Bain’s study on customer loyalty reveals the most common
reasons for staying or leaving.
Only a few years ago, utilities didn’t worry much
about customer loyalty because their customers had
little or no choice in their power supplier.
Liberalization has changed all that. Now that consumers
can switch from one utility company to another in many
European countries, executives in the industry pay more
attention to customer loyalty. In fact, customer loyalty
has become critical for utilities at a time when margins
are under pressure and customer acquisition costs and
churn rates are rising. 2012 pdf