NPower appoints new marketing director as it looks to turn around reputation

With Rowe set to join the company in January, the supplier says marketing will play a key role in continuing to improve the perception surrounding its customer service.

In September, nPower was named the worst company in the UK for customer service with rival supplier ScottishPower second to the bottom of the list, according to an annual customer service ranking of the UK’s 100 biggest brands by consumer group Which?

Shortly after, the company launched a campaign called “The Way Energy Should Be” which looked to target customers affected by what the brand called a “difficult period” of service issues upon the implementation of a new billing system. Other Big Six energy firms faced similar challenges surrounding billing issues and complaints.

However, while the supplier still has a way to go to create a positive impression of the brand, nPower is starting to see some success in changing its perception.

BrandIndex data from YouGov shows that the overall “Index” of the brand, which is based on a survey of consumers surrounding factors such as “Impression”, “Quality”, “Value”, “Reputation” and “Satisfaction” of the brand, is up 8.4 points to -11.9 in the last year, though nPower still ranks at the bottom of the list of energy companies.

“Buzz” surrounding the brand, which includes positive or negative messages consumers have heard through news, advertising or word of mouth, is up 21.9 points to -5.7, while “Impression”, which asks people if they feel positively or negatively towards the brand in general, is up 14.7 points to -15.6.

Rowe previously held positions at Shop Direct, Bradford & Bingley and PruHealth and has experience in retail, private health and financial services.

He will replace Debbie Britton, who has held the position for the past three years.