Although there is an array of technical solutions available for retrofitting the building stock, the uptake of these by
owner‐occupants in home improvement activities is lagging. Energy performance improvement is not included in maintenance,
redecoration, and/or upgrading activities on a scale necessary to achieve the CO2 reduction aimed for in the
built environment. Owner‐occupants usually adapt their homes in response to everyday concerns, such as having enough
space available, increasing comfort levels, or adjusting arrangements to future‐proof their living conditions. Home energy
improvements should be offered accordingly. Retrofit providers typically offer energy efficiency strategies and/or options
for renewable energy generation only and tend to gloss over home comfort and homemaking as key considerations in
decision‐making for home energy improvement. In fact, retrofit providers struggle with the tension between customisation
requirements from private homeowners and demand aggregation to streamline their supply chains and upscale their
retrofit projects. Customer satisfaction is studied in three different Dutch approaches to retrofit owner‐occupied dwellings
to increase energy efficiency. For the analysis, a customer satisfaction framework is used that makes a distinction between
satisfiers, dissatisfiers, criticals, and neutrals. This framework makes it possible to identify and structure different relevant
factors from the perspective of owner‐occupants, allows visualising gaps with the professional perspective, and can assist
to improve current propositions.