The IEK Open Electricians Championship was twice awarded the Loyalty & CX Awards Russia 2025 — in the nominations "Best social initiative implemented within a brand loyalty program" and "Best customer experience in interaction with a manufacturer brand."
In 2025, 406 projects from 219 participating companies were submitted to the competition. 165 projects made it to the shortlist, 81 of them became winners. IEK GROUP became the only electrical equipment company to receive the award. Competitors in the nominations were telecommunications and banking companies — Alfa-Bank, Sberbank, VTB, Ingosstrakh, Beeline, Yota, Tele2, and others.
The IEK Open Electricians Championship is a unique project aimed at developing work competencies and popularizing electrical installation culture. The Championship helps create a unified ecosystem: individual electrician — manufacturer of electrical equipment — university/college. Such interaction increases the specialist's professional level and gives him new opportunities for career growth and realization.
In addition to its social mission, the Championship is a marketing project and introduces electricians to IEK products. Thanks to it, about 5000 specialists joined the loyalty program for electricians — IEK PROFI.
"It's important to consider the peculiarity of the target audience," says IEK GROUP Sales Director and Head of Digital Client Service Development Sergei Loktev. "These are skeptics, distrustful of slogans and advertising, questioning everything unknown. At the Electricians Championship, we let them try the products 'in action,' allow specialists to form their own opinion about us — this is what we built the whole project on."
"The Electricians Championship is a notable event for the industry, our contribution to the development of the electrician profession," comments HR Director Natalia Belskaya. "For us, it is also a way to directly interact with clients, better understand their 'pains' and needs. This helps us create products that the market truly needs."
The Loyalty & CX Awards were established in 2010, held in Russia since 2014. The competition identifies the most interesting projects in the field of customer service and introduces them to the professional community.