The latest UK Customer Satisfaction Index shows utilities doing better than they have for a decade, but there is still a long way to go before they can consider themselves ‘trusted’.
Customer satisfaction across the utilities sector has reached its highest point for almost a decade, according to the latest UK Customer Satisfaction Index (UKCSI). This improvement has largely been achieved through companies getting things right first time and through better complaint handling.
Yet customers are still reporting that they spend too much time and effort dealing with organisations. Our research indicates there are also far fewer advocates than there are detractors and, with price rises widely anticipated to be spread across the industry, it is likely that customer requirements will become even more exacting.
In a sector where customer trust and confidence in water services is an essential guide for regulators, this cannot be ignored. With commercial organisations now able to shop around, making the customer journey easy and intuitive is essential. And despite the fact complaint handling has improved, evidence from the latest UKCSI suggests that although a problem, handled well, can improve customer satisfaction, it is not enough to create enduring customer relationships. The key, then, is focusing on problems at source. It’s about interrogating the data you already have to understand and anticipate issues, before they become a problem.
With the pressures business and residential customers are facing, it is clear that their priorities, needs and preferences are changing. The institute’s research into customer priorities shows the attitude and behaviour exhibited by employees are now among the most important elements of the overall customer experience. This is particularly pertinent for the water sector where many interactions are over the phone, so investing in employees’ knowledge of the services on offer, their emotional intelligence and problem-solving skills should be a central part of water companies’ service strategy.
With so much uncertainty around, this is a watershed moment for the water industry. We may have seen some improvements over the past 12 months, but these mask a diversity of performance across organisations within the sector. That’s why now is the time for business leaders in the sector to be brave and to drive the customer agenda.