Language Access Empowers Companies in the Energy Sector
The energy sector is constantly evolving—structurally, environmentally, and demographically. In the United States, approximately 3,000 electric utility companies deliver power to over 140 million customers each year. Over 68 million U.S. residents speak a language other than English at home and 29.6 million of these people have limited English proficiency (LEP).
Though utility providers value consumer experience, far too many overlook their non-English-speaking clientele. When resources and information are unavailable in a person’s spoken language, the customer struggles to read the provider’s website or communicate with a call center agent. As a result, problems around loyalty, engagement, and safety ensue.
Language access plans are integral to serving LEP communities—allowing utility companies to support their members, prioritize consumer welfare, and adequately communicate with all of their customers.
How to Develop Your Language Access Plan
Designing a language access plan requires careful coordination. Utilities should take the following steps to build their own:
1. Plan Carefully
Start by evaluating your current language access capabilities. An expert language access consultant can help evaluate your needs. If you don’t currently have a program or plan in place, identify the need based on the language requirements of the people within your service territory.
Think about the size of your energy utility, the market you serve, and the events you experience in your region. For example, providers in Florida, Mississippi, Louisiana, the Carolinas, and Georgia will need to integrate hurricane season into their language access plans. Providers always have the option to survey their community to assess demand.
PGLS has extensive experience providing language solutions to utility companies like Washington Gas, Dominion Energy, and Northern Virginia Electric Cooperative (NOVEC), as well as government agencies and other commercial clients. We deeply understand the sector’s evolution and core differences, including regional variations and the operational nuances of various utility providers.
2. Develop Localized Translation and Interpretation Services
Utility companies are more likely to reach new customers by offering translation, interpretation, and similar language access services. Consider the language needs of your primary market. The City of Minneapolis, for example, identified Spanish, Somali, Hmong, Vietnamese, Amharic, Lao, and Oromo as core languages in its 2015 Language Access Plan.
Interpretation: This is crucial for utility call centers when non-English-speaking consumers call about billing, energy plans, or emergencies. Call centers with language interpretation services see 35.67% higher FCR rates. The San Francisco Public Utilities Commission (SFPUC) offers free interpreter services for public hearings, presentations, and meetings.
Translation: Utilities must provide key documents and materials—including invoices, service notices, and safety insights with contact numbers for drilling or digging—in the languages spoken by LEP communities within their service territory. These translated materials must be free and readily available.
Localization: Energy utilities should localize all digital content, including websites, software, and user documentation. Why does this matter? A 2020 CSA Research survey found that 76% of shoppers prefer to buy from websites available in their native language. Shopping for an energy utility company is no different.
3. Train Staff to Support Consumers With LEP
Energy utilities can incentivize bilingual staff to work for their organization. Consider partnering with a designated language service provider (LSP) to improve training and support consumers with low English proficiency.
An LSP offers specialized training programs for your staff, equipping them with the skills needed to better serve diverse populations. This collaboration enhances customer satisfaction, ensures compliance with regulatory requirements, and bolsters the utility’s reputation for inclusivity and accessibility.
4. Roll Out Your Multilingual Communication Strategy
Carefully consider the timeframes, milestones, and stakeholders involved in this process. Prioritize targeted outreach to connect with LEP customers who will benefit most from multilingual language access. Localized SMS notifications, and partnerships with government agencies, are equally effective marketing techniques.
It is crucial to roll out a thorough and effective program rather than rushing the process. Consumer safety, transparency, and access to the energy grid are paramount. This ensures that all customers, regardless of language proficiency, have the information they need to stay safe, understand their utility services, and fully participate in the benefits provided by the energy grid.
5. Focus on Continuous Improvement
Utilities should plan to monitor and evaluate the effectiveness of their language access programs. To do this, utilities may choose to collect feedback (from consumers and stakeholders), examine customer multilingual usage data, and conduct annual surveys to pinpoint areas for improvement.
Staying up-to-date on demographic changes in the service territory is essential. By monitoring shifts in the population, language services can be adjusted to meet the needs of the LEP populations being served. This proactive approach ensures that services remain relevant and effective, accommodating any new language needs that may arise as demographics evolve.
Ensure Language Access With PGLS
A well-designed language access plan enables consumers with low English proficiency to communicate with customer support, ask questions confidently, and safely navigate outages and emergencies.
Piedmont Global Language Solutions (PGLS) is a leading provider of translation, interpretation, and language training solutions in over 200 languages and regional varieties. In emergencies or extreme weather situations, multilingual communications must be immediate. PGLS can accommodate fast turnarounds and provide real-time solutions. We work efficiently and leverage technology to serve clients effectively. Contact our team to explore how our tools, resources, and expertise can help energy utilities achieve their language access goals.