Water Pitcher
Why brand a commodity?
Andrew Reaney, Chief Customer Officer
Thames Water
Water pitcher session
• The world is changing in water
• Improving customer satisfaction across industry
• Increased focus on the customer
• More digital enablement meeting a customer need
• Innovation around how we deliver service
• But
• Customer choice through competition (non-household)
• Customers’ perceptions influenced by other companies they deal with
• Best service in our industry is ‘no service at all’
• Do customers value what we do?
• After all, it’s just a commodity…
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The
water
pitcher
‘ask’
30-seconds
duration
Selling a glass of tap water
Be creative!
Sell a commodity
commodity
kəˈmɒdɪti/
noun
noun: commodity; plural noun: commodities
a raw material or primary agricultural product that can be bought and sold, such as copper or coffee.
"commodities such as copper and coffee"
synonyms:
item, material, type of produce, product, article, object, thing, artefact, piece of merchandise; More
import, export
"improving productivity will lower the cost of a commodity"
a useful or valuable thing.
"water is a precious commodity"
Origin
late Middle English: from Old French commodite or Latin commoditas, from commodus (see commodious).
Use over time for: commodity
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The Video presentations
A focus on benefits not features
The message cuts through – engaging
Most products we buy today are commodities
Customers ‘buy’ from water companies with every interaction
Know your customers – meet their specific needs
So what role in ‘selling a commodity’ does brand play?
What is a brand?
Service
Image
Brand
Product
A brand is far more than just the logo
Product based
Service based
Not just what, but how you deliver for
customers
The power of ‘How’
The importance of brand
Brand underpinned by values
N
The best brands are underpinned by solid foundations
Customer satisfaction
Brand perceptions
Product
Service
Vision and values
Image
Brand is built on customer insight, not in a
design studio
Customer
insight &
measurement
How
customers
want us to
look and
sound
Brand
What
customers
want us to
stand for
What we
stand for
today
(perceptions)
Operationalising the brand – being consistent
and relevant through all interactions
Written communications
Customer service
Consistent &
relevant
Digital environment
Marketing campaigns
The power of the conversation
Written communications
Great conversations
What and how
Digital environment
Marketing campaigns
In summary
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People buy from brands
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Most of what we buy are commodities
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People buy from water companies today – measured through CSAT
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A brand is the combination of product, service and image
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It’s about what and how you deliver
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A strong brand is underpinned by strong values
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Needs to be delivered consistently
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Built on customer insight
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You have the brand you deserve – it’s a valuable asset
Thank you
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