There’s no good way to tell someone their bills are going up. But there are plenty of bad ones.
The letter that buries the new price on page two. The email that opens with “We’re committed to keeping costs as low as possible” and then raises them. The announcement so full of reassurance that nobody can work out what’s actually changing.
Energy and utility companies send these messages more often than they’d like. Here’s how to make them clearer, and less likely to end in a complaint.
Say what’s changing in the first sentence
People open a price change letter with one question: how much more will I pay? Answer it straight away.
“From 1 April, your monthly payment will go up from £96 to £108” is uncomfortable to read. But it’s far less irritating than three paragraphs of context followed by a table the customer has to decode.
Bad news delivered clearly feels more honest than bad news delivered slowly.
Then explain why, briefly and honestly
Customers are entitled to know the reason. Wholesale costs, network charges, regulatory changes: explain what’s driving the increase in a sentence or two, without hiding behind industry terms.
Don’t overdo it. A long justification can read as defensiveness. And don’t suggest the customer should be grateful it isn’t worse.
Make it personal where you can
A general announcement says “prices are rising by an average of 8%”. A customer wants to know what it means for their household. If you can show their own old and new figures, do. If you can’t, give a realistic example and explain what affects the difference.
“Average” is a word that means very little to the person reading the bill.
Tell people what they can do
This is the part that most often gets lost. Can customers fix their price? Switch tariff? Change their payment date? Get help if they’re struggling?
Set out the options clearly, with what to do next. Put the help for customers in difficulty where it can’t be missed, not in a footnote. For some readers, that’s the most important paragraph in the letter.
Watch your tone
Avoid phrases that sound like spin: “price adjustment”, “tariff realignment”, “to continue delivering great value”. Customers recognise them instantly.
Equally, don’t overcorrect into apology. One sincere acknowledgement that rises are unwelcome is enough. Then get on with being useful.
Check it against the rules, and against a real customer
Energy suppliers have specific requirements for how price changes are communicated, and the regulator expects communications to be clear and fair. Your compliance team will know the detail.
But also test the letter on someone who isn’t in the industry. Ask them three things: what’s changing, why, and what they can do about it. If they can’t answer all three, neither can your customers.
A quick checklist
- Is the new price, or new payment, in the first sentence?
- Is the reason explained in plain English, in no more than a short paragraph?
- Can customers see what it means for them personally?
- Are their options, and where to get help, easy to find?
- Is there a single phrase that sounds like spin? Take it out.
I’ve written for energy suppliers, utilities and resources companies across gas, electricity, water, oil and renewables. See how I help energy companies or get in touch.