A major utility company builds customer trust and satisfaction through insight communities and co-creation

This case study is part of a year-long, 25th anniversary series that explores where insight communities have been, where they are today, and the market and customer trends that are shaping where C Space is taking insight communities next.

As climate change intensifies wildfire risks, our client, a major utility company, is taking decisive action to protect the communities it operates in by strengthening its infrastructure. Among the most ambitious of its initiatives is undergrounding thousands of miles of power lines in high-risk areas, significantly reducing the likelihood of wildfires caused by electrical infrastructure and improving grid integrity. And while undergrounding offers clear safety and reliability benefits, it also presents challenges in brand-customer relations. The process requires extensive construction, which can be disruptive to neighboring residents.

So, our client turned to C Space to develop an effective communication strategy with its customers that sets clear expectations, reinforces benefits and transforms frustrating experiences into long-term brand trust.

To help our client connect meaningfully with customers, C Space designed a research approach rooted in real customer experiences. We conducted in-home interviews to understand residents’ perceptions, concerns and expectations of undergrounding. These conversations provided invaluable first-hand insights into how people felt about the project and what information they needed from our client to develop and deepen trust. We then distilled these discussions into a compelling video that features customer homes, families and the undergrounding situation. This socialization video brought customer voices to life for our client’s entire organization.

Next, we facilitated an in-person co-creation workshop with a group of 23 customers and 7 employees, allowing for deeper dialogue around messaging and engagement strategies. Direct interactions between customers and stakeholders created a space for connection, profound reflection and mutual learning. By combining qualitative research with dynamic storytelling, we created a framework for our client to communicate transparently and empathetically throughout the undergrounding process.

The success of this customer-centric work continued with a dedicated insight community composed of undergrounding customers, including those who participated in the in-person workshop. This space creates a sustained feedback loop to gather real-time insights and continuously inform improvements to communications and customer experiences.

Together, we successfully co-created the future of customer communications directly with customers, ensuring a path to regaining trust and satisfaction.

This actionable market research and socialization uncovered key themes around customer sentiment, helping stakeholders see and hear customer feedback and concerns directly. Our workshop with customers allowed our insight professionals to refine our approaches in real time, testing messaging and engagement strategies with those most affected. The core outcome was a clear, customer-centered communications strategy that addressed pain points, reinforced benefits and provided the client with a roadmap for maintaining trust as undergrounding work progresses.

By listening to customers and bringing their voices to the forefront, we created a communication strategy that ensures that they feel informed, valued and supported as undergrounding efforts continue. Beyond wildfire mitigation, our insights and socialization strategy also strengthened our client’s long-term relationship with the communities in which they operate, fostering goodwill and confidence in their commitment to safety and reliability.

Our ongoing customer and market research in the dedicated insight community will continue to guide our client’s business strategy, demonstrating the power of customer-centric communication in driving successful infrastructure hardening. To date, we’ve tested and optimized a range of materials, from doorhangers, to welcome kits, informational videos and website content. This live study actively adds value to the customer experience across touchpoints.

To mark 25 years of insight communities — and C Space’s 25th birthday!  — we’ve reimagined our most popular guide, Customer Inside, to explore where insight communities have been, where they are and where we’re taking them next.