Ironically, the easiest part of the process was applying for a federal rebate through the Internal Revenue Service. When the IRS sets the benchmark for customer service, you know you have a problem.

Among the challenges I faced were an hour-plus conversation with a friendly Pacific Gas & Electric Co. representative who knew absolutely nothing about heat pump programs; an apologetic county official who informed me that I would need to fill out a commercial form even though my project was residential because “that’s the way the paperwork is written”; and even a request to provide detailed photos of my old gas furnace — the one that had already been removed — to prove I had made the switch.

Fortunately, because I was documenting the process partly for my own education, I had those photos and welcomed the opportunity to find all the hurdles consumers face. But will typical consumers — those who don’t spend their workdays analyzing the minutiae of utility customer experience — even bother to deal with this craziness? Probably not.

Perhaps that has something to do with the widespread customer apathy toward electric utility sustainability efforts. J.D. Power’s most recent study of this topic found that just 19% of customers were even aware of their utility’s carbon reduction initiatives.

We’re living in an era of amazing technological innovation, and we have public policies designed to catalyze consumer adoption of these breakthroughs. But if the same old bureaucratic hurdles stand in the way of access to those programs, no one wins.

There is a huge opportunity here for innovative utilities to take the lead on improving not only our policies but also the mechanisms that make them work. As a utilities industry professional, I’m optimistic that our leaders will take up this cause. As a consumer, I just hope I eventually get my rebate.

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Andrew Heath is the vice president of utilities intelligence at J.D. Power.

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