LIVONIA, Mich., Oct. 02, 2025 (GLOBE NEWSWIRE) — Texas REPs are making measurable progress in building Brand Trust, but new data show that a handful of companies are standing out for how they connect with and support customers. These and other findings are from the Cogent Syndicated Texas REP Trusted Brand™ study from Escalent, a top data analytics and advisory firm with extensive energy, utility and brand experience.
The study finds overall Texas REP Brand Trust has gained a statistically significant 23 points from 2024, to 724 this year (on a 1000-point scale), and is now at its highest level since 2022. However, despite that improvement, REPs have slipped to the bottom of Brand Trust ratings for service providers, posting Brand Trust levels just below those of cable TV and home security companies. In Texas’ competitive retail market, providers are in a constant battle to retain customers once contracts expire, and 2025 results indicate that price-shopping is not the only reason prompting customers to shop.
“With so many choices available, loyalty often depends on more than price—it’s shaped by service quality, meaningful offerings and ongoing customer engagement,” said Suzanne Haggerty, director of syndicated research with the Energy industry team at Escalent.
Nearly two-thirds of customers say they plan to shop for a new Texas REP within a year. That makes it critical for providers to show not just competitive pricing, but also strong service and meaningful engagement if they want to hold on to customers. Leading providers distinguish themselves with ease-of-doing-business scores that run about 6% above the norm.
“That kind of performance reflects clear billing, responsive service and a focus on making everyday interactions easier for customers,” Haggerty added.
Rates still matter—”offers the lowest rate” continues to rank as the most important brand trait—but influence is shifting. Customers are reporting lower average bills than in 2024, and as costs ease, attention is shifting toward community engagement, program offerings and company values.
“While lower bills remain the top reason customers consider switching providers, other factors are gaining ground,” Haggerty explained. …