This is the second in a series of Valor Water Analytics blog posts exploring water affordability, customer nonpayment, and potential solutions that enable utilities to deliver water more equitably and sustainably to all customers. You can read the first post here.
Where We Are Today: Identifying and Reaching Vulnerable Customers
By Stacey Isaac Berahzer; Christine Boyle, PhD; editing by Maryana Pinchuk
In our last blog post, we discussed affordability topics that have been relatively well-covered in the water industry and academic research: the definition and measurement of affordability in the context of water service delivery, and an overview of customer assistance program (CAP) creation and funding. Though not necessarily solved, these issues have been discussed in many publications and conference proceedings. In this post, we will discuss a topic that has received less coverage: how a lack of customer information and contact data makes it difficult for utilities to increase CAP enrollment.
Customer data: the Cap on CAPs
As detailed in our last post, a well-designed CAP can provide much-needed assistance for customers who chronically struggle to pay their water bills. In the last 10 years, CAPs have evolved to become more creative and sophisticated. Programming ranges from income-based rates programs such as the City of Philadelphia to home efficiency plumbing assistance for low-income customers, such as the Water Efficiency Program in Portland, Oregon. Participants in the Water Efficiency Program can have eligible fees reversed, including reminder fees and a range of eligible shutoff fees.
While programs demonstrate innovative approaches, a common challenge is reaching eligible customers and getting them to enroll in programs. No utility wants to go through the administrative and financial hurdles of creating a CAP, only to find that a large number of eligible customers are not taking advantage of the assistance. But without a strategy for marketing a CAP to the right audience in the right way, this is a serious risk.
Utilities face a variety of barriers to communicating with customers about CAPs, including language and cultural barriers, trust issues, and more. However, there are two fundamental barriers that we will explore in more detail below: 1) lack of accurate, up-to-date data on who utility customers are and ways to reach them, and 2) inability to communicate with renters and other customers who pay their water bills to a third party and not directly to the utility.
Customer data: Knowing your customers
In order to market CAPs to the right customers, a utility must know which customers are struggling to afford their water bills and be able to contact them.
Unfortunately, this is not as simple as it may sound. Some utilities lack even basic data on the identity of their customers. A utility facing this dilemma head-on is the City of Detroit Water. In recent years Detroit has invested in communication technologies (interactive voice response systems and smartphone-enabled applications) and bill payment systems (local payment points) to make it easier for customers to access information and pay their bills. Even with these improvements, however, the basic problem of customer information tracking has led service shutoffs in Detroit to increase. As Joel Kurth reported in 2017, “Detroit officials acknowledge they don’t know the identity of two-thirds of their customers because most bills are sent to “occupant,” and they don’t know if homes that are shut off are occupied.”
For utilities that do have more detailed information on their customers than just premise address, it may still be difficult to identify customers who are eligible for a CAP. Utilities do not typically track factors that could make it difficult for some customers to pay their water bills, such as whether customers are low-income or fixed-income seniors. Relying on historical data on past shutoffs/nonpayment may be tempting, but this may not provide much insight into which customers are struggling with affordability now or will struggle with this in the future – for example, if the service area is experiencing a large demographic shift, or if water rates will be higher during upcoming summer or drought periods. Lastly, many utilities do not collect customer contact data beyond physical addresses, but paper notices delivered in the mail may not be sufficient for reaching prospective CAP customers – especially those who change addresses frequently, such as students and short-term renters.
Hard-To-Reach: Broadening the definition of “customers”
To make matters even more difficult for utilities interested in marketing CAPs, many of their most vulnerable customers fall through the cracks because they pay their water bills to a landlord or as part of a home maintenance fee, not to the utility directly. Though it may not seem like they are the utility’s “customers,” these water users are no different from any other customer when it comes to needing safe water and not wanting their service to be terminated.
These customers make up an estimated 40% of low-income households in the US, making them a good target demographic for a CAP. But, because these “hard-to-reach” customers are usually not tracked in the utility’s billing system, the utility often has no way to identify or contact them. This population of customers demonstrates that outreach mechanisms must be tailored to specific customer types. Renters tend to be more transitory than other types of residential customers, making a land-line or an address unreliable contact channels. Instead, mobile phones may be a better way to reach these customers.
While the majority of water utilities are still wondering how (or even if) to design CAPs that help multifamily tenants who pay for their water service indirectly through rent, utilities such as Seattle Public Utilities (SPU) have made the leap. Seattle’s Utility Discount Program (UDP) provides a bill discount of 50 percent of the SPU bill for customers with an income at or below 70 percent of the state median income. This bill discount is even provided to hard-to-reach customers. SPU is able to do this by working with Seattle City Light to provide combined utility credits on hard-to-reach customers’ electricity bills. However, this is still the exception to the rule. Indeed, a key finding of a Water Research Foundation project to study the “hard-to-reach” customer issue is that “utilities typically do not have channels in place to effectively communicate and engage with the hard to reach.”
A path forward: changing the customer-utility relationship
Traditionally, the only way that a utility engages with its customers is through the water bill. But many other businesses today – from online marketplaces to banks and cellular data providers – make use of multiple communication channels to engage with their customers before, during, and after a transaction. As a recent J.D. Power survey indicates, this is the level of service that all customers expect from their service providers, including utilities.
We believe that tackling customer engagement challenges, including ones related to affordability, starts with adopting this mindset. The next step is developing customer data management practices that can enable utilities to understand and communicate with all of their customers, including those who struggle with affordability. This opens the door to advanced solutions and novel interventions to address affordability, which will be the topic of the next post in this series.