Can engineers talk to people?

As Jukka Ruusunen puts it: not many people connect customer centricity to a transmission company. Jukka is the CEO of Fingrid of Finland, a transmission company that not only creates a connection between generation and distribution but also had created a connection between transmission and customer centricity.

Having an entire track dedicated to the Transmission and Distribution operators at a branding conference seemed like the odd one out for many attendees. For the organizers of the conference, it was not by a chance; people working for regulated monopolies are fully aware of the importance of their brand as a strategic asset.

The times are changing, making it more important now than ever for the transmission system operators to become more customer centric. Distributed generation is part of it but also the public who is expecting power companies to become “less arrogant” as Mr. Ruusunen put it – preferring TSO’s to talk about customers rather than loads.

This is people business – not just building transmission lines

Branding is an important tool to use externally but any brand starts at the inside of any organization. At Fingrid, the importance of understanding people is becoming more and more relevant skill and has become one of the requirements for new employees. Instead of building silos with a marketing department full of people skills in one silo and the engineers with technical skills in another silo, Fingrid’s strategy is to have employees that have people with people skills and the technical knowledge of how the system works.

Fingrid was one of the finalists nominated for the CHARGE Energy Branding Awards.