Utility Week

32 | AUGUST 2021 | UTILITY WEEK Customers Interview W hile his previous experience lies slightly out- side the sector, Nigel Pocklington is no stranger to the energy retail market. Most recently, the new chief executive of Good Energy was chief commer- cial officer of Money supermarket Group, which includes MoneySaving Expert, where he ran their home services comparison business, of which energy is by far the big- gest component. "I've had a considerable lens on the energy industry from a consumer's point of view and from a supplier's point of view and many of the players in this business aren't new to me," he tells Utility Week. Pocklington comes into the sector at a time when suppliers are all competing on their green credentials, vying for customers who are becoming increasingly environmentally conscious and wanting to do their bit for the planet. He began his tenure at Good Energy in May and follows in the footsteps of Juliet Davenport, an indus- try stalwart who founded the company in 1999. Good Energy serves more than 271,000 customers, the majority of them (139,000) business customers. Based in Chip- penham, Wiltshire, the company currently employs more than 250 staff. According to its most recent financial results to 31 December 2020, Good Energy had revenues of £130.6 million and made a small profit a˜er tax of £400,000. Pocklington, who was speaking prior to Ecotricity's bid for Good Energy, admits he finds the prospect of taking over from Davenport a˜er more than two decades a "little daunting" due to her reputation and achieve- ments. He says: "It's quite something to start off with an idea and a bit of funding and end up with a public company with generation assets, a supply business and some innovative developments on the side. "That is something you're acutely aware of. We can change CEOs but we haven't changed our founder and Juliet is still involved in the company as a non-executive director and still has a public platform as Good Energy's founder. I think that is to our advantage that she carries on that way. "That said, I am a reasonably experienced executive, I have seen founders leave before, it's the natural phase in the development of companies and o˜en it's helpful to bring fresh thinking to an organisation." While his previous role saw him work closely with the customer acquisition teams of energy suppliers, the chance to take a more hands-on approach in what he hails as a "fascinating market" represents an interesting challenge. "I think it's a fascinating market because at the base element you have got something that is a utility, that's the name of the category and that's how consumers by and large think about it – it's a boring, background thing. The challenge, which is fascinating, is can you productise something that by its nature people think is just a boring background service? "The interest in Good Energy is that it's trying to pur- sue plans and products that help people engage much more in what they are consuming and how they can consume differently. An engaged customer will eventu- ally be a better customer from an environmental point of view because you're taking control of your energy con- sumption and from an investor point of view it makes for a better business." A shi to B2B? In 2019 the company reported that it had seen a "con- tinued but anticipated" fall in domestic customers as it targeted more businesses. At the time Davenport insisted to Utility Week that while the retailer had been increas- ingly targeting business customers, it was not seeking to move away from the domestic market. What, then, is Pocklington's vision for the future of Good Energy and will he continue the shi˜ towards B2B? "It's a continuation of what we have been saying before, what we really want to do is help homes and businesses get to carbon neutrality. That means the energy source but also supporting the adoption of car- bon neutral transportation and eventually heating. "That to me says we are likely to be very heavily focused on early adopters in the domestic market. And we are going to be particularly interested in supporting individuals and businesses who look to generate as well as consume energy. "The challenge, which is fascinating, is can you productise something that by its nature people think is boring?" Nigel Pocklington, CHIEF EXECUTIVE, GOOD ENERGY

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