Texas Electric Retailer Net Promoter Scoring Increases After Long Decline

August 12, 2020

An increase in customer satisfaction and loyalty metrics of Texas retail electric providers (REPs) comes at an opportune time as one in four Texans is now actively shopping for a new electric provider. The average Texas REP Net Promoter Score (NPS) has improved significantly to 15.1 in Q2 2020 from 14.0 the previous quarter. Before Q2 2020, REP NPS (a measure of customer satisfaction) had been rapidly declining. These and other findings are from the 2020 Cogent Syndicated Texas REP Trusted Brand study from Escalent, a top human behavior and analytics firm.

Texas REP Net Promoter Score Trending
Q2 2020 15.1
Q1 2020 14.0
Q4 2019 14.8
Q3 2019 14.8
Q2 2019 15.8
Q1 2019 17.5
Q4 2018 17.6
Q3 2018 19.0

Source: Escalent. Cogent Syndicated. Texas REP Trusted Brand. August 2020.

“It’s clear from our research that many Texas REPs are being challenged with customer loyalty right now,” said Chris Oberle, senior vice president at Escalent. “Our analysis built a model that identifies critical brand qualities and market trends required for REPs to attract new customers and increase NPS. The good news is we found that REP responsiveness to customer needs during the COVID-19 pandemic has helped many REPs turn around a negative slide in loyalty.”

The study monitors and benchmarks NPS among all Texas REPs on a quarterly basis. Some of the findings regarding NPS performance are:

  • Over half of customers are Passives or Detractors, meaning they are unlikely to recommend their REP to anyone.
  • Only four REPs post a negative NPS in Q2 2020.
  • Over one in four customers would prefer to purchase power from their local transmission and distribution utility (TDSP) rather than a REP.
  • Gen Zers (customers age 18–24) have weak relationships with REPs and post a negative NPS.
  • 19 REPs significantly increased customer loyalty (measured by NPS) and 19 decreased on loyalty.
  • For those currently seeking a new REP, 74% said being a trusted and innovative brand is important, half want the lowest rate, while 44% seek great service levels.

The following is REP Net Promoter Score performance rankings as well as scoring changes from year-end 2019.

Texas Retail Electric Provider Net Promoter Scoring
NEC Retail 70.3
American Light & Power 54.5
WTU Retail 53.1
Xoom Energy 47.1
Ameripower 41.5
Acacia Energy 36.3
Champion Energy Services 33.5
4Change Energy 32.5
Cirro Energy 31.6
Spark Energy 30.3
Alliance Power 25.0
Green Mountain Energy 24.6
Discount Power 24.5
TriEagle Energy 19.4
Amigo Energy 18.2
Stream Energy 15.8
Constellation 14.6
TXU Energy 13.4
First Choice Power 13.2
Bounce Energy 11.9
Accent Energy 11.2
Direct Energy 10.6
Ambit Energy 10.3
Payless Power 8.6
Reliant Energy 7.1
CPL Retail Energy 5.9
Gexa Energy 2.9
Just Energy -0.7
Frontier -8.7
Entrust Energy -16.8
Brilliant Energy -22.6

 

Largest Net Promoter Score Changes From Year-End 2019
Largest Increases   Largest Declines
Gexa Energy 2.0 Ambit Energy -0.2
WTU Retail 1.3 Pennywise -0.2
Cirro Energy 1.2 Our Energy -0.2
TXU Energy 1.0 Tara Energy -0.2
Infinite Energy 0.8 YEP Energy -0.2
Champion Energy Services 0.6 Ameripower -0.2
First Choice Power 0.6 Alliance Power -0.2
Griddy 0.5 Entrust Energy -0.4
Breeze 0.5 Amigo Energy -0.5
Xoom Energy 0.5 CPL Retail Energy -0.5
NEC Retail 0.4 Discount Power -0.5
Green Mountain Energy 0.4 Brilliant Energy -0.6
Spark Energy 0.4 Direct Energy -0.7
4Change Energy 0.3 TriEagle Energy -0.7
American Light & Power 0.3 Summer Energy -0.9
Beyond Power 0.3 Bounce Energy -1.0
Stream Energy 0.2 Frontier -1.3
Veteran Energy 0.2 Just Energy -2.3
Constellation 0.2 Reliant Energy -3.6

 

About Texas REP Trusted Brand™

Cogent Syndicated measures Customer Engagement and Brand Trust among customers of Texas retail electric providers by surveying 5,146 customers across providers based upon data-driven models. The study measures key performance indicators (KPIs) to provide management perspectives on how to improve REP brand positioning, sales and promotion, customer trust, effective messaging, product sales, customer experiences, service quality, customer acquisition and loyalty. Escalent’s Brand Trust Index comprises nine factors: community support, customer focus, communications effectiveness, environmental dedication, local reputation, reliable quality, competitive rates, enhanced offerings, and billing and customer service. The study collects a demographically representative sample across all Texas service territories open for retail electric competition. Escalent will supply the exact wording of any survey question upon request.

 

For more information on the full study, click below.

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