Claudia Weeks, Community Content Lead for Fuel Oil News, spoke with several downstream customers to find out what they really think of the industry, what works well, what needs improvement and how they feel about the transition to a greener future.
The customers
Claudia spoke with downstream customers from across the country:
- Sue and David Weeks live in a large, detached bungalow, set in four acres in a rural location in Surrey. The property is nearly 100 years old.
- Elspeth and Adam Haque and their two primary school aged children live in Cheshire. They live in a semi-detached house which is approximately 100 years old.
- Peter Ford lives in a Grade II listed 17th Century house which is constructed over a medieval cellar with many additions over the years. The house is in the conservation village of Churchill, 2.5 miles from the market town of Chipping Norton in Oxfordshire.
Claudia asked each customer how they felt initially about moving into a property that required kerosene for home heating. Were they confident in what the process involved?
Sue responded: “We moved into our home 37 years ago. We had no qualms at all about using oil as we thought oil was a ‘step up’ from the solid fuel heating system we had in our previous cottage which included a beautiful inglenook open fire.
“When we moved into our present home, a working Potterton boiler was already in place in the outhouse, together with a huge oil tank so we just carried on with that method.
“Before we had to change the boiler, we investigated converting to gas (as our immediate neighbours were doing at the time) but it would have cost a lot of money to connect to the newly-laid supply in the lane as we are quite a distance from the lane. Financially, at that time, it was not an option.”
“We were a bit unsure about using oil at first as we had previously been living in a flat,” Elspeth replied. We sought advice from neighbours on the best way to manage oil as fuel as we had no idea! They were very helpful!”
Peter has had a more complex experience with home heating: “After moving into the property in April 2012, we quickly removed the 30+ year old kerosene boiler and tank, opting for a 43KW biomass wood pellet boiler and a solar thermal panel to supplement the heated water tank.
“After 14 years, the boiler broke down and although repairable, it was no longer supported by the manufacturer Baxi. This situation, together with the fact that the price of wood pellets had sky-rocketed, due in part to the Ukraine war, made this heating method unviable.
“After many hours of research, during which time we considered an air source heat pump, bottled gas and full solar, we had no other option than to purchase a new oil boiler – based on cost and efficiency.”
Choosing a supplier
We were keen to know what the main factor are when customers are considering a supplier for their home oil. Perhaps unsurprisingly, cost, remains a key factor for most.
“The main factor we consider is usually cost,” replied Peter. “As this situation is new to us (November 2024), we are still getting used to relying on heating oil. We currently use BoilerJuice, based on their competitive pricing.”
Elspeth agreed: “We usually look at cost and availability as the priority. We did originally use one local company but then moved to a cheaper supplier. We pay in monthly to the supplier so when the order is due there isn’t one large lump sum payment to be made.”
Sue added: “The main factors we consider when choosing an oil supplier are cost and customer service.”
Reputation matters
When asked whether the reputability of their supplier mattered, and whether they looked at customer service reviews of a supplier; there was a mixed response from the customers we spoke to.
Elspeth replied: “Of course we look at the reputability of our supplier. We think it matters, and we want a well-reviewed company and will make sure that we monitor customer feedback prior to ordering.”
“Our decision on supplier was made after reading reviews and speaking to various neighbours,” responded Peter.
Sue added: “No, we don’t do any of those things although we probably should!”
The ordering process
We asked how the customers knew how much heating oil to purchase, and how often they found themselves purchasing.
Elspeth replied: “We now have an oil monitor which alerts us when we are running low, so we know when to order. It’s been really useful! We purchase online as it’s usually very straightforward.”
“We have a delivery every couple of months in the winter of either 500L or 750L,” Sue responded. We tend to top up in the summer, depending on price, as it is usually cheaper in the summer. So, we probably have about 4 or 5 deliveries each year, totalling about 3,500L.
“We find the buying process quite easy, either on the phone or online.”
Peter added: “As mentioned above, we are new to this type of heating. With the property being fairly large, old, and not particularly well insulated, our usage has been quite high since November due to the cold temperatures we have been getting. However, we have found the buying process is quite straightforward and easy to understand.”
The purchasing decision
Claudia was keen to discover whether the consumers used fuel marketplace websites or buying groups when purchasing fuel for their homes.
Peter reflected: “We are currently using BoilerJuice, who monitor the oil price and give a list of options. I think this makes the buying process relatively easy and we will continue with them for the time being.
“We also tend to use BoilerJuice,” stated Sue. “We can’t use a buying group as we need a smaller 4-wheeled tanker to access our property.
“This is a shame, as buying groups are usually 2p or 3p cheaper. BoilerJuice has given us good service over the years and are competitive. Also, they often seem to use the same company with the same driver who knows the setup at our home as they must pull the hose quite a long way uphill to the tank as it’s hidden by a hedge.
“We have been let down by companies over the years, and believe, in times of oil shortages, we are more likely to get deliveries if we are regular customers, so we haven’t changed suppliers recently.
“In the past, there wasn’t a great choice of suppliers but nowadays there are lots of suppliers to choose from. When there was a limited choice, we settled on using one and paid by direct debit each month, but realised we got better deals from smaller companies when they sprang up.”
Elspeth added: “I find using a fuel marketplace useful to get the best deal and it allows us to choose the best options for us. We’ve changed suppliers before based on cost alone.”
How do suppliers determine pricing?
All the customers we spoke with expressed an interest in learning more about the pricing fluctuations of oil and how suppliers determine their pricing:
- Peter: “I don’t know much about this, but I would be interested in finding out more.”
- Elspeth: “It would be interesting to know what factors push prices up for the consumer.”
- Sue: “We presume it’s based on the current barrel price of crude oil but are unsure how pricing is established. My husband, David, looks at this price regularly and would take advantage of a lower price if we needed any oil purchasing. We’d certainly be interested in finding out more.”
An urgent requirement
We asked the customers if they felt confident that their supplier could support them if they had run out of oil and needed an urgent supply.
Elspeth said: “This happened to us a few times in the first couple of years after we moved in! It’s been a learning curve! We now realise there can be a few days delay in receiving your oil and there is a premium price to be paid for last minute deliveries!”
Sue reflected: “We think that oil distributors would help, but the quicker you want your oil, then the more you must pay. You can opt for various dates at varying prices online.
“If we ran out of oil then we would phone but probably the quickest delivery would be within a week!”
Automated ordering
Claudia asked the customers whether they are using, or have considered using an automated ordering system with a tank level monitor:
- Elspeth: “We have a tank monitor, but we still make the order ourselves. The monitor isn’t connected to an automated delivery system, we have considered this though and may set it up in the future.”
- Peter: “I have a wireless tank monitoring system and have been offered automated ordering which I am currently considering.”
- Sue: “David prefers to look at the tank level gauge himself, as he wouldn’t fully trust an automatic level monitor, and he also believes there would be an extra cost associated with this.”
Service and Maintenance
Care and maintenance of a fuel tank is important, as is ensuring that the tank is accessible for the driver. We asked the customers for their thoughts on service and maintenance.
“With a brand-new tank, servicing isn’t required yet,” responded Peter. “The tank location is within fifteen feet of the roadside and is certainly easily accessible for filling from the roadside.”
Sue said: “The gauge and filters on the tank are checked as part of our yearly boiler service. However, our tank certainly isn’t easy for the drivers to reach. It’s quite a way up the hill and we need a mini tanker for deliveries.”
“We have not really looked into service and maintenance before,” responded Elspeth. “And I probably should! The driver accesses our tank via a side gate and coming round to the back of the property which is relatively easy.”
Low carbon heating solutions
Wanting to discover whether the customers have considered acquiring a heat pump or other low carbon heating solution, Claudia asked them for their thoughts:
- Elspeth: “We would certainly be interested in having a heat pump but probably not for this property. The initial costs would be high, and I feel the whole house would need to be modernised to gain full efficiency. Solar batteries are another option but again that would be a huge initial cost for us.”
- Peter: “As previously mentioned, we really did consider all other options, including heat pumps, but were advised that our property was not suitable for them.”
- Sue: “We would be interested in a heat pump as we know they are more environmentally friendly, but I think that they are better for new, well insulated houses. I do have several questions about them such as: would it be warm enough? Would it actually save us any money? Aren’t they large and noisy?”
The energy transition
We asked the customers how they felt about the government plans for net zero and the energy transition.
Peter is passionate about making positive choices for the environment and has been in regular touch with his MP about the options for home heating.
Here, Peter explains more: “When forced to go back to oil, we chose our new boiler because it was compatible with HVO.
“Having written various letters to the government, we are hoping that HVO will be available soon and cheaply, to domestic customers. The fact that it reduces carbon emissions by nearly 90 percent should be enough of an incentive for the government to act quickly instead of kicking the can down the road.
“I do not believe that the heating oil providers would be adversely affected by any product change. They would still be delivering a heating fuel alternative and should therefore be lobbying government on behalf of potential HVO customers.”
Elspeth also felt strongly that this issue is important and something that they are increasingly thinking about: “Obviously we will comply with any future requirements for net zero from the government and we are keen to consider a move to a more energy efficient property longer term.
“The energy transition is vitally important and as we have young children, we want to make greener choices for their future.”
Sue added that for them, the issue isn’t currently a priority but if HVO became readily available for domestic customers then they would happily consider this option.
Thank you to the industry
In discussions with the customers, it was clear that they are appreciative of those in the downstream industry and have had many positive engagements with suppliers:
- Elspeth: “All the suppliers that we have dealt with have been very efficient and we have never had any concerns. We’ve appreciated their guidance and support as we’ve got to grips with our home heating over the last few years!”
- Peter: “Our last three deliveries have been from Patterson Oil via Boiler Juice. The sales staff and tanker drivers have all been very pleasant and helpful so please pass on our thanks.”
- Sue: “We would like to mention BoilerJuice and the delivery drivers who come to our home. They are always considerate and helpful. They often deliver it when we are out and do a great job.”
Understanding customer preferences and demands will be core to the industry as it moves forward through the energy transition.
As an industry, we know that the customer is the most important part of the business as without the customer, there is no business.
With this in mind, Fuel Oil News will continue to regularly engage with the customers of the downstream industry. If you have a customer that you would like us to speak with so they can share their thoughts and ideas on the industry, then please do let us know: claudia@andpublishing.co.uk
Image supplied by the Weeks family
