Marketing Efficiency for Energy and Utility Companies
20-21 November 2008, Budapest

Day 1, November 20

8.45 - 9.10 Registration and coffee

9.10-9.20 The Chairman opens the conference

9.20-10.00 Customer Touch Point Number 1: The Modern Contact Centre

  • Examining how the 'Demand Delta' balance between customer service and efficiency tends to move companies away from customers and towards cost cutting
  • Outlining how companies learn about customers and provide a more proactive and effective customer experience across multiple contact channels in a data-rich but information-poor environment
  • Strategically driving down unnecessary contact and thereby cost
  • Increasing highly valuable contact centre interactions for utilities

Sven Klindworth, Senior Marketing Manager CRM Propositions, BT

10.00-11.00 How to Create and Execute a "Formula 1" Marketing Strategy for an energy company

  • How to create a marketing process that works
  • The DONG Energy case
  • Results achieved
  • How to outperform the competitors in your sector

Søren Biune, Managing Director, Executive Marketing Consult

Lars Kaa Andersen, Managing Director of Millward Brown Denmark

11.00-11.30 Coffee, tea and networking

11.30-12.15 Market Based Pricing

  • What and How Determines the Cost
  • Hedging Strategies
  • Product Innovations
  • Pricing and Product trends.

Jindrich Weiss, Head of Pricing and Analyses, CEZ

12.15-13.00 The relationship between price and loyalty

Philip E. Lewis, Managing Director, VaasaETT Global Energy Think Tank

13.00-14.00 Lunch

14.00-14.45 Power & Gas pricing management in a liberalizing market

  • Are we selling a product or a commodity?
  • Switching from the regulated to the free market: the Italian case
  • Role and relevance of pricing (strategies and tactics) in the retail business
  • Customer awareness: perceived vs actual price. Cost plus vs perceived value pricing
  • What can we learn from the experience of Enel in the liberalization of Italian Market

Luca Marchisio, Head of Pricing, Enel

14.45-15.30 Gaining and retaining customers with "No Frills"

  • No Frills in the German utility market: Status quo
  • (Learning from) No Frills in industry sectors
  • Prospects for the future

Dirk Briese, MD, trend:research GmbH

15.30-16.00 Coffee, tea and networking

16.00-16.45 Proven successful loyalty programs

  • How to segment your best customers?
  • How to translate these insights into a retention program?
  • How to translate these insights into upselling -cross selling actions?
  • What are the most effective ways to communicate with your customers?

Bert Peleman, Sales & Marketing Manager, Nuon

16.45-17.30 The way to retain the old customers

  • Introduction - about HEP-Supply L.t.d.
  • Electricity market in Croatia - opening process
  • Customer structure
  • HEP-Supply L.t.d. - the approach to retain the old customers

Dinko Šimuni, Head of Sales Section West at HEP Opskrba d.o.o.

19.00 Conference dinner

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Day 2, November 21

9.00- 9.45 The road to customer retention

  • How SEAS-NVE analyzed their customer's energy profile and needs and based on these findings developed a campaign website and differentiated communication
  • The concept is continuously developed according to customer needs and customer segmentation in order to keep a high retention of private customers
  • Energy savings, the main motivator for the customers to interact with SEAS-NVE

Björg Bisgaard, Segment Manager, SEAS-NVE

9.45-10.30 Corporate Volunteering as instrument for strategic reputation management

  • Connecting with customers: community relations in decentralized energy companies
  • Synchronizing marketing and CSR strategy: employees as brand ambassadors
  • RWE Companies - cases and results

Claudia Bremer, Marketing Manager, Sales and Marketing Strategy, RWE Energy AG

10.30-11.15 Mind the Gap:  Connecting with different generations of customers

  • WHY younger and older generations think and act differently
  • How to approach to younger and older customers?
  • Practical ideas of WHAT to do to improve inter-generational connections, specifically relating to sales and marketing strategies
  • Why environmental issues and ethics is important to the strategic thinking

Dr Graeme Codrington, Head of Intellectual Capital, TomorrowToday

11.15-11.45 Coffee, tea and networking

11.45-12.30 Revitalising old energy companies and brands

  • Is it possible?
  • How can it be done? (Case Statkraft)
  • How relevant is the climate issue in marketing
  • How long is the climate issue "hot enough?"
  • Do people (and customers) really care?

Torbjörn Valfridsson, Director Corporate Branding, Statkraft

12.30-13.30 Lunch 

13.30-14.15 Pure communication in a polluted communication environment

Empirical learning and experience from the Statkraft brand building process, which were significant factors to deliver a 20% increase in brand strength in less than two years.

  • A sociological perspective on the energy market
  • Everybody's talking about the environment, but who is listening?
  • How to identify true customer drivers and deliver them

Morten Micalsen, CEO/adm.dir., MindShare Norway

14.15-14.45 Coffee, tea and networking

14.45-15.30 SEE Energy Market Strategies: The View Point of Large-Scale Eligible Customers

  • SEE Economic Reforms: All Including the Energy Market Liberalization
  • SEE Energy Market Integration: Sticking New Legal & Regulatory Relieves
  • Utilities Unbundling & Restructuring: Heavyweights Have Heavy Happiness
  • Large-Scale Energy Consumers: Large-Scope of Market Responsibility
  • Case Studies with European Industrial Energy Consumers at the Region

Nikolay Minkov, Chairman, Bulgarian Federation of Industrial Energy Consumers

15.30-15.45 Chairman closes the conference