Energy Switchers Highlight Demand For Low Prices And Better Service
Risk of reputational damage and lost customers without an ‘empathetic approach’
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British households are hunting for better energy deals and improved customer service when switching energy providers, according to new data released by the Energy Insight Team at contact centre specialist ResQ which has worked with big 6 energy suppliers for over 18 years.
The research, contained in a new energy sector whitepaper titled Don’t Freeze, finds that almost a third (28%) of UK billpayers have switched energy provider in the last year, with over half (51.4%) stating price or fixing price as the main reasons for seeking a new supplier.
However, a range of customer service factors were responsible for 39% of switches including: better customer service (14%), renewable energy commitments (10.1%), friends and family recommendation (6.3%) and dissatisfaction with current supplier (5.2%).
Looking ahead, while price reductions were cited by 81% of respondents in their top three switch influencing factors, 35% stated improved quality of service, 33% ease of switching process and 30.5% also noted the reputation of the provider.
ResQ has built a long-standing reputation for helping energy clients acquire and retain customers, but more recently it has developed cutting-edge AI technology that generates unique insights from customer conversations to helps their clients with strategic decision making.
Reputations are damaged by the mismanagement of energy debt. Some 40% of customers expressed their concern about falling into debt in 2025. At the same time, less than a quarter (24.2%) believe energy suppliers are doing enough to support struggling customers.
When asked what support they would find most helpful, 46% wanted proactive communication and information on account surplus built up through higher direct debits in low-use months. Repayment holidays (23.3%) and access to budgeting tools (19%) were also noted.
ResQ is aware of the issues consumers face with debt. The company has created a responsible debt management scheme which is a unique and effective approach to debt, by utilising segmentation and tailored payment plans. Through close collaboration with its current energy clients, ResQ’s advisors create repayment strategies that customers stick to.
To underscore the finding, over three quarters (75.9%) of customers stated that the approach to debt management would influence their perception of their supplier and 57% agree that proactive communication would have a major positive impact on service satisfaction.
This is a timely report which leaves the energy providers in no doubt that compassionate customer care should be right at the very top of their boardroom agendas.
We are entering what is likely to be a very difficult winter for many customers with price inflation continuing to put upward pressures on basic needs like heat, light, and food. These findings reveal a clear pathway for suppliers to follow in their bid to improve customer satisfaction and retention.
They demonstrate that meeting keen pricing with an empathetic approach to customer care is a fundamental requirement of today’s consumer. Their reputations depend on it, and as the report evidences, those reputations are critical signals of customer satisfaction.
Gill Marchbank, CEO at ResQ
To read more about ResQ’s findings on how an empathetic approach to debt is essential and the best ways to retain your customers, download the whitepaper here.