In the increasingly competitive home energy market, customer service has become one of the most powerful differentiators. With energy prices broadly aligned across suppliers, the real battleground is trust, experience, and care – especially when things go wrong. And when it comes to customer service, Octopus Energy has emerged as a clear frontrunner.
Octopus Energy’s standout success
According to recent reports, Octopus Energy is now the UK’s largest electricity supplier by customer numbers, having overtaken British Gas. In 2024 alone, it gained nearly a million new customers — more than the combined net gain of the next five largest suppliers. With energy prices relatively stable across the board, it’s likely that their exceptional service is what’s driving this growth (Octopus Press Release, FT article). The Institute of Customer Service confirms in its on-going survey of customer satisfaction across nearly 300 brands that Octopus is the top performing retail energy company. This comes at a time when the energy sector is under heightened public scrutiny due to increased prices.
• Octopus added nearly 1 million customers in 2024.
• It outpaced the combined net growth of its five largest competitors.
• Strong customer service — not price — is fuelling its rise.
The shift in customer expectations
As customers pay more attention to their bills and providers, service expectations have risen dramatically. People aren’t just comparing kilowatt hours anymore – they’re judging how a company makes them feel when they need help.
In this context, Octopus Energy has benefited not just from strong service but from its identity as a challenger brand. Consumers are often drawn to providers that appear fresh, transparent, and values-led—especially those breaking from the opaque practices of traditional suppliers. Octopus’ clear pricing structures and open communication strategies appeal to customers who are weary of hidden charges and vague explanations.
Octopus has also taken a public stance against what it calls “bait and switch” pricing strategies common in the market, advocating instead for honest, long-term rates. Its website lays out costs clearly, and customers frequently note that they feel more in control. One reviewer shared, “Octopus is the first company to clearly explain what I have been paying, future payments, and what options are best for me. Its website is very easy to use and explains everything you are paying. They genuinely want to assist customers.”
Driving all of this is Octopus’ proprietary tech platform, Kraken, which powers real-time support, simplified account management, and efficient issue resolution. The technology is so effective that it’s now licensed to energy suppliers around the world, managing over 60 million accounts—a quiet endorsement of how central customer experience has become in the energy sector.
Despite all of this innovation and goodwill, not every experience is perfect. One reviewer on TrustPilot noted, “Last week, we called Octopus again asking to speak to a manager, and we are still waiting for a call back. We are incredibly disappointed and frustrated with the service we have received.” Another commented that,”When you ring, they are fantastic, I cannot fault the call takers. Yet ringing Octopus has its own issues… how they can claim to have the best customer service is beyond me. Best customer service agents, yes—but not overall.” Even where the fundamentals are strong, gaps in follow-up or limited contact options can undermine trust.
These comments highlight that in 2025, great service is about more than just being polite—it’s about being available, consistent, and easy to reach, especially when people are stressed or uncertain.
What review sites reveal
Trustpilot offers a window into what customers are experiencing. Most major energy suppliers receive an average rating of about 4 out of 5 stars. The proportion of ratings that are three stars or lower reveals where dissatisfaction sits. A three-star rating is often code for “disappointed but resigned,” while lower scores typically come with stories of frustration, confusion, or neglect. Business leaders know that focusing on the negative customer experience is a proven way of identifying a way to improve customer service.
A data-driven look: Mentions of customer service in reviews
To better understand how central customer service is to the customer experience, we looked at a sample of 600 Trustpilot reviews scored at three stars or lower in April 2025 made up of 100 each from the six major UK energy suppliers. Across the board, 63% of these reviews mentioned customer service directly, underscoring just how important it is for customers.
Although the reasons for the differences are not straightforward, British Gas had the highest rate, with 80% of Trustpilot reviews mentioning customer service. EDF followed closely at 76%. Octopus Energy, known for its strong service reputation, landed at 65%, showing that even when service is good, it’s still a major part of the conversation. At the other end of the spectrum, Scottish Power had just 40% of reviews mentioning customer service. What this suggests is simple but powerful: customer service isn’t a side issue—it’s the main event.
Percentage of 3 star or lower reviews mentioning ‘customer service’ for each energy provider
So what did the 600 reviews on Trustpilot uncover about customer service and how it can be improved for energy suppliers?
The role of automation and the human touch
It’s worth noting that there’s little consistent feedback around the use of automation or AI chatbots – either positive or negative. This might suggest that most energy suppliers still lean on traditional human interaction or that current digital solutions are subtle enough not to trigger complaints. One review of a major company on Trustpilot said that they talked to “A human, which was good and I could understand him”, showing that it does bear some wait to consumers. Still, in situations where things are emotionally charged; say, a power outage or an unexpected high bill – impersonal systems can easily fall short. Human connection still matters.
What great customer service actually looks like
Customers regularly highlight speed, warmth, and clarity. Issues that are resolved quickly and with kindness stick in people’s minds. Reviews often mention polite and helpful representatives, and customers genuinely appreciate when someone takes the time to explain a confusing tariff or untangle a billing error, for example in this review “Team E did a great job, and she was courteous, responded quickly, and sorted my problem out”, where a good customer service interaction was matched with fixing the problem. What stands out most is that even when something goes wrong, a positive interaction can completely change the narrative. A single helpful person can turn anger into loyalty.
When service fails, it fails hard
On the flip side, when service fails, it fails hard. Long wait times and lack of response are the most frequent sources of frustration. Some customers describe feeling like they’re going in circles, transferred between departments without resolution or support, such as in this review, “I’ve had a substantial complaint due to terrible customer service and avoidable delays that has been outstanding for some time”. Others point to staff who seemed overwhelmed, under-trained, or simply indifferent. These experiences are particularly damaging when the customer is vulnerable – living alone, dealing with health issues, or facing financial strain. In those moments, bad service can feel like abandonment.
Customer service is emotional
Customer service isn’t just transactional. It’s deeply emotional. Positive experiences are laced with words like “reassured,” “relieved,” and “grateful.” These interactions leave a lasting impression.
• Negative reviews often contain words like “anxious,” “ignored,” or “afraid.”
• Customers describe being left without power for days or not being believed.
• Failures here are more than inconvenience — they’re breaches of trust.
Supporting the vulnerable matters more than ever
And while it’s hard to find large-scale data on how customer service affects people on the Priority Services Register, it’s reasonable to assume that the stakes are even higher for these individuals. When your wellbeing or safety depends on timely, compassionate service, the difference between good and bad support becomes life-altering.
The path forward for providers
For providers looking to step up, the path is clear. Customer service teams need more than scripts – they need real training, especially in how to support vulnerable customers. They also need access to systems and information that allow them to act quickly. Just as important, they need the authority to solve problems without bouncing the customer between departments. Many companies could also benefit from being more proactive. In rare but powerful examples, customers recall being contacted in advance of a service interruption or receiving a follow up after an issue was resolved. These moments of unexpected care leave a strong impression.
Real loyalty comes from real care
Ultimately, the best customer service isn’t flashy; it’s seamless, supportive, and sometimes invisible. It doesn’t mean an energy provider never makes mistakes. It means when mistakes happen, customers feel heard, helped, and respected.
It’s also important to recognise that service issues will always exist in complex systems. Whether it’s a technical failure, billing system error, or supply chain hiccup, perfection is unrealistic. But when companies handle those moments well – when they acknowledge the stress and uncertainty and respond with clarity and care – that’s when they build real loyalty. While new technologies like AI chatbots and automation can absolutely play a role, they need to be used wisely. These tools should support service, not replace the human touch. When customer service is done right, customers don’t rave about it – they simply get on with their day, because everything just works.
With Naomi Waheed