We engaged U1 Group to conduct user engagement research exploring the customer experience of comparing and changing energy offers, and the level of customer confidence and trust in the various comparison platforms.
Customer experiences - comparison and switching 2020
Overview
What we did
We engaged U1 Group to conduct user engagement research exploring the customer experience of comparing and changing energy offers, and the level of customer confidence and trust in the various comparison platforms.
Select findings
Most participants successfully identified a cheaper energy plan, or reaffirmed they were currently on one of the cheapest available plans
After comparing energy plans, 65 per cent of participants switched to a new plan.
Most participants used the Victorian Energy Compare (VEC) website to search for a better deal
Most participants (80 per cent) understood, and greatly appreciated, that the VEC website was a government site and did not have a commercial interest in facilitating energy sales.
Price is the determining factor for most customers
Some difficulties arise for customers when different comparison sites calculate the estimated annual bill - variances of up to $518 per annum were observed for the same energy offer.
Customers also take into account other factors such as brand awareness, Australian ownership, and customer reviews.
Most participants described the process of comparing billing structures as incredibly complex
Participants often struggled to effectively compare different plans if one had a flat rate while another had peak/off-peak or tiered rate structures.
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