Why Was The 2024 Storm Season Significant For Utilities?

The 2024 storm season was marked by a record-breaking number of billion-dollar disasters — 24 events in total, up from 22 in 2023 and 15 in 2022. Tropical cyclones became more deadly, and while there were fewer wildfires, they burned more land than in prior years. These extreme weather trends underscored the growing importance of real-time, transparent communication between utilities and customers

How can utilities keep customers safe and informed when disaster strikes?

Utilities can lean on the CDC’s Crisis & Emergency Risk Communication (CERC) framework, which outlines six core principles for effective communication during crises. Applying these principles helps ensure customers receive timely, accurate, and compassionate updates when they need them most:

1. Be First – Speed matters. Sharing updates quickly builds confidence and positions the utility as the primary trusted source of information.
2. Be Right – Communicate what is known, acknowledge what isn’t yet clear, and explain what steps are being taken to close those gaps. Transparency fosters credibility.
3. Be Credible – Honesty is critical. Even if the answer is “we don’t know yet,” being truthful strengthens trust and avoids misinformation.
4. Express Empathy – Recognize and validate customer concerns. Acknowledging fears or frustrations builds connection and reassures customers that their experiences matter.
5. Promote Action – Provide clear, actionable steps customers can take. This shifts focus from worry to problem-solving and restores a sense of control during uncertainty.
6. Show Respect – Respect reinforces trust, encourages cooperation, and helps strengthen the relationship between utilities and their communities, even after the crisis passes.

What are the top customer communication expectations during crises and severe weather events?

Customers expect:

• Localized, real-time weather monitoring
• Transparency about restoration timelines and prioritization decisions
• Frequent and accurate updates across multiple channels (SMS, IVR, email, push notifications, smart speakers)

Utilities that meet these expectations improve customer trust and safety

How can self-service tools help utilities meet customer expectations during crises and severe weather events?

A: Self-service tools like Storm Center™ go well beyond simple outage reporting. They empower utilities to address customer expectations for real-time visibility, transparency, and frequent, accurate updates during high-impact events.

Real-time weather monitoring: Storm Center integrates map layers that display the paths of hurricanes and provide timely wildfire advisories, giving customers a clearer picture of potential risks in their area.

Accurate updates and restoration timelines: Customers want to know not just if power is out, but when it might be restored. Storm Center enables utilities to provide more transparent updates around restoration progress and prioritization.

Highlighting critical facilities: To communicate why certain areas may receive attention first, Storm Center maps display essential facilities like hospitals, fire stations, and power plants. This helps customers understand restoration decisions and builds trust.

How did outage maps perform during 2024’s major storms?

Outage maps became a critical customer resource, with 37% of customers preferring them to get outage updates during severe weather events. Traffic surged during major hurricanes (Helene, Milton, Debby, Beryl) and severe tornado outbreaks. Utilities with scalable and reliable maps, such as those powered by Storm Center, successfully managed spikes in demand.

By contrast, some utilities suffered communication breakdowns when maps crashed or displayed inaccurate data, leading to negative media coverage and public scrutiny

What makes an outage map reliable and effective?

Dependable outage maps should:

• Be scalable with the ability to process large volumes of outage management system (OMS) data
• Offer consistent page load times
• Refresh data every 10–15 minutes for near real-time information

Benchmarking data showed Storm Center maps maintained reliability during peak demand, even as OMS data volume increased significantly during Hurricane Helene (1103% increase in outages and 551% increase in customers affected).

How did messaging trends evolve during the 2024 storms?

Utilities using Notifi® sent tens of millions of proactive messages, spanning pre-warning alerts, real-time updates, restoration notices, and follow-ups. Importantly, two-way SMS engagement exceeded 14 million exchanges, showing the demand for interactive, not just one-way, communication

What best practices emerged for effective storm communication?

To ensure customers are safe and informed during severe weather events, utilities should:

• Boost outage enrollment in communication programs
• Run simulations and practice drills to prepare staff
• Schedule broadcasts to stagger high-volume alerts
• Test unexpected scenarios to uncover vulnerabilities

The overarching message: Proactive planning, clear messaging, and timely reviews are key to resilient communication strategies