Zahir Abdullah al Abri, CEO of Mazoon Electricity Company and Senior Responsible Owner of Electricity Holding Group's Communication Strategy Programme, speaks to BusinessToday about the re-branding exercise that his company is undergoing as part of its broader communication strategy to enhance its brand value.
Your company is focusing on communication, and you are also undertaking a rebranding exercise. What was the need for such an exercise ?
The core function of the Electricity Holding Group is to oversee and ensure smooth functioning of the generation, transmission and distribution of electricity and related water services across the sultanate. Given that the majority of the group companies are engaged in distribution and supply of electricity, the primary stakeholder group consists of residential customers.
This creates a need for effective communication between the subsidiary companies which could translate into effective and positive customer service and stakeholder relations. The sustainability and success of a group or the organisation is highly dependent on how it is viewed by key stakeholders. And communications form a critical part of maintaining and protecting a reputation.
We have recently formed our policy on sustainability and the rebranding exercise will change the face of the group.
What steps are you taking while implementing your re-branding exercise and what benefit do you see?
The main objectives behind the rebranding is to provide communication and engagement support to all other group strategies, to strengthen confidence in employees and the management of the EHC group and manage the image of the group. We have several projects that have been designed to engage and to reach our employees and customers.
As the group expands, it is necessary to develop an organisational culture and behaviour that serves as a true reflection of our driving principles. The communication strategy programme is an enabler for other strategic programmes and provides the necessary framework, policies and tools to communicate with the public and within our group of companies.
What is the motive behind organising the Knowledge Sharing Conference?
The Knowledge Sharing Conference has been designed around the Group's five strategic pillars, and the first day of the conference will feature our top five internal speakers who will be presenting case studies on best practice in the areas of Human Resources, Customer Service, Asset Management, Health & Safety and Communications.
It is crucial that we share knowledge and exchange best practice with our local and international industry experts, and we will be inviting some keynote speakers to share their experiences in the same strategic areas. The Conference has been further developed this year to include a workshop which will feature 'Afkar' and business development ideas.
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