Why Energy Retailers Must Prioritize Consumers in the Renewable Age
As we speed toward a future powered by renewable energy, the role of the consumer is transforming, and energy companies must take notice. With increased focus on green energy and personalized energy services, consumers expect more control and transparency in managing their electricity needs. And according to Devrim Celal, chief marketing and flexibility officer at Kraken, energy retailers that fail to adapt risk being “competed out of the market.” In an interview with the SwitchedOn podcast, Celal emphasizes the need for customer-centric solutions and tailored energy products to meet the growing demands of today’s environmentally aware and cost-conscious consumers.
The Consumer Is Now in Control
In the past, energy retailers had a more straightforward job—sell energy, set rates, and move on. But today’s consumers, many of whom are installing solar panels, electric vehicles (EVs), and smart home tech, have reshaped this model. As Celal points out, “more decisions are being made by the consumer, not by big corporates.” This shift has created a new reality for energy retailers: adapt or disappear.
A Need for Transparency and Personalization
One key demand from consumers is transparency. The energy sector has long struggled with consumer trust, partly due to practices like the “tease and squeeze” model used in some markets. This tactic, where customers are placed on favorable tariffs that later skyrocket in price, has eroded trust. Studies by Edelman’s “trust parameter” have repeatedly shown that consumers feel the energy industry is more concerned with profits than customer service.
To win back trust, Celal argues, energy companies need to “treat customers well” and offer clear, honest choices. Customizing tariffs to fit individual needs and providing competitive pricing for EV charging, heating, and solar setups could go a long way in retaining customer loyalty.
How Technology Is Paving the Way for Customized Energy
Technology is now a central player in making energy more consumer-friendly. Octopus Energy, a green energy supplier, has pioneered this approach, using Kraken’s platform to create products tailored to consumer needs. For example, Intelligent Octopus offers cheap EV charging in exchange for allowing the company to control charging schedules. This flexibility allows Octopus to maximize green energy usage and avoid congestion on the grid during peak hours.
Such technology could make traditional network upgrades obsolete. By matching charging times with green energy availability, Intelligent Octopus has reduced the need for costly infrastructure investments, demonstrating the power of flexibility in energy management.
Why Electric Vehicles Are a Game Changer for Consumer Energy
For many households, buying an EV transforms their relationship with electricity, often making it the second-largest household bill after housing costs. EV owners are more likely to monitor their energy costs and seek out savings, making them ideal candidates for flexible tariffs and real-time energy management options. By offering EV-friendly tariffs and customized charging schedules, retailers can cater to this growing demographic and foster brand loyalty.
According to Celal, offering such tailored products taps into a market eager for both cost efficiency and environmental benefits. Octopus Energy has seen enormous success with Intelligent Octopus, expanding from a small initial customer base to over 200,000 users, including EV drivers and homeowners with heat pumps, batteries, and smart thermostats. The program continues to grow at a rate of 19% monthly without heavy marketing.
The Importance of Building Trust in the Energy Sector
Despite the technological advancements, winning over consumers will require more than clever gadgets and apps. It will require building genuine trust. Energy providers like Octopus are breaking away from traditional models by fostering transparent communication and improving customer support with Kraken’s “universal agent model,” where customer service agents can resolve any inquiry without transferring calls. This model aims to simplify the consumer experience, creating a more positive and reliable relationship with the provider.
Why Eon Advisory Supports the Consumer-First Model
At Eon Advisory, we understand the critical role of both energy efficiency and consumer satisfaction. We’re here to help businesses and households navigate the renewable energy landscape with ease. Whether it’s installing solar, exploring energy storage options, or managing peak consumption, we believe that putting consumer needs at the forefront is the key to success.
The Path Forward: Energy Retailers Must Evolve to Survive
The renewable energy shift isn’t just about reducing carbon footprints; it’s about creating a future where consumers have the power to make informed, impactful decisions about their energy use. Energy retailers must embrace customized solutions, transparent pricing, and trust-building practices to thrive in this new landscape. As Celal and Kraken’s success with Octopus Energy demonstrates, consumers are ready to engage—if given the right tools and respect.
Ready to Take Control of Your Energy Future? Contact Eon Advisory Today!
If you’re ready to maximize energy efficiency and take control of your energy usage, Eon Advisory can help. From personalized solar installations to smart energy storage solutions, we provide consumer-first energy options that are both affordable and sustainable. Contact us today to find out how we can help you navigate the future of energy, tailored to your unique needs. Visit https://eonadvisory.com.au/contact/ for a free consultation and see how easy it is to take control of your energy future!