Social Research ¦ Market Research ¦ Behavioural Insight ¦ Evaluation ¦ SROI
Social Research ¦ Market Research ¦ Behavioural Insight ¦ Evaluation ¦ SROI
The Consumer Council for Water (CCW) is committed to providing customers with a simple, effortless, and speedy experience for resolving complaints with their water companies, without resorting to legal action. They aim to act as the ‘voice of consumers’ and ensure fair assessments of complaints. To assess the current customer journey and gauge customer satisfaction, CCW commissioned MEL Research to conduct tele-depth qualitative interviews with consumers who had made complaints with their water companies, escalated to CCW, and further escalated to WATRS.
The study involved 20 tele-depth qualitative interviews with consumers. Participants were selected based on their experience with the complaints process and interactions with CCW and WATRS. During the interviews, participants were asked about their awareness of CCW and WATRS before making a complaint, their experiences throughout the complaints process, and their satisfaction with communication received.
The data collected from the interviews were thematically analyzed to identify common trends and insights. The identities of the participants were anonymized to ensure confidentiality during the reporting process.
There is an opportunity for CCW to position itself more strongly within the sector and become the primary point of contact for consumers with water-related complaints.
Strength in Communication: The study identified communication as a strong point for CCW. Participants were satisfied with the professionalism and frequency of communication from the organization. This positive aspect should be maintained and further improved to retain high customer satisfaction and trust.
Emphasizing the ‘Voice of Consumers’: The study highlights an opportunity for CCW to embrace its mission as the ‘voice of consumers’ more effectively. By aligning themselves with consumers from the early stages of the complaints process, CCW can position itself as a truly consumer-focused organization.
