Written on: May 8, 2026 by Ben Gutkin
For most companies, the operational intensity of Winter has eased. Winter deliveries are complete, and the day-to-day urgency has shifted. However, this is not a typical post-season period.
Customers just experienced one of the most expensive Winters in years. Many paid more in fuel bills than they expected. Many also had challenging experiences along the way—long hold times, delivery delays, service issues or, in some cases, run-outs. That combination—high cost plus uneven experiences—creates conditions for significant customer churn, and that process is already underway.
This is When Decisions Get Made
Customers rarely switch providers mid-Winter. Instead, they wait until the season ends and then reassess.
Some customers may react to specific issues while others may react to increased costs. In many cases, it’s not a single defining moment, rather just enough friction to make them open to exploring alternatives. Most won’t say much and all may look stable from the outside, but customers may already be forming opinions about who they want utilize next season.
Two Different Conversations
One of the challenges right now is that there are really two separate dynamics at play.
The first is price. Customers are looking at their bills and asking questions. They want to understand what happened and whether there are better options.
The second is experience. What did it take to get through the Winter? How easy—or difficult—was it to work with your company?
Those are two different conversations, and they require different approaches. Companies that blur them together tend to miss both.
Where Companies Miss the Moment
What we’re seeing right now isn’t overreaction—it’s inaction. Many companies simply aren’t communicating enough. Customers come out of a Winter like this with questions, and instead of hearing from their provider, they hear nothing. No explanation, no context, no reinforcement of value. There are plenty of companies who are not doing the work to defend their base—no consistent outreach, no effort to identify customers who may be frustrated, no follow-up after a difficult season. That creates a gap, and in this environment, gaps may get filled elsewhere.
What the Best Companies are Doing
The companies navigating this well are doing two things at the same time.
First, they are actively defending their existing customer base. They are communicating consistently—through emails, newsletter articles and social media posts—explaining what this Winter required and what it took to deliver through it.
They are acknowledging the high cost of oil and helping customers understand what drove those costs, while also reinforcing the value they delivered. They are talking about the long days, the six- and seven-day work weeks, the unprecedented call volume and the effort their teams put in to keep customers warm under difficult conditions. They are also closing the loop with customers who had issues and making sure those experiences are acknowledged directly.
We’re already seeing the impact of that kind of communication. In some cases, companies sending regular, relevant updates are seeing email open rates of 70% or higher—because the message reflects what customers are already thinking about.
Second, they are taking advantage of the opportunity to grow. There are a significant number of customers in the market right now who are open to switching providers—many of whom are not hearing from their current company in any meaningful way. That creates a real opportunity for companies that are visible, targeted and consistent in how they go to market.
The Moment to Play both Offense & Defense
This isn’t just about protecting your base, and it’s not just about growth. It’s both.
There are effective ways to identify customers who may be at risk and re-engage them before they leave. Likewise, there are equally effective ways to reach customers from other companies who aren’t being communicated with at all. The opportunity is there—but it requires action.
The Bottom Line
This is not a typical post-Winter period. The conditions coming out of this season—high prices and uneven experiences—have created both risk and opportunity at the same time. Customers are already making decisions. The companies that communicate clearly, consistently and proactively will be the ones that keep more of their customers—and earn new ones, as well. ICM
Ben Gutkin is President of Client Strategy & Services at Warm Thoughts Communications, where he leads the development and execution of marketing strategies for fuel, propane and HVAC companies nationwide. With more than 20 years in the industry, he has advised many leading U.S. energy marketers and associations on how to strengthen customer acquisition, improve retention and drive measurable results. Gutkin brings deep expertise in digital marketing, advertising and customer strategy, along with a clear perspective on how the industry is evolving and where companies need to adapt to stay competitive.
