Customer Experience Management for Water Utilities : Marketing Urban Water Supply.
- 1st ed.
- 1 online resource (219 pages)
Cover -- Copyright -- Contents -- List of Figures -- List of Tables -- About the Author -- Preface -- Foreword -- Acknowledgements -- Chapter 1: Introduction to water utility marketing -- 1.1 Marketing Theory and Practice -- 1.1.1 Definitions of marketing -- 1.1.2 Service-dominant logic -- 1.1.2.1 First axiom -- 1.1.2.2 Second axiom -- 1.1.2.3 Third axiom -- 1.1.2.4 Fourth axiom -- 1.1.2.5 Fifth axiom -- 1.1.2.6 Applying service-dominant logic -- 1.2 Water Utilities as Public Service Providers -- 1.2.1 Water as a public good -- 1.2.2 Natural monopolies -- 1.2.3 Ownership models -- 1.2.4 Public service characteristics -- 1.2.5 Summary -- 1.3 Water Utility Marketing -- 1.3.1 Water utility marketing literature -- 1.3.1.1 Industry literature -- 1.3.1.2 Business literature -- 1.3.1.3 Customer relationships -- 1.3.1.4 Service failures -- 1.3.1.5 Service quality -- 1.4 Synopsis -- 1.4.1 Sanitation services -- 1.4.2 Scope of this book -- 1.4.3 The water utility marketing mix -- 1.4.4 The value proposition of tap water -- 1.4.5 Internal marketing -- 1.4.6 Measuring the customer experience -- 1.4.7 Customer relationships -- 1.4.8 Implementing water utility marketing -- Chapter 2: A marketing mix for water utilities -- 2.1 The Marketing Mix -- 2.2 Water Utilities as Service Providers -- 2.2.1 Tap water as a service -- 2.2.2 Industry structure -- 2.2.2.1 Bargaining power of buyers -- 2.2.2.2 Bargaining power of suppliers -- 2.2.2.3 Barriers to entry -- 2.2.2.4 Threat of substitutes -- 2.2.2.5 Degree of rivalry -- 2.2.2.6 Marketing tap water services -- 2.3 Classification of Services -- 2.3.1 Tangibility and intangibility -- 2.3.2 Service factories -- 2.3.3 Classifying water utility services -- 2.4 Water Utility Discourse Analysis -- 2.4.1 Research method -- 2.4.2 Results -- 2.5 The Water Utility Marketing Mix -- 2.5.1 Value proposition. 2.5.2 Internal marketing -- 2.5.3 Customer relationships -- 2.5.4 Service quality -- Chapter 3: The value proposition of tap water -- 3.1 Value Propositions -- 3.2 The Anthropology of Water Consumption -- 3.2.1 Water consumers -- 3.2.1.1 Indoor water consumption -- 3.2.1.2 Outdoor water consumption -- 3.2.2 Water utilities -- 3.2.2.1 Tensions between public and private benefits -- 3.3 Water Utility Advocates and Regulators -- 3.3.1 Employee attitudes and behaviour -- 3.3.2 Consumer experience -- 3.4 Crafting Value Propositions -- 3.4.1 Engineering and social science -- 3.4.2 The value proposition canvas -- 3.4.3 The customer profile -- 3.4.3.1 Needs -- 3.4.3.2 Wants -- 3.4.3.3 Fears -- 3.4.4 The service -- 3.4.4.1 Features -- 3.4.4.2 Benefits -- 3.4.4.3 Experience -- 3.4.5 Completing and implementing value propositions -- Chapter 4: Internal marketing -- 4.1 Customer Focus in Water Utilities -- 4.2 Professional Orientation -- 4.2.1 Financial hardship -- 4.2.2 Service bureaucracy -- 4.2.3 Technical orientation -- 4.3 Engineering-Marketing Interface -- 4.3.1 Engineers and marketers -- 4.3.2 Sources of conflict -- 4.3.3 Engineers -- 4.3.3.1 Engineering ethics -- 4.3.4 Marketers -- 4.4 Engineers and Marketers in Water Utilities -- 4.4.1 Organisational attitudes -- 4.4.2 Empirical research -- 4.4.2.1 Respondent characteristics -- 4.4.2.2 Professional orientation -- 4.4.2.3 Engineering-marketing interface -- 4.4.3 Conclusions -- 4.5 Implementing Internal Marketing -- 4.5.1 Using taste testing as internal marketing -- Chapter 5: Customer relationships -- 5.1 Understanding Customers -- 5.1.1 Value-creation networks -- 5.1.1.1 Value-creation networks for water utilities -- 5.1.2 Customer labelling -- 5.1.2.1 Customer labelling in water utilities -- 5.1.2.2 The beneficiary of a service -- 5.1.3 Customer segments -- 5.1.3.1 Implementing segmentation. 5.1.3.2 Persona's -- 5.1.4 Consumer involvement -- 5.1.4.1 Involvement with tap water -- 5.2 Managing the Customer Experience -- 5.2.1 Process mapping -- 5.2.2 Managing complaints -- 5.2.2.1 Complaint decision tree -- 5.2.2.2 Likelihood of complaints -- 5.2.2.3 Service recovery paradox -- 5.2.3 Promoting the value proposition -- 5.2.3.1 Social marketing -- 5.3 The Invisible Water Utility -- 5.3.1 Time price of water -- 5.3.2 Customer relationships and invisibility -- Chapter 6: Measuring the customer experience -- 6.1 Defining Quality -- 6.1.1 Quality, satisfaction and value -- 6.1.2 Quality and service-dominant logic -- 6.1.3 Perspectives of service-dominant quality -- 6.1.3.1 Intrinsic service quality -- 6.1.3.2 Extrinsic service quality -- 6.1.4 Scope of service-dominant quality -- 6.1.5 Measuring service-dominant quality -- 6.2 SERVAQUA: A Service Quality Instrument for Water Utilities -- 6.2.1 Core and supplementary services -- 6.2.2 Technical quality -- 6.2.2.1 The water quality continuum -- 6.2.3 Functional quality -- 6.2.4 SERVAQUA survey instrument -- 6.2.4.1 Technical quality survey questions -- 6.2.4.2 Functional quality questions -- 6.3 Validation of the SERVAQUA Instrument -- 6.3.1 Quantitative data -- 6.3.1.1 Customer characteristics -- 6.3.1.2 Service quality -- 6.3.1.3 Psychometric analysis -- 6.3.1.4 Correlations between latent variables -- 6.3.2 Qualitative data -- 6.3.3 Conclusions -- 6.4 Reporting Intrinsic and Extrinsic Quality -- 6.4.1 Water system performance index -- Chapter 7: Implementing water utility marketing -- 7.1 Water Utility Marketing Synthesis -- 7.1.1 Marketing mix -- 7.1.2 Value proposition -- 7.1.3 Internal marketing -- 7.1.4 Service quality -- 7.1.5 Customer relationships -- 7.2 Water Utility Marketing Paradoxes -- 7.2.1 Paradox of value -- 7.2.2 Water quality paradox -- 7.2.3 Involvement paradox. 7.2.4 Invisibility paradox -- 7.2.5 Marketing waste water services -- 7.3 Further Research -- References -- Index -- Appendix A: IWA Journal Abstract List.