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
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.