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Marketing at Eneco

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Presentation for the final round of Marketer of the Year 2014 award in Belgium: Marketing is dead, long live marketing!

Marketing is dead. Consumers are no TV cattle anymore, brainwashing them by sending the same message over and over through different media channels until they believe what you shout is not enough anymore.

Brands without a strong, authentic and emotionally relevant story will not sustain their business. Companies that are merely out to make profit and don’t take into account the impact on people and planet in their business planning will not sustain their business. Organizations that are not dedicated towards real and relevant values throughout everything they do will not sustain their business.

Dinosaurs, wake up, ice age has arrived. Adapt!

Customer experience is the new marketing. Long live marketing!
Whereas the brand communication sets the promise, it is customer experience that delivers against that promise. Be aware: do not confuse customer experience with customer service. Off course customer service is a very important part of delivering the desired customer experience, but it is only a part.

The definition I use for customer experience is “The way a customer perceives all interactions with an organization”. This means that it is about perception and about interactions, all interactions, which in turn means that marketing has to make sure that the whole company from top to bottom and from right to left should act and behave according to the DNA of the desired customer experience.

It is the marketer’s job to ensure no glitches are experienced in any touch point which means having a strong significant influence throughout the organization is key. Marketers will need to be more all-round than ever!

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Marketing at Eneco

  1. 1. Marketing @ Eneco by Vincent De Dobbeleer
  2. 2. 2 Me …
  3. 3. 3 My marketing education …
  4. 4. 4 My marketing career … • Project consultant • Customer Service • (B2B) Process & Quality management • Finance analyst • SoHo segment manager • Market development manager • CMO • Board member 2004 2005 2006 2007 2008 2009 08/2010 - … 2013 - …
  5. 5. 5 Market situation 2010 Incumbent Reliability Savings coaching Nuclear production 2nd player No clear positioning regarding “green” Customer service Price security Grey & green Cheap & Green Low service Green Belgian supplier No own production
  6. 6. 6 Vision & Mission Sustainable Energy for Everyone
  7. 7. 7 Strategy for Belgium 100% balance in local green supply and local green production In partnership with customers to meet ambitious green goals Clear deal
  8. 8. 8 Business goals EBIT. NPS.
  9. 9. Customer Experience is the new marketing. ................................................................................................. The way a customer perceives all interactions with an organization ........................................................................
  10. 10. ................................................................................................. Conversation Content Brand & Strategy Customer Experience Drivers Measurement Systems Processes Customer Journey & MoT People & culture ........................................................................
  11. 11. Consistency across channels ánd moments in the customer lifecycle ................................................................................................. ........................................................................
  12. 12. Define the DNA of our Customer Experience ................................................................................................. Let the Customer Experience reflect ........................................................................ the brand
  13. 13. 13 Consistency on the brand externally Productie Levering Eneco 2010
  14. 14. 14 … and internally Authentiek Fan vd klant Duurzamer Samenen
  15. 15. 15 All interactions with the organization ánd throughout the whole organization
  16. 16. 16 Launching campaign
  17. 17. 17 Overview marketing approach 2011 - 2014 • 2011 & 2012 • Eneco = local & sustainable • New in Belgium • Eneco Invest • Eneco Insulation • 2012 & 2013 • Eneco = “onze volgende windmolen is ook een beetje van u” • Eneco Solar Tariff • Eneco Solar PV & • Eneco Belgian Green Heater > 90% pull sales • 2014 • Eneco Ministerie van Duurzaamheid • Eneco helps you to become selfsufficient in energy
  18. 18. 18 Business results – customer experience Eneco scoort als enige leverancier 4 maal opeenvolgend 5/5 * Source: VREG.be – klachtenindicator 2013
  19. 19. 19 Business results – customer experience * Source: http://www.aanbieders.be/energie/energieleveranciers 9,1/10 N=439 8,6/10 N=378 8/10 N=231 7,9/10 N=263 7,9/10 N=74 7,3/10 N=364 Eneco scoort ruim beter op onafhankelijke fora
  20. 20. 20 Business results – customer experience > 16.000 FANS * Source: NPS live measurement – Eneco customer research 06/2014
  21. 21. 21 Business results – customer experience Customers are writing poetry about us
  22. 22. 22 Business results – EBIT
  23. 23. 23 Business results - EBIT
  24. 24. 24 Business results - EBIT
  25. 25. 25 Business results – brand awareness * Source: research awareness Eneco 06/2014
  26. 26. 26 Business results – brand attrition * Source: Customer research Eneco – September 2013
  27. 27. 27 But also … CONFIDENTIAL www.meetslimm.com
  28. 28. 28 But also … CONFIDENTIAL
  29. 29. 29 But also …
  30. 30. 30 Contact Me vincent.dedobbeleer@eneco.com @vince_dd
  31. 31. 32 Own green production
  32. 32. Innovation in PR
  33. 33. 34

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