For the energy industry, we used the C-CUBESTM Customer Value Index (C-CVI) to provide a consistent and comparable metric of customer value. The C-CVI is based on over 6,000 customer evaluations of 110-plus major energy companies. A score of 100 on the C-CVI indicates a company that is delivering the highest level of customer value, and a score of zero indicates the lowest customer value. The average C-CVI for the energy sector is 76.3.
At 72.5, Fluor’s C-CIV is much lower than competitors Jacobs of Dallas (76.7) and KBR of Houston(75.7). As far as customers are concerned, Fluor is not satisfying their needs as well as its competitors. McDermott (74.5) and SNC-Lavalin (74.7) also score relatively lower.
When you compare the earnings performance of companies with their C-CVI, the pattern is clear. Fluor, the Houston company McDermott and SNC-Lavalin of Montreal, the three competitors with low C-CVI scores, have consistently missed earnings estimates, even as their leadership has espoused a strategy of cost-cutting and efficiency. With higher C-CVI, KBR and Jacobs have met or beat earnings estimates. This strong predictive association of customer value and stock returns is also borne out using a larger database of 600-plus business-to-business companies. CEOs and boards in the oil and gas industry need to realize and accept they are no exceptions.