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
Here are some highlights of our product releases over the past 12 months. We'll continue to build upon this momentum to reduce the cost to serve utility customers, protect utility revenue, and improve customer satisfaction in 2018!
Everything old is new again. Vinyl records are making a comeback, 80’s horror flick/pop culture tribute ‘Stranger Things’ is the number 1 show on Netflix, and snail mail is the hot new way for utilities to communicate with their customers.
Don’t believe it? Consider this: water utilities, on average, have email addresses for only one third of their customers (although as we demonstrated in a recent blog post, they probably have their mobile phone number).
But what about the two-thirds of customers that utilities can’t reach via email? Without being able to send timely emails, utilities have three options for communicating with their customers:
- Calling the customer directly, though this requires extensive resources and takes time away from other important customer service activities.
- Mailing information with the bill.
- Not communicating at all.
As much as we talk about digital communications, print remains a relevant, if not...see more
For most Americans, owning a mobile phone isn’t a want or a need, but rather a must. According to Pew Research, over 95% of Americans own a mobile phone, two thirds being a smartphone. In fact, even Pew has strayed from landline surveys and now targets mobile outreach. Communication happens on those 5” touch screens more and more frequently, with no signs of slowing down.
Water utilities are already recognizing the importance of being able to communicate with their customers via mobile phone, though many struggle to obtain these numbers. A recent finding by the WaterSmart Software development team discovered that many water utilities don’t realize the volume of mobile phone numbers they already store. While testing the phone number validation tool, a feature of our Group Messenger Module, the team ran a trial on a current utility customer’s database, expecting to find 25-30% of the contact numbers to be mobile. Instead, the tool...see more
Over the past several years, WaterSide Chats have evolved into a powerful channel through which WaterSmart communicates to the public. It’s our way of discussing developments in the water industry; we explore innovative technology, new types of thinking, or opportunities for advancement by way of customer service, payment performance, or a utility’s community perception. Our WaterSide Chats have taken many different forms. We’ve gathered industry leaders, water utility veterans, tech wizzes and policy pros, all with the hopes of leaving viewers with that “aha” moment, where a quote or a slide or a statistic may leave them thinking about the value of water and how technologies available today can be an empowering tool for the advancement of resiliency in the industry.
We’ve rounded up some of our favorite WaterSide Chats to reflect on themes that are still relevant. This is an opportunity to dig into innovation and thought leadership...see more