Innovating Trust: Northumbrian Water’s Customer-Centric Strategies

As the Head of Marketing and External Communications, Jennie leads initiatives aimed at enhancing customer engagement and promoting environmental sustainability.

Q: How can the water industry build trust and regain a positive reputation?

A: Building trust requires transparency, consistent engagement, and delivering on our commitments. At Northumbrian Water, we’ve implemented initiatives like our ‘Bin the Wipe’ campaign to address environmental concerns and educate customers on proper waste disposal. Additionally, our ‘Unrivalled Customer Experience Strategy’ focuses on understanding and responding to customer needs, ensuring they feel heard and valued. However, the industry faces broader challenges, such as addressing the environmental impact of sewage discharges, which have raised public concerns and scrutiny.

Q: What role will technologies like smart metering play in improving customer experience?

A: Smart metering empowers customers with real-time data about their water usage, promoting informed decisions and conservation efforts. For Northumbrian Water, integrating smart meters aligns with our commitment to innovation and sustainability, allowing us to detect leaks promptly and provide accurate billing, thereby enhancing customer satisfaction. This technological advancement is crucial as the UK anticipates increased water demand due to population growth, projected to rise from 67 million in 2020 to between 75 and 79 million by 2050.

Q: How should the water industry use behavioural science principles to influence customer behaviour?

A: Applying behavioural science helps us design initiatives that resonate with customers’ values and habits. For instance, our ‘Bin the Wipe’ campaign leverages insights into customer behaviour to reduce sewer blockages caused by improper disposal of wipes. By understanding motivations and barriers, we craft messages that encourage positive environmental actions. Additionally, addressing issues like the misuse of sewer systems is vital, as evidenced by recent concerns over sewage contamination in UK waterways.

"The water industry is evolving fast, and at Northumbrian Water, we’re committed to leading through digital innovation. By investing in technology and upskilling our people, we’re ready to meet future challenges and deliver exceptional service"

Q: How will digital technologies like chatbots and content personalisation improve the customer experience?

A: Digital technologies enable us to offer 24/7 support and tailored interactions. Our collaboration with Aiimi led to the creation of a digital twin of customer experiences, allowing us to predict satisfaction levels and proactively address issues. Implementing chatbots and personalised content ensures customers receive timely, relevant information, enhancing their overall experience. This is particularly important as the industry addresses challenges such as aging infrastructure, which has been linked to increased sewage discharges, impacting customer trust and environmental health.

Q: Is the water industry ready for the scale of change that’s coming, from a regulatory, investor, and workforce perspective?

A: The water industry is at a pivotal point, facing evolving regulations, investor expectations, and workforce dynamics. At Northumbrian Water, we’ve embraced a digital vision to be the most digital water company globally, reflecting our readiness to adapt and lead. By investing in technology, fostering innovation, and upskilling our workforce, we’re prepared to meet future challenges and continue delivering exceptional service. However, the industry must also address broader issues such as aging infrastructure, which has led to increased sewage discharges, and the need for significant investment to modernise systems and restore public trust.

Q: How important is it for the water industry to partner with external businesses that share the same values and aim to make a difference?

A: Collaborating with like-minded external partners amplifies our impact and drives meaningful change. A prime example is our ‘Walking for Water’ challenge, where our team, sponsored by Mediaworks, undertook an 85-mile trek along Hadrian’s Wall to raise awareness and funds for WaterAid. This partnership not only supported a vital cause but also strengthened our relationships with stakeholders who share our commitment to sustainability and community engagement.

Q: Can you elaborate on Northumbrian Water’s community engagement initiatives?

A: Engaging with our communities is central to our mission. Through our ‘Just an Hour’ programme, employees volunteer their time to support local projects, reflecting our dedication to community well-being. Our ‘SuDS for Schools and Communities’ initiative educates schools on sustainable drainage solutions, promoting environmental stewardship from an early age. Additionally, our ‘Thriving Catchments’ partnership with The Rivers Trust focuses on improving water quality and biodiversity through collaborative efforts. These initiatives demonstrate our commitment to working alongside communities to create a positive environmental and social impact.

Q: What does the future look like for water companies in the UK?

A: The future of the UK’s water industry is poised for significant transformation, driven by technological innovation, environmental imperatives, and evolving customer expectations. Embracing advanced technologies such as smart metering, artificial intelligence, and realtime data analytics will enhance operational efficiency and customer engagement. The industry must also address critical challenges, including climate change impacts, aging infrastructure, and population growth, necessitating substantial investments in resilient and sustainable water management systems. Collaborative efforts among water companies, regulators, and communities are essential to ensure a secure and sustainable water future for the UK.