Public perceptions of water companies not shaken

Despite a tumultuous 2022 for the water sector, public perceptions of companies have remained largely unchanged, research by CCW has shown.

Two-thirds (62%) of water consumers said how they view their company had not changed in the past year. For those whose feelings did shift, it was more for the worse (23%) than an improvement (11%).

People viewed their own provider as more reliable than the wider sector, indicating a need to rebuild trust nationally between customers and the industry.

Research undertaken in February by CCW showed general levels of trust in companies to provide reliable sustainable services and keeping customers informed was high.

Lack of value for money was the most common issue for people with negative views of the sector, with sewage and pollution cited far less often when asked what word or phrases best describe the sector’s challenges.

Within the same survey, fewer than half of respondents (43%) said they believed water companies protect and enhance the environment.

To gauge how perceptions could be turned around, the watchdog asked participants what their priorities would be to change how they viewed companies. Lowering leakage rates and tackling pollution were ranked as the top concerns.

Chief executive of CCW Emma Clancy said it was imperative to understand what customers want to see if the sector hopes to rebuild trust.

“The two issues most commonly mentioned by people were leaks and polluting of rivers and seas, and these risk further eroding trust in the sector,” Clancy said. “Companies not only need to address these areas but they should also be clear and consistent in how they communicate their actions to people, with far greater transparency over their performance.”

Respondents tended to describe their own water company using positive words and descriptions (46%). “Good” and “reliable” were the most common terms spontaneously used by customers. Customer service, positive attitudes and appropriate charges were highlighted by survey participants as being positive.

However for those who had negative feelings, rising bills were described as unfair in light of shareholder returns and inadequate infrastructure investment was also cited as a problem.

Geographically, people on lower incomes, those living in the north east, Wales and the West Midlands as well as younger people had higher opinions of their water companies and the broader industry. Those in the south east, older or wealthier people tended to have worse views.