Mind the Gap: Why Utility Providers Struggle to Get the Credit They Deserve

The JD Power Annual Utility Brand Perception study was released last week, offering its rankings of energy providers across multiple performance factors. JD Power has been doing this study for years. And yet, despite all the analysis and media attention, utilities still seem to be struggling to get the credit they deserve from consumers.

Here’s the reality: one of the most reliable systems in America is the electrical grid. U.S. utilities deliver power with an astounding 99.96% reliability rate. And according to the U.S. Energy Information Administration, residential electricity prices have remained nearly flat over the past decade, rising by less than 1% after adjusting for inflation.

But reliability on paper doesn’t always translate to public perception.

• 79% of Americans are concerned about aging infrastructure
• 75% cite reliability as a top concern
• Nearly one-third say they’ve struggled to pay their utility bills – and then blame the power companies because of the “monopoly” status.

In short, keeping the lights on is easier than getting credit for it—especially in the eyes of consumers, regulators, and the press. There’s a real gap between operational performance and public sentiment.

At Magid, we help utility leaders bridge that gap.

While JD Power provides a benchmark, we go deeper. We work directly with customers in your service area to measure sentiment and uncover what’s really driving perceptions—by controlling for income, geography, home ownership, and age. We also use AI tools to move beyond symptoms and diagnose root causes, so you’re not just seeing the data—you’re acting on it.  If you are a leader, we help you understand why. If you are a laggard, we provide the insights and depth of analysis to help you learn what to change. And because we are steeped in data and analytics, we can align data across all your consumer touchpoints.

Partnering with Magid will give the utility C-suite leaders the power they need to manage consumer sentiment:

• Unparalleled Clarity – A precise, data-backed view of your reputation and sentiment
• Strategic Agility – Insight to proactively manage reputational risks and opportunities
• Improved Stakeholder Relations – Better positioning with regulators, legislators, and investors
• Enhanced Brand Value – Trust, responsiveness, and relevance in the eyes of your communities
• Optimized Performance – A direct impact on business outcomes and executive metrics

As the JD Power results spark media narratives and stakeholder noise, now’s the time to lead with insight.

Let’s talk about how other utility leaders are closing the sentiment gap—and getting the credit they’ve earned. Reach out to Mark Hosbein to discuss how your organization can turn perception into progress.