Customer Engagement for PR19 and beyond A summary of the engagement work so far CCWater Public Meeting 7 November 2018 Carolyn Cooksey – Head of PR19 Strategic Stakeholder Engagement
Customer engagement for PR19 and beyond Why – background and context • We have always engaged with customers for Price Reviews – c50,000 at PR14 • But this one was going to be different • Clear challenge from our Board and CEF as well as Ofwat 1
Customer engagement for PR19 and beyond Our objectives To run a programme of engagement activities and are genuinely co-created and designed with a • representative group of customers and other stakeholders (employees, CEF etc), with special attention paid to customers in circumstances that may make them vulnerable Demonstrate best practice customer engagement in a way that builds understanding and enables • stakeholders to recognize AW as a leader Be clear that we are interested in customers’ long term priorities • Have a big idea that is simply expressed , in a way that demonstrates value to the business • Be strategic and have a clear thread between the different elements of the programme, as well as • a clear view about how customer insight will drive decision making To engage with customers in our Anglian and Hartlepool regions in an efficient and proportionate • way Include brilliant and innovative activation ideas that create a positive and memorable brand • experience, while delivering genuinely useful information for the business Draw evidence from all the different channels through which we engage with customers and • triangulate the insights Be empowering for employees at every level, get them excited and provide clarity on how to help • deliver customer engagement, without having to ask permission Provide a leadership position on customer engagement that goes beyond the water industry • To positively influence business as usual activities ahead of the next price control period • 2
Customer engagement for PR19 and beyond Our strategy • To help deliver our objectives, we engaged Given London, a research, creative and brand agency who work with big brands like Virgin, Tui and Arcadia, to help co-create our customer engagement strategy, in March 2016 • This refocuses on engaging with customers when and how they want 3
Attention grabbing H 2 OMG • A funfair themed water festival in Norwich, with engagement activities designed to gather views on resilience • Attracted 33,000 visitors in one week • Supported prioritisation of demand side measures in WRMP , and to change in service level for emergency drought orders (1 in 100 to 1 in 200) 4
Natural connections Analysis of social media and online discussion • Analysis of all online content and discussion about Anglian Water April 2017 to March 2018 • Pollution and the environment is the most talked about topic • Money saving tips, leakage and traffic also feature 5
What did we do? Some headlines 6
So what - customer engagement summary – the Synthesis Report By outcome and portfolio area • Sophie Ahmad commissioned to analyse customer engagement sources and results, and write up an independent summary • Structured by outcome with subsections driven by customer priorities • Referenced by portfolio area, to enable investment planners to easily access relevant information • Starts with PR14 customer engagement work with more recent work clearly signposted so changes in views and priorities can easily be seen • Represents a continuous conversation with our customers over several years 7
The Online Community A new channel for PR19, now business as usual • A community of 500 customers, representative of all socio- economic and AW segments, spread around our region • Three activities a month, incentivised • We can ask them anything! • They participate in discussions, post pictures and videos, vote in polls and pin comments on material we share with them • Moderated by Incling 8
The Online Community Participants can share photos and drawings 9
The Online Community Simple polls gauge proportion of support or agreement 10
The Online Community Videos give direct qualitative insight into customers’ point of view 11
Case study: Catchment Management Should we just pay farmers not to use pesticides? 12
Case study: Catchment Management Should we just pay farmers not to use pesticides? “NO!!” Tech Savvy Key question: To what extent do you agree that incentivisation as an industry behaviour change mechanic is a viable solution to tackling chemical content found in water due to agricultural activity in Anglian Water’s catchment area and meet the need to reduce metaldehyde in order to comply with good level of water quality set by the EU? “In English Please” Tech Savvy 13
Case study: Catchment Management Starting the conversation Capture spontaneous perceptions in creative ways 14
Case study: Catchment Management An initial view Quantify customers’ initial support around solutions 15
Case study: Catchment Management Moving the conversation on Share information and have an informed debate 16
Case study: Catchment Management A two-way conversation that shifts perception 17
Online Community – building relationships We feed back to the community how their views are shaping our plans • Initially, there was a range of views expressed ahead of the business plan consultation 18
Online Community – building relationships We feed back to the community how their views are shaping our plans • Once the plan was shared with them, they were delighted to see the impact their views had made 19
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