Brand awareness matters in the energy market. But it does not always tell the whole story.
When we compare the opinions of people who know a provider but are not customers with those of actual users, an interesting pattern emerges: experience almost always improves the rating.
For several providers, the difference exceeds one and a half points on a ten-point scale.
In some cases, it is greater than two points.
This suggests that market perception is often less positive than the experience customers actually have.
It is a finding worth reflecting on. In a sector that many people perceive as largely undifferentiated, the quality of the actual customer relationship continues to make a difference.
The analysis highlights another important aspect. The best-known brands are not necessarily those that receive the highest ratings.
Brand awareness creates visibility, but it does not automatically translate into satisfaction.
For companies, this is a valuable insight.
Measuring reputation is important, but understanding the gap between expectations and experience can be even more useful. It is precisely within that gap that trust, loyalty and word of mouth are built.
The data reveals not only which brands people know or use. It also shows how perceptions change when people experience a product or service first-hand. And it is often there that the most valuable insights can be found.
