Aeuidhzsuic asiu dhaidu hicu asciu hasicu asicuas hicu

Understanding your audience
Darren Bentham - Southern Water
September 2012
Version 1.0
What are customers’ primary motivations?
How do customers feel ?
 “A lot of people will be ringing their
MPs complaining. I don’t like being
forced to do anything!”
 “My mum had four children. She
had to do all [the washing] in a bath
because she didn’t have a washing
machine. That poor woman used to
just struggle. And I think if we start
slamming meters on people, these
poor ladies [with large families] are
going to go back to the dark ages.”
 “It will make it fair which I totally
agree with. But I will suffer!”
 “There’s got to be profit in it. No
company will do anything unless
they’re going to come out smiling at
the end of it.”
Focus on:
• Perceived benefits of metering
• Concerns about how metering
might affect bills
• Distrust about the reasons for
universal metering
• Annoyance about lack of
choice.
Financially Stretched Families: Young
4.50
4.00
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0.00
31
/0
8/
20
11
14
/0
9/
20
11
28
/0
9/
20
11
12
/1
0/
20
11
26
/1
0/
20
11
09
/1
1/
20
11
23
/1
1/
20
11
07
/1
2/
20
11
21
/1
2/
20
11
04
/0
1/
20
12
18
/0
1/
20
12
• Bill swing RV to Metered £760.68
• 6 month bill forecast £752.87
• Average daily consumption between install
and switch 0.69 cubic meters
• Average daily consumption between switch
and 3 month letter 0.94 cubic meters
• Average daily consumption between 3
month letter and 6 month bill 0.36 cubic
meters
• Targeted customer
Large, young families, many single parents
Low incomes
Low rise council estates
High unemployment
Benefits claimants
Tabloid press
Likely to pay via plastic card
Extremely price sensitive
High estimated bill swing:24% increase
Most impacted segment
Service design
On the ground…..