Customer orientation is the first of E.ON's six key behaviors. Customer orientation was also an important issue in 2008 as E.ON set itself the target of becoming one of the energy companies returning the highest levels of customer satisfaction by 2010.

In the energy industry, customer orientation is one of the most important competitive advantages. E.ON UK for example encourages all employees to put themselves in the customers' shoes and develop solutions from their point of view. By increasing our customer involvement efforts, we also accept social responsibility for safe, demand-driven products and for providing everyone with fair access to energy. This also encompasses our commitment to supplying vulnerable customers.

By being careful with energy, our customers can save money and lower their CO₂ emissions. We see it as our duty to support our private, commercial and municipal customers in using energy efficiently. We offer extensive advice, new energy products, and smart metering, so that even if prices increase they can keep energy costs within limits and reduce their carbon footprint. To give our customers the know-how they need to do this, we are stepping up our consulting and customer service activities, to be able to encourage our customers to change their energy behavior. On top of that, we are planning to help our customers make use of support programs and to replace inefficient heating and energy generation plants with new technologies.