The survey warns utility providers to mind the generation gap – older and younger people have markedly different attitudes to water and energy services. For older people, price predominates.


Younger users are more evenly split between those who most value customer service, those who most value price and those consider both equally important.

Younger consumers are open to more engagement with water and energy companies with a view to improving service, but are harder to please.


  • There is a groundswell of trust Consumers – especially younger people – broadly trust their water and energy providers. In contrast to some recent headlines, most people are satisfied with their utility provider.


  • There is appetite for ‘smart services’ — enabled by smart meters and remotely managed by the water or energy company.



  • Utilities must tailor service packages to different age groups: smart meters will give utility companies the information they need to tailor products to customer segments.



  • Don’t neglect the basics: customers still want accurate and transparent bills, responsive service and to be on the best tariffs.



  • Water and energy companies:  should build on smart meters and big data with omnichannel customer relationship managements systems to learn about and interact with customers in ways that were not possible before.

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