Meeting Customers Where They Are: Jessica McColgin’s Mission to Build Trust and Equity in Clean Energy

For Jessica McColgin, leadership in the utility sector is not just about programs and policies—it’s about people. As a manager of customer and community outreach at Puget Sound Energy (PSE), Jessica has dedicated her career to building authentic connections with vulnerable and underserved communities, ensuring that the clean energy transition benefits everyone, not just those with the loudest voices or the most access.

The Reward of Human Connection

Jessica describes her most rewarding moments as those spent alongside her team, engaging directly with customers. Whether signing someone up for PSE's Bill Discount Rate or guiding Spanish-speaking customers through enrollment, she views each conversation as an opportunity to affirm dignity.

“Customers frequently want to tell their stories,” she shares. “When they realize they’re being heard—and when they can access programs in their own language—the appreciation they express is incredible. That’s when I know we’re making a difference.”

These moments, she says, transcend numbers and metrics. They are reminders that utilities have the power to change lives when they take the time to listen.

Creative Outreach for Real Impact

Creative outreach strategies, which bring services directly to customers, are putting Jessica and her team on the map. Initiatives like StoryWalks and library pop-ups came to life through collaborative brainstorming, where every team member’s perspective mattered.

The library pop-ups in particular became a breakthrough. By partnering with trusted community organizations and offering multiple PSE program resources in one accessible space, the team created a welcoming, informative environment that reached far more people than traditional outreach ever could.

“Our team thrives on creativity,” Jessica explains. “By testing ideas, learning from them, and building on what works, we’ve developed new ways to connect with people where they already are.”

Building Trust Through Partnership

For Jessica, Trust is the cornerstone of effective customer engagement. Many underserved communities face barriers, including language barriers, limited access to technology, and skepticism toward large institutions such as utilities. Overcoming those barriers requires intentional partnerships.

Her team works with senior centers, tribal organizations, food banks, and human service offices, embedding themselves in places where people already feel supported. “We sit side by side with other organizations,” Jessica says, “so customers see us as part of their community, not outsiders.”

These efforts have led to numerous breakthroughs—such as the customer who, speaking Spanish, told Jessica that she hadn't known such programs existed and felt truly "seen and validated" for the first time.

Mentorship and Team Empowerment

Jessica leads with mentorship at the heart of her style. She encourages team members to build confidence by owning their ideas and seeing them through to completion. When someone proposes an initiative, they prepare a business case, collaborate with peers, and then implement the project together.

“It’s about giving people ownership,” she explains. “When they see their ideas come to life, they not only build confidence but inspire others to contribute as well.”

Jessica believes her role is to provide guidance and support without taking away agency. By helping her team find their voice, she’s cultivating the next generation of leaders in clean energy outreach.

Challenges of Inclusive Clean Energy

Making clean energy accessible for everyone is not without challenges. New technologies can be expensive, and misconceptions often hinder their adoption. Jessica's team works to overcome these barriers by ensuring that programs are not only available but also delivered to the right customers at the right time.

“Awareness is key,” she notes. “We want customers to know what’s available to them, but also to make sure the solutions fit their circumstances.”

Her approach strikes a balance between data-driven strategy and human-centered design. Data helps identify who needs support and where to focus efforts, but it's the in-person, relationship-based work that ultimately builds Trust and drives participation.

Recognition and Legacy

Receiving the Women Who SPARK Award is a meaningful milestone for Jessica. “This award is an honor not just for me, but for our entire team,” she says. “We started as a small, scrappy group and have grown into a team that not only serves customers directly but also provides valuable feedback within PSE to improve how we operate.”