Consumer Council for Water
Helping Water Industry to build trust through customer-centric culture research
The Challenge
In a landscape where trust in water companies to safeguard the environment hovers at just 43%, the Consumer Council for Water (CCW) recognised the imperative for transformative change.
dragonfish was chosen by CCW to carry out a ground -breaking research initiative. The mission: to unravel the intricacies of cultivating a customer-centric culture within the water sector and beyond.
With experience in collaborating with regulatory bodies, including the Financial Reporting Council, dragonfish was uniquely positioned to engage leaders, directors, and practitioners across the water and utilities sector.
This research arrived at a juncture when the water sector faces scrutiny, with consumer trust teetering on the edge. The report delves into the essence of customer-centricity, showcasing its unparalleled significance in an industry where opting out is not an option. Through a meticulous blend of quantitative and qualitative research, the report identifies six traits that define customer-centric organisations — from making customer needs the North Star to devising a robust customer data strategy.
The unique nature of the water sector, where consumers lack choice in their water provider, adds a layer of complexity to the pursuit of customer-centricity. CCW, taking a proactive stance, commissioned this research not out of necessity but as a strategic choice to empower organisations within the water sector to truly put customers at the forefront.
As dragonfish delves into the depths of customer-centric culture, the report explores beyond the conventional lens, unravelling the benefits that extend far beyond the immediate consumer. The methodology, a blend of in-depth interviews, surveys, and collaboration with CCW, ensures the findings are not just insightful but also actionable.
Following the successful launch event of the research report, Emma Clancy - CCW CEO said:
"We are immensely pleased with the ground-breaking research conducted by dragonfish on the topic. The report not only provides valuable insights into industry best practices but also offers a practical framework for measuring, monitoring, and enhancing customer-centricity. This work has the potential to set industry standards and foster a culture of customer-first thinking within the water sector."
The unique nature of the water sector, where consumers lack choice in their water provider, adds a layer of complexity to the pursuit of customer-centricity. CCW, taking a proactive stance, commissioned this research not out of necessity but as a strategic choice to empower organisations within the water sector to truly put customers at the forefront.
As dragonfish delves into the depths of customer-centric culture, the report explores beyond the conventional lens, unravelling the benefits that extend far beyond the immediate consumer. The methodology, a blend of in-depth interviews, surveys, and collaboration with CCW, ensures the findings are not just insightful but also actionable.
Access the report:
The full report, a "Guide to Customer-Centric Culture" is now available on the Consumer Council for Water's website www.ccw.org.uk/publication/company-customer-centric-culture/