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In the search for an energy contract for businesses, Essent.nl takes the lead (NL, April 2019, n=150). The energy provider is, just as in this study on solar panels, the big overall winner, claiming first place on both digital performance and digital customer experience.

With a Digital Sales Score of 37 points, Essent is 11 points ahead of number 2, Greenchoice.nl, which scores 26 points. Energy giants Nuon.nl and Eneco.nl score 23 and 21 points, respectively.

Essent.nl also provides the best Customer Experience. With 69 points, Essent.nl has a 2-point lead on Greenchoice (67) and a 4-point lead on Eneco.nl (65).

  • Digital Sales Score
    Study:Energy B2B
    Measurement date: May 2019
    Country: Netherlands
  • Total
  • 1 Essent.nl 37
  • 2 Greenchoice.nl 26
  • 3 Nuon.nl 23
  • 4 Eneco.nl 21
  • 5 Gaslicht.com 16
  • 6 Minder.nl 14
  • 7 energiedirect.nl 13
  • 8 ENGIE-energie.nl 11
  • 9 Energie-Zakelijk.nl 9
  • 10 Independer.nl 8
  • 11 NLE.nl 3
  • 12 Oxxio.nl 3
  • View full list
  • Highest total score
  • Highest score on device

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Essent.nl makes the difference on its Findability and clear information

Compared to second place winner Greenchoice.nl, Essent.nl makes the difference on Findability: Essent.nl is found more than twice as often. In terms of Conversion, Greenchoice.nl is better at convincing its customers; Greenchoice has a Conversion score of 44%, 8 percentage points higher than Essent.nl’s score (36%). Nuon scores highest on Findability (78%) but performs a lot worse on conversion (19%, versus 36% for Essent).

Aside from its high Findability, Essent.nl also scores points thanks to its clear information about regulations surrounding ‘information requirement energy efficiency’. The company offers a so-called InfoRequirementService which helps companies save energy with an energy scan and practical advice. The respondents’ in this study mention the 400-euro cashback as an attractive incentive to choose Essent.

Big 3 Nuon, Eneco, and Essent dominate Findability, lower Conversion percentage

Aside from Essent.nl (73%), Nuon.nl (78%) and Eneco.nl (59%) both receive high scores on Findability. The market shows that the other players such as EnergieDirect.nl (15%), comparison site Gaslicht (15%), Energie-Zakelijk.nl (7%), and Minder.nl (6%) are found a lot less often.

Digital CX-Score

The Digital CX-Score is a representation of the total experience on a website, and is based on questions on the themes Look & Feel, Offer, and Brand. Think of, for example, the clear and quick presentation of the offer on a website, and the trust people have in the company behind the website. The score consists of a weighted average of these parts, in which parts that have more impact on the final preference contribute a relatively higher weight to the average. For instance, our analyses show that the elements of Offer and Brand are more important in customers’ final preference than Look & Feel.

  • Digital CX-Score | Desktop
    Study Car Insurance
    Measurement date: May 2019
    Country: Netherlands
  • Score
  • 1 Essent.nl 69
  • 2 Greenchoice.nl 67
  • 3 Eneco.nl 65
  • 4 ENGIE-energie.nl 64
  • 5 Nuon.nl 63

Essent.nl best on customer experience as well

Essent.nl leads on customer experience as well. With a total score of 69 points, it stays ahead of Greenchoice.nl (67) and Eneco.nl (65). Essent’s offer is appreciated by consumers. One of the study’s participants says, for example: “Lots of options, flexible, green energy is discussed. Options are shown in a logical order.”

Some Research Insights

  • In the search for an energy contract for businesses, Essent.nl takes the lead (NL, April 2019, n=150).

  • With a Digital Sales Score of 37 points, Essent is 11 points ahead of number 2, Greenchoice.nl, which scores 26 points. Energy giants Nuon.nl and Eneco.nl score 23 and 21 points, respectively.

  • Essent.nl also provides the best Customer Experience. With 69 points, Essent.nl has a 2-point lead on Greenchoice (67) and a 4-point lead on Eneco.nl (65).
  • Compared to second place winner Greenchoice.nl, Essent.nl makes the difference on Findability: Essent.nl is found more than twice as often.

  • Aside from its high Findability, Essent.nl also scores points thanks to its clear information about regulations surrounding ‘information requirement energy energy efficiency’.

Goal and relevance of this research

The goal of this study was to exactly map the digital experience of potential customers who are orienting themselves on opening a energy contract for businesses online. It’s important to capture consumers’ choices and their reasons for choosing a specific brand/website. WUA has worked on a validated model for the past 10 years. Our model shows as precisely as possible what customers want, what the best practices are, as well as which possible issues each provider faces. A custom-made report is available within two weeks, including an action workshop on location and an accompanying presentation.