Having established from the previous collective switch and market offer trials that interventions can increase consumer engagement, we wanted to understand whether customers’ reactions and use of letters differ and if there are differences in customer attitudes and switching across suppliers.
The objectives of this research were:
- To understand reactions to the general concept of a letter with savings provided, being informed of a specific (collective switch) deal, or being shown an (open market) example saving.
- To understand if customers’ perceptions of the brand of the gaining supplier influence their switching behaviours and how important it is for the decision to switch.
- To explore how effective it is to offer the collective switch tariff again (re-engage).
- To explore if the price cap has had any effect on switching behaviour (additional objective)