Brand building through experience and relationship

At CHARGE 2016, Tomaz Oresic, Chairman of the board at Elektro Maribor, presented on the current outlook of the electricity supply value chain is going through major changes, with new players entering the market, shift of perception of electricity as a basic commodity and how the customer is increasingly being put at the very centre. These disruptive trends are changing the old electric utility business model with the result of an increasing number of utilities starting to pay more attention to branding.

Tomaz points out that utilities have been marketing an almost invisible product to an undefined customer with top-down communication strategies. These engagement strategies have often failed since the electricity suppliers have not walked the talk and due to mismatched communication.

OVO Energy – a big small energy supplier

Stephen Fitzpatrick – CEO of OVO Energy – describes the company as a big small company. As a challenger to the Big Six energy companies in the UK, the company has grown from a simple idea around the kitchen table to servicing over 700.000 customers in the retail energy market and employing around 1.000 people. Even though the company is no longer small, they still act and think like a startup.

Stephen’s presentation was not only on the future of energy but on the future of customer expectations in general and how children growing up to be the consumers of tomorrow are growing up in an on-demand world that gives them different expectations from brands than today’s consumers have. In just three years, on-demand services have revolutionised industry after industry and no one knows how fast the next three years are going to change. But by always thinking like a customer, OVO Energy anticipates being prepared to stay on top of the energy market that might have changed dramatically in an unforeseen way.

OVO Energy was the winner of the first CHARGE Awards and was crowned the World’s Best Energy Brand at the CHARGE Awards ceremony in 2016. The brand did well both in both the score of the global panel of experts but more importantly, the brand is doing an excellent job according to their customers.