Customer Engagement for PR19 and beyond A summary of the engagement - - PowerPoint PPT Presentation

Customer Engagement for PR19 and beyond

A summary of the engagement work so far

CCWater Public Meeting 7 November 2018

Carolyn Cooksey – Head of PR19 Strategic Stakeholder Engagement

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Customer engagement for PR19 and beyond Why – background and context

• We have always engaged with

customers for Price Reviews – c50,000 at PR14

• But this one was going to be different
• Clear challenge from our Board and

CEF as well as Ofwat

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Customer engagement for PR19 and beyond Our objectives

• To run a programme of engagement activities and are genuinely co-created and designed with a

representative group of customers and other stakeholders (employees, CEF etc), with special attention paid to customers in circumstances that may make them vulnerable

• Demonstrate best practice customer engagement in a way that builds understanding and enables

stakeholders to recognize AW as a leader

• Be clear that we are interested in customers’ long term priorities
• Have a big idea that is simply expressed, in a way that demonstrates value to the business
• Be strategic and have a clear thread between the different elements of the programme, as well as

a clear view about how customer insight will drive decision making

• To engage with customers in our Anglian and Hartlepool regions in an efficient and proportionate

way

• Include brilliant and innovative activation ideas that create a positive and memorable brand

experience, while delivering genuinely useful information for the business

• Draw evidence from all the different channels through which we engage with customers and

triangulate the insights

• Be empowering for employees at every level, get them excited and provide clarity on how to help

deliver customer engagement, without having to ask permission

• Provide a leadership position on customer engagement that goes beyond the water industry
• To positively influence business as usual activities ahead of the next price control period

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Customer engagement for PR19 and beyond Our strategy

• To help deliver our objectives,

we engaged Given London, a research, creative and brand agency who work with big brands like Virgin, Tui and Arcadia, to help co-create our customer engagement strategy, in March 2016

• This refocuses on engaging

with customers when and how they want

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Attention grabbing H2OMG

• A funfair themed water festival in

Norwich, with engagement activities designed to gather views on resilience

• Attracted 33,000 visitors in one week
• Supported prioritisation of demand side

measures in WRMP , and to change in service level for emergency drought

• rders (1 in 100 to 1 in 200)

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Natural connections Analysis of social media and online discussion

• Analysis of all online content and discussion about Anglian Water April

2017 to March 2018

• Pollution and the environment is the most talked about topic
• Money saving tips, leakage and traffic also feature

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What did we do? Some headlines

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So what - customer engagement summary – the Synthesis Report By outcome and portfolio area

• Sophie Ahmad commissioned to

analyse customer engagement sources and results, and write up an independent summary

• Structured by outcome with

subsections driven by customer priorities

• Referenced by portfolio area, to enable

investment planners to easily access relevant information

• Starts with PR14 customer

engagement work with more recent work clearly signposted so changes in views and priorities can easily be seen

• Represents a continuous conversation

with our customers over several years

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The Online Community A new channel for PR19, now business as usual

• A community of 500 customers, representative of all socio-

economic and AW segments, spread around our region

• Three activities a

month, incentivised

• We can ask them

anything!

• They participate in

discussions, post pictures and videos, vote in polls and pin comments on material we share with them

• Moderated by Incling

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The Online Community Participants can share photos and drawings

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The Online Community Simple polls gauge proportion of support or agreement

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The Online Community Videos give direct qualitative insight into customers’ point of view

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Case study: Catchment Management Should we just pay farmers not to use pesticides?

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Case study: Catchment Management Should we just pay farmers not to use pesticides?

“NO!!” Tech Savvy

Key question: To what extent do you agree that incentivisation as an industry behaviour change mechanic is a viable solution to tackling chemical content found in water due to agricultural activity in Anglian Water’s catchment area and meet the need to reduce metaldehyde in order to comply with good level of water quality set by the EU?

“In English Please” Tech Savvy

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Case study: Catchment Management Starting the conversation

Capture spontaneous perceptions in creative ways

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Case study: Catchment Management An initial view

Quantify customers’ initial support around solutions

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Case study: Catchment Management Moving the conversation on

Share information and have an informed debate

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Case study: Catchment Management A two-way conversation that shifts perception

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Online Community – building relationships We feed back to the community how their views are shaping our plans

• Initially, there was a range of views expressed ahead of the business

plan consultation

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Online Community – building relationships We feed back to the community how their views are shaping our plans

• Once the plan was shared with them, they were delighted to see the

impact their views had made