In an Expert Focus article for Waterbriefing, water2business managing director Charley Maher reflects on the first few months of the new water retail market and offers her view on what’s important to operate successfully and meet growing customer expectation.

Charley Maher: It was hailed as the largest competitive water retail market in the world so unsurprisingly in the run up to the day of the launch there was much hard work put in by retailers to be ready for business.

And there was much incentive with 1.2 million businesses, charities and public sectors now being able to choose their supplier.

One of the key challenges was raising awareness among businesses and organisations. Wholesalers took various approaches, but I think it’s fair to say that significant effort went in to spreading the word and this was reinforced by a regulator-backed digital awareness campaign funded by the industry.

So when 1 April came there was much excitement in the retail world and rumours were endless about whether we’d see more joint ventures and merges, who would do deals with whom, and what we might expect to see in this closely regulated and monitored market. 

There were plenty of announcements, virtually on day one, with some companies drawing attention towards contracts they had won – from national tyre fitters to high street chains. 

At water2business, our focus continued to remain on providing the highest levels of service to existing customers, while at the same time talking to new companies who would benefit from our customer promise of service, sustainability and savings. 

So what was important to us in the months leading up to market opening? It was simply listening to our customers and understanding more about their needs and wider expectations that the new market could offer. To do this, we used an independent market research company to gain insight from businesses large and small as well as organisations and providers of public services.

We are not a new player to the market and we already provided water services for thousands of businesses in a large part of the south west where the economy is booming. So we were delighted when the survey showed nine out of 10 businesses customers rated our service as ‘good’ or ‘very good’ and in the majority of cases weren’t looking to leave us.

The customer experience

When it comes to retail, it’s the standard of customer service provided that will undoubtedly differentiate players in the market and an area that, importantly, we have the Consumer Council for Water keeping a close eye on – especially when it comes to complaints.

Firms are remembered for the customer experience they provide, so getting it right is important as much for existing customers who you want to retain as well as for new customers who want to ensure they are getting the best service.

And that’s where water2business is in a good position as we have helpful, friendly people working for us so customer service isn’t forced, it comes naturally. This has been achieved by investing in people who will then in turn look after customers. We don’t believe in having to press buttons when you get in contact or listen to automated recorded instructions – it’s about the warm voice and being able to speak to someone straight away, while at the same time having alternative channels for those who want to get in touch digitally.

Personalisation of the service is equally important. Account managers can provide genuine support for businesses that have a strong environmental focus with sustainability goals.

And when it comes to bills, offering savings, providing fair pricing and showing accurate bills are essential – an area our existing customers scored us highly on when surveyed. 

Operating efficiently and being able to streamline services means you can pass savings on to customers. A good example of how this can work is through online services, such as our online portal where customers have information relevant to them at their fingers tips without the need to even speak to our skilled advisers.

Providing the best customer experience is something that Forrester, one of the most influential research and advisory firms in the world, say 72% of businesses say is their top priority. This may involve simply listening to customers to tailor services, providing an added value offering or making time for innovation.

Technologically speaking

Arguably maintaining and developing customer data isn’t something that’s been a top priority for the water industry – and that’s largely due to the monopoly situation where customer retention and new business hasn’t been an issue.

But having the right mix of people and technology is something the Institute of Customer Service says is important to deliver great service. This means systems need to be fit for purpose and developing training for team members to enable them to educate customers.

At water2business we have data analytical talent in our business to bring purpose to data collection. However, providing customers with the power to cleanse their data through modern self service options is crucial. 

With good data you can personalise services, which is something according to business2community.com will change the call centre industry significantly in the next five years – and that will include water retailers. 

It means self-service has never been so important as you can then take a more flexible approach and tailor a bespoke package to suit customer requirements. It also empowers customers to solve problems or issues themselves.

But we must all be mindful of the continuous risk of cyber attacks, such as the one that British Airways recently suffered crippling their services or that faced by Talk Talk. Managing data security policies and having robust processes in place is not only something that customers expect, but is essential to protecting the business, its reputation and that of the industry. That’s why ensuring data management and security is a key theme for all staff – and this will drive a data culture within a company.

As we see the water retail market develop further, there are two key important things retailers shouldn’t lose sight of. One is regularly asking customers what they want and tailoring services to suit, while the other is to innovate and constantly think ahead so you don’t just meet expectation, but you exceed it.