5 ways for water companies to perfect better bills

1. How people want their bills and how they want to pay them

It won't surprise you to read that over half (57%) of people we surveyed prefer online billing. But, what's worrying is that, for bill payers who noticed an impact since receiving online bills, one in three are less aware of what they pay each month. Engaging online bill payers is a must, to avoid the risk of escalating issues being stored up for the future and to ensure companies do not become invisible to their customers.

Don't forget those customers resistant to online billing. Our research revealed a significant minority still want a paper bill, and this preference is strongest for lower income families (31% in the less than £10k pay bracket). By introducing charges for paper bills, or completely removing the option, water companies risk frustrating up to a quarter of their customer base.

When it comes to payment, 65% told us they prefer direct debit arrangements, leaving 35% who clearly like the feeling of control that comes from manual payment. Pushing all customers onto direct debit can actually serve to undermine trust and damage relationships. We've all seen the headlines regarding monthly payments that are too high. It's important to give customers payment choice and ensure they are on the best tariff for their needs.

3. Better clarity is a must

Don't assume customers understand common billing terms, they are still regularly confused by terms used on bills. Chargeable value is one of the worst offenders baffling three quarters of our research respondents. Simpler terms such as account balance baffle almost one in three.

In fact one in four customers told us that the biggest change to billing they want is greater clarity, and 70% told us that bills had either stayed the same or got more difficult to understand in the past few years. Simplifying terminology and explaining clearly what each terms means can help. Signposting to more in-depth online resources and well-trained contact centre staff can add the extra level of detail and support that customers might need.

5. Competitive vs. regulated

In sectors where there is the most intense competition for customers (such as mobile and credit card companies), one in three customers scored billing as eight out of ten or better. Clearly, water companies can learn a lot from service providers operating in competitive sectors.

Service excellence can, and will, act as a key differentiator, and in order to compete in a competitive sector companies must become more customer-centric. The relatively low scores for energy companies within our research should act as a warning for water providers: not to repeat the same mistakes of energy deregulation when it comes to customer billing.