Water utility websites: Moving from good to great

Jordan Schuster (Intern @ Valor) and Janani Mohanakrishnan (Chief Delivery & Product Officer @ Valor)

In the modern world, there is one thing as ubiquitous to Americans as water: the internet. The time that U.S. users are spending on websites and mobile applications continues to grow, and standards for visually appealing and informative content is higher than ever before. A great website can even be the deciding factor when a customer is choosing between competitors. When it comes to water though, customers rarely have a choice. Therefore, many water utilities have little incentive to provide a great customer experience through their websites. A recent study by J.D. Power noted that water utilities lag in satisfaction with their websites compared with gas and electric utilities, particularly in the areas of being able to update service, account login, make a payment, and review account information. This got us chatting internally at Valor, and we decided to do a quick study of twenty-five water utility websites to assess current state and develop our recommendations for a great customer experience.

THE STUDY

We identified twenty-five water utilities in total across the U.S. The distribution by region is presented below. Within each region, there was a mix of small and large sized utilities, and a mix of public and private utilities.

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We assessed these utility websites for five key performance metrics – Clear Bill Pay Access, Helpful Menus, Visual Appeal, Water Efficiency Content, and Report a Problem. Success was determined as the ability to either access the relevant content or gain the impression associated with the metric, in five seconds of opening the website.

THE FINDING

In general, the quality of the water utility websites we examined were pretty good. The table below summarizes how the websites performed against our metrics. There was no website that failed on all performance metrics. An unexpected finding was that over a quarter of the websites did not have the Report a Problem feature clearly listed. This is interesting since it would limit customer engagement with the website, and also prevent utility companies from having quick notice of major leaks or other customer issues. It is possible that utilities provide this information to their customers through other communication channels; this was beyond our scope to investigate. Another interesting finding was that not all utilities had water efficiency measures or conservation messaging prominently in the menu, or somewhere on the main page so that users would be inspired to learn more. This was especially lacking amongst the Northeastern utilities studied. It raises the question: Should we expect water awareness content from our utilities ALL the time, or only when there is drought?

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GETTING TO GREAT

How can water utility websites move from good to great? While the current state of utility websites is acceptable, we predict that more customers will want a great experience every time they access the utility website. With the plethora of talent in web design, and the reasonable costs for web engineers, there really is no excuse for not keeping websites up to date and customer-centric.

Here are a few features that would take water utility websites to the next level.

  1. Mobile App page – to download Bill Pay and Account Management Apps

  2. Text and Tweet links – for Alerts, Service Issues, and Feedback

  3. Photo and Video clips – that provoke Thought, and convey Customer Appreciation

  4. Multiple Language Translator functionality – for non-native English speakers

  5. Single sign on for all utilities that the customer uses – e.g. water, gas, electric

WHAT CAN I DO TODAY AS A CUSTOMER?

Check out your water utility’s website and mobile applications, and send them a quick message with your feedback. Let’s help our water utilities create websites that get us the right level of content whenever we want it. Water is earth’s most precious resource, and water utilities and their customers need to work hand and hand to move towards a better, wetter future.