Utility Week

UTILITY Week 19th February 2016

Utility Week - authoritative, impartial and essential reading for senior people within utilities, regulators and government

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Customers UTILITY WEEK | 19Th - 25Th FEbrUarY 2016 | 27 Market view I t's no secret that energy companies are seldom flavour of the month with con- sumers and the press alike. With costs and poor customer service oen at the fore- front of people's minds, it's little surprise energy companies are struggling to shake the negative cloud overhead. Ultimately, the sector is driven by the customer, and now's the time for brands to listen to those most important to their busi- ness. Customer insight, coupled with brand values and a thought-out company vision, helps form the overall brand – forming a place customers can trust. In such a competitive, price-orientated market, the importance of brand may be lost on many in the sector, but failure to recog- nise the significance of this does nothing to counteract the potential storm of negativity. In an area where companies can oen appear faceless, cold and process-driven, how can brands stand out from the crowd and eradicate consumer scepticism? Most energy companies sell to more than one market segment or consumer type. It's vital to understand your target market. Take the time to find out about your customers and what makes them tick. It's important to understand how your company values and ethos fit into the bigger picture. Values should be every business's top priority, as ultimately they filter down through your key messages. Take time to sit down with internal stake- holders and staff members to identify these values and educate on what you are trying to do and gather important feedback. A brand is a complex thing, and oen more than the sum of its parts. The visual identifiers of a brand (logo, colour palette, etc) are always just that – something tangible and recognisable that an audience uses to make associations to that brand. But the elements of branding that build a strong, coherent brand consist of much more. Everything that your customer sees, from an online presence, to television and print advertising, to the letter-headed bill that lands on the doormat – all these factors must work in unison. However, a brand is not just what the consumer sees. It's also the service your customer receives. From the call centre to the engineer, it's the feel- ing a customer is le with aerwards and the tone of voice that play a huge part in how a brand is perceived. As with all service industries, the cus- tomer is king. Ignore their thoughts at your peril and listen to what they want to change. You need to give them reasons to believe what is being said is of real value and this should be reflected in your core values and your communications. It's imperative for brands to distinguish what they are trying to achieve with regard to the end goal. Are you launching a new service, aiming to attract new customers, or trying to improve customer retention? We advise you set clear objectives and ensure they are measurable. You can't create a product or service that makes everyone happy. You need to identify who is important to your brand, focus on those people and offer them some- thing nobody else does. There is no hiding that this can be a huge challenge because generally there is little interest in the sec- tor from the consumer. It can be difficult to get results from an audience that doesn't want to engage, but this doesn't mean it's impossible. Although many believe it's healthy to pay attention to your competitors, we believe it's beneficial to ignore them as much as you can. Instead, that energy should be spent doing what you need to improve your own brand. This ultimately helps build confi- dence and trust with the customer, which also creates loyalty. People tend to stick around to see that things are changing. There's no doubt that the energy sector can be a challenging environment for brands to stand out in. We recently worked along- side an energy services brand and helped change public perception of the company. This all began by identifying its short- and long-term strategy, highlighting the key traits, characteristics and values. We soon discovered that the messaging and brand strategy wasn't quite right. The focus had switched to new business, ignor- ing what they already had achieved and failing to look aer those already on board. We analysed their key business traits and helped alter the perception that value for money was more beneficial rather than "cheapest deal". From its website, to how staff answered the phone, we helped develop an overarching brand strategy, creative campaign and a year-long acquisition and retention strategy. If you get all the above right, your brand will work and allow you to move away from the negative perception. I believe that what- ever the circumstances, getting creative and taking a position that nobody else does, will pay dividends. Chris Duffy, branding expert at strategic brand agency Tribe Stand out from the crowd Energy companies have long suffered from a negative stigma, with consumers constantly calling for change. Chris Duffy reveals how industry brands can stand out from the crowd for the right reasons. Key points The customer is king. Ignore their thoughts at your peril and listen to what they want to change. A brand is a complex thing, and oen more than the sum of its parts. Understand your company values, which should be every business's top priority, as ultimately they filter down through your key messages. You need to identify who is important to your brand, focus on those people and offer them something nobody else does. It's beneficial to ignore your competitors as much as you can. Instead, that energy should be spent on your own brand. Customer service is an important part of brand building. It plays a huge part in how a brand is perceived.

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