“In May, 1998, at a major Entergy shareholders meeting, a shot was fired across the bow,” Fisackerly says. “Key executives realized that the company was losing direction and focus. They did not like where we were going. The longtime CEO was asked to step down and new management was brought in, headed up by Wayne Leonard. A new commitment was made right then and there on that day.” The results are glowingly obvious today.

Entergy Mississippi is now recognized as one of the top energy providers, not only in the Southeast, but in the country. Led by the energetic vision of President and CEO, Carolyn Shanks, and those around her such as Fisackerly, Director of Economic Development, John Turner and many others, Entergy is scaling heights that only five years ago would have seemed improbable.

“2003 is our corporation’s 90th anniversary,” Fisackerly says, “and I think our mission is clearer now than in any other time in our history.”

From its founding in 1913 by Harvey Couch as Arkansas Power and Light to the 1923 charter in this state as Mississippi Power and Light, Entergy Mississippi has always been a community-minded and customer service-driven company, but never with the focus and aggressiveness that is being displayed in this, its 90th year.

“This is a significant milestone,” Fisackerly says. “So many corporations these days are falling by the wayside or being gobbled up by mergers. We are a strong corporation today because we realize that the majority of our success is due to the partnerships we have developed with the communities and customers within our coverage areas.”

In honor of Entergy’s anniversary, Fisackerly and other executives have travelled throughout the state, celebrating with their many “partners”.

“We’ve taken the opportunity to go out on the road, as it were, meeting with community and business leaders, showing a company video charting our progress, and gaining more feedback about how to better serve the state,” Fisackerly says. “This celebration is part of our ‘Beyond the Basics’ campaign whereby we are letting our cooperate and individual customers know what we are doing to fulfill certain promises to them.”

Those promises are commitments and a renewed sense of purpose which came out of that pivotal 1998 shareholder’s meeting.

“The explicit message which came out of that meeting was to get ‘back to basics’, to do what Entergy does best and get away from trying to sell cell phones or home security systems,” Fisackerly says. Hindsight has shown that the mission was accomplished.

“Entergy has reinvested heavily in our communities over the past five years,” Fisackerly gives as a result. “We have spent over $400 million in rebuilding our electrical distribution systems, we have in place 24-hour, seven-day a week call center, and we have reopened 14 of our local offices. There are a lot of things like this which have been done to help our customers and we’ve seen a subsequent 25% drop in outages.”

Perhaps most importantly, however, is Entergy’s impressive involvement in economic development and business recruitment around the state.

“As a regulated concern, we are given a service area,” Fisackerly says. “We cannot expand beyond that area. Therefore, it is critical that we encourage and nurture economic development in our service area in order that Entergy might grow, as well.

“If Tunica or Cleveland is losing jobs, it’s hurting us,” Fisackerly continues. “If, however, they gain jobs through business expansion, Entergy is gaining customers. It’s a win-win situation. Our company is absolutely committed to focusing all of the resources at our disposal to encourage business retention and expansion in Mississippi.”

Specifically, Fisackerly says, Entergy has an economic development group, a customer service group and a commercial/industrial accounts group, all of which collaborate in working with manufacturers, industries and businesses within the coverage area to increase business potential.

“Our team notices things like which companies are prime candidates for expansion, or what incentive programs or grants might be available that perhaps our manufacturing customers aren’t aware of,” Fisackerly continues. “In fact, we provide grants ourselves to help local business in our 45-county coverage area. Entergy also works closely with the Mississippi Development Authority and other organizations to provide assistance to our industrial customers.”

“We’ve been known throughout our entire 90-year history for economic development and assistance to communities,” says Carolyn Shanks, President and CEO of Entergy. “But, since our ‘Back to Basics’ campaign began in ‘98, we have attempted to go beyond merely pointing the way. Entergy now focuses on educational and environmental grants, for instance, and provides the resources that might be unavailable or unknown to community leaders.”

Shanks says currently Entergy is focusing on two major fronts on the economic development side. “First, we want to bring in new business to the state,” she says. “Secondly, is business expansion and retention emphasis. We have a number of businesses which ‘grew up’ here in Mississippi and we want to keep them profitable and expanding here instead of possible looking outside the state or overseas.

"Since our company's founding, our mission has been to deliver safe, reliable electric service at the lowest price possible," says Shanks. "Now, in the 21st century, we are making a new commitment to our customers. We are going 'Beyond the Basics' to continue improvements in service reliability and customer accessibility," she said.

Shanks describes "Beyond the Basics" as a comprehensive strategy that will take Entergy Mississippi to the next level of customer service. Initiatives in the plan include sustaining affordable electric rates for all customers; launching pre-emptive service strategies; anticipating the power demands of the future; exploring new technologies and strengthening communities

"Customer needs are always changing," Shanks continues. "Right now, the Entergy customer of tomorrow could be surfing the Internet, communicating with several friends via instant messaging or even sending vacation scenes back to neighbors over their picture phone.

"Our future customers are going to be very comfortable with technology that is very dependent on electricity," she says. "We're stepping up our capabilities in order to meet their needs."

Known as one of the most down-to-earth, yet driven, executives in Mississippi business, Shanks is quick to give credit to Entergy’s own workforce for the five-year turnaround the company has experienced.

“In my four years since becoming CEO, I have to say I’m proud of our employees and what they do on a daily basis to keep our customers happy and to improve their own work habits and knowledge,” Shanks says. “The key is how well our people work with and for each other. People like John Turner, Gloria Johnson, Checky Herrington, Haley...they are part of a truly great team and all show incredible determination.”

Fisackerly, in turn, gives credit to Shanks for the wonderful work atmosphere at Entergy Mississippi. “Carolyn clearly sets out her expectations and then gives you the opportunity to meet them,” he says. “Plus, she’s a lot of fun to work with. She is energetic and competitive and will push you, there’s no doubt, but Carolyn also clearly enjoys her work and that joy is contagious.”

A former staffer for Senator Thad Cochran, Fisackerly has been with Entergy since 1996 working in a variety of administrative capacities before returning to his home state last June
“Our slogan at Entergy is ‘The Power of People’ and certainly our number one asset is the people who work here and always has been,” Fisackerly says. “The major difference now is that our staff has better resources to work with today, making their jobs more effective and efficient and able, therefore, to give better service to our customers.

“With our stock price at an all-time high, Wall Street is beginning to recognize Entergy as one of the top performing utilities in the nation. Our customers also consistently rank us high in satisfaction. We are doing better on all fronts and that translates into better service for our coverage area.”

Entergy Mississippi has a long and proud tradition in this state, one that seems certain to continue for quite a while under the leadership of the likes of Carolyn Shanks and Haley Fisackerly. A company that can admit its mistakes, yet correct them with tremendous, positive results, certainly demonstrates the strength, vision...and honesty...of its leadership. DBJ