NTT DOCOMO BUSINESS X Announces Results of NPS® Benchmark Survey 2026 for the Electricity Industry. Tokyo Gas Ranks First in Eastern Japan, Kyushu Electric Power in Western Japan

NTT DOCOMO BUSINESS X Corporation (formerly: NTT COM ONLINE, Headquarters: Shinagawa-ku, Tokyo, President: Hideshi Inaba, hereinafter NTT DOCOMO BUSINESS X) conducted the NPS Benchmark Survey 2026 targeting the electricity industry. As a result, Tokyo Gas achieved the highest NPS in the Eastern Japan division, and Kyushu Electric Power in the Western Japan division.

Across the industry, factors contributing to customer loyalty included service reliability and stability, as well as contract plan-related items. On the other hand, areas expected to be prioritized for improvement to enhance loyalty were the appropriateness of usage fees and initiatives to improve service quality through digital means.

NPS Benchmark Survey (Electricity Industry)

<Survey Results Highlights>

1. NPS Recommendation Ranking 1st Place in Eastern Japan Division: Tokyo Gas

Among the 8 electricity companies in the Eastern Japan division, Tokyo Gas ranked first in NPS (-32.8), followed by ENEOS Denki (-43.7) in second place, and au Denki (-46.9) in third place. The average NPS for the 8 companies was -51.6, and the difference between the top and bottom companies was 32.9 points.

2. NPS Recommendation Ranking 1st Place in Western Japan Division: Kyushu Electric Power

Among the 9 electricity companies in the Western Japan division, Kyushu Electric Power ranked first in NPS (-34.2), followed by Osaka Gas (-34.4) in second place, and Shikoku Electric Power (-37.6) in third place. The average NPS for the 9 companies was -44.2, and the difference between the top and bottom companies was 26.2 points.

3. Digital Initiatives and Appropriate Usage Fees are Key to Loyalty Improvement Across the Industry

An analysis of industry-wide loyalty factors across 20 items revealed that, in addition to "Service reliability and stability," contract plan-related items such as "Having a contract plan that suits me" and "Contract plans being simple and easy to understand" were factors that fostered loyalty. Furthermore, "Good response from the call center" and "Smooth application procedures" also contributed to NPS improvement.

Conversely, areas expected to be prioritized for improvement to enhance loyalty included "Appropriateness of usage fees," as well as "The company's supportive attitude and valuing customer feedback," and "Initiatives to improve service quality and corporate efforts utilizing digital technology."

Figure: Analysis of Industry-Wide Loyalty Factors (Driver Chart)

*For details, please refer to the downloadable materials.

Downloadable Materials

For Tokyo Gas, the Eastern Japan division's No. 1 company, "Service reliability and stability," along with "Having a contract plan that suits me" and "Contract plans being simple and easy to understand" contributed to fostering loyalty.

For Kyushu Electric Power, the Western Japan division's No. 1 company, "Having a contract plan that suits me," along with "The company's supportive attitude and valuing customer feedback" and "Initiatives to improve service quality and corporate efforts utilizing digital technology" contributed to fostering loyalty.

4. General Electric Utilities' NPS Surpasses New Electricity Providers

An analysis of the year-on-year changes in NPS by business type showed an upward trend for general electric utilities, while new electricity providers saw a decline from 2020 and have remained flat since 2023. In the 2026 results, the NPS for general electric utilities was -45.7, higher than that of new electricity providers (-48.1).

An analysis of the factors influencing NPS variation between general electric utilities and new electricity providers revealed that for general electric utilities, the evaluation of "Service reliability and stability" improved compared to 2020, and its impact on loyalty also increased, contributing to NPS improvement. On the other hand, for new electricity providers, evaluations of "Appropriateness of usage fees," "Company reliability/brand image," and "Service reliability and stability" declined, leading to a decrease in loyalty.

Figure: Year-on-Year NPS Trends by Business Type

*From 2023 onwards, the number of target companies for general electric utilities has been changed from 2 to 9.

5. Daily Communication, Such as Promoting Electricity Saving Through My Page and Official Apps, Contributes to Loyalty Improvement

In relation to the industry-wide challenge of "Initiatives to improve service quality and corporate efforts utilizing digital technology," a survey on the usage of contract holders' My Page and official apps within the past year revealed that 33.2% of respondents used them. Furthermore, regarding the frequency of My Page and official app usage, the most common response was "Once a week or more" (38.0%), followed by "About once a month" (29.6%).

Figure: Frequency of My Page and Official App Usage

An analysis of NPS by frequency of My Page and official app usage showed that users who accessed them "Once a week or more" had a higher NPS of -24.5, indicating a trend where NPS increases with higher usage frequency.

Figure: NPS by Frequency of My Page and Official App Usage

Further, when asked about initiatives experienced where electricity companies promote electricity saving to contract holders through My Page and other means, "Daily electricity usage notifications" (21.2%) was the highest, followed by "Electricity saving challenges/programs" (20.0%), and "Information provision such as columns on electricity saving" (12.4%).

Figure: Experience Rate of Initiatives to Promote Electricity Saving for Contract Holders

When examining the experience of electricity-saving promotion initiatives by My Page usage frequency, it was found that the higher the My Page usage frequency, the higher the experience rate for all initiatives. This suggests that daily communication, such as promoting electricity saving through My Page and official apps, is important for increasing active usage and improving loyalty.

Figure: Experience Rate of Initiatives by Electricity Companies to Promote Electricity Saving for Contract Holders, by My Page Usage Frequency (Top 3 Items)

6. Accurate and Easy-to-Understand Information on Fees Enhances NPS

Due to recent fluctuations in electricity prices caused by the introduction, termination, or reduction of government subsidies, monthly payment amounts have been highly variable. Against the backdrop of "Appropriateness of usage fees" being an industry-wide challenge, a survey on the clarity of fee information provided by electricity companies found that only 9.5% of respondents answered that "Monthly changes and trends in usage" were "easy to understand." Furthermore, the proportion of respondents who found "How fluctuations in fuel prices are reflected in fees," "The amount reduced this month due to subsidies (amount saved)," and "The impact of the resumption, termination, or change of subsidies in the following months on fees" to be "difficult to understand" significantly exceeded those who found them "easy to understand."

Figure: Clarity of Fee Information from Electricity Companies

In addition, regarding whether respondents felt that their electricity company provided accurate and easy-to-understand information on fees amidst recent energy price fluctuations and changes in subsidy systems, the most common response was "Neither" (51.9%), while the proportions of "Strongly agree" (4.4%) and "Somewhat agree" (21.8%) were low.

Figure: Evaluation of Clarity of Information Provision Regarding Fees

Furthermore, an analysis of NPS by these evaluation categories showed that those who responded "Strongly agree" had a high NPS of 31.2, with a significant difference compared to others. This result suggests the importance of providing clear information regarding fees.

Figure: NPS by Evaluation of Clarity of Information Provision Regarding Fees

7. Higher Recommendation Intent Leads to Higher Future Usage Intent

A survey on future usage intent on a scale of 0 to 10 (11 levels) for the surveyed electricity companies found that "Promoters" (respondents with a recommendation score of "9" to "10") had an average of 9.6, "Passives" (respondents with a recommendation score of "7" to "8") had an average of 8.0, and "Detractors" (respondents with a recommendation score of "0" to "6") had an average of 6.1. This indicates that higher recommendation intent correlates with higher future usage intent.

Figure: Future Usage Intent by Recommendation Segment

<Survey Overview>

[Electricity]

- Surveyed Companies (Alphabetical Order, Japanese Order)

<Eastern Japan Division>: au Denki, ENEOS Denki, J:COM Denki, SoftBank Denki, Tokyo Gas, TEPCO Energy Partner, Tohoku Electric Power, Hokkaido Electric Power

<Western Japan Division>: au Denki, Osaka Gas, Kansai Electric Power, Kyushu Electric Power, Shikoku Electric Power, SoftBank Denki, Chugoku Electric Power, Chubu Electric Power Miraiz, Hokuriku Electric Power

*Eastern Japan is defined as the regions covered by Hokkaido Electric Power, Tohoku Electric Power, and TEPCO, where the frequency is 50Hz, and Western Japan is defined as the regions covered by Hokuriku Electric Power, Kansai Electric Power, Chugoku Electric Power, Shikoku Electric Power, Kyushu Electric Power, and Chubu Electric Power, where the frequency is 60Hz.

- Surveyed Individuals: Contract holders of the above electricity companies among internet research monitors.

- Survey Method: Non-public internet questionnaire by NTT COM RESEARCH.

- Survey Period: May 20, 2026 (Wed) - May 27, 2026 (Wed)

- Number of Valid Responses:

<Eastern Japan Division>: 3,582 individuals

<Western Japan Division>: 4,090 individuals

- Respondent Attributes:

<Eastern Japan Division>

[Gender] Male: 52.9%, Female: 47.1%

[Age] Under 20: 7.6%, 30s: 9.7%, 40s: 18.2%, 50s: 24.0%, 60s and over: 40.5%

<Western Japan Division>

[Gender] Male: 51.5%, Female: 48.5%

[Age] Under 20: 8.2%, 30s: 11.1%, 40s: 19.2%, 50s: 23.4%, 60s and over: 38.0%

*NPS values are rounded to the second decimal place, and in case of ties, companies are ranked equally.

<About the NTT DOCOMO BUSINESS X NPS® Benchmark Survey>

The NTT DOCOMO BUSINESS X NPS® Benchmark Survey is conducted based on the survey methodology of Satmetrix Systems (now NICE Systems), one of the developers of NPS®. Monitors are selected according to demographic composition, and reliable data is announced as NPS® benchmarks for each industry, along with awards for the industry-leading first-place companies.

Furthermore, we also sell NTT DOCOMO BUSINESS X NPS® Benchmark Survey data. Please utilize it.

Click here to view the NPS® industry-specific recommendation rankings.

NPS Industry-Specific Recommendation Rankings

<About NPS®>

NPS® (Net Promoter Score®) is an indicator of customer loyalty calculated from responses to the question "Would you recommend to a friend or colleague?". It is said that one-third of publicly traded companies in Europe and the United States use NPS®, and in Japan as well, the number of companies utilizing NPS® as a new indicator replacing customer satisfaction is increasing.

Click here to learn more about NPS®.

About NPS

<About NPS® Solutions>

NTT DOCOMO BUSINESS X offers a total solution for improving customer loyalty using NPS® (NPS® Solution).

This includes consulting by NPS® certified professionals, implementation and survey design support for the global top-class customer experience platform "Qualtrics XM," and analysis support, as well as "NPS® Research," which is effective for understanding a company's positioning within its industry.

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About NPS Solutions

<About NTT DOCOMO BUSINESS X>

NTT DOCOMO BUSINESS X's mission is to "Support the evolution of companies through data utilization and technology." By supporting "DX" through data utilization and the introduction of optimal technology, and by realizing better customer experiences "CX" through these means, we contribute to the digitalization of evolving companies as a trusted partner that unlocks the potential of our clients' businesses.

NTT DOCOMO BUSINESS X changed its name in January 2026 from NTT COM ONLINE Marketing Solutions Corporation.

Location: 1-5-1 Osaki, Shinagawa-ku, Tokyo, 141-0032 Osaki Center Building

Representative: President Hideshi Inaba

URL: https://www.nttcoms.com/

*Net Promoter®, Net Promoter Score®, and NPS® mentioned in this text are registered trademarks of Bain & Company, Fred Reichheld, and Satmetrix Systems (now NICE Systems, Inc.). Additionally, company names and product names mentioned in this text are registered trademarks or trademarks of their respective companies.

[Contact Information]

NTT DOCOMO BUSINESS X Corporation

Marketing Analytics Department

URL: https://www.nttcoms.com/service/nps/

Email: [email protected]