British Gas has lost its reason for being

The backlash British Gas has faced following its recent profit report (British Gas ramps up communications to repair brand reputation, MW 4 August) comes as no surprise to anyone in the marketing or customer service industries, or those with a gas bill.

The company’s failure to effectively and considerately communicate its fiscal position with customers suggests that British Gas has forgotten its customer roots and grown out of touch with the needs of those it serves.

While British Gas is the first victim to be thrown on the fire, it is not alone and this demand for corporate accountability is something we will only see grow as rumours of budget belt-tightening proliferate.

While British Gas has been taught its lesson the hard way, it will be interesting to see how many other suppliers not only tuned in to watch, but take note of the real importance of providing, and being seen to provide, the type of customer service that instils customer trust and breeds brand advocates.

James Le Roth, Contact centre director, Eclipse Marketing

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here