Unhappy customers are looking to switch power companies in search of lower bills.
A Consumer NZ electricity satisfaction survey unearthed some poor results for some of New Zealand's biggest providers.
Genesis, Trustpower and Mercury all scored low. Customers took issue with high prices and long waits as the sector struggles to maintain support staff.
But Contact Energy faced the worst results, sitting in dead last with only 45 percent of customers feeling "very satisfied".
Powerswitch - a Consumer NZ tool that compares power providers - manager Paul Fuge said the increase in living costs had people scrutinising their bill.
"You can't just not use electricity," he said.
"So Kiwis are looking to be more proactive in reducing their bill by reducing their consumption."
Some providers made it easier to save power than others, and Fuge said some people had saved more than $300 a year by switching plans.
"We have noticed retailers becoming more competitive and innovative with their offers," he said.
"New retailers have come on board with some pretty sharp prices."
Powershop was founded in 2009, and received Consumer NZ's People's Choice award.
"They're hitting all those areas that customers want in terms of pricing and customer service.
"The small players are doing a better job of keeping their customers satisfied."
Fuge said the big companies had put in work, but struggled to keep up with the new blood.
"This will come as a disappointment to some larger retailers who have made efforts to up their customer service game since last year's survey results were announced.
"It will be interesting to see if this trend continues next year."