources to be scaled easily while streamlining back-end coordination with suppliers.

Even without full support for multi-tenancy, a utility’s software solution should provide some level of connection with the supplier. This connection helps build a foundation that allows the distribution utility to truly own the relationship with the consumer.

Why It Matters

This shift isn’t just technical: It’s deeply human. When utilities empower consumers with clear, actionable information, it helps them make smarter choices about how they use and conserve energy. When suppliers and distributors share insights in real time, the entire system becomes more efficient and resilient.

The result? A better experience for everyone.

In a world where change is constant, data can be the anchor. For utilities and the communities they serve, smart technology is making the energy transition not just possible…but powerful.