Utilities customers want more contact from providers


New research released today by marketing-performance partner Go Inspire, a Xerox company, has revealed that utilities customers want more contact with their providers.

Utilities survey

In a survey of 1,000 gas and electricity customers from across the UK, it was revealed that:

  • Almost half of the fuel customers surveyed (48%) are eager to receive information from companies more frequently.
  • Digital customer experience is in demand, but many consumers still value traditional service and communication – more than one in four (26%) want providers to take a ‘hybrid’ digital and postal approach to comms.
  • Across demographics, consumers are keen for more personalised, relevant marketing communication from utilities brands, with 50% overall feeling what they receive currently is too impersonal.
  • There are key differences in attitudes and behaviours between different groups – for instance, 63% of under-25s complain companies don’t communicate with them enough, compared to 48% of over-55s who say this.

The research has been used to inform Go Inspire’s latest report: The Digital Customer: How utilities brands can power up the customer experience.

Whilst it wasn’t the main focus of the research, the survey also uncovered that a huge 93% of customers are anticipating some difficulty in paying their gas and electric bills due to price rises.

With this in mind, fostering a good relationship with their customers should be front of mind for utilities providers to ease the burden where possible.

Ben Young, Development Director for Transactional and Regulatory Communications at Go Inspire, said: “It’s really interesting to discover that utilities customers would like more communication from their providers.

“It affirms the work we do at Go Inspire – customers are happy to be communicated to frequently, as long as the information is targeted and relevant.

“Particularly against the current backdrop of ever-increasing energy prices and the resulting uncertainty for customers, transparency is absolutely key in this sector.

“We would encourage providers to place focus on their data quality to fine-tune their personalisation efforts.”