Why Digital Adoption Remains a Challenge for Utilities
Digital transformation has revolutionized industries worldwide, yet adoption of digital tools in utilities remains slower than expected. While the benefits of self-service portals, automated billing, and digital communication are undeniable, many customers still hesitate to fully embrace these tools.
Hendersonville, TN, faced these same obstacles. As their population grew and demands on their water utility increased, manual systems strained under pressure. Payments were delayed, customer service teams were overwhelmed, and customers often hesitated to use available digital tools.
However, Hendersonville tackled these challenges head-on, bridging the digital knowledge gap and achieving measurable success in increased on-time payments and reduced customer service calls.
Understanding the Digital Knowledge Gap: What the Pew Research Tells Us
Digital adoption is often viewed as a technology problem, but Pew Research reveals a deeper issue: a lack of widespread digital literacy. Their findings offer critical insights:
- Only 48% of Americans can identify an example of two-factor authentication.
- Just 21% know that websites cannot collect data from children under 13 without parental consent.
- 67% understand cookies, but far fewer understand how their data is tracked and used.
These gaps are even more pronounced across age groups and education levels. Younger adults and college graduates are more digitally literate, while older adults and those with less education often struggle with digital tools.
For utilities, these knowledge gaps translate into practical challenges. Customers may avoid using self-service portals out of fear of making mistakes or distrust of online security measures. Others may default to calling customer service for simple issues, negating the efficiencies digital platforms are designed to create.
This isn’t just about customer reluctance; it’s about understanding the real barriers to adoption and addressing them thoughtfully.
The Real-World Impact of the Digital Knowledge Gap on Utilities
Meanwhile, customers are left frustrated. Poor experiences with digital platforms can erode trust, making future adoption even harder.
In Hendersonville, these impacts were painfully clear. Service calls about payments and billing overwhelmed staff. Late payments became a recurring issue. And even as digital tools were available, many customers remained hesitant to use them. The solution wasn’t just better technology—it was about creating an ecosystem where customers felt confident using the tools available to them.
Hendersonville’s Approach: Bridging the Knowledge Gap with Empathy and Strategy

First, they focused on customer education. Clear, step-by-step guides helped customers navigate the self-service platform. Tutorials explained billing processes, payment reminders, and account security features in simple terms.
Second, they prioritized transparency and communication. Customers received real-time notifications about upcoming bills, payment confirmations, and account updates. These proactive messages reduced confusion and prevented unnecessary customer service calls.
Third, they built hybrid support systems. Digital platforms became the default option, but customers who needed help could still call or visit in person. No one was left behind, and customers felt supported regardless of their comfort level with digital tools.
These efforts weren’t one-time initiatives—they were integrated into Hendersonville’s ongoing customer experience strategy.
The Results: How Hendersonville Closed the Digital Adoption Gap
Customer service calls related to payments and billing decreased dramatically. Customers felt confident using self-service tools, freeing staff to handle more complex inquiries. Most importantly, trust grew. Customers no longer viewed digital platforms as intimidating or risky. Instead, they saw them as convenient, reliable, and easy to use.
Hendersonville didn’t just implement technology—they built confidence, simplified processes, and created a digital ecosystem that worked for everyone.
Key Lessons for Utilities: Building Bridges, Not Barriers
- Education is Essential: Digital platforms can only succeed if customers know how to use them. Clear guides, tutorials, and FAQs are critical.
- Communication Builds Confidence: Proactive updates and real-time notifications reduce confusion and uncertainty.
- Support Needs to Be Flexible: Hybrid support options ensure that no customer is left behind, regardless of their digital comfort level.
- Measure and Adapt: Utilities must continually collect feedback and refine their tools to address evolving customer needs.
These strategies aren’t just about adoption—they’re about building trust, simplifying experiences, and setting the stage for long-term success.
Looking Ahead: The Ongoing Journey of Digital Transformation
Looking ahead, Hendersonville plans to expand self-service access points, introduce more educational resources, and refine their analytics capabilities to predict and address customer needs proactively.
For other utilities, the lesson is clear: digital transformation isn’t just about implementing tools—it’s about building confidence, trust, and a culture of digital readiness.
Empowerment Through Education and Trust
For utilities everywhere, the path forward is clear: closing the digital knowledge gap isn’t just about better technology—it’s about creating systems people trust and understand.
Want to read the full story? Learn more about how Hendersonville overcame digital adoption challenges, increased on-time payments, and built a smarter, more confident customer experience by reading the case study.