Residential customers and utilities benefit from varying rate plans. Still, the truth is, many customers don’t understand how their utility rates work or what rate would be best for their lifestyle. In a recent survey conducted by the Smart Energy Consumer Collaborative, 47% of customers didn’t know what their current rate plan was. In the same study, most customers said they would be willing to try a new rate plan, especially if it would allow them to save money. In order for utilities to make alternative rates useful and widely accepted, they need to have effective communications and provide educational tools that help customers understand what rate options are available and how their bill may change.