The water industry I hear you ask? An industry that probably isn’t in the forefront of your mind when you think about CSAT. Well, you may be surprised! I’ve been involved in user experience research for over 15 years, and if there’s one industry that takes CSAT very seriously it’s the water industry. The industry is highly regulated by Ofwat and includes the service incentive mechanism (SIM) which aims to measure and improve the service offered by water companies to its customers.
SIM includes both quantitative and qualitative measures which are consistently measured across all water companies. A quantitative measure is taken from the number of complaints and unwanted contacts received by a company, while a qualitative measure is based on results from a customer experience survey.
This focus on customer experience means that water companies are implementing formalised processes for measuring and ensuring a focus on customer experience and CSAT. Although it’s fair to say this focus is heavily influenced by the fact there are financial gains for great CSAT and penalties for low CSAT scores, other industries could definitely take learnings from the water industry approach to CSAT.
Research has shown a direct correlation between great customer experience and revenue. But many companies still fail to formalise their approach to customer experience. High CSAT scores result from delivering great customer experience, but this doesn’t happen by accident. It takes planning, time and budget to make it happen. Certainly for the water companies we have worked with, the introduction of SIM has led to this more formal approach to optimising customer satisfaction and they are seeing benefits in doing so.