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Energy Saving Trust Advice Centre North East

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					Energy Saving Trust Advice Centre North East
Director Steve Hunter

SEN in the North east
• SEN Structure in the North East • Challenges • Lessons learned • Interesting results

North East Structure
Advice Centre and Sustainable Energy Network

Geography

Location

Management

Director

CRM Manager

Tactical Manager

Marketing Manager

Outreach Networking Advice Line Fulfilment

Stakeholder Engagement Market Analysis Market Transformation Project Management

National and Local Campaigns Partner Campaigns Press Relations Public Relations

Sustainable Energy Network
DEFRA / DTI NEEP

EST

SEC DIRECTOR

ENERGY DEMAND EXECUTIVE Regional Strategy Advice and Targets

National Strategy Advice and Targets

SEN ADVISORY AND NETWORKING GROUP

SEC WORK PROGRAMME

PARTNERSHIP WORK PROGRAMME

REGIONAL DOMESTIC CARBON SAVINGS

Challenges

Mission

Establish a focal point and strong Regional network that will encourage and enable every resident to specify and select sustainable solutions to meet their energy needs

Positioning

Stakeholder Identity and Terms of Reference
• Strategic Associates - High level influencers • Key Stakeholders – Common purpose

• Delivery Partners – Specific projects

Target Driven
300% increase in targets this year!

• Advise 97600 householders • 115033 t/C savings (lifetime)
(6223 householders advised on micro-renewable technology) (6223 householders advised on sustainable transport)

Market Transformation
advice information
Market barriers

supply chain
Intention

partnerships

Making it easy and convenient

confirmation quality

availability financial incentives
Institutional structures Inertia

financial sanctions planning requirements

regulation

Lessons Learned

General Approaches
• Our basic approach of a centralised call handling facility, and strategically located Tactical and Outreach teams is very effective (and has greatly enthused some visitors). • Generally speaking, the region is ready, willing and able to support the concept of the SEN. • New partners are keen to be associated with the SEN. • Public awareness of our presence is low but increasing rapidly • Slick systems to record and track customer contacts and partnerships (management information) are vital tools. • Local authorities are important but the level of engagement needs to be carefully considered. • There are lots of organisations from non-traditional fields of activity that can help to deliver carbon savings. • Good marketing is crucial to future success.

Communication
• • • • Early engagement with stakeholders Managed stakeholder expectations Select stakeholders carefully- ‘common purpose’ Clarity of business goals essential-communicated internally and externally • Customer first ethic • Targets demand movement from public sector focus to trade and consumer focus • Strong EST identity is essential

Project Management
Avoid ‘project creep’-small number of projects done well Focus on project outcomes / KPIs Key account management skills needed Undiluted professional marketing Close alignment of market analysis, market transformation and marketing • Constant performance evaluation, review and flexible response • Make use of local political knowledge and existing sector skills • • • • •

Interesting Results

Interesting Results
• Positive response from the region to strong lead from EST (despite early resistance) • Campaigning role creates momentum e.g. North East Home Insulation Partnership • All stakeholders express concern about Quantity v Qualityneed to develop customer journey • Market Transformation projects will create some tensions and require experience and skill • Some regional actors will be threatened by SEN model • Intensity of networking needs to be greater than anticipatedlinked to skilled CRM role

Interesting Results
• Market segmentation data and local knowledge are powerful hotspot marketing tools- 200% excess response from North East segments • Moving away from mass marketing-but driven to new customers? • Joint Logo with Councils improves general responses (up to 50% increase) • Event target shift from mass audience to ‘segment’ audience major increase in verbal advice • Grants for installations are a mixed blessing

Contact

Tel 01642 373047
Steve.hunter@est-ne.org.uk


				
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posted:4/27/2008
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