Similar to other industries that directly service a large number of consumers, social media has presented UK energy providers with both opportunities and threats alike. In a market where differences between price and product are minimal, companies are turning to customer experience as a means of sustainable differentiation. For the brands reviewed in this blog, this includes offering a social customer service option to their customers.
According to the Consumer Association’s 2014 Which? Switch energy satisfaction survey, Ecotricity is the UK’s top energy supplier. Focusing on (traditional) customer service rating only, Ecotricity received five stars, Eon, British Gas and Scottish Power received three while Npower scored two stars.
Our report examines each brand’s Twitter account to see if social customer service performance matches the quality of traditional customer service.
Is your provider up to scratch?
We used Conversocial’s Twitter Performance Tracker to analyse the performance of five leading UK Energy Companies in order to gain a sense of each brand’s performance on the platform.
E.ON was clearly the best performer in terms of Twitter responsiveness; despite each provider receiving a fairly similar volume of @mentions. The company least like to respond to a mention on Twitter is Scottish Power, who had the second highest number of mentions.
Develop a social engagement strategy
For Contact Centre executives looking to get a head start on their competitors, now is time to seek out advocates within the company – obtain commitment from the CEO, find someone with cross-department responsibility who can tie it all together and make sure that ownership of social customer service lies within the Contact Centre.
To learn more about UK energy provider perfomance on social media, including First Response Time and what happens when other channels fail, download the full report here.
How are these figures calculated?
We used the Twitter Search API to find mentions of each Twitter handle. We then gathered and matched the replies to mentions and calculated the time taken in each case, excluding the slowest 5% of tweets (which can otherwise disproportionately affect the results).Twitter accounts used for analysis: @EOnhelp, @BritishGasHelp, @NPowerHelp, @Ecotricity, @SP_EnergyPeople