Now it's easy to make the switch

The Consumers' Institute said the question for the Government was how to ensure small electricity users benefit in terms of price and service.

Until recently, switching retailers was not easy.

Lack of cooperation between rival firms led to householders suffering lengthy delays to change companies and waiting months to get their first bill. Some had their power cut off by mistake.

In a pre-emptive move, the industry agreed in April to rules governing customer changes.

These are backed by hefty fines for failing to switch customers within two working days.

Around 6 per cent of consumers have switched so far.

A recent Ernst & Young survey showed most people expect between 10 per cent and 30 per cent savings from switching.

Rather than just baiting the hook with discounts, retailers are offering value-added products such as cheaper phone calls or discounts with associated retailers.

Door-to-door selling has proved more effective than major advertising campaigns. British research showed face-to-face sign-ups accounted for 70 per cent of switches there.

Empower chairman Grant Baker said it had won a 5 per cent market share through its sales techniques, adding that the company was growing "at about 1000 residential customers a week." he said. A fair amount of what is being switched is being switched by ourselves,"said .