Powering the move to clean energy: How EDF Energy integrated Trustpilot to unlock 85,000 new customer voices
A snapshot of EDF's story
Opportunity: As cleaner energy options arrive, EDF Energy is building lasting customer relationships by considering trust at every level - from daily customer calls to leadership discussions.
Approach: EDF embedded Trustpilot’s API directly into its core operating system and across customer journeys, making it easier for all customers to leave a review.
Impact: Review invitation completion rates tripled from 4% to 13%. An estimated 85,000 additional reviews were collected over 18 months, creating more data-driven insights to power business improvements.
4.8 TrustScore: as of August 2026
250,000+: reviews
99%: negative review response rate in 24 hours
Trust as an operating system
For major utility brands, trust isn't built when things are easy. It is earned through empathy and action when things go wrong. As one of the largest energy suppliers in the UK, EDF Energy powers the lives of 5 million home and business customers.
Whether resolving a complex meter issue or helping a customer manage their bill, EDF knows these high-friction moments define the customer relationship. As the UK shifts toward more sustainable technologies like electric vehicles, EDF needed a foundation of genuine consumer confidence to guide households into a low-carbon future.
To get there, the business shifted its mindset. Trust couldn't stay isolated as a marketing metric or a passive score. It had to be actively nurtured, tracked, and considered across every department – just like any financial or operational metric.
Solving the friction that short-circuits feedback
Before July 2024, EDF saw a 3-4% response rate on review requests, relying on basic email invites and unprompted feedback. Between January 2023 and June 2024, that generated a baseline of 36,726 reviews.
The main challenge wasn't a lack of customers to ask for feedback – it was friction. Without direct system integration, asking for feedback felt disconnected from the customer experience, causing people to drop off. Without an automated way to ask for reviews across the entire journey, EDF was missing out on insights from a massive, quieter base of satisfied customers.
"Trust is driving our strategy because it provides recommendations. It provides a sense of belonging, an expectation from our customers to deliver more and add value for them." — Philippe Commaret, Managing Director, Customers, EDF Energy
Powering insights with automated review invites
EDF fixed this by updating its underlying technology. In July 2024, the brand built Trustpilot’s API directly into its main operating system, Kraken. The integration automated review invites across key milestones – from new "Joiners" to departing "Leavers" – removing internal effort and giving Energy Specialists in the customer support department a real-time view of customer sentiment.
By making customer feedback part of daily operations, EDF created a continuous feedback loop. Operational teams could spot and fix friction points immediately. Importantly, this open approach made 1-star reviews just as valuable as 5-star reviews, turning negative feedback into concrete data to protect and rebuild customer loyalty.
"Having a diversity of feedback is critical for us as a retail business to help deliver on what our customers want.” — Joe Souto, Retail Director, EDF Energy
Electrifying feedback gains
Automating review requests with the Trustpilot API delivered immediate results. Over 18 months, customer participation rose sharply. EDF saw a 230% increase in collected reviews compared to its previous baseline, proving that removing friction gives customers a clearer voice.
This broader dataset created a far more accurate picture of the customer experience across the full journey. Before the API integration, quiet, satisfied customers simply skipped leaving a review, creating a "passive majority". Now with a more complete picture, EDF uses this to refine daily operations.
This added visibility also supports EDF’s customer success teams. New Trustpilot reviews stream in automatically, allowing teams to celebrate individual staff mentions in 5-star reviews. When negative reviews come in, the team responds quickly – maintaining a 99% response rate to negative reviews within 24 hours. This ensures every customer is heard, while giving operational teams direct guidance on how to improve future interactions.
Lighting the way with trust
Trust is the bridge that helps people move confidently into the future of energy. By integrating Trustpilot into its core systems, EDF moved past reactive feedback to build a real partnership with its customers. That openness provides the visible proof people need to adopt new technologies like heat pumps and EV tariffs, helping millions of UK households navigate the clean energy transition.