CCW embarks on crusade for vulnerable customers

Water watchdog CCW has launched a vulnerability manifesto to raise household awareness of the assistance water companies can offer.

The strategy has six key points to overcome the barriers that CCW says prevent some consumers accessing non-financial assistance such as the priority services register (PSR).

It aims to:

• Boost awareness of the PSR to 60 per cent (from 42 per cent currently) within five years and up to 75 per cent by 2030
• Transform the perception of communications between companies and customers to be viewed positively by 75 per cent of billpayers
• Provide information and support available to householders when they need it during a major incident
• Ensure support and services are accessible and inclusive to all billpayers with a goal of 95 per cent feeling satisfied with the service
• Offer meaningful support to people registered for priority services
• Encourage the whole sector to play a role in keeping consumers safe and well via staff training in policy and safeguarding

Meeting these goals will be achieved through a series of campaigns beginning with a focus on reducing barriers to better communication involving a vulnerability forum and roundtables as well as sharing insights from other sectors and countries.

CCW said 49 per cent of billpayers currently describe communication from their water company as good, which the consumer group wants to increase to 75 per cent by 2025. Language, literacy, culture and digital exclusion are cited as barriers to communication being understood.

The second campaign will explore sharing information with billpayers about what to expect from their water company during an incident like extreme weather.

CCW will work with charities and organisations that work with vulnerable groups to identify potential consumer needs and how water companies can tailor assistance.

CCW’s annual survey found low awareness of social tariffs among billpayers. Government in England and Wales have ordered a review into water affordability.

Emma Clancy, chief executive of CCW, said: “The Covid-19 crisis presents water companies with a golden opportunity to build stronger relationships with their customers and be seen as a source of invaluable support. Too many households are unaware of the financial and practical help they’re entitled to but by launching our Vulnerability Manifesto we aim to inject greater urgency into the efforts of companies to reach out and support their communities.”

Rachel Fletcher, chief executive of Ofwat, said the regulator expects companies to do everything they can to help customers who need it during the pandemic.

Assistance to low-income households rose by 28 per cent year on year to £150 million in 2019/20 but CCW warned that only covers around one-third of the three million homes identified as needing financial help.