SEVERN TRENT Our approach to our PR19 research and customer - - PowerPoint PPT Presentation

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SEVERN TRENT

Our approach to our PR19 research and customer engagement CCWater meeting in public 7 November 2018

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This approach focused firstly on our issues…

PR14 – inside-out

…and then evidenced customer support for them

• Focused on areas we wanted views on – evidencing

support for water focused issues and investments

• Engagement through events e.g. water taste tests in

shopping centre and on-line interactive gamification

AT PR14 WE ADOPTED AN INSIDE-OUT APPROACH TO GAINING INSIGHT

Shopping centre water taste test Interactive choice ‘games’

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Our new approach sought to understand customers’ needs first…

• Started with customers’ own priorities, concerns and

needs

• Talked to people as individuals – not just as customers
• However, engaging about water isn’t straightforward
• We developed a strategic framework with our Water

Forum

PR19 – outside-in

…then what we could do to meet them

FOR PR19 WE’VE DEVELOPED A NEW APPROACH TO CUSTOMER ENGAGEMENT

New approaches

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A HIERARCHY OF NEEDS UNCOVERS NEW WAYS TO HELP DELIVER OUR VISION

Functional

Safe, reliable, available

Psychological

Empowered, engaged, supported, cared for

Fulfilment

Integrity, community involvement

Drivers of satisfaction Drivers of dissatisfaction Provision of services that facilitate wider fulfilment and a broader societal contribution Provision of customer service (and other services) that empower and engage people Provision of core services such as safe drinking water, removing waste and environmental compliance

Understanding customers’ needs is traditionally focused at the bottom of the hierarchy… …exploring the higher end can uncover new ways to drive satisfaction, trust and value for customers

Understanding

• ur customers

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We’ve developed a programme to cumulatively uncover new insight and build on existing knowledge We focused on quality not quantity… Sampling reflecting diversity of our region and ‘harder to reach’ customers

• Making research accessible
• Removing language barriers
• Engaging with non

responders

New research approaches A multi-faceted programme Challenged by our Water Forum

• Continual challenge of the link between

insight and shaping plan

• Over 60 challenges relating to customer

insight

WE’VE UNDERTAKEN OUR MOST COMPREHENSIVE INSIGHT PROGRAMME

Complex topics

• Resilience
• Renationalisation & Exec pay
• Climate change uncertainty

Supported by high calibre research agencies

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We’ve used insight tools chosen from our customers’ perspective and tested our plan through robust acceptability research

AND SOUGHT TO GAIN A RICHER UNDERSTANDING OF OUR CUSTOMERS

A buzzing online community

• Tap Chat

Co-creation Analysis of customer complaints and contacts Social media scraping Deliberative research on more complex topics Stated preference willingness to pay research Innovative approach to engaging on ODI rates Revealed preference avertive behaviour Supporting customers in vulnerable circumstances

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Despite a representative sample, some customers can be harder to reach …but we don’t want to ignore their views!

• Initial “non responders”
• Those who don’t speak English / have

poor English levels

• Digitally disenfranchised

AN INNOVATIVE APPROACH TO HARDER TO REACH CUSTOMERS

Our harder to reach customers Our approach in our willingness to pay (WTP) research

• Postal survey for initial “non responders”
• Hall tests and translated survey (Punjabi, Urdu, Polish)
• Face to face fieldwork to capture those digitally

disenfranchised

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UNDERSTANDING OUR INITIAL “NON RESPONDERS”

• Collected 3,000 addresses where

repeatedly no answer at the door

• r participation refused
• Self-complete questionnaire

mailed to addresses in batches, with a post-paid reply envelope and £10 voucher offered for each response returned

Challenged by the CCG, we re-contacted those who didn’t want to participate and triangulated their views with our other WTP results

What we did What we found Who replied

• 431 customers responded (327

“absentees”, 104 “refusers”)

• Good mix of customers responded
• High quality of responses
• Respondent profile broadly

aligned to core survey, although reported income level is higher

• Much higher reported

experience of service failure

• Similar levels of customer

satisfaction

• Significantly different

monetary valuations for willingness to pay

• Preferences broadly aligned

to core survey, although leakage less valued

ANY QUESTIONS?