Over half (51%) of the UK’s water customers feel that their supplier treats them as ‘just another number’, according to new research.
The figures were revealed in The Secrets of Better Billing, a study commissioned by utility billing software business Echo Managed Services, creator of Aptumo and RapidXtra. 1,000 UK customers were surveyed with regard to their water bills, their views of the sector and their relationship with their supplier.
Just 20% of billpayers said that they felt their supplier understood their needs, and a mere 12% said they felt actively engaged with their water supplier.
When it comes to billing practices, 18% of customers said they were not overly concerned about what their supplier does outside of billing them properly. However, this leaves more than four out of five people seeking a more personal and engaging relationship with their supplier – a significant figure.
Given Ofwat’s future strategy states that ‘companies should have customers at their heart’, calls for an inclusive and engaging approach and suggests that decision-making should be responsive to customers’ changing priorities and expectations, it appears that many water suppliers have a great opportunity for further improvement.
“The fact that more than half of consumers feel that they are being treated anonymously and facelessly by their water supplier highlights both a level of apathy and frustration with the sector as a whole as well a real opportunity to make positive steps in terms of customer engagement. In today’s digital era, innovative software can help water companies to deepen their understanding of customers’ motivations and expectations, and artificial intelligence (AI) can help suppliers to intelligently tailor their services to meet customer needs. The onus is on suppliers to be proactive, responsive to Ofwat’s recommendations and more focused on helping their customers feel more cared-for and engaged.”
Andy Mack, Software Services Director
Suggested Further Reading
Knowledge Centre: Research
The Secrets of Better Billing 2019
Knowledge Centre: Blog
Winning at emotion, ethos and ethics: how can the water sector strive for more?
Knowledge Centre: News
Echo wins billing software contract with SES Water and SES Business Water
More in the Knowledge centre
More News
Echo Announces Aptumo on Salesforce AppExchange, the World's Leading Enterprise Cloud Marketplace
Echo’s customers can now benefit from a new era of water billing software...
Aptumo awarded development excellence accolade
- award given in recognition of a 34% higher rate of best practice compliance in development than other ISVs, meaning…
Echo team helps South Staffordshire Plc raise £9,000 for local food banks this winter
Almost £3,000 has been raised by the Group’s employees and the donation has been tripled to £9,000 by the business,…
Water companies must build a stronger, more memorable and relevant brand to appeal to their latest generation of customers
New research reveals that Generation Z has low brand awareness when it comes to who supplies the water in their…
More Billing & Customer Information Software
Echo Announces Aptumo on Salesforce AppExchange, the World's Leading Enterprise Cloud Marketplace
Echo’s customers can now benefit from a new era of water billing software...
Are core systems the key to changing tides in water sector complaints management?
Echo's Product Director, Andy Mack, talks about complaints management in the UK water sector, and how investing in the right…
12 February 2021 by Andy Mack
Aptumo awarded development excellence accolade
- award given in recognition of a 34% higher rate of best practice compliance in development than other ISVs, meaning…
Supporting Welsh Water's Digital Transformation
How Echo supported Welsh Water with their digital transformation programme - resulting in a 33% increase in digital channel customer…