Powering Transformation at Enel: Rebranding around digitization and customer experience

Transcription

1 Powering Transformation at Enel: Rebranding around digitization and customer experience Ryan O Keeffe

2 Speaker Ryan O Keeffe Director of Communications Sprinklr, Inc. All rights reserved.

3 section 01 An Evolving Business Sprinklr, Inc. All rights reserved.

4 The Power Industry is facing a new paradigm Climate change New technologies and competitors have changed the rules of the game Growing population and urbanisation New technologies and competitors Renewable technologies have gone from alternative to mainstream in our energy system Liberalization and changing regulation have created many market challenges Criticism towards multinationals Energy Changing regulation A new type of customer/producer (prosumer) is claiming its energy independence, with a consequential impact on the traditional utilities Electrification of demand Decoupling of consumption and GDP growth Digitisation and mobile Disintermediation and prosumers Sprinklr, Inc. All rights reserved.

5 Digitization Customer Focus Shareholder Remuneration A New Strategy for Enel Complex organization Operational efficiency Multiple decision making centers for capital allocation LatAm Iberia different strategic challenges Fragmented approach to innovation Challenges Industrial growth Active portfolio management Group simplification Strategy Sprinklr, Inc. All rights reserved.

6 section 02 A Communications Function for a Changing Business Sprinklr, Inc. All rights reserved.

7 Enel Communications Objectives Internationalize the perception of Enel: we are a global business 1 Develop and implement a Global Brand Strategy to reflect Enel scale and international presence 2 Elevate the credentials of Enel for Innovation and Sustainability 3 Leverage financial communications to position Enel as a global best-practice benchmark 4 Empower our Digital Communications to become best-in-class Sprinklr, Inc. All rights reserved.

8 Communications Operating Model evolution Group Country Advertising Advertising Media Internal Brand Brand Strategy Media Internal Brand Brand Strategy Digital Digital Sprinklr, Inc. All rights reserved.

9 section 03 Develop and Implement a Global Brand Strategy Sprinklr, Inc. All rights reserved.

10 Enel brand architecture was confusing Sprinklr, Inc. All rights reserved.

11 How we fixed it We travelled the world to get a profound understanding of what Enel meant to our stakeholders Miles travelled 4x around the globe People met Nearly 3,000 Animals drawn 108 Countries spoken to 10 Hours in planes 268 Total flights 72 Missed flights Sprinklr, Inc. All rights reserved.

12 What we learnt 1. Enel lives and travels between two worlds We have a unique ability to time travel between established and emerging markets." -Francesco Starace CEO 2. Progress is a common theme globally Our company brings quality of life to people who have never had access. -Employee Peru 3. Latin America wants simplification It s very complicated to explain all the different brands to people. -Employee Latam 4. DIY prosumers take over Europe With new storage solutions people could drop off the grid completely. -Employee Italy 5. Increasing importance of services to manage and use energy I want cleaner, clearer, and cheaper energy. -Customer Spain Sprinklr, Inc. All rights reserved.

13 What we learnt 6. VAS is an ambition, but lacks direction We need more direction for VAS to develop the right strategy for Pratil. -Employee Brazil 7. No Enel brand is close to people I tried to more business with them, but everything was very slow and bureaucratic. -Business customer Chile 8. EGP huge opportunity but presents some risks too EGP is kept separate from conventional generation the bad guys in the movie. -Employee Spain 9. Rome-centric culture needs a positive shock I came from American companies and was shocked how difficult decision making is here. -Employee Russia 10. The moment for change is now The time is ripe for change, but we have to act fast or the momentum will be lost. -Employee Colombia Sprinklr, Inc. All rights reserved.

14 For more than 50 years we have empowered nations around the globe to progress. Today the world faces bigger challenges than ever before. We as a power company can and must play a key role in tackling these challenges but we can t do it alone. Open Power We need to open up to people, partners and technologies so we can multiply our impact in today s connected world. Together we will develop tomorrow s power solutions that help individuals, communities, businesses, cities and nations to tackle the challenges that matter to them Sprinklr, Inc. All rights reserved.

15 Open Power Vision and Mission Vision Open Power to help address some of the world s biggest challenges Mission Open Energy to more people 2. Open Energy to new technologies 3. Open up new ways of managing energy for people 4. Open up energy to new uses 5. Open up to more partnerships Sprinklr, Inc. All rights reserved.

16 Enel is Open Power Open Power is: The articulation of Enel s long-term strategy, guiding the business into the future A guiding light to define our approach to all of our commercial and industrial projects Open Power is not: A communications campaign An advertising initiative A slogan Sprinklr, Inc. All rights reserved.

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18 Where there was confusion Sprinklr, Inc. All rights reserved.

19 the new brand creates simplicity Sprinklr, Inc. All rights reserved.

20 Advertising suffered from a lack of synergy Sprinklr, Inc. All rights reserved.

21 and today we deliver one look-and-feel in all countries Sprinklr, Inc. All rights reserved.

22 We refocused sponsorship to tell the Enel story Open Power Sponsorship Platforms Commitment to Sustainability Global awareness Industrial and Institutional Holding/countries/business units Profile Innovative technology, tackling global challenges locally, impact on people s lives Sprinklr, Inc. All rights reserved.

23 section 04 Deliver a Best-in-Class Digital Presence Sprinklr, Inc. All rights reserved.

24 Open Power needed to come alive online + Lean Processes User-Centric Approach Mobile First Inspirational Storytelling Sprinklr, Inc. All rights reserved.

25 The old digital ecosystem had 179 touchpoints Sprinklr, Inc. All rights reserved.

26 which is being streamlined Sprinklr, Inc. All rights reserved.

27 Enel s previous websites were static, old and lacked cohesion Sprinklr, Inc. All rights reserved. 2 7

28 replaced by a family of modern web assets delivering a single UX Sprinklr, Inc. All rights reserved.

29 Partnerships & Technology Map The Partnership & Technology Map is a digital showcase of our partners, our technologies and the global scale of our brand as a section of Enel.com Sprinklr, Inc. All rights reserved.

30 Partnerships & Technology Map Overview of the project 20/01/ Sprinklr, Inc. All rights reserved. 3 0

31 #EnelFocusOn Explore what is next in the fields of communication, innovation and technology with Enel. Rome London San Francisco Santiago de Chile New York Sprinklr, Inc. All rights reserved.

32 @EnelData Dedicated to data visualization concerning energy, renewables, e-mobility and global trends Sprinklr, Inc. All rights reserved.

33 10 pillars of new global Intranet 1. Content organised by user profile 2. Flexible & dynamic information architecture 3. Continuous flow of updated content 4. Intranet based on people & their networks 5. Hub environment 6. Powerful google-like search 7. Push notifications 8. Everywhere for everyone 9. Multilanguage 10. Distributed governance process Sprinklr, Inc. All rights reserved.

34 We are building Enel s position as the first post-utility. Open. People-centered. Built for a digital world Sprinklr, Inc. All rights reserved.

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36 Sprinklr, Inc. All rights reserved.