As power and gas retail markets have been liberalizing in Europe in the past decades, the business of selling energy to retail consumers has been completely transformed. New products and services have been developed in most countries and utilities have launched new channels and ways to interact with their customers. The learnings and conclusions from our 2014 power & gas retailers’ benchmark of European incumbents indicate that there is a long way to go for many companies in improving their costs. The first section of this viewpoint reviews these findings and finds out that it is not uncommon to identify a difference in costs per customer of 35€ between best and worst performers. The second section summarizes the conclusions of the discussions and reviews we had with the different participants and the final remarks highlight some insights for power & gas retail executives.