Social Research ¦ Market Research ¦ Behavioural Insight ¦ Evaluation ¦ SROI
Social Research ¦ Market Research ¦ Behavioural Insight ¦ Evaluation ¦ SROI
M·E·L Research has a strong and ongoing relationship with Consumer Council for Water (CCW), having delivered both quantitative and qualitative research to support CCW’s strategic priorities and operational improvement.
We have conducted an ongoing customer satisfaction tracking survey, providing CCW with regular and reliable insights into how customers feel about their experiences. In addition to this, we have carried out qualitative exploration of customers’ journeys when escalating a complaint to CCW—whether involving their water or sewerage company, or water retailer. These insights have helped to shape internal understanding of the customer experience at each stage of the complaints process.
Most recently, following the launch of CCW’s new Alternative Dispute Resolution (ADR) service in December 2023, M·E·L Research undertook a series of in-depth interviews in November and December 2024 with customers who had engaged with the complaints process. The goal was to gain a holistic understanding of the customer experience across all stages of the process, including ADR, and to identify service strengths and areas for improvement. This work revealed common frustrations and pain points shared across customer groups, as well as opportunities to enhance satisfaction and trust.
Throughout our work with CCW, we have supported the organisation’s goal of becoming a ‘Centre of Excellence for Complaint Handling’. Our research has not only examined what excellence means from an internal perspective but also, crucially, how it is defined by customers themselves. By segmenting customer journeys and satisfaction levels, we have created a framework to support continuous improvement and accountability.
In support of CCW’s upcoming Extra Care Team, which aims to support customers with additional needs, we have advised on how research can inform its development. Drawing on our extensive experience working with vulnerable groups, we are helping ensure that this new offer is accessible, inclusive, and responsive to those requiring additional support.
Our approach to research has been flexible and collaborative. While we are fully equipped to manage the research programme in-house, we have also offered models that allow CCW to carry out parts of the fieldwork independently, with our support in design, setup, and analysis. This approach balances independence with efficiency, and ensures that high-quality insight is maintained.
Our recommendations have focused on:
Across the last three qualitative projects—focusing on customer journeys, defining excellent service, and shaping the new Dedicated Support Team—consistent themes have emerged:
We believe these principles are fundamental to delivering higher levels of customer satisfaction and are crucial for both individual advisors and CCW as an organisation.
