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Customer Participation Report

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Customer Participation Report From customer consultation to a culture of customer participation: THE NORTHUMBRIAN WATER GROUP AMBITION www.nwl.co.uk | www.eswater.co.uk | 1 CONTENTS ABOUT THIS DOCUMENT PAGE 4 FOREWORD PAGE 5 INPUTS FROM OUR WATER FORUMS PAGE 6 CUSTOMER PARTICIPATION: WHAT IT IS AND WHY IT IS NEEDED IN THE SECTOR PAGE 8 THE CUSTOMER PARTICIPATION MODEL PAGE 10 WHERE WE ARE ON OUR JOURNEY PAGE 12 OUR FUTURE VISION FOR CUSTOMER PARTICIPATION PAGE 19 DELIVERING OUR VISION PAGE 29 NEXT STEPS PAGE 32 2 | www.nwl.co.uk | www.eswater.co.uk www.nwl.co.uk | www.eswater.co.uk | 3 ABOUT THIS FOREWORD DOCUMENT This document tells the Authentic and true customer participation is an In publishing our report at this stage of the Customers are at the heart of our business. This notion of control, along with trust, There is no reason why those in the water exciting prospect for the water industry and one journey we hope to demonstrate our ambition and This guiding principle has directed all that we is key, we feel, to the sector maintaining sector, who supply essential services, should story of where we are that can set us apart. However, there is more to do commitment to customer participation as well as do as a company over many years, including its legitimacy in the long term. not aspire to become leaders in this field. before customer participation becomes an integral to contribute to the debate on how the sector can the way in which we have consulted with on the journey to involve part of how we all do business. We are committed draw on the interests, points of view, experience customers and taken their views into account. The excitement the report’s publication created This level of change will require a great deal of customers of water and to making this step change in our thinking and and knowledge of customers in shaping services. prompted us to take stock of where we had got to commitment from the sector. However, we know we see this document as an initial marker along In the past few years, however, we have started in our own approach and to use the ‘FACE’ analysis from experience that customer participation wastewater services in the that journey. We would very much like to work with other to take our interactions with customers further in the ‘Tapped In’ report to identify the steps we leads to more creative and innovative solutions design and delivery of their colleagues from the water sector, or more broadly, – moving from consulting and listening, to need to take in order to place ourselves at the and more dynamic and meaningful relationships. To help us in the task we are using the analysis as we move forwards towards greater customer something deeper and more meaningful. frontier when it comes to customer participation. Importantly, the process itself helps cement future customer experience. provided in the ‘Tapped In’ report, which was participation, and would welcome thoughts, the emotional and cultural connection between commissioned by Ofwat and produced by comments and ideas: This shift developed in part from the benefits Change within the sector needs to be fast company and customer, leaving customers with a Corporate Culture in March 2017. In addition, we saw when we co-created our ‘Unrivalled paced and we are keen to share our experience much stronger sense of ownership of their services we are using the latest academic research into @NorthumbrianH2O, @ESWH20, Customer Experience’ strategy in 2015. and to learn from others. A collaborative and of the value of water for their everyday lives. participation to challenge our thinking and make or email [email protected]. approach between companies, along with sure our future approach is groundbreaking. When Ofwat published its ‘Tapped In’ report, customers and employees, will be helpful earlier this year, much of what it said resonated as we define, as a sector, what leading H Mottram OBE strongly with us. We support the view, set out customer participation should look like. Chief Executive Officer in the report, that customer participation taps into a wider movement to connect people There is much to be learned too by looking to the things that matter in their lives, giving at the practices of leading organisations them not only a voice but also more control. within other types of businesses. 4 4| |www.nwl.co.uk www.nwl.co.uk | |www.eswater.co.uk www.eswater.co.uk www.nwl.co.ukwww.nwl.co.uk | |www.eswater.co.uk www.eswater.co.uk | |55 INPUTS FROM OUR WATER FORUMS We have engaged with We held a working session with the Forums in June, Similarly members discussed how we might where we shared details of the FACE framework identify what is likely to motivate customers our Customer Challenge for customer participation, and explored into more participative relationships. Other members’ views and experiences on the subject. helpful contributions included the direction Groups, the Water Forums, to use more positive and active language, as on our evolving customer The session provided an opportunity for this tends to lead to active engagement. members to challenge the company and to participation story. identify any areas where they felt customer We will continue to share our participation participation can and should be strengthened. strategy with Water Forum members and to incorporate their challenges and Forum members provided very valuable insights into our work in this area. inputs and made a range of contributions. For example, members pressed us to find out more about why some customers do not wish to engage – to understand what might act as barriers to engagement. 6 | www.nwl.co.uk | www.eswater.co.uk www.nwl.co.uk | www.eswater.co.uk | 7 CUSTOMER PARTICIPATION ENGAGING CUSTOMERS IN WHAT IT IS AND WHY IT IS NEEDED IN THE SECTOR SHAPING FUTURE SERVICES WHAT ARE THE BENEFITS OF CUSTOMER PARTICIPATION? Customer participation is Launching the ‘Tapped In’ report earlier this year, TRADITIONAL CO-CREATION We believe that greater Customers and communities have local As customers become more engaged, so Ofwat’s CEO Cathryn Ross called on companies APPROACH (NOW) knowledge and expertise that can be does their understanding of the role the “the active involvement of to “think differently and more radically” about how customer participation and channelled to solve problems and identify sector plays, their ownership of the issues they view customers. (OLD) innovative approaches. it faces, and their appreciation of the value customers in the design, co-creation within our own of water. production, delivery, Rather than seeing customers as passive recipients business, and for the sector Active participation changes the dynamic, of services, the sector should see customers as Active change bringing a creativity that simply does not Passive input Customers sit at the centre of the water consumption, disposal and active participants, who have knowledge, skills and agents as a whole, makes sense for exist when customers are being consulted and wastewater value chains. This enjoyment of water, water creativity that can identify issues and opportunities a number of reasons: on a predetermined range of options. approach recognises that fact by putting and help find ways to do things better. This might them fully at the heart of decision-making. include, for example, making improvements to Customer participation can generate services and the water Listening Dialogue the local environment, saving water or improving widespread behaviour change, Finally, water and sewerage companies environment in the home, at customer service. particularly when the sector works have relatively long-term relationships work and in the community. At the People as together on common issues. with their customers. Embedding The opportunity exists for companies to build on receiving end innovation customer participation acknowledges this the engagement they undertook at PR14, and to of and, over time, should help to reinforce decisions resources It is an attempt to connect innovate. This will deliver a stronger sector, one customer trust and confidence. that commands the trust of customers and is ready people to the things that for the future. Researching Understanding need experiences really matter in their lives… We agree that customer participation helps to to give them more control.” unlock value and build trust. Last year, as part of Real insight Reliance on our ‘Unrivalled Customer Experience’ strategy we from people (‘Tapped In’, Corporate Culture/Ofwat) ‘experts’ published our own assessment of the difference who matter that greater participation brings. 8 | www.nwl.co.uk | www.eswater.co.uk www.nwl.co.ukwww.nwl.co.uk | | www.eswater.co.uk www.eswater.co.uk | |9 9 THE CUSTOMER PARTICIPATION MODEL Ofwat’s ‘Tapped In’ report highlights four The model is a helpful basis to explore and assess strategic areas where action can be taken to the opportunities for and benefits of increasing increase customer participation, each with its own customer participation. objectives, engagement techniques and principles for delivery. They are: EXPERIENCES: ACTION: increasing customer customer behaviour change control of water in their actions, including saving home and of the customer water and helping to reduce experience. FUTURES: sewer blockages. customer participation to COMMUNITY: improve the current and community ownership future sustainability of water of particular aspects of in the lives of customers. water as an essential resource. 10 | www.nwl.co.uk | www.eswater.co.uk www.nwl.co.ukwww.nwl.co.uk | | www.eswater.co.uk www.eswater.co.uk | |11 11 WHERE WE ARE CO-CREATING OUR ‘UNRIVALLED ON OUR JOURNEY CUSTOMER EXPERIENCE’ STRATEGY Our commitment to One of our first steps To create the strategy we engaged with Through the process customers told us that the key customers, including those in vulnerable priorities for them were: customer participation is on the customer circumstances, supply partners and employees through a number of highly interactive Showing each customer that they evolving rapidly, in part participation journey was workshops across the areas we serve.
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