Sentiment Analysis as a Source of Gaining Competitive Advantage on the Electricity Markets

The electricity retail markets are evolving toward more competitive and customer-oriented. The deployment of smart meters and a wealth of new technologies create customers’ eagerness for taking control of their electricity consumption. By being better-informed about the energy usage, people are encouraged to switch deals among existing suppliers or move to a new energy provider. Moreover, as customers are more socially interconnected, the Internet portals and social media become a place for discussion, comparison, and evaluation of the available offers. Unfortunately, in case of the energy sector there is a lack of understanding that such information, when taken into account and properly analyzed, can be a completely new and a powerful source of competitive advantage. In the paper, we introduce a solution that the use of quasi real-time automated sentiment analysis on the energy suppliers and the relevant aspects of their offers may enable energy companies to adapt quickly to changing circumstances, prevent potential customer churn, and harness new business opportunities.