Redefining Customer Experience: Sia’s 2025 Benchmark for Energy Suppliers

Energy suppliers have been experiencing unprecedented changes and challenges over the last few years. Meanwhile, customers are becoming more active and their expectations are increasing.

As the market is transitioning towards a more comprehensive energy solution approach, energy suppliers are becoming more than just commodity suppliers.  

To strengthen customer relationship and maintain competitiveness, suppliers must now offer an extensive range of integrated products and services, such as solar panels, battery storage system and other assets, alongside smart tools for energy consumption optimization and new dynamic pricing offers. 

Furthermore, while traditional processes remain essential, artificial intelligence (AI) is gradually transforming customer service. It increases the level of personalization when interacting with customers, and reshapes enhanced customer service organizations by replacing simple and redundant actions. 

To stay on top of these innovations in the Energy retail market, Sia performed its first European benchmark on energy suppliers customer portal, aiming to:   

• Present a comprehensive overview of the current state of play   

• Identify major European trends in customer service offerings within the energy market   

• Highlight innovative practices emerging in the industry   

• Gain insights into customers' evolving expectations from their energy suppliers   

From a pre-study of 250 screened suppliers we created a survey to assess the performance of 26 suppliers in 6 countries across Europe (France, Belgium, The Netherlands, United Kingdom, Italy, Luxemburg).

The 56-question survey is structured around three main pillars of customer experience within the energy sector: Customer relations and admin support, Consumption tracking and energy management, and Brand recognition & customer engagement.   

Please note the scope of this first iteration does not include mobile apps.

As this benchmark is designed to become a yearly exercise, the criteria could change year-on-year, incorporating newest trends, and evolving with customer expectations and industry feedback. 

The quantitative analysis shaped the global ranking and current state of play of Energy Suppliers Customer Area benchmark. Led by Octopus Energy UK, the leader group is mainly composed of historic energy suppliers:

Based on our extensive research and analysis, we have gathered numerous insights that will help you become or remain a digital leader in the field of energy supply. More than ever before, focusing on the following areas will enhance your customer portal:  

• Integrating new innovative offers 

• Customizing user experience 

• Promoting customer loyalty 

• Allowing for multiple levels of services 

• Deploying self-care solutions