Customer psychology

How to Change Customer Behaviour to Encourage Greater Use of 'Self-Service' Facilities

Reference: 13/CU/02/14
ISBN: 1 84057 702 9
Published Date: 11/12/2013

As part of a growing emphasis on the quality of customer service, UK water companies are looking to increase the adoption of new technologies and self-service methods of interaction.

This report include a review of current practices of self-service migration from both the water industry and other sectors and identifies previously successful marketing strategies. These strategies were tested with water bill payers using a programme of qualitative and quantitative research and the results were used to produce guidance for water companies to consider when developing their own self-service strategies.

The industry guidance includes a segmentation analysis which profiles customer groups according to likelihood to adopt self-service and recommended migration strategies. The guidance also provides easy-to-apply advice on how to embed self-service into customer behaviour after the initial migration.

Price: £49  

Smart Metering in the Water Sector Phase 3: Making the Case

Reference: 12/CU/02/13
ISBN: 1 84057 657 X
Published Date: 19/11/2012

This study is the third phase of UKWIR's programme on water smart metering (WSM) in the UK and it builds on the previous parts of the programme. It focuses on providing the water industry as a whole - water companies, industry bodies and regulators - with an in-depth understanding of the incremental costs and benefits associated with WSM, over and above those of traditional metering solutions.
This report, in conjunction with the accompanying Excel-based model provides a framework to develop robust business cases for WSM roll-outs. The cost-benefit methodology is described in detail. Guidance on how to use this methodology is also provided, specifically: advice on which WSM scenarios could be considered; which alternative scenarios the WSM scenarios could be compared against; and an overview of the key issues and pitfalls that should be considered in the analysis.

Price: £18  

Best Practice for National Communications - Responsible Use of Sewers: Report on Customer Research

Reference: 12/CU/02/12
ISBN: 1 84057 632 4
Published Date: 06/06/2012

This project explored the best methods for communicating with customers about the responsible use of drains and sewers and how to improve awarenes of items that are/ are not suitable for flushing. Understanding reasons why misuse of sewers currently occurs, and barriers/ motivations to change, is key to this aim. Research consisted of three stages:
1. Qualitative focus groups with domestic customers and depth interviews with Food Service Establishments provided insight into current behaviours and rationale; motivations/ barriers to change; and views on different information channels.
2. UK representative quantitative survey, provided quantifiable evidence of customer behaviour and attitudes.
3. Campaign testing in a hotspot area determined, through pre and post campaign surverys, whether there was any effect on residents' behaviour/ attitudes.
Results provide guidance on appropriate campaign types, content and style. Benefits to industry of better customer engagement, leading to behaviour change, include reduced costs and improved customer satisfaction.

Price: £15