Actionable Insights for the New Energy Consumer - Accenture

Consumer willingness to switch electricityproviders differs across geographies.Notably, consumers in France report thelowest intention to switch electricityproviders with a mere 7 percent sayingthat they are considering switching inthe next 12 months (see Figure 34).Germany and Belgium rise to the topwith 19 percent and 16 percent ofconsumers, respectively, reporting thatthey “certainly” intend to switch providersin the next 12 months.The drivers behind churnWhat drives a consumer to end therelationship with his or her electricityprovider? Perhaps unsurprisingly, theprimary factor is that consumers switchfor savings (see Figure 35). Eighty-ninepercent of consumers in deregulatedmarkets report that a reduced electricitybill is a main factor that motivatesswitching providers.While price is important, it is not theonly factor consumers consider. Sixtypercent of consumers would be motivatedto switch providers for a rate plan thatbetter suits their needs. Renewable energyoptions are also enticing for one-third ofthe survey respondents, as are productand service bundles, loyalty rewards andbetter customer service.Figure 34. Are you considering switching to another electricity provider in the next12 months?GermanyBelgiumItalyAustraliaUnited KingdomSpainSwedenNetherlandsAverageDenmarkUnited States*NorwaySouth KoreaCanada*FranceProbably switch13%15%Certainly switchBase: Respondents in deregulated markets only.* Includes only deregulated states and/or provinces16% 19%20% 8%16% 11%12% 14%17% 9%14% 11%12% 8%12%9% 9%4% 3%15% 16%13% 12%14%7%4%11%11%Figure 35. What factors would motivate you to switch to a new electricityprovider?Mentioned in top threeReduced electricity bill 89%Rate plans that better suit my needs(e.g., fixed price, reduced price inevenings, etc.)60%Provides renewable energy options(e.g., wind, solar, etc.)Product and service bundles that bettersuit my needs (e.g., bundle natural gas,home phone, Internet, home energy audit,etc.)Better loyalty rewards program33%32%32%Better customer service/support31%Better payment options17%Base: Respondents in deregulated markets only.37