5 Ways to Drive More Electronic Bill Payments

Did you know that a 2024 Industry Benchmark survey by Chartwell found that utilities can save $0.60 per customer, per bill by switching customers over to e-billing? Sounds great, right? But even the most user-friendly e-bill systems don't automatically get customers on board. In fact, over half still cling to their paper bills! It's a common hurdle for many companies, so let's dive into five easy steps to get those paper lovers to embrace e-billing.

1. Unlock Web and Mobile Potential

How well do you understand your customers’ digital journey? Many of them are here to check balances or pay bills, and they're likely using their phones — not just desktops. With a whopping 53% of internet browsing in North America happening on mobile devices, your site must have a clear path to your customers’ goals, no matter how they access it. A "Pay" button on your homepage shows you’re in tune with their needs. And hey, why stop there? Even if they start exploring articles on energy-saving or rebates, a "Pay" button on those inner pages ensures they can easily complete their original task. Keep things simple and intuitive, and they'll likely stick around for your other digital goodies.

2. Make Them an Offer They Can't Refuse

Incentives are a big deal for everyone, no matter their age, which is why many utilities use promotions to motivate their customers. Here are four types of promotions to consider.

• Charitable Donations: It feels good to give. When customers sign up for electronic billing, a donation is made in their name to a charity of their choice or one selected by the utility. Some utilities plant trees for customers who switch to e-billing. This is a tangible acknowledgment that customers can see and feel good about.
• Discounts: Everyone loves to save money! Customers who sign up for electronic billing receive a fixed amount or a percentage off their bill. This deal is difficult to turn down.
• Green Giveaways: Our 2023 consumer research shows that 33% of consumers pay online because it is more environmentally friendly. Lean into this by offering customers who sign up for electronic billing an eco-friendly gift, such as an energy-efficient shower head or LED light bulbs.
• Raffles: People jump at the opportunity to win prizes! By signing up for electronic billing, customers are entered into a draw for a chance to win a gift card of significant value.

3. Get Your Team Involved With Gamified Experiences

Your customer service team can be amazing ambassadors for electronic billing. The secret to getting them on board is gamification! It's about adding fun, game-like elements to everyday tasks. When Deloitte sought to inspire its senior executives to complete a training program, they spiced it up with badges and leaderboards. The outcome? Course completion time dropped by 50%, and daily engagement nearly doubled. This model can be a game-changer for your reps promoting e-billing, much like effective customer incentives.

4. Harness Social Networks for Influence 

If you're not including social media in your plan to promote electronic bill payments, it’s time to rethink that! Today, 63.8% of the world’s population are social media users, which equates to 5.22 billion users. With YouTube and Facebook topping the list in 2024 at 5.17 billion and 3.07 billion users, respectively, chances are your customers are already on there, even if they're not signed up for e-billing yet. Platforms like Facebook, X, LinkedIn, and Instagram offer great avenues to promote your services and payment plans. 

5. Let Them Sample the Goods 

More than half of American households are curious about ditching paper bills for electronic ones. If what's holding them back is a lack of awareness, uncertainty about signing up, or a fear of change, let's show them how easy and convenient e-billing can be! 

Imagine this: your company is ready to roll out a secure email feature to drive paperless adoption. You automatically enroll customers in a three-month trial for email bill delivery with the bills attached as secured PDFs. Over these months, customers receive engaging emails promoting all the nifty features that accompany electronic billing, along with a reminder that paper bills will be discontinued at the end of the trial unless a specific request is made. This encourages customers to make it official and eliminate paper. And just like that, you hit your paperless goal! KUBRA has made this happen with one of our largest energy clients, and we can make it happen for your organization, too. To learn how we achieved this, click here to view the full case study.

If you're finding your e-billing goals seem a bit out of reach, don't worry, you're definitely not alone. But cheer up! With today's new tech tools, it's becoming simpler for organizations to nudge customer behaviors in the right direction. And these five tactics? They're sure to make a difference.