Transforming customer experience through digital innovation

Yorkshire Water partnered with Mediaworks to transform its digital service offering and reduce call centre demand.

By providing a digital-first customer experience, we allowed Yorkshire Water’s customers to easily access answers to recurring queries through online search and content.

With the retail water supply market undergoing deregulation, an influx of competition into local markets increased the need for exceptional customer service to defend established customers from new competitors.

Due to a legacy CMS, Yorkshire Water were unable to develop or amend their digital platform in a cost-effective way, meaning customer satisfaction was being impacted. Previous focusses within the business had not been aligned to their core strategies of bettering the customer experience, meaning that self-serve journeys had not been implemented on-site and call centre wait times and staffing resource were increasing. 

After conducting a full review of and redesign of the current web platform, we developed a self-serve solution that mirrored call centre questions.

Using customer polling and onsite analysis to identify opportunity for other topic areas that would improve the online customer journey.

Mediaworks embedded within Yorkshire Water’s team, aligning our efforts with their customer-centric values. We began with a comprehensive review of the customer journey and existing web platform to understand the barriers to a positive digital experience. Our solution included a CMS migration from Drupal to Umbraco, allowing greater flexibility and scalability for Yorkshire Water’s digital presence.

To promote a shift towards self-service, we implemented an online reporting tool mirroring common call centre inquiries, enabling customers to resolve high-volume issues independently. Analysis and customer feedback revealed content gaps, such as ‘understanding your bill,’ which led us to design an interactive tool for bill browsing. This feature allowed customers to access detailed explanations, reducing the need for call centre assistance. Through iterative feedback and testing, we refined the platform to meet user expectations, ensuring it was intuitive, informative, and aligned with Yorkshire Water’s commitment to a user-first experience.