Building Trust Beyond the Bill: How Texas Retail Electric Providers Can Strengthen Customer Loyalty

Imagine the sense of dread when you realize your retail electric provider (REP) agreement is nearing its expiration date—like realizing tax season is here again or your car’s “check engine” light really isn’t kidding this time. Do you stay with your current provider or start comparing rates and promotions from others? It’s a little like online dating for electricity—lots of promises, confusing fine print and the nagging fear you’ll regret swiping left on the one company that actually cares about you.

What makes the difference for many customers is how a provider treats them before that renewal notice hits. Retailers that communicate clearly, help customers understand their energy usage and show genuine appreciation for their customers’ business make it so much easier to stay put. The companies that vanish between billing cycles? They’re the reason many browser histories in Texas look like a Power to Choose support group.

Brand Trust among Texas REPs has risen sharply over the past two years, according to our annual Cogent Syndicated Texas REP Trusted Brand study. Higher-performing brands that saw steady improvements across nearly all brand attributes—especially ease of doing business and service satisfaction—have propelled overall REP trust levels upward. Yet, despite these gains, the industry still faces head winds: two-thirds of customers plan to shop for a new provider within the next year and “offering the lowest rate” remains the top driver of choice, even as its importance declines.

In this blog, we explore how Texas REPs can build stronger, longer-lasting Brand Trust by fostering trust beyond price and improving customer relationships.

How Brand Trust and Customer Loyalty Are Closely Linked

Data show that stronger Brand Trust directly correlates with customer retention. Customers with high trust levels are far less likely to shop for a new REP. Conversely, Detractors—customers with low Net Promoter Scores (NPS)—report lower Brand Trust, higher bills and less recall of outreach or community engagement. In fact, 51% of Detractors recall no contact from their REP and only 7% recall non-rate-related communication. Turning these customers into Promoters can lift Brand Trust by nearly 70%.

Customers Are Expanding Their Expectations Beyond the Bill

While cost remains a key factor in maintaining Brand Trust and customer loyalty, customer priorities are broadening. Lower bills in 2025 have reduced cost sensitivity slightly, shifting attention toward service quality, ease of doing business and company values. Community support communication has surged in visibility and customers increasingly associate these messages with trustworthiness. When providers show up in their communities, whether through local sponsorships or neighborhood programs, customers feel seen and valued beyond the transaction.

Customer Engagement and Experience Still Matter Most

Across the industry, billing and service satisfaction improvements—especially related to billing clarity and manageability—have also boosted customer perceptions. Still, customer service experiences remain a key loyalty determinant: more than one-third of customers have contacted their Texas REP in 2025, most often for billing questions.

Each of the touchpoints represents a trust-building moment. A helpful conversation, a transparent response or an easy-to-navigate online tool can be the difference between keeping a customer loyal and pushing a customer to become a shopper exploring new offers. Ensuring these interactions reinforce value and reliability is critical.

Five Effective Brand Trust-Building Techniques for Texas REPs

In Texas’s highly competitive retail electric market, Brand Trust is a crucial differentiator for providers. Building and maintaining that trust requires consistent effort across every customer touchpoint. Here are five techniques Texas REPs can use to strengthen Brand Trust and customer loyalty:

1. Elevate Customer Communication
   Increase proactive, non-rate-related messaging—especially around community impact, sustainability and service improvements—to close perception gaps among Detractors.
2. Promote Value-Added Offerings
   Customers using six or more voluntary offerings score 12% higher in Brand Trust. Make these offerings visible, easy to access and linked to tangible savings.
3. Simplify the Customer Experience
   Continue investing in frictionless digital tools and intuitive billing. Simplicity builds satisfaction and reduces switching intent.
4. Reframe “Low Cost” Around “High Value”
   With bills trending downward, reposition messaging from price competition to long-term value, reliability and partnership.
5. Turn Service Contacts Into Trust Moments
   Each customer touchpoint—especially around energy programs—offers an opportunity to demonstrate transparency and reinforce trust.

In short, Texas REPs that communicate clearly, deliver reliably and connect authentically will be best positioned to convert today’s cautious shoppers into tomorrow’s loyal advocates. As the Texas electric market grows more competitive and rates continue to stabilize, Brand Trust, not price, will become the real differentiator. Providers that consistently show up with transparency and value will stand out long after the billing cycle.

To learn more about our Texas REP Trusted Brand study and how our energy industry experts can help you build better Brand Trust with your customers, contact us by filling out the form below.

Want to learn more? Let’s connect.