We help energy suppliers design and implement innovative commercial approaches that set new standards for service quality and customer satisfaction, while capturing maximum value.

Market liberalization, intensifying competition, new attackers, rising customer expectations, regulatory changes, and shifts in value pools are disrupting the energy industry and raising the bar for commercial success. In this highly charged environment, we help energy suppliers achieve excellence by reengineering their commercial activities to put the customer at the core.

What we do

With McKinsey’s support, we help clients:

  • gain new customers by offering tailored products, improving the channel mix, redesigning customer journeys, and providing innovative benefits that customers notice and value
  • reduce churn by reorienting the organization around the customer, personalizing touchpoints, and combining advanced analytics with customer insight to predict and preempt switching
  • improve service quality at lower cost by using digitization and lean operations to provide better, faster service and ensure consistency across channels
  • realize additional margin by identifying untapped growth opportunities, optimizing pricing and margin management, and offering new services for specific customer segments

Examples of our work


Over the past 5 years, McKinsey has worked on more than 250 projects with industry leaders in energy retail, globally.

Large-Scale Commercial Transformation

We helped a European energy supplier with a large-scale commercial transformation that elevated its capabilities, embedded new mind-sets and ways of working, and created €500 million in earnings before interest, taxes, depreciation, and amortization over 3 years.

Redefining Customer Journeys

We developed a radically new blueprint for the key customer journey "I Pay”—creating significant impact from multiple levers, such as a 60 to 70 percent reduction in customer inquiries related to billing, 80 to 90 percent digitization of bill-related communication, and improved revenue management.

Building Brands for Market Awareness

Working with a leading energy supplier, we helped build an energy retail brand from idea to launch in 6 months, creating a differentiated brand image and putting the client on track to reach 80 percent market awareness within 18 months.

Designing Go-to-Market Strategies

As part of a sales-excellence program at a UK energy supplier, we helped design a go-to-market strategy for new energy services, introduced tools to improve sales performance, and identified opportunities worth £20 million.

Featured capabilities

McKinsey’s deep understanding of trends in energy retail is combined with decades of experience supporting utilities with commercial challenges. We have more than 100 consultants with experience in energy retail, more than 30 knowledge specialists in electric power and gas, and a global network of experts with marketing and sales expertise.

Our proprietary tools include energy-specific benchmarks and field-tested marketing and sales solutions, including:

  • Energy Retail Customer Experience Benchmarking, providing utility-specific and cross-industry insights on drivers of customer satisfaction at brand, journey, and touchpoint levels
  • Commercial Capabilities Assessment tool, a proven instrument for assessing a utility’s baseline capabilities and improvement potential through comparison with cross-industry benchmarks
  • EPNG B2C Cost Benchmarking, covering cost to serve, cost to acquire, and major cost items for energy retailers

We constantly develop new platforms and ventures to meet clients’ growing needs for insights, execution, and transformation. We offer tailored services for energy retailers within our specialist units McKinsey Design, McKinsey Capability Building, and McKinsey Recovery & Transformation Services.

Connect with our Electric Power & Natural Gas Practice