Innovating in a commodity market like energy is tough given that all your potential customers are essentially already penetrated - either they are with you, or with a competitor. Since 100% of your prospective clients in developed markets are already connected to the grid, the only way to gain traction and grow is to convince them to switch. What does this mean for utilities? The ones that approach customers via multiple touchpoints have a much greater chance at success, meaning higher acquisition and retention rates. Read on to learn from 3 challenger utilities that are pushing hard for customer empowerment.