Factors shaping overall satisfaction with energy suppliers, August 2023 to January 2025
Research
- Publication date
- Industry sector
- Supply and Retail Market
Statistical analysis exploring factors behind overall consumer satisfaction with suppliers.
In March 2025, we published the findings from the most recent Energy Consumer Satisfaction Survey: January 2025, when satisfaction scores reached a record high of 81%.
Having collected the same survey data four times since 2023, we have commissioned further statistical analysis to explore a number of research questions.
Main points
- The first model explored the role of demographic and energy characteristics in driving overall satisfaction; these variables account for just under 12% of the variance in overall satisfaction with the rest of the variance explained by different dimensions of customer service and other unobservable factors, for example higher levels of marketing spend by suppliers or consumer sentiment.
- The two strongest predictors of satisfaction in this model were the consumers’ financial circumstances closely followed by the customer’s energy supplier.
- A further simulation using regression was run to understand whether rising satisfaction is partly down to the cost-of-living pressures easing for some consumers; the model suggests that improved household finances account for 1.3 percentage points, or just over one-tenth of the total increase in energy satisfaction from 69% in August and September 2023 to 81% in January 2025.
- An additional regression model was run to understand the specific contribution of customer service metrics to overall satisfaction; these metrics accounted for just under 38% of the variance in overall satisfaction.
- Ease of contacting their supplier and bill satisfaction emerge as joint top predictors of overall satisfaction, followed by satisfaction with smart meter.
Methodology
BMG Research have been running the Energy Consumer Satisfaction Survey since 2023 on behalf of Ofgem and Citizens Advice.
This statistical analysis combined four runs of the Energy Satisfaction Survey, from August and September 2023 through to January 2025. In total, each regression model is based on over 14,000 survey responses.
The dependent variable is the ‘overall satisfaction’ measure from the Energy Consumer Satisfaction Survey.
The models use logistic regression – a statistical method used to predict the likelihood of a binary outcome (in this case, either being satisfied with the energy supplier, or not being satisfied or feeling neutral). Regression modelling allows us to hold other factors so we can pinpoint which ones matter for satisfaction.
For more information about sampling methods please refer to the Energy Consumer Satisfaction Survey technical report published alongside the main satisfaction report.