Improving customer service: the fragility of perceptions

Graham Kerr

The author summarises, with several examples, Anglian Water's commitment to the proactive use of customer research to guide marketing and corporate strategy.

Improving customer service:the fragility of perceptions

Graham Kerr of Millward Brown summarises Anglian Water's commitment to the proactive use of customer research in decision-making

Graham Kerr
OVER THE LAST THREE years Anglian Water has worked closely with Millward Brown, initially via the use of trade-off techniques in developing a market plan for customer-funded investment to the year 2000 (submitted to OFWAT last year), and separately monitoring corporate equity on a continuous basis. More recently, in the wake of Anglian Water's first substantial TV advertising campaign and the company's controversial commitment to a compulsory water-metering programme, Millward Brown...

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