Research
Understanding customers’ views is critical in helping us develop our strategic plans and market research helps us collect this valuable information.
In February/March 2009 we commissioned a large piece of market research to test customer support for our final proposals in the light of the anticipated overall bill increase and the deteriorating economic climate. This covered a representative sample of 867 households and we asked customers what improvements they would not support having been given a fair estimate of the impact it would have on their bills.
Option |
Option cost per month |
Want to retain option |
Strike out option |
Would pay for more investment than in plan |
Reduce leakage |
9p |
77% |
10% |
49% |
More plant maintenance |
11p |
76% |
12% |
47% |
Fewer interruptions |
19p |
72% |
12% |
44% |
Meet demand growth |
11p |
70% |
15% |
50% |
Increase network capacity |
18p |
69% |
21% |
43% |
Fewer discolouration events |
20p |
64% |
21% |
43% |
More resilience |
35p |
57% |
22% |
41% |
Those sampled were also asked their preference between various levels of price increase and service and showed strong support for our proposals.
Option |
% support |
Bill increases of more than £4 per month and see wider improvements to service |
14% |
Bill increases of £4 per month and have service maintained and in some areas improved (as set out in our plan) |
44% |
Bill increases by the minimum of £2 per month but possibly see service deteriorate |
18% |
None of these – presumed as wanting less than £2 per month increase regardless of the impact on service |
17% |
Don’t know |
6% |
Overall, our research indicates 44% of customers were willing to pay an increase of a third in real terms for the improved service we were proposing. A further 14% would pay more for even greater levels of investment and service improvement but we believe this would impact too heavily on those who preferred lower levels or no increase in their bills.
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