Echo Logo
Echo Logo

Information is the key to improving water conservation habits

From the Knowledge Centre

As we begin to welcome a new wave of Generation Z customers, all age groups need more information about water conservation, says leading water industry service partner.

Following recent calls from the Consumer Council for Water (CCW) for water companies to do more to help customers save water, and as water companies welcome younger customers, a leading water industry expert has highlighted the opportunity for them to improve their water conservation communications with all demographics. To reach their new wave of customers, which includes first time renters, buyers and bill payers, water companies are already beginning to explore better digital communications to encourage sustainable water usage, a topic which is becoming increasingly pressing in light of COP26.

Monica Mackintosh, managing director at Echo Managed Services, said: “There is a need for improved customer conversations within the water sector to raise awareness of water conservation while still meeting customer expectations. The new research from CWW suggests that 41% of those in “water-stressed” areas think water is actually plentiful where they live. The lack of awareness amongst customers in water-stressed areas suggests a gap between customers and water providers which needs to be further bridged to encourage customers to be more aware of their water usage”.

“COP26 encouraged the industry to focus on the sustainability of its practices. We need to work together to better educate customers on the environmental impact of their actions, and how they can work with water companies to protect their supply”.

“The need for continued new approaches to communication is highlighted in our recent consumer research report ‘A New Wave of Customers’. The report focuses on Generation Z water customers who are the latest cohort of homeowners and renters responsible for usage and bill-paying. As the digital gap is closing, communicating with customers online is the best method to reach across different age ranges. When surveyed, 65% of Gen Z bill players preferred to manage everything online, with 61% of people aged 25 and over agreeing. This highlights that water providers need to ensure that their digital channels provide customers with what they want, and need, in terms of both customer service and information. By using digital platforms such as apps, which 36% of Gen Z expressed as their preference, water providers can communicate with their customers about everything from billing to tips on water conservation to raising awareness of water shortages”.

“It’s also important to note that although people value social media as a source of information, when interviewed 63% of those aged 25 and over were unlikely to follow their water company on those platforms. Evidently, water companies need to do more work to build relevancy and interest within the communities they serve. Developing an innovative social media strategy is a great tool to reach younger customers who are socially active, but it’s not the only solution. A deeper understanding of Gen Z can help water companies be more innovative with their messaging to help spread key information to new consumers and future generations”.

Share this article

More in the Knowledge centre

More Blog

Blog

Five ways to manage frustrated customers in the utility sector

Dealing with frustrated customers is a common challenge for customer service teams. Whether it’s higher-than-expected bills, service disruptions, or a…

Read
Blog

Payment plans top the list of debt management options for UK water customers

In the face of the ongoing cost of living crisis, research from Aptumo, our next-generation water billing and CRM software,…

Read
Blog

Overhauling onboarding and training processes for customer service recruits

The ICS’ latest UK Customer Satisfaction Index report highlights the impact that thorough training and a comprehensive onboarding process can…

Read
Blog

Mentoring to support talent and succession planning

This month is National Mentoring Month and our group head of marketing and communication caught up with Echo's lead HR…

10 January 2024 by Hannah Cook

Read

More Customer Contact & Engagement

Blog

Five ways to manage frustrated customers in the utility sector

Dealing with frustrated customers is a common challenge for customer service teams. Whether it’s higher-than-expected bills, service disruptions, or a…

Read
News

Echo Managed Services strengthens its service with a new head of billing and collections

We are delighted to have appointed Lee Hugill to this important role to help our water sector clients.

Read
Blog

Overhauling onboarding and training processes for customer service recruits

The ICS’ latest UK Customer Satisfaction Index report highlights the impact that thorough training and a comprehensive onboarding process can…

Read
News

Echo appoints a new Head of Operations

We are delighted to have appointed Leanne Florence to this senior role.

Read

Choose how you want to get in touch with us

Pick up the phone and call us...

0845 12 12 122

Call

...or simply email us for a quick response.

ask@echo-ms.com

Send email