Online Mystery Shoppers Recognise British Gas as the Consumer Champion

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Having worked hard to position itself as the consumer champion over the last five years, the efforts of British Gas have paid off having achieved top position in an online consumer experience study conducted by eDigitalResearch.

The latest eHomeServices Benchmark study from eDigitalResearch used online mystery shoppers to assess website usability across 12 leading utility providers. With a score of 77%, British Gas was voted as having the best online customer experience and was particularly commended for its ease of navigation and industry-leading account area.

Tim Copper, Director Online at British Gas, comments: “At British Gas, we have listened to what our customers say they want from a website – clear, well signposted information that is relevant to them. For example, our EnergySmart online product has proved a real success with customers because it is giving them what they want – greater control of their gas and electricity use and the chance to avoid estimated bills.”

With consumers becoming increasingly empowered in the online world, British Gas recognised that a self-service energy management tool would give consumers the power to control their energy spend. By providing a highly personalised account area with clear up-to-date information has helped to propel British Gas to its top position in the study.

Michelle Fuller, Director at eDigitalResearch, says: “The majority of utility providers have an online presence and are continuously vying for customers, so the need for an intuitive website is the key to retaining customer loyalty and achieving competitive advantage. It is clear from our results that British Gas is giving customers the power to manage their energy spend which has resulted in very positive feedback of its account area. Also, with customers becoming more aware of green issues, the ability to manage their energy spend online is helping to reduce their carbon footprint, and is contributing to the success of their website.”

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