Annual Report 2010 - Enel.com

well as in light of the recent recasting of the related EU
directive (2009/38/EC).
Staffing levels
As at December 31, 2010, the total workforce of the Enel
Group numbered 78,313 employees, of which 40,930 employed
by Group companies abroad.
In 2010, the workforce declined by 2,895 employees as
a result of net new hires and terminations (-2,560) and
changes in the scope of consolidation involving a number
of Group companies (-335).
Terminations were primarily the result of early retirement
incentive schemes.
The most significant changes in consolidated companies
for the period were as follows: the reorganization of renewable
energy businesses (which called for these activities
in Spain and Portugal to be transferred from the Iberia
and Latin America Division to the Renewable Energy Division)
with the creation of the new company Iberia; the
sale of the business unit of Enel Distribuzione in Bolzano;
the sales of Endesa Hellas and Endesa Gas; and Enel Green
Power’s 3sun joint venture.
Changes in the total number of employees with respect to
December 31, 2009, are summarized in the table below:
Balance at Dec. 31, 2009 81,208
Changes in the scope of consolidation: (335)
- Acquisitions 43
- Disposals (378)
Hirings 3,761
Terminations of employment (6,321)
Balance at Dec. 31, 2010 (1) 78,313
(1) Includes 2,324 employees in companies classified as “held for sale”.
Customers
Throughout the world, the energy market is affected by
dynamic tensions that have attracted the attention of the
public and consumers, while expanding liberalization has
given both current and potential customers new ideas,
demands and choices.
Ensuring that more people have access to electricity and
meeting their needs with safety, quality, efficiency and
innovation: these are the foundations upon which a customer-centric
corporate culture is based.
In Italy, the Sales Division remains committed to all its customers,
through a policy that focuses on service quality.
Customer satisfaction is the main objective around which
the “Passion for Quality” program, encompassing special
improvement initiatives, is based. Extending the Contact
Center hours to 24-hours a day and making new service
available via the Internet were among the most important
initiatives undertaken in 2010. In addition, customers can
visit any of Enel’s 131 retail outlets, where Enel’s management
and communication tools are being constantly updated.
Enel’s focus on its customers includes its commitment and
efforts to educate on efficient energy use and respect for
the environment, essential elements of Enel Energia’s free
market offering.
Many proposals were developed in 2010 around these values:
with “All Inclusive Green Energy” Enel Energia offered
Italian households for the first time the choice of consuming
electricity generated solely from zero-emission, renewable
resources, a choice that also gives customers the
opportunity to receive special bonuses in their utility bill.
In addition, the 2.5 million households that take part in
the Enelpremia loyalty program can choose from a range
of eco-friendly rewards. Through the Key Account Manager
program, business customers can take advantage of
an exclusive service to analyze their energy consumption,
focusing on climate control and lighting.
Customers are informed about products and services in
simple language that clearly explains the features of the
offers and associated benefits. Enel Energia’s objectives
include making all of its communication material clear
and simple so that customers can make a knowledgeable
purchase of the products offered. This information is available
to customers through all of the company’s physical
and virtual contact points.
In Italy, Enel is a member of Italian Advertisers’ Association
(Utenti Pubblicità Associati - UPA), a body of the leading industrial,
commercial and service companies that invest in
advertising that, in turn, takes part in the Advertising Self-
Regulation Institute (Istituto di Autodisciplina Pubblicitaria -
IAP). Therefore, in its advertising activities, Enel follows IAP’s
Code of Marketing Communication Self-Regulation, the
51st edition of which was published on January 11, 2011.
Enel’s image continued to be positive in 2010, according
to the 7th report on Enel Brand Equity prepared by GFK-
Eurisko in November 2010. The Enel Brand Equity (BE) indicator
is a model for assessing how the brand is perceived
by the public, businesses and opinion leaders, based on
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