Is Energy Ready for the Future of Digital Experiences?
When it comes to digital transformation, no industry is safe. Energy is no exception. But while customer expectation of digital experiences have never been higher, Energy continues to lag behind others when it comes to UX. So ask yourself, is your online presence really optimised for a new generation of consumer?
Ten years ago, the UK energy market was a different animal. Complex tariffs, expectation of switching costs and lack of switching experience made customers reluctant to change suppliers, even if they were offered a better deal elsewhere. But this has changed. Today’s customers are more at ease with the idea of switching providers and are now actively looking to switch.
According to Bobby Chucas, product manager at OVO Energy, “The industry has grown from the big six providers to over sixty in the past decade, and as in any closely contested industry, UX will continue to be a significant differentiator for companies that prioritise it appropriately.” But even so when it comes to UX, energy still lags behind other industries.
So how can energy suppliers offer a compelling customer experience? Identifying and solving friction in the customer journey is the only way for Energy brands to win the digital experience war. Common areas for improvement for energy sites are Account management pages (63% of traffic), Contact pages (10%), Subscription forms (for both new users and existing customers) (11%), read content on new offers (7%), and editorial (4%).
And with a growing proportion of digital savvy customers looking to switch providers, the stakes to improve have never been higher.