Upload
others
View
7
Download
0
Embed Size (px)
Citation preview
DONG as the integrated energy company
Barcelona, September 2005
Søren Biune, Senior Vice President, Marketing
We use our energy oncreating customer loyalty
Introduction - we are up against some hardcore facts
Why is branding one of the major drivers in creating loyalty
Internal focus and use of integrated communication
Lessons learnt
Agenda
The Danish energy sector seen from a customer persp ective – Household segment
They couldn’t care less
Energy is not only a low, but a very low interest-product… except if there is no heating, electricity or they can’t understand the invoice
They do not even know how much they use annually
They can’t tell how much they pay
They do hardly know who to contact if they have a problem
Less than 3% have swopped energy supplier now 2 years after deregulation
The Danish energy sector seen from a customer persp ective – Commercial customers
They care but do not want to spend too much time on it
Want a personal contact, who they can rely on
Expect you to be the specialist
Expect to be kept up to date with new topics that can save time and money
Like to be treated personally and events are often highly valuated
More than 40% have swopped power supplier now 2 years after deregulation
Price is not the only parameter in all segments
“If you have a good reputation, it is easier to get through”
Creating a strong brand image
Company image = the cumulative perception of the co mpany
Which values are connected to DONG, and what is the perception of DONG internally and externally?
Which values should characterise DONG?
Environment
Well-established Service
Trust worthy
The energy expert
Innovation/dynamic
The innovative and dynamic energy expert
…with knowledge and experience in constantly developing and offering new forms of energy-products and services in close cooperation with our customers
Our overall strategy is to become the integrated energy company.
DONGs future position on the energy market
Today Tomorrow
Value proces in- and external for DONG
Service-mindedExtrovertHumanCustomer orientedFlexible
DynamicDevelopment orientedCreativityInnovativeActive
ExperienceProfessionalSpecialistsAnalyticalResult oriented
ReliableResponsibleHonestValue for money
Engagement
Engagement
InnovativeCommitted
Assumption to make DONG a well-established energy company
The fundamental values for DONG
Crucial for the customers to choose DONG
We will make a difference
CompetentResponsible
Large carStation carSafe & solidReliableOlder modelExpensiveNot the fastest
Internally
Large carSafe & solidStableExpensiveHigh quality
Externally
DONG today
QualitySafetyReliableFastModernValue for money
Internally
ModernTechniqueSafetyDesignFast
Externally
Now Future
LargeHeavySlowStrongHard to turn aroundSolidEfficientProud
Internally
SolidLargeMajesticSlowStrongNot dangerous
Externally
DONG today
StrongPredatorSmoothElegantFastPersevering
Internally
FastStrongMajesticStrength
Externally
Now Future
The brand essence:
Image is the major driver in relation to customer s atisfaction
Det bruger vi energien på…
Creation of loyalty (Large industrial customers)What is most important to the customers?
Note: Number of interview 263Source: MarkedsConsult
0.60
0.04 0.06
0.16 0.16
Image Expectations Products& services
Customer relations
Price
Creation of ImageWhat is most important to the customers?
Note: Number of interview 263Source: MarkedsConsult
0,10
0,13
0,17
0,220,20
0,05
Service orientated
Energy expert
Economicwell-
established
Trustworthy EnvironmentalInnovative
2004-2
Branding and communication platform
Det bruger vi energien på…
Showtime – corporate films based on DONG’s core valu es and our main sponsorship of the Danish National Footballteam
CRM – situation oriented action programme
� Branding/Lead generation� DM,TeleSales, � Internet as lead generator� Advertising, Events� Sales visit� Member get member � Survey/questionnaire
The customers
way throughIntergas
� Why does the customer wantto go (Win-back activity)
Lapse of customers
Prospects
� Sales visit, offer� DM, TS, Conference� Events, evaluation
Keeping the customer happy
� Billing and insert� Customer inquiry/� or pro active contact
Customer Contract
� Letter and Information pack
� Main message/Next product/ Service – Direct Debit 1-3 years contract
Welcome
� Data collection� Data mining� TeleSales, DM� Booking of sales visits
Response handling
� Data input to the CRM-system� Checklist, segmentation� Contract & CRM plan � Syndicated mailings
New customer
� How are you call/visit/DM� evaluation to score satisfaction
Customer satisfaction/loyalty
The loyalty programme – ”The customer pulse”
Results
Branding, PR together with our CRM-activitiesbased on DONG’s core values
have made a difference in how our customers, employees and the Danish population in general
look upon DONG as an innovative, integrated energy company
Top of mind – unaided first choice
Sample: Age 30-60
Ultimo 2002% June 2005%
DONGNesa
ElsamEnergi E2
OKHNG
Københavns EnergiSeasShell
Energi danmark
715
4
64
5
4
33
399
64
6
12
4
11
Total knowledge aided
Ultimo 2002%
June 2005%
Sample: Age 30-60
Statoil
OK
Shell
DONGNesa
Energi Danmark
HNG
Naturgas Fyn
Københavns energi
Midt Nord
E2
96
95
95
81
79
58
43
41
38
34
30
93
96
95
98
83
61
38
50
43
Loyalty segmentation – Private customersAre DONG’s customers going elsewhere?
AmbasadørDen trofaste
kunde
Den kritiske
kunde
Den troløse
kunde
Kernekunde
DKI: xx%low
high Kernekunde
high
Satisfactionlow
Loya
lty
The faithful customer
AmbassadorCore customer
The unfaithful customer
The critical customer
2003: 2%2002: 1%
2003: 30%2002: 36%
2003: 7%2002: 9%
2003: 5%2002: 7%
2003: 56%2002: 47%
Loyalty segmentation – B2B
AmbasadørDen trofaste
kunde
Den kritiske
kunde
Den troløse
kunde
Kernekunde
DKI: xx%low
high Kernekunde
high
Satisfactionlow
Loya
lty
The faithful customer
AmbassadorCore customer
The unfaithful customer
The critical customer
2004-2: 2%2002: 5%
2004-2: 42%2002: 54%
2004-2: 11%2002: 9%
2004-2: 8%2002: 15%
2004-2: 37%2002: 17%
Satisfaction – B2B
7067
6567
7270 71 71
Satisfaction with DONG
DONG compared to ideal
DONG’s abilityto live up to expectations
Overall satisfaction
2002
2004-2
Loyalty – B2B
64 63 64
6872
70
Choose DONG again Recommend DONG to others
Loyalty
2002
2004-2
The importance of the ”Customer pulse programme”
69
78
7168
65
69 69
74
80
7674
7173
71
Image Expectations Products & Services
Customerservice
Value Satisfaction Loyalty
Outside the programme
Inside the programme
76
74
7776
80
7677
78
Satisfaction – Private customers (2003)
Overall satisfaction DONG
DONG compared with
ideal
Does DONG give you what you
expect?
Pleased with DONG
2003
2002
74
73
74
78 78 78
Loyalty– Private customers (2003)
Chose DONG again Recommend DONG to other
Loyalty
2003
2002
Customer satisfaction index of selected Nordic ener gy companies and DONG – Private customers
Vattenfall 57.0Fortum 52.7Sydkraft 54.9
DONG 78.0
Source: MarkedsConsult/Svenskt Kvalitetsindex
2003
Overall view of how we have performed after the lib eralization in 2003
Minor loss of customers – due to effective dialogue programme and imagebuilding.
Gained 30% of the Funen market within 2 months
Succesfull X-sale programme of electricity and other services from DONG to existing B2B customers and prospects