Only 8 per cent of businesses aware of water market opening

Only 8 per cent of business customers are aware that the water market is set to open from April 2017.

New research by the Consumer Council for Water (CCWater) has found that 60 per cent of business customers support the idea of competition, but fewer than one in 10 are aware they will soon be able to switch supplier.

Awareness is particularly low among smaller businesses, and CCWater is concerned they could be left behind unless the industry steps up its efforts to inform its customers.

The group has called on the water industry to ensure that the majority of the 1.2 million customers eligible to switch from April are aware of the changes.

CCWater chief executive Tony Smith said: “We do not want businesses to miss out on the potential benefits of competition because they were unaware of these changes.”

“The whole industry needs to work together to make sure customers understand how the market will operate and could affect their business. We’ll certainly be doing all we can to ensure this is the case.”

About two-fifths (38 per cent) of business customers say they are likely to switch retailer once they have a choice, with an average bill saving of 17 per cent needed to entice them into the market.

But three-quarters of customers said they would look to negotiate a better deal with their existing supplier when they were told this would be an option.

A spokesman for Water UK told Utility Week: “All companies have been communicating with customers. We have to realise that small businesses are subject to so much noise, we’re one of many sectors trying to engage with them. Therefore, it is going to take a bit more time to get them up to speed with what’s going on.

“Overall, we’re confident that awareness is going to rise in the run-up to market opening. The companies really are stepping up their efforts now. It’s a long, slow process, but everyone’s on the case.”