'Water efficiency' is no longer just an industry slogan
Utility companies in this age can't ignore water efficiency and sustainability. Ignoring this directly impacts the ability to win business. Customers are increasingly conscious about the environmental impact of their water usage.
Both individuals and businesses are seeking a supplier which has a clear commitment to sustainability.
Castle Water felt that this important message was being lost in the old website and wanted it to be a bigger part of the brand.
'It's not just about saving money, it's about saving the planet. That message is currently lost on the website.'
There was only one page dedicated to water sustainability and it was lost deep in the IA. Since going live the page had only seen 0.19% of all traffic. We would need to change this.
Self-service is a must
Customers want as little contact with their water supplier as possible. Generally, they want to exchange information (meter reads in exchange for accurate bills) with minimal friction and without human intervention. Outside of that, contact is primarily only when things have gone wrong.
"Customers now expect prompt service regardless of whether or not their utility is open... The good news is that they don't necessarily expect to reach a customer service representative 24/7; your website operates 24/7 and your customers expect to be able to handle their business 24/7 online." - WaterSmart.com, How to get customers to stop calling customer service and start self-serving online, 2018.