"Energy Saving Trust Advice Centre North East"
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.firstname.lastname@example.org