The most comprehensive qualitative study on switching behaviour in the German energy market. Over 1,000 customers surveyed via AI-powered voice interviews.
More than four out of ten customers are up for grabs. They show clear behavioral patterns of potential switchers.
Not price — trust breach. Two thirds name a specific trust-breaking event as the certain switching trigger.
The majority doesn’t want a price war. They want a fair price — not the cheapest one.
Most retention strategies are built on industry logic and aggregated surveys. What customers actually say remains unheard.
61% of respondents reject active discount hunting. Yet providers continue to rely on price discounts as their primary retention tool.
Customers differ fundamentally in their switching behavior, but are addressed with the same measures. Expensive and ineffective.
A latent risk slumbers in every customer segment. It rarely occurs, but when it does, the customer relationship is irreversibly destroyed.
Some results confirm assumptions — the decisive ones contradict them.
Industry assumptions sound plausible — until real customer statements put them to the test.
Eight out of ten respondents rate sustainability as a genuine added value. Those who take sustainability seriously win the most emotionally positive and loyal customer group.
→ Eight out of ten respondents rate sustainability as a genuine added value.
For the majority, regionality plays no role. But for a specific segment, it’s the strongest loyalty factor — independent of price and service.
→ 62% contradict the industry consensus on regionality.
The study identifies six fundamentally different segments. Two are shown as a preview.
Stay for decades. Only switch in case of grave errors by the provider.
Compare regularly via portals. Switch immediately at price increases.
Full profile in the study.
Full profile in the study.
Full profile in the study.
Full profile in the study.
All six segments with full profiles, drivers, and action recommendations are included in the full study.
No second-hand summaries. Real customer voices, structured analysis, action-oriented conclusions.
Using Volto’s proprietary Qualitative at Scale methodology: AI-powered voice interviews with energy customers across Germany. Unfiltered opinions, deep analysis, quantitatively weighted.
Questions before purchasing? Contact us – we respond within one business day.
For utilities, municipal utilities and energy service providers who want to base their customer retention and communication strategy on real data — instead of industry assumptions.
Using Volto’s proprietary “Qualitative at Scale” methodology: customers respond via voice interviews, AI-powered analysis — unfiltered and in their own words. The results are more honest and deeper than traditional surveys.
The study is based on energy customers in Germany and covers all segments — from decades-long loyal existing customers to active price switchers.
You receive the complete study as a PDF immediately after receipt of payment via email. No subscription, no follow-up costs.
Yes. Contact us at support@volto.ai — we’ll send you an extended preview on request or answer your questions personally.