YORKSHIRE WATER: 251% INCREASE IN DIGITAL CONTACT ACROSS WEBSITE

With the retail water supply market undergoing deregulation, an influx of competition into local markets increased the need for exceptional customer service to defend established customers from new competitors. Yorkshire Water partnered with Mediaworks to transform its digital service offering and reduce call centre demand. By providing a digital-first customer experience, we allowed Yorkshire Water’s customers to easily access answers to recurring queries through online search and content. By doing so, the Yorkshire Water customer service team were able to prioritise customers with the greatest need, increasing satisfaction and loyalty out in the market. This in turn defended its customers from new entrants and attracted customer from new regions in order to fuel growth.

Engagement

251%

Increase in digital contact across website year-on-year

Satisfaction

3000+

Increase in online incidents reported in the first three months

Adoption

44,000+

Call-back requests through online platform

Engagement

251%

Increase in digital contact across website year-on-year

In the past, traditional telephone-based methods were the primary channel of customer service. Yorkshire Water chose to embrace digital transformation and new technologies in order to create a frictionless customer experience and reduce costs from recurring queries answered by its call centres. Instead, these customers would be directed through digital-first channels.

To initiate its digital transformation, Mediaworks conducted a full review and re-design of the current customer journey and web platform.  Assessing performance and customer sentiment then testing and implementing changes meant we could improve the overall level of customer satisfaction.

We aligned these findings with internal data related to call volumes and queries to redesign key pages with the customer journey and user intent in mind.

All of these pages were tested to give statistical proof that the changes would improve levels of customer engagement and satisfaction. Overall, this resulted in a 251% increase in digital contact, 3,000+ registered online incidents, and a dramatic increase in survey scores, with 72% of Yorkshire Water customers recommending the improved customer service pages.

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