Provide a seamless customer experience that drives efficiencies across the business

Digital take-up, channel shift and efficiency savings

Business and culture change. A shift to user centred thinking

What was the challenge

Dŵr Cymru Welsh Water takes pride in delivering essential services and as a ‘not for profit’ company with no shareholders, focusing on the best interests of its customers.  

The water industry is evolving at an unprecedented rate.  Changes in industry regulation and technology coupled with ever evolving customer need, create an exciting, challenging and fast paced environment that is expected to drive rapid transformation, particularly in relation to the way customers interact with Dŵr Cymru Welsh Water’s services.

Dŵr Cymru Welsh Water recognised that in order to meet its vision of ‘earning the trust of customers every day’, services should be organised around the needs of customers rather than a business or regulatory process, allowing them to achieve their goal. 

This shift in thinking created the ambition to provide a seamless customer experience and deliver efficiencies across the business, freeing up time to help serve those customers who need it the most.  The primary focus was on transforming the way a customer interacts with their online bill and improving the online experience in relation to the highest volume transactions, like setting up a Direct Debit or moving home. 

Dŵr Cymru Welsh Water already had a digital offering around online billing and transaction services, but these services were no longer meeting the needs of customers.  Take-up of paperless billing through the online billing platform was slow and the platform was limited in what it offered to customers. The services provided through the website needed to be manually processed by a member of the Dŵr Cymru Welsh Water team with no real-time confirmation of the outcome to the customer. In addition, there were a few historic challenges relating to the delivery of large scale customer-centred transformations of this scale so the Dŵr Cymru Welsh Water team recognised the need to radically change the ways of working and think differently about the role of the customer in the change process. 

What we did

We were asked to support Dŵr Cymru Welsh Water in their journey and lead the delivery of their digital transformation programme. It was important to make sure customers remained at the heart of decision making throughout the process and there was a clear link between the things the team did on a day to day basis and the outcomes the change need to deliver. Our team led the programme providing hands on delivery support alongside strategic advice and knowledge transfer.

This involved:

  • Ensuring there was a focus on outcome based delivery that made a tangible difference to the business and their customers 
  • Embedding ongoing customer insight and user research into the delivery process and ensuring services were designed to meet user needs
  • Establishing new ways of working highlighting the value of agile and incremental ways of working as well as promoting developing in house skills 
  • Facilitating a change in culture that supports continuous delivery and responsive decision making based on changing business and user need


  • 97% customer satisfaction feedback for online services
  • Automation of over 60% of all online transactions and around 50% of all contact being received digitally 
  • Over 20% of customer registered for online billing, growing by around 15,000 new registrations a month.  
  • Significant efficiency savings enabled to support the reduction in operating costs from the 2019/20 baseline.

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