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Small Energy Suppliers beat the big companies, and Octopus Energy is dethroned from top spot of the Which? Energy companies’ satisfaction survey

Richard Simmonds • January 25, 2021

 It’s that time of the year when Which releases its annual survey of energy supply companies and this year in a shock move, Octopus energy has been dethroned as the best for energy satisfaction.

Fierce competition

The Which survey questioned more than 8,000 consumers in September 2020 about their experiences with their energy suppliers in a wide range of categories including energy bill accuracy, customer service and complaints handling. 

The company to take the top spot was Outfox the Market who leapt up from last year’s position of 19 to snatch the number 1 position. 

Founded in 2017, the company scaled the rankings for being able to frequently offer some of the cheapest tariffs on the market and received a customer satisfaction score of 82%.

As well as that it also achieved five-star ratings for its value for money, for the accuracy of its energy bills and achieved the highest number of customers who reported having no issues over the last 12 months at 93%.

Off the top spot

Octopus energy, who is now one of the UK’s biggest energy suppliers with 1.5 million customers, slipped to second place but was one of just two suppliers who were named ‘recommended suppliers’ by Which.

The challenger suppliers beat the 'big' suppliers yet again

Customers of the smaller ‘challenger’ suppliers were shown to be far more satisfied with their supplier than those who use the traditionally larger suppliers. All of the former ‘Big Six’ languished at the bottom of the rankings for another consecutive year.


Poor customer service, inaccurate billing and bad complaints handling were the main causes of their poor positions. Npower came bottom of the pile with a customer satisfaction score of just 54%, while the likes of British Gas, Scottish Power, Eon and EDF made up the rest of the worst.


In contrast, the rest of the best energy suppliers included Avro Energy which top the third spot, People’s Energy, Pure Planet, So Energy and Utility Warehouse.


Year after year, challenger and small energy companies outperform the traditional providers in our satisfaction survey – delivering better customer service and offering excellent value for money. There are impressive energy companies, from small firms such as Outfox the Market to rapidly expanding companies like Octopus Energy, so customers do not have to put up with substandard service from any provider,” Natalie Hitchins, head of home products and services at Which?


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Our Customer Relationship Management (CRM) system reduces costs by enabling operational control of customer and customer related activities for UK energy suppliers. For more information click HERE 

Further Reading

Energy Price Cap predicted to rise £66 due to wholesale energy price recovery


Covid-19 Pandemic sees smart meter installations fall to lowest level since 2016


World's first local time-of-use wind tariff launched- a sign of things to come?


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