- The document discusses customer satisfaction trends related to corporate social responsibility (CSR) aspects in the electricity industry based on a presentation given in Copenhagen. - It shows data that customers who perceive companies as having better CSR images are more loyal, less likely to switch providers, and more likely to consider CSR in purchase decisions. - Maintaining a good CSR image can positively impact a company's reputation and bottom line by reducing churn and increasing future consumption.

1. – Customer Satisfaction Trends
in electricity and CSR Aspects
EPSI Conference
Copenhagen
24.05.2013
Mats Nybondas
COO, EPSI Rating

2. Responsibility (CSR or corporate
society responsibility)
 Contained as an image question
 Explicitly as the respondent’s opinion
 How much does it influence buying
decisions?
 What implications can
responsibility have?
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3. 40
50
60
70
80
90
Bad CSR Image Average CSR Image Good CSR Image
CSR Image vs. Loyalty amongst New and Old Customers - EPSI
Finland All Industries 2012
New Old
© EPSI 2013
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Substantially
lower loyalty
Marginally
higher loyalty

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40
50
60
70
80
90
Bad CSR Image Average CSR Image Good CSR Image
CSR Image vs. Loyalty amongst New and Old Customers - EPSI
Finland Banks 2012
New Customer (2002-) Old Customer (-2001)
© EPSI 2013
Marginally
higher loyalty
Substantially
lower loyalty

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40
50
60
70
80
90
Bad CSR Image Average CSR Image Good CSR Image
CSR Image vs. Loyalty amongst New and Old Customers - EPSI
Finland Fixed Broadband 2012
New Customer (2009-) Old Customer (-2008)
© EPSI 2013
Substantially
lower loyalty
Marginally
lower loyalty

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40
50
60
70
80
90
Bad CSR Image Average CSR Image Good CSR Image
CSR Image vs. Loyalty amongst New and Old Customers - EPSI
Finland Mobile Broadband 2012
New Customer (2009-) Old Customer (-2008)
© EPSI 2013
Substantially
lower loyalty
No difference
in loyalty

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40
50
60
70
80
90
Bad CSR Image Average CSR Image Good CSR Image
CSR Image vs. Loyalty amongst New and Old Customers - EPSI
Finland Electricity 2012
New Customer (2009-) Old Customer (-2008)
© EPSI 2013
Marginally
higher
loyalty
Marginally
higher loyalty

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40
50
60
70
80
90
Mobile B2C, 2012 Pay TV B2C, 2012
"CSR has a sound impact on my purchase decision" vs. Future
Consumption - EPSI Finland 2012
We intend to consume less We intend to consume the same We intend to consume more
© EPSI 2013
The more critical
the CSR, the
higher the future
consumption

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40
50
60
70
80
90
CSR - Environment CSR - Social Matters
CSR Image vs. Churn (“Do you intend to change provider?”) -
EPSI Finland Electricity 2012
Yes, within a year No
© EPSI 2013
A better CSR Image
correlates with higher
loyalty, i.e. non-switching
customers

10. Why does responsibility
(CSR) matter?
 It affects loyalty
 It affects churn
 It’s important to purchase decisions
 It affects reputation via word-of-
mouth and social media
 It affects bottom line!
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55
60
65
70
75
80
2005 2006 2007 2008 2009 2010 2011 2012
Pan European Customer Satisfaction
Electricity B2C - EPSI Rating 2012
Finland Sweden Norway Czech Republic
© EPSI 2013

12. For more information
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Extended Performance Satisfaction Index
Mats Nybondas
+358 400 462 587
+358 9 2512 3616
mats.nybondas@epsi-finland.org
www.epsi-rating.com www.epsi-finland.org