EDITOR’S COMMENT
Power to the consumer I
n the four years that I have edited WWT, one of the biggest changes in the industry has been in the way it engages with its consumers. Far from being a near invisible part of the industry, the consumer is now seen as a key stakeholder, with the power to deliver substantial benefits in terms of water and carbon demand reduction. The launch of Ofwat’s Service Incentive
Mechanism a year ago is certainly one driver; but even without it, water companies would have little choice but to get the customer on board. Martin Baggs’ decision to engage Thames Water closely with the energy companies to present a joined up message to the consumer reveals how critical the consumer is to achieving carbon reduction targets (see interview, Page 14). All water companies need to maximise the dual benefit of reducing energy consumption through heating and water use, as well as in their own network management. To do so requires a close relationship with customers.
The turnaround in the experience Southern Water (SW) was providing to its customers is evidenced by its double win at the Water Industry Achievement Awards (see Page 36). The company was languishing near the bottom of Ofwat’s league table of customer service providers when it decided to take action. Its most disillusioned customers were invited on a Help Us Get Better tour, including a site visit and discussions with customer service and operations staff. The benefit is mutual, SW finds out what its customers really want and the customer gets a better idea
of the task facing its provider. Projects too are an opportunity to get closer to customers. Thames is undertaking the UK’s biggest stakeholder engagement programme ever on its Tideway project. Consultants and contractors clearly have a role to play too.
Anglian Water’s Love Every Drop! campaign is about getting its brand and water conservation messages into the consumer domain. Research undertaken by Accent for Utility Week revealed that water companies are much less easily identifiable by consumers than energy utilities. This is a legacy of the monopolistic nature of the industry, but water companies need to see marketing and stakeholder engagement as educational tools. It might seem a tough call to make a water utility a desirable consumer brand, but water is the most versatile product there is – and you really cannot live without it.
Digital technology is making it easier for water companies to get closer to their customers. Veolia Water says it is the first company to introduce iPhone billing, while Thames is encouraging consumer engagement through digital media and campaigns like Tweet-a-Leak. Whatever means water companies choose to reach and respond to their customers, and whether that is individually, collectively, or joined up with other utilities, this is a fast changing landscape. The White Paper due later this year and clarification of the Government’s position on social tariffs is likely to hasten that change. nnn
Natasha Wiseman, editor Have your say, email
natasha.wiseman@fav-house.com
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WHO’S WHO IN THE WATER INDUSTRY 2011
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