U.K. Utilities Struggling to Keep Customers Happy

According to Ofgem, only 40 percent of utilities customers in the U.K. are happy with their utility company’s company service. While that figure certainly surpasses the 25 percent that the utilities posted last year, the companies still have a long way to go.

Ofgem found five major issues that customers had with the way that utility companies handled complaint processes. Customers said they were not called back as promised, and they reported that operators did not understand their problems. Customers also reported that they didn’t like operators’ attitudes toward dealing with complaints and their lack of a proactive approach related to resolving the complaint.

Utility companies also failed to take responsibility for complaints, according to customers who were surveyed. Only one in six complaints is resolved on first contact. Complaints are not handled with adequate speed, and customers feel that they have no additional recourse if their complaints are not resolved on the first try.

Scottish Power and SSE had the highest satisfaction scores, while EDF had the lowest.

Ofgem stated that customer service representatives needed the authority to act immediately to handle complaints. The research firm also stated that customer service representatives needed to be empowered to be proactive.

Audrey Gallacher, director of energy at consumer champions Consumer Focus, said: “It’s positive that there has been some improvement in how customers’ energy complaints are handled. However there is still a very long way to go. The energy industry routinely tops the charts as the sector least trusted by consumers and the customer service they receive is a significant factor in this.”

For its part, First Utility is working to improve its call center operations. Steve McNeill, head of First Utility’s customer experience department, listed some changes that the company is making. The changes included a larger number of operators on at peak times, improved staff training and the creation of a dedicated team to respond to social media complaints.

“It is unacceptable that many customers have to go through a long, drawn-out process to get their problem resolved. There must be clear progress on this from suppliers,” Gallacher remarked. “Companies must remember that many people view how a firm handles their complaint as a sign of how valued as they are as a customer – so it is essential to deliver on this key issue.”