Good regulation only works if customers can actually understand what organisations are telling them.
Jemma Baker is Deputy Director of Future Retail Policy at Ofgem, the energy regulator for Great Britain.
In this episode of Regulated Digital, Jemma joins us to unpack what “good” really looks like in regulated customer communications, why vulnerability and clarity are inseparable, and how outcomes-based regulation could reshape service standards across the energy sector.
From billing clarity and energy literacy to digital channels, AI, and accountability, the sections below cover how regulation can raise service standards without getting in the way of better customer experiences.
"Bills can be quite complex, but it’s really important that customers understand how their usage has been calculated and what that means for cost."
Jemma Baker, Deputy Director of Future Retail Policy, Ofgem
Energy Literacy Is Not Evenly Distributed
Energy literacy varies widely across the population.
Some customers have years of experience managing bills. Others are navigating it for the first time, often alongside other pressures.
Financial vulnerability, mental health challenges, numeracy barriers, and digital exclusion can all compound the gap.
Designing communications for the “average” customer can leave many people behind.
That is why Ofgem places increasing emphasis on outcomes, evidence, and protections for consumers in vulnerable situations, including its vulnerability strategy.
Designing Communications That Work Under Pressure
Supporting vulnerable customers should be built into everyday service design.
Channel Choice Can Reduce Friction
One of the most practical levers organisations control is channel choice.
For customers in difficulty, calling can feel like the hardest first step.
Alternatives like SMS, chat, or app-based support can lower the barrier to asking for help.
At the same time, digital channels can't replace traditional ones.
Some households still lack reliable internet access, and many others lack confidence or skills to use online services comfortably.
Collaboration Improves Real-World Clarity
Jemma also points to collaboration with specialist organisations as a practical way to raise standards.
Groups focused on numeracy, lived experience, and vulnerability help suppliers test communications with real people.
That can shift design from assumption to evidence.
"When regulators set expectations for plain language and channel choice, suppliers still need delivery systems that keep messages consistent whether they go out by post, email, or an app."
Paul Holland, Founder and CEO, Beyond Encryption (Mailock)
Digital Channels, Trust, and Consistency
Digital communication has evolved relatively quickly. Apps, portals, and chat tools now handle sensitive customer information at scale.
Trust is critical for communications effectiveness.
Consistency Builds Trust Across Channels
For customers, trust is built through consistency.
Information should match across paper bills, emails, apps, and conversations with support teams.
When messages conflict, confidence collapses.
Respecting communication preferences matters too.
If a customer has asked for digital delivery, organisations should honour that choice, and keep non-digital routes available when needed.
Digital-First Cannot Mean Digital-Only
Digital-first approaches can improve access and convenience.
But regulated organisations still need to plan for exclusion, not assume it away.
Choosing The Right Customer Channel?
Read our research on portals, logins, email, and post before deciding how customers should receive important documents.
Sam Kendall works on digital marketing at Beyond Encryption, helping build B2B marketing activity around research, first principles, and sustainable growth. He writes about marketing effectiveness, positioning, customer communications, and digital culture, with longer-form work published at ATNL.
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Sam Kendall
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