Topics: customer assistance programs
How much time do customers spend thinking about their water utility? According to consulting company Accenture’s consumer survey, if they are anything like the average customer, it’s around 8 minutes a year.
Most people just don’t spend that much time thinking about their water. How, then, can water utilities break through with a message that their customers will receive? By taking a page out of the marketer’s playbook and focusing on the customer journey, water utilities can maximize their interactions with their customers.
Years ago, smart marketers had the insight that marketing had become too disruptive to consumers. Consumers were being bombarded with message after message without regard to who they were or what stage of the buyer’s journey they were in. As a result, consumers tuned out these messages and the marketing was not impactful. Smart marketers began thinking harder about the messages they were putting out to...see more
Water leaks happen. In fact, they happen a lot. Data that WaterSmart has collected from over 4 million households indicates that as many as 50% of households will experience some type of water leak within a given year. And more than 10% of households have leaks that waste at least 90 gallons per day. In addition to the frequency that leaks occur, they can be quite expensive. The U.S. insurance industry pays out about $2.5 billion each year in homeowner insurance claims due to water damage from leaks. That’s nearly $7,000 per household which is the number two home insurance claim annually.
Can you remember the last time you had to start or terminate your utility service? How difficult was the process? Anecdotally, having looked at scores of utility websites over the past few years, we can tell you that there is something fundamentally wrong with the way most utilities onboard, off-board, and generally manage customer interactions online. Many of them look a lot like this:
Utility consultant West Monroe Partners analyzed this issue a few years ago via a proprietary Customer Effort Index (CEI). They found that for the lowest-performing utility websites:
“Key tasks, such as a start/stop service online wizard was not available through the customer portal and users were required to call into the customer rep to enable/disable service.”
Why is this important?
- Customer expectations have changed rapidly, even in the past 2 years. For example, 64% of American households now have Amazon