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.
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.
Among CHARGE2017 keynote speakers is Neville Ravji, CEO of Volterra Energy in Houston, Texas. Neville has been working in the energy industry since 1997 and co-founded Tara Energy in 2002 when energy deregulation was beginning to take hold in Texas.
Neville has strived to bring energy to consumers through a bottom-up approach that involves understanding customer needs by creating macro and micro segments and then providing products that meet these needs and backing them with a fanatical focus on top-notch customer service. Under his leadership, Volterra Energy is successfully executing a multi-brand strategy aimed at various niches, with a special focus on the South Asian market. The company’s brands include Discount Power, Power Express and Volterra Energy.
The products and services offered by Volterra Energy have made them one of the fastest growing companies in the United States. “By its very nature, the product we sell has no distinguishable physical characteristics – so it is very important to be able to differentiate ourselves by creating intangible attributes that appeal to our customers. At Volterra, we have managed to do this very successfully, mainly because of a very experienced and talented team that understands the customer very well. I am looking forward to speaking to my industry peers at CHARGE and sharing our story.”
Dr. Fridrik Larsen chairman of CHARGE Energy Branding Conference said “Volterra Energy is among the few energy companies in the world that have done an outstanding job in identifying segments that they understand and can relate to. The conference is about how energy companies need to connect to the minds and hearts of consumers to be able to participate in the market today and Volterra and its brands are a great example of this.”