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Press Notices

15 November 2002

JOINT STATEMENT FROM DEPARTMENT FOR ENVIRONMENT, FOOD AND RURAL AFFAIRS, WELSH ASSEMBLY GOVERNMENT, OFFICE OF WATER SERVICES, WATERVOICE, WATER UK, ENVIRONMENT AGENCY, DRINKING WATER INSPECTORATE, ENGLISH NATURE AND WILDLIFE & COUNTRYSIDE LINK

RESULTS OF FIRST EVER JOINT INDUSTRY RESEARCH INTO CUSTOMERS’ VIEWS ON WATER AND SEWERAGE SERVICES PUBLISHED TODAY

Results of the first ever joint research into water and sewerage customers’ views on the service they receive are published today.  Major stakeholders in the water and sewerage industry have agreed to co-operate on a joint customer research project in preparation for the next review of water and sewerage prices.

This research was commissioned jointly by:

Ofwat has begun the process of reviewing price limits that water companies will charge their customers in 2005-10.  The results of this research provide key stakeholders and the Government with a better understanding of customers’ views of the water industry and their priorities for the scope and pace of improvements to the water environment, drinking water quality, sewerage services and customer services.

The stakeholders expect to undertake further market research into customers’ views next year.  The second stage of the market research is likely to explore customers’ views on the need for particular improvements to the various aspects of the water and sewerage service they receive and the impact on their bills.

Key results from the current customer survey show:

Customers’ Views and Needs in Respect of the Water Industry

·        Satisfaction with both tap water supply and sewerage services is high (87% and 81%, respectively).  For both services dissatisfaction is low (7% and 6% respectively).

·        Around two-thirds of respondents are satisfied that they receive value for money from the water supply service (67%), and the sewerage service (65%). Just over one in ten are dissatisfied.

·        The current levels of the core water and sewerage services are highly rated.  A reliable and continuous supply is the most highly rated service aspect. It is substantially ahead of the next two well-rated aspects - the pressure of tap water and its appearance. 

·        The quality of river waters, of coastal and bathing waters and the protection of important areas of wildlife and plants are the least well rated, although the positive ratings still outweigh the negative ratings for all these service aspects.

How Customers’ Views are placed within a wider Social and Economic Context

·        When asked to choose from a list of quality of life issues facing Britain covering health, crime, education, 6% say that ‘water and sewerage services’ are in need of urgent attention and improvement, and 20% say the ‘environment’.

·        From a list of environmental issues, over a third (36%) consider ‘the water environment – streams, rivers, lakes, canals, wetlands and coastal waters’ to be the aspect in most urgent need of attention.  This is second only to ‘litter and household waste’ (53%), and ahead of ‘air quality’ (33%) and ‘nature conservation’ (27%).

The Priorities for Achievement of Programmes of Work for the Water Industry

·        The number of respondents ‘prepared to pay more’ for improving the reliability of supply, tap water safety, and infrastructure maintenance, far exceeds the number who say they feel the current service level needs improving.  In the quantitative survey customers were not asked to rate the service in terms of importance.  Evidence from the focus groups suggests that the reason for the difference in views is due to the importance people attach to those services close to their home. Respondents were willing, if necessary, to pay more to improve ‘important’ aspects of the service, even if they themselves did not feel the need for urgent improvement.

·        Throughout respondents’ ratings on current levels of service, the need for improvement, the urgency and worth paying more for them, three aspects consistently emerge, although not necessarily with majority support.  These are - the quality of coastal and bathing waters, of river waters, and protecting important areas of wildlife and plants. Two other aspects also feature among respondents priorities: ‘avoiding the risk of homes being flooding by sewage’ (particularly in terms of being worth paying more to improve), and tap water taste and smell (especially in terms of urgency).

The Extent of Customers’ Willingness to Pay for the Delivery of Programmes of Work

·        Respondents were questioned on the amount they would be prepared to pay (using illustrative amounts) for improvements to the water and sewerage services and the water environment.  25% of the total sample say they would not be prepared to pay any more on their annual water and sewerage bill to fund improvements to the services.  27% say they would pay up to £2 more per year and a further 31% would pay up to £5 per year.  12% say they support an increase to their bill of more than £5 per year to pay for improvements; 5% do not know.

·        25% say they would be ‘very concerned’ if the improvements to the aspect they selected as their top priority ‘had to be delayed to keep customers’ bills down’. 44% would be ‘fairly concerned’, 21% would be ‘not very concerned’, and 4% would be ‘not at all concerned’, 5% did not know.

·        The customers’ “message to decision makers in the industry on their views on the scope and pace of potential improvements” does include some desire for improvements regarding five aspects. These are: maintaining the quality of coastal and bathing waters, maintaining the quality of river waters, protecting important areas of wildlife and plants, avoiding the risk of homes and gardens being flooded with sewage and tap water taste and smell.  However, respondents are divided on the degree of improvement needed, the amount they are prepared to pay (if anything) and on the urgency of any improvements.

Notes for Editors

1.      The joint market research involved 10 focus group held across England and Wales in May and June, 2002; followed by 2,076 face to face quantitative interviews with customers in England and Wales during July and August, 2002.  MORI carried out the research and reported on the findings.

2.      The executive summary of the report is attached below.  A full copy of the report as well as the Welsh version of the questionnaire is available from each of the stakeholders’ websites listed below.  Hard copies of the report are available from the Ofwat library 0121 625 1300.  Data tables are also available for examination at the Ofwat Library, Office of Water Services, Centre City Tower, 7 Hill Street, Birmingham, B5 4UA.

3.      Descriptions of the stakeholders’ roles and responsibilities with details of contact points for media enquiries and website addresses for electronic copies of the report are given below:

Department for Environment, Food and Rural Affairs (Defra) and the Welsh Assembly Government

Responsibility for regulation of drinking water quality and environmental standards and for setting the overall policy framework and vision for the price review, lies, in England, with the Secretary of State for Environment, Food and Rural Affairs, and in Wales with the Welsh Assembly Government’s Minister for Environment.

All media enquiries to:

Jean Train
Communications Directorate
DEFRA
Nobel House
17 Smith Square
London
Tel: 020 7238 6698
Fax: 020 7238 5529
www.defra.gov.uk

Andrew Mathias
Communications Directorate
Assembly Government
Cathays Park
Cardiff
CF10 3NQ
Tel: 029 2089 8557
Fax: 029 2089 8560
www.wales.gov.uk

Office of Water Services (OFWAT)

The Director General of Water Services supported by Ofwat is the economic regulator. Ofwat’s primary role is to ensure that licensed companies can carry out and finance their functions to supply water and treat sewage, and to set price limits for all the water and sewerage companies in England and Wales. Ofwat also acts to protect customers by ensuring there is no undue discrimination in the way companies fix and recover charges, and that standards of service that customers receive are safeguarded.

All media enquiries to:

Karen Loly
Press Officer
Office of Water Services
Centre City Tower
7 Hill Street
Birmingham
B5 4UA
Tel: 0121 625 1496
0121 625 1346
www.ofwat.gov.uk

WaterVoice

Customers’ interests are represented by WaterVoice. WaterVoice operates through nine committees in England and a committee for Wales with statutory duties to represent the interests of all customers of the water and sewerage companies. The ten WaterVoice committee Chairmen form the WaterVoice Council, which deals with issues at national and European level.

All media enquiries to:

Andrew Marsh
Senior Communications Officer
WaterVoice
Centre City Tower
7 Hill St
Birmingham
B5 4UA Tel: 0121 625 3637
Fax: 0121 625 1444
www.ofwat.gov.uk

Water UK

Water UK is the industry association that represents all the UK water and sewerage organisations at national and European level.

All media enquiries to:

Barrie Clarke
Director of Communication
Water UK
1 Queen Ann’s Gate
London SW1H 9BT
Tel: 0207 344 1804
Fax: 0207 344 1853
www.water.org.uk

Environment Agency (The Agency)

Environment Agency is the non-departmental public body that champions the protection of the environment, with vested legal duties, responsibilities and powers. The Agency regulates many activities and processes that impact on the environment, including industrial and business activities that cause, or have the potential to cause, pollution to air, land and water. At the same time it must have regard to the conservation of features of special interest. The Agency also regulates the abstraction and storage of water, the exploitation of freshwater fisheries and the use of certain river navigations.

All media enquiries to:

National Press Office
Environment Agency
Millbank Tower
25th Floor
21-24 Millbank
London SW1P 4XL
Tel: 0207 863 8710
Fax: 0207 863 8650
www.environment-agency.gov.uk

Drinking Water Inspectorate (DWI)

DWI’s main function is to check that the water companies in England and Wales supply water that is safe to drink and meets the standards set down in Water Supply (Water Quality) Regulations.

All media enquiries to:

Milo Purcell
Principal Inspector
Drinking Water Inspectorate
Floor 2/F4
Ashdown House
123 Victoria Street
London SW1E 6DE
Tel: 0207 944 5993
Fax: 0207 944 5969
www.dwi.gov.uk

English Nature

English Nature is the statutory body that champions the conservation and enhancement of the wildlife and natural features of England. English Nature does this by advising on nature conservation issues; regulating activities on special nature conservation sites in England; and helping others to manage land for conservation.

All media enquiries to:

Alison Giacomelli
Freshwater Policy Officer
English Nature
Phoenix House
32-33 North Street
Lewes
East Sussex
BN7 2PH
Tel: 01273 476595 Fax: 01273 483063 www.english-nature.org.uk

Wildlife and Countryside Link (WCL)

Wildlife and Countryside Link brings together environmental voluntary organisations in the UK united by their common interest in the conservation and enjoyment of natural and historic environment. WCL represent 34 organisations supported by over 6 million people.

All media enquiries to:

Philip Burst
Water Policy Officer
Wildlife and Countryside link
2nd Floor
Frederick House
42 Frederick Place
Brighton
East Sussex
BN1 4EA
Tel: 01273 775333
Fax: 01273 220236
www.wcl.org.uk

A. Executive Summary

This report summarises the findings of a quantitative customer research project conducted among a representative sample of 2,076 respondents in England and Wales. The survey was preceded, and informed, by a qualitative study among 91 respondents in 10 focus groups.

The aim of this customer research project is to “inform decision makers on customers’ priorities for the water industry by providing a better understanding of customers’ views on the scope and pace of potential improvement programmes during 2005 to 2010”.

A1. CUSTOMERS’ VIEWS AND NEEDS IN RESPECT OF

THE WATER INDUSTRY

A1.1. Satisfaction with both tap water supply and sewerage services is high (87% and 81%, respectively). For both services dissatisfaction is low (7% and 6% respectively).

A1.2. Around two-thirds of respondents are satisfied that they receive value for money from the water supply service (67%), and the sewerage service (65%).  Just over one in ten are dissatisfied (13% and 11% respectively).

A1.3. Respondents were asked to rate current performance on fourteen aspects of the water and sewerage service on a scale ranging from ‘terrible’ to ‘excellent’. The current levels of the core water and sewerage services are highly rated, especially on the water supply side

A1.4. The most highly rated aspect is ‘a reliable and continuous supply’, with four in five rating it as ‘excellent’ or ‘very good’. Its ratings are well ahead of the next most highly rated aspects - the pressure of tap water, and its appearance.

A1.5. The other aspects do not attain such high ratings. However, for all the aspects, the positive ratings (‘excellent, very or fairly good’) far outweigh the negative ratings (‘terrible, very or fairly poor’). These ratings vary from 95% positive to 2% negative for the reliability of supply to 47% positive to 24% negative for the quality of coastal and bathing waters. Of the fourteen listed service aspects, nine are rated as ‘terrible’ or ‘very poor’ by no more than one in twenty; five are rated as ‘terrible’ or ‘very poor’ by no more than one in eleven.

A1.6. The least well rated aspects are ‘maintaining the quality of coastal and bathing waters and of river waters’. Just under half the sample are positive, with a fifth rating the current levels of service as ‘excellent or ‘very good’.

Between a quarter and a fifth rate these aspects negatively (mainly ‘fairly’ poor rather than ‘very’ poor or ‘terrible’).

 

A1.7. ‘Protecting important areas of wildlife and plants’ is also among the least well rated aspects. Along with ‘smells from sewage works’ and tap water taste and smell, the incidence of negative ratings increases to around one in six.  On the other hand, at least half the sample are positive about these aspects.

A1.8. Less than one in ten award a ‘terrible’, ‘very or fairly poor’ rating to current levels of service relating to ‘tap water appearance’, ‘maintaining its safety’, ‘reducing hose-pipe bans’ and maintaining the infrastructure.

A1.9. Around one in eight rate the current the current levels of service on ‘preventing bursts and leaks’, handling customer queries, pressure and ‘avoiding the risk of homes and gardens being flooded with sewage’ negatively. At least five times as many rate the current levels of service on

these aspects positively.

A2. HOW CUSTOMERS’ VIEWS ARE PLACED WITHIN A

WIDER SOCIAL AND ECONOMIC CONTEXT

A2.1. When asked to choose from a list of quality of life issues facing Britain covering health, crime, education, etc, 6% cite ‘water and sewerage services’as in need of urgent attention and improvement, and 20% cite the ‘environment’.

A2.2. From a list of environmental issues, over a third (36%) consider ‘the water environment –streams, rivers, lakes, canals, wetlands and coastal waters’ to be the aspect in most urgent need of attention. This is second only to ‘litter and household waste’ (53%), and ahead of ‘air quality’ (33%) and ‘nature conservation’ (27%).

A2.3. When focusing specifically on aspects of the water environment, the ‘avoidance of damage by pollution to important areas of wildlife and plants’ is considered to be the aspect in need of most urgent improvement or more protection. This is mentioned by 57%, followed by ‘avoiding the risk of homes and gardens being flooded with sewage’ (30%) and ‘improving flood

A2.4. The majority of respondents make use of the water environment in England or Wales – one in five do not. Almost two-thirds (65%) have visited or walked on beaches or by coastal waters in England or Wales over the past year, and half have done so at inland waters.

A2.5. Over four in five (83%) agree that ‘the cost of protecting the water environment should be paid for by all who use or benefit, not just by those that pay the water and sewerage bills’. 97% agree that ‘industries that create water-polluting waste should pay to protect the environment’.

A3. THE PRIORITIES FOR ACHIEVEMENT OF

PROGRAMMES OF WORK FOR THE WATER INDUSTRY

A3.1. When asked to gauge the degree of improvement needed in the fourteen listed aspects of water and sewerage service levels, none is considered in need of ‘quite a lot’ or a ‘great deal’ of improvement by more than three in ten respondents. Three aspects are considered to be in need of ‘quite a lot’ or ‘a great deal’ of improvement by between 21% and 30% of respondents. These

are - the ‘maintenance of the quality of coastal, and bathing waters’ (30%), the ‘maintenance the quality of river waters’ (26%), and the ‘protection of important areas of wildlife and plants’ (21%).

A3.2. Tap water taste and smell, ‘avoiding the flooding of properties by sewage’ and ‘smells from sewage works’ are felt to be in need of ‘quite a lot’ or ‘a great deal’ of improvement by 16%, 15% and 15% of respondents respectively.

A3.3. The perceived need for improvements to other aspects of the service varies. Preventing bursts and leaks and maintaining the infrastructure, are felt to need ‘quite a lot’ or ‘a great deal’ of improvement by 13% and 12% respectively.

A3.4. Relatively low among respondents’ hierarchy of priorities for improvement, either in terms of need or urgency, are aspects such as tap water appearance, water pressure, reliability of supply and customer services. ‘Reducing hose-pipe bans’ is at the bottom of their list.

A3.5. As to the pace of improvements, the focus groups demonstrated how difficult it is for customers to respond meaningfully in terms of future time scales. Nevertheless, both the qualitative and quantitative findings indicate that, if any improvements are really necessary and urgent, those that relate to the environmental aspects of the service are more likely to be selected as among the two or three that are most urgent.

A3.6. However, the aspect selected more than any other as being the one in the most urgent need of improvement is tap water taste and smell (despite its overall ‘good’ rating among the great majority of the sample). It is closely followed by ‘maintaining the quality of coastal and bathing waters’. Both are selected as the most urgent by just over one in ten.

A3.7. Two other priorities also emerge as those that respondents consider to be urgent - the quality of river waters, and the protection of important areas of wildlife and plants.

A4. THE EXTENT OF CUSTOMERS’ WILLINGNESS TO

PAY FOR THE DELIVERY OF PROGRAMMES OF WORK

A4.1. Respondents tend to be consistent in their views as to which aspects are worth spending money on to improve (‘which may result in customers’ bills increasing’). The same three ‘urgent’ priorities emerge. Around a third of the sample say either ‘more’ or ‘a lot more’ should be spent on ‘maintaining the quality of river waters and of coastal and bathing waters’ and/or ‘protecting important areas of wildlife and plants’. ‘Avoiding the risk of homes and gardens being flooded with sewage’, maintaining the infrastructure and the safety of tap water also attract support from at least a quarter.

A4.2. The number of respondents ‘prepared to pay more’ for improving the reliability of supply, tap water safety, and infrastructure maintenance, far exceeds the number who say they feel the current service level needs improving. The evidence from the focus groups suggests that the reason for this difference lies in the greater importance people attach to these critical aspects of the service to their home. The quantitative survey did not ask customers to rate the aspects of the service in terms of importance.

A4.3. Moreover, for some in the focus groups, differentiating between the concepts of ‘importance’, ‘priority’ and ‘needing urgent improvement’ proved difficult. This meant that respondents were willing, if necessary, to pay more to improve ‘important’ aspects of the service, even if they themselves did not feel the need for urgent improvement.

A4.4. Many also place a high priority on those aspects ‘closer to home’ – those aspects of the service that relate to the supply of potable tap water. These are considered vital and, in respondents’ minds, ‘urgent’ and ‘a priority’. Over a fifth of respondents indicate they would support paying more for improving the taste and smell of tap water, its safety aspect, for preventing bursts and leaks, for maintaining the infrastructure and reducing smells from sewage works.

A4.5. Respondents were questioned on the amount they would be prepared to pay (using illustrative amounts) for improvements to the water and sewerage services and the water environment. 25% of the total sample say they are not prepared to pay any more on their annual water and sewerage bill to fund improvements to the services. 27% say they will pay up to £2 more per year and a further 31% will pay up to £5 per year. 12% say they support an increase to their bill of more than £5 per year to pay for improvements; 5% do not know.

A4.6. 25% say they would be ‘very concerned’ if the improvements to the aspect they selected as their top priority ‘had to be delayed to keep customers’ bills down’. 44% would be ‘fairly concerned’, 21% would be ‘not very concerned’, and 4% would be ‘not at all concerned’, 5% did not know.

The Views of Small Businesses

 

A4.7. The views of those respondents who are also involved in running a small

business differ little from those of other respondents.

Conclusion

A4.8. In 2002, respondents exhibit a relatively low awareness and concern for their water and sewerage services, but not necessarily for the water environment. The qualitative research revealed respondents often fail to make the link between the water that goes in and out of their home and the impact this can have on the water environment. It also revealed that many group participants also failed to see the connection between the level of their water and sewerage bills and the source of any money needed to fund improvements.

A4.9. The current level of water and sewerage services provided to their homes is highly rated. Most respondents see little need for improvement in this area. A substantial minority (between a fifth and a third) cites three environmental aspects where they feel improvement is needed:

- maintaining the quality of coastal and bathing waters,

- maintaining the quality of river waters

- protecting important areas of wildlife and plants.

A4.10. In terms of urgency and ‘worth paying more to improve’, respondents’ preferences include the three above, but also turn closer to home. When asked to identify the ‘most urgent’ improvements, there is little consensus.  Respondents select a wide variety of aspects, headed by ‘tap water taste and smell’ and closely followed by ‘maintaining the quality of coastal and bathing waters’ – both are chosen by over one in ten.

A4.11. The main aspects respondents feel are ‘worth paying more to improve’ concentrate on the four above. In addition, ‘avoiding the risk of homes and gardens being flooded with sewage’, ‘maintaining the safety of tap water’, ‘maintaining water and sewerage pipes’, ‘preventing bursts and leaks’ and ‘smells from sewage works’ also gain support from at least a fifth of the sample.

A4.12. Throughout respondents’ ratings on current levels of service, the need for improvement, the urgency and the worth of paying more for, three aspects consistently emerge, although not necessarily with majority support. These are - the quality of coastal and bathing waters, of river waters, and protecting important areas of wildlife and plants. Two other aspects also feature among respondents priorities: ‘avoiding the risk of homes being flooding by sewage’ (particularly in terms of being worth paying more to improve), and tap water taste and smell (especially in terms of urgency).

A4.13. The customers’ “message to decision makers in the industry on their views on the scope and pace of potential improvements” does include some desire for improvements regarding five aspects. These are: maintaining the quality of coastal and bathing waters, maintaining the quality of river waters, protecting important areas of wildlife and plants, avoiding the risk of homes and gardens being flooded with sewage and tap water taste and smell.  However, respondents are divided on the degree of improvement needed, the amount they are prepared to pay (if anything) and on the urgency of any improvements.

 


©MORI/Social Research Institute Marilyn Reid

17168, London Jessica Elgood

October 2002 Claire Gevaux

The 2004 Periodic Review: Research into Customers’ Views

 

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Published 15 November 2002
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