Octopus wows Which? to be named Recommended Provider for nine years’ running

Which? Recommended Provider status is based on in-depth analysis of customer feedback, pricing and performance. Octopus continues to perform strongly across these measures, setting it apart from many of its competitors.

For consumers, the logo highlights providers that perform best at delivering what they need.

It’s a tough process to gain a logo, as companies can’t self-nominate. We decide who to assess only after researching the market to identify the aspects of a service that matter most to customers, which can vary from sector to sector.

We then compile detailed surveys based on this research and share them with almost 12,000 customers to gather genuine feedback. Our robust methods analyse key aspects of a provider’s service, including how well they meet customer needs and uphold consumers’ rights.

Using this data, we calculate an overall score for each provider and express it as a percentage. We only recommend providers that meet or exceed the benchmark for their service sector.

Octopus marked the award by inviting Which? CEO Anabel Hoult to a celebration event for staff (shown above).

Over the years, the company has made extensive use of its Recommended Provider status, featuring the logo across a wide range of marketing materials, including billboards, radio, print, email, pay-per-click advertising and its website.

The provider says the results it has seen from using the logo have led it to renew its licence each time it has been re-awarded, viewing it as an investment in building consumer trust in the brand.

How Which? helped us

Rebecca Dibb-Simkin, Chief Marketing Officer, Octopus

'Nine years ago we received a phone call from Which? to tell us that we were a Recommended Provider. That call remains a stand-out moment for our business, and we’re honoured to have received it nine years in a row. Back then, we were a much smaller and younger energy supplier, but one obsessed with putting customers at the heart of our business. The Which? accolade felt like the first validation of that obsession.

'Which? expects its Recommended Providers to meet very high standards, and if no companies are good enough in a given year, it is prepared not to make any award at all. They are inspiring partners with a high benchmark, and we believe they play an essential role in holding companies to account and helping customers navigate an increasingly complex market with confidence.

'The assessments are tough, and the only way to influence them is by performing well. They push us to be better every year and, in turn, we believe this has helped raise standards across the energy industry.'

About Octopus

Octopus Energy is a global clean energy and technology business, driving an affordable, green energy system for the future. Under its retail brand, Octopus delivers world-class customer service and cutting-edge energy products to 10 million households worldwide.

The company is driving the electrification of heat and transport through smart tariffs and innovative clean technology, with operations spanning 27 countries and the entire energy value chain. It operates a £7 billion renewables portfolio, alongside EV leasing, heat pump and solar businesses. Backed by pension funds, investors and energy giants, Octopus Energy Group businesses deliver cheaper, greener energy and cutting-edge technology to customers around the world.

Which? works for you

Amanda Maloney, Commercial Manager, Which? B2B – Life Admin

'Octopus Energy has been named a Which? Recommended Provider for nine consecutive years. This consistency reflects its continued focus on meeting customer needs and maintaining practices that serve consumers’ interests.

'We look forward to continuing our work together in the best interests of UK consumers.'

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