Direct Energy Business Jumps to Second in KEMA Broker Satisfaction Survey

Due to a comprehensive program to improve its service to brokers and similar channels, Direct Energy Business said yesterday that it has improved to second in KEMA Inc.'s annual rankings of channel partner overall satisfaction with retail suppliers.

The KEMA rankings, contained in its report titled "The Channel Partner Market, 2011," are proprietary and based on surveys with various sales channels, and Matters respects such proprietary work. However, KEMA did confirm publicly that Exelon Energy was ranked highest in overall satisfaction, when ranked on net score.

Direct Energy Business was ranked 16th in last year's survey.

Mike Senff, Vice President of Sales and Marketing for Direct Energy Business, said that the marked improvement represents a commitment by Direct Energy Business to the broker channel, which represents a "significant" part of its go-to-market strategy.

Senff reported that Direct Energy Business has dedicated a significant amount of its customer service resources to serving brokers, to ensure that calls from brokers are answered promptly and thoroughly. Direct Energy also worked to accelerate the provision of pricing and customer information to brokers, and provide accurate, on-time commissions.

Senff said that Direct Energy Business is in the early stages of offering an online broker portal, particularly for services such as pricing.

Improving the broker's experience with Direct Energy Business also improves the experience of the customer as a whole, Senff noted.

When evaluating potential new brokers, Direct Energy Business takes its reputational risk seriously, Senff said, reporting that brokers must pass a rigorous evaluation process which includes a review board composed of departments such as regulatory affairs, legal, and compliance. Brokers are also subject to ongoing reviews, and are subject to contractual language specifying the proper behavior expected by Direct Energy when representing Direct.

Senff said that Direct Energy Business looks for quality partners who are seeking a "real relationship" with a supplier, and not simply a price quote.