Reputation strategy for the energy industry

Milka Kortet, Finnish Energy Industries

Positive results of the present state analysis of the industry’s reputation

• Energy industry is considered important and technically well functioning

• Technical expertise in the industry is trusted

• Security of supply is at a high level

• The industry has gained more publicity than before

www.energia.fi

Negative results of the present state analysis

• Stick-in-the-mud

• Conservative, greedy

• Part of a bloc

• Weak credibility

• Suspected non-functioning of competition

Conclusions of the present state analysis

• Energy industry is an increasingly common topic in the media. The public strategy must be made more proactive and interactive.

• Conflict between the energy industry and society has gained strength. Dialogue with customers and other stakeholders must be developed.

• The poor reputation of the industry will not improve by means of communication alone. Confidence must be increased with practical measures.

Strategic reputation goals in the industry

Companies in the energy industry

• as forerunners in sustainable development

• as excellent providers of customer service

• as credible energy- efficiency players

Implementation requires operational changes and new kind of communication

2009 2010 2011 2012–2015

Implementation of the vision

Improvement of stakeholder dialogue

Shared communication strategy for the industry

Road show to meet the people

Forerunner in sustainable

development

Continuous communication focusing on sustainable development

Stakeholder dialogue based on the vision

Bold pilot projects on the application of innovations

Renewable alternatives promoted in company marketing

Round table dialogue series

Trend analysis of sustainable development

Distribution of best practices

Development of an effective, industry-wide process of data collection and distribution

Rewarding of forerunner companies – climate deed of the year

April 19, 2023April 19, 2023April 19, 2023 POHJOISRANTA©2009 I Confidential

2009 2010 2011 2012–2015

Comprehensible pricing

Competent and pleasant service

Investigation of new e-services

Improvement of customer dialogue

Consumer survey of pricing and testing the comprehensibility of bills

Smooth switching of suppliers

Updating of customer surveys

Taking charge of field meetings – training for engineers

Instructions for utilisation of customer panels

Excellent provider ofcustomer service

New standard for fault services for system operators

Monitoring of customer’s supplier changes

Initiative for the authorities

April 19, 2023April 19, 2023April 19, 2023 POHJOISRANTA©2009 I Confidential

2009 2010 2011 2012–2015

Commitment of the entire industry to energy efficiency, and common investment in research and development in energy efficiency

Credible energy-efficiency

player

Energy efficiency to be the spearhead of advisory services

ET environment/electricity research pool to produce research information as a basis for training and advice

Pilot project on the production of advisory services together with the local authority and service providers

Training of energy advisors Energy-efficiency into a

key theme in customer communications

Joint development project: Metering data into a service

Energy-efficiency agreements

April 19, 2023April 19, 2023April 19, 2023 POHJOISRANTA©2009 I Confidential

The role of ET and member companies 1/2

• ET offers a framework for shared reputation management of the entire industry in the Maine project

– sub-projects offer forums/means/tools in support of reaching reputation goals and development of current practices

– carries out assessments of the development of the industry’s reputation

– supports the implementation of reputation goals with communications and stakeholder co-operation concerning the entire industry

The role of ET and member companies 2/2

• The role of the member companies is

– commitment to common reputation goals and linking them, e.g. to strategies, action plans, remuneration systems, and development of operations

– active participation, promotion of good practices, and provision of feedback on the reputation project.

– appointment of reputation contact people