Identifying key moments to increase customer satisfaction

Like most companies Anglian Water puts a tremendous amount of time, energy and resources into making sure that every one of its four million customers receives the best possible service. The principle way that customer satisfaction is measured is via surveys that the water regulator OFWAT carries out for all water companies.

This can present a problem though. As any persuasion researcher will tell you, people typically don’t remember every detail of their experience. Instead what looms largest in people’s memory is either the high (or low) point of an experience and what happens at the very end. As a result customer satisfaction surveys record people’s memories of the experience they had but not necessarily the experience itself.

In collaboration with Anglian Water managers and supervisors INFLUENCE AT WORK identified specific ‘moments’ in customer interactions when an opportunity to provide a great customer experience that would be etched into their memory existed. We then worked with team leaders to design a series of workshops that they rolled out to over 400 engineers and customer service staff.

Client
Anglian Water
Year
2015
Service
Consultancy & Training