Services

All non-household customers may choose their water retailer and the heat is on, says Jo Mayes

No exceptions or excuses should be made for any sector when it comes to customer service.

I accept that it’s not always an easy task – and one that clearly some do much better at than others – but in a world of increased competition and increased scrutiny, excelling at customer service is and should be imperative.

A successful business can only truly grow and succeed if customer relationships are nurtured and the customer truly does come first.

Business Stream is the third largest retail water company in the UK and provides water and waste water services to a vast range of businesses, charities and public sector bodies.

Currently, our entire industry’s approach to customer service is being tested.

The Scottish non-household water market opened up to competition in 2008 and in April this year England followed suit.

This essentially means that all non-household customers can now choose their water retailer – much in the same way the energy industry has worked since deregulation.

The water sector is an example of an industry that has, historically, through its processes, systems and culture, been driven by what works best for the supplier and not for the individuals or organisations paying the bills.

A focus on chasing revenue at the expense of keeping hold of customers, along with a failure to recognise that customer experience can be a key differentiator in a competitive marketplace haven’t helped.

This is changing. The ever increasing competitive market along with pressure from consumer champions, the media and regulators is making a difference.

Much more needs to be done, though.

The first step is perhaps recognising and responding to the challenge.

We know we’re not perfect – I’d challenge any company that believes it is – and as a result we’ve needed to and are continuing to make customer focussed improvements.

It is also imperative that the responsibility around customer experience is shared across the entire business and not solely seen as that of those with customer service in their title.

The water industry is a relatively low-margin sector, which means all suppliers have less flexibility to attract and retain customers through discounts.

As a result, providing customers with a seamless and positive experience often becomes the differentiator.

This being the case, the industry should have even less of an excuse when it comes to complacency around customer service.

We no longer simply compare ourselves to our competitors, but against all successful retail businesses and it is only by doing this that we will achieve that gold standard of customer experience.

It’s about time utilities and other sectors upped their game - for their customers, for themselves and for their industry.

It’s a win-win scenario. ● Jo Mayes is Head of Customer Experience at Business Stream, which has its headquarters in Edinburgh.