Finnish electricity customers show growing satisfaction with their providers according to new market research. The study reveals clear leaders and laggards in consumer happiness across the competitive Nordic energy market.
Green Smart Energy currently ranks as Finland's top electricity company for residential customer satisfaction. The company improved its satisfaction rating by two percentage points. Both Green Smart Energy and Herrfors achieved impressive satisfaction scores exceeding 80 percent.
Heidi Laitinen, Finland country manager for the research firm, explained the shifting consumer landscape. "Private customers' experiences with electricity companies are becoming more emotional," she said in the report. "Electricity is a daily necessity, but competition is now decided through human-centered service."
The research indicates that leading companies succeed by combining responsibility with simplicity. These providers demonstrate that trust has become the real currency in electricity markets today.
Among larger providers, Vattenfall and Helen both recorded approximately 74 percent customer satisfaction. At the other end of the spectrum, Vaasan Sähkö showed the lowest satisfaction level at 69 percent among surveyed companies. Fortum followed closely with just a 0.5 percentage point better result.
The study also examined consumer preferences for electricity contract types. Until-further-notice contracts maintain strong popularity, with about one-third of customers indicating they would likely choose this option in the future. Fixed-term contracts also attract considerable interest, with roughly one-fifth of consumers considering them probable alternatives.
Hybrid contracts combining fixed and variable pricing are gaining traction, though they remain less common than traditional options. These flexible arrangements appeal to customers seeking both price stability and market responsiveness.
Spot electricity contracts sharply divide consumer opinions. A quarter of customers consider them likely future choices, while nearly the same number would never consider them. This split reflects broader consumer polarization in Finland's energy market. Some customers actively pursue savings and flexibility, while others prioritize predictability and security in their electricity agreements.
Laitinen noted this dichotomy in consumer behavior. "Although spot electricity involves more risk, the sense of control and monitoring it provides feels rewarding to many," she observed. "Meanwhile, the predictability of fixed-price contracts appeals to numerous customers."
This satisfaction survey arrives during a transformative period for Finland's energy sector. The country has aggressively transitioned toward renewable sources while maintaining competitive retail markets. Finnish consumers now expect both environmental responsibility and customer service excellence from their providers.
The clear satisfaction gap between top and bottom performers suggests service quality significantly impacts customer retention. In a market where electricity products are largely identical, human factors and trustworthiness increasingly determine commercial success.
For international observers, Finland's electricity market offers insights into evolving consumer expectations across Nordic countries. The emphasis on service quality over pure pricing indicates maturing energy markets where customer experience becomes the key differentiator.