Water companies’ apps are “way off” the expectations of their youngest customers meaning they are missing “a clear opportunity” to raise awareness of their environmental and social work according to findings from a recent survey.
The survey, commissioned by market researcher, Echo Managed Services, polled adults under 24 and found that only 25% of bill payers among so-called Generation Z adults use water company apps to manage their accounts. In its report A New Wave of Customers Echo concluded that "Generation Z digital natives" lacked awareness of water company apps or were not convinced of their value.
The report noted too that 36% of those surveyed who were not responsible for a water bill claimed they preferred to use apps to manage everything.
“Water companies’ apps are therefore not meeting the expectations of, or the company hasn’t communicated them well enough to 11% of its customers,” according to the report. “Reducing this gap is important in light of research which shows that mobile is Gen Z’s channel of choice for all online activities,” it added.
Echo quoted January 2021 figures from the Institute of Customer Service’s UKCSI that showed app usage in the water sector was also below the level of that in the energy sector at 1.4% of water customers against 4.5% of energy customers. The UKCSI showed also that 12.7% of banking customers used their bank’s apps – the highest of any sector.
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