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“Will customers accept companies’ plans?”
Producing outcomes acceptable to a high proportion of customers has to be the result of any regulatory price review before it can be considered a success.
Challenging water companies to develop business plans that reflect customers’ expectations on prices and services has been the focus of CCWater’s involvement in PR14. While there is still a long way to go, there are encouraging signs this could be the most customer-focused price review to date.
But will customers accept the packages companies have drawn up? Companies are conducting research to test how acceptable their proposals are to customers. CCWater has worked with companies to help ensure this research follows good practice.
So what would constitute a high level of customer acceptability? CCWater commissioned research to find out what customers think should be the benchmark figure. Most said companies should ensure at least 70 per cent of customers accepted their business plans. The research also confirmed our view that companies should understand why some customers rejected the plan and take action to address concerns.
The water industry needs to improve customer perception of value for money, so companies should rise to the challenge of producing plans that customers accept. The future legitimacy and sustainability of the water sector cannot be secured without customers buying in to what companies want to deliver.
Steve Hobbs, senior policy manager, Consumer Council for Water
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