Water Corporation and The Brand Agency have, over the past 12 months, partnered to transform how the utility communicates with its customers.
Like many large organisations, Water Corporation’s sheer size, multiple business units and high volume of customer communications were resulting in an inconsistent customer experience. Over the course of this complex strategic project, The Brand Agency delved deep into the customer communication landscape, mapping the maze of messages and communication channels being used, identifying cost-to-serve issues, and providing an actionable framework for aligning and streamlining how the organisation contacts and interacts with its 1.1 million customers.
“To create an effortless experience for over a million WA customers, you’ve got to go beyond just journey mapping,” said Digital Strategist Simon Thuijs, a lead on the project. “You need collaborative teams, integrated systems, and an appetite to embrace digital rather than fear it. Water Corporation are edging ahead of many other similar organisations because they understand this. They’re planning for the long term.”
“Our expertise in technology and customer experience has equipped us to solve client challenges that go well beyond the typical marketing brief,” said The Brand Agency’s Head of Interactive Strategy, Matt Popkes.
Still in a relatively early stage of execution, this effort is setting the groundwork so that in the future, Water Corporation customers will have more control of where, when and how they hear from the organisation.
“Improving customer experience is an important driver for Water Corporation,” said Water Corporation Head of Customer Strategy and Engagement, Karen Willis. “As customer expectations continue to increase we need to keep pace with their needs, particularly when it comes to communications. We want to be able to provide customers with more of the type of information they want and less of what they don’t.”
See a case study of the project HERE.
Client: Water Corporation
Head of Interactive Strategy: Matt Popkes
Digital Strategy: Simon Thuijs
Senior Account Director: Evan Murie
Design: Clayton West, Janice Law