Key role for bills in utilities fight

Utility bills are set to become essential marketing tools in a deregulated market, according to a report by MarketLine International. Over half the utility companies in the UK believe the bill is set to become more customer focused.

Utility bills are set to become essential marketing tools in a

deregulated market, according to a report by MarketLine International.

Over half the utility companies in the UK believe the bill is set to

become more customer focused.



Timothy Douek, author of the report and a utilities analyst at

MarketLine, said: ’With the introduction of competition into the UK

electricity and gas market, the role of billing is changing. The bill is

the only contact domestic customers have with a company, and the

perception toward it is set to change. Companies want to make it more

personalised for each individual household.’



The research group asked all UK utilities companies how metering and

billing would be affected following the deregulation of the market.

Around 56% said that billing will form the foundation of the

utility/customer relationship.



Douek said that by recognising the bill as an important marketing tool,

utilities are trying to counter bad publicity after complaints were

received about some utility companies’ marketing practices.



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