In the four years to March 2018, annualised household energy switching has risen from 11.6% to 18% (Ofgem). With this positive trend in engagement continuing to tick upwards, we assess the changing approaches to customer acquisition.
Recent Cornwall Insight research that shows a resurgence in activity from suppliers selling their energy through outbound channels rising to 25% of switches in 2018 from 17% in 2014. Small and medium suppliers are undertaking much of this activity. They are seeking to grow their businesses and expand awareness of their brands. By utilising these outbound channels they do not necessarily need to undercut the competition on a price comparison website.
