Thames Water
Enhancing customer communication – making it easier to detect leaks.
Thames Water, the largest water provider in the UK, serves 16 million customers across London and the Thames Valley.
They send a significant volume of communications to their customers, including service letters, emails, leaflets, booklets, account information and bills.
Recognising the importance of clear and effective communication, Thames Water were one of our first partners and have collaborated with us to enhance the clarity and effectiveness of their customer communications.
Ensuring customers can easily understand and act on essential information.
“By working with Plain Numbers we’re able to take a step back and look at what we’re sending. Is it clear what we want the customer to do?”
The scenario
Thames Water piloted a continuous flow email, aimed to proactively address water wastage by notifying smart meter customers of potential leaks.
Using smart meter data, the company wanted to create a communication that:
Alerted customers to potential leaks.
Provided clear, actionable steps to identify and fix leaks.
Encouraged customers to complete the Thames Water leak allowance form.
The goal was to ensure messages were easy to understand while minimising customer confusion and reducing support queries.
The approach
Thames Water used the Plain Numbers Method, supported by their dedicated Partnership Manager. This included:
1. Training and guidance: Thames Water’s communications professionals completed our training course on the Plain Numbers Method, equipping them with the tools to apply the approach themselves effectively.
2. Collaborative feedback: Throughout the process, the Thames Water’s team received guidance and feedback on the communication they were working on. This feedback would consider compliance requirements and technical restraints.
3. Focus on message hierarchy and the numbers: Key components of the method included, prioritising the most critical information for customers. Simplifying the numbers with clear context and stories to make it relatable and actionable. For instance, the email campaign highlighted the financial impact of ignoring a suspected leak, breaking it down into monthly and annual costs to motivate action.
Click on the image to view the detail.
The outcome
The pilot campaign achieved exceptional success:
95% Unique Open Rate: Far exceeding Thames Water’s average open rate of 52%.
Customer Empowerment: Customers were equipped to detect and resolve leaks promptly, reducing water wastage and avoiding extra expenses.
“Our customers rely on us to provide them with information in a way that allows them to make informed decisions. By working with Plain Numbers we’re able to take a step back and look at what we’re sending. Is it clear what we want the customer to do? Are we providing context and narrative around the numbers and data we’ve used? Our partnership is invaluable.”
Caroline Drew, Communications Manager and Plain Numbers Practitioner at Thames Water.
Numbers shape what people understand, how they make decisions, and who they trust.
Get them right, and you can unlock a whole new level of clarity, confidence, and connection with your customers. We can show you how.