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Accelerating Digital Service Adoption at Welsh Water

The context

Welsh Water had made great initial progress moving customers to more cost effective, self-serve digital channels but were struggling to increase the take up of digital channels to more of their customer base.

The national water organisation wished to make better use of digital channels to enable customers to self-serve at real-time on the channels of their choice; accelerating progress to channel targets, including reducing call volumes, enabling effective call management and optimisationof digital customer journeys.​

The aim was to reduce the cost to serve customers whilst providing an enhanced level of customer experiences throughout Welsh Water Services​.

What we did

Axiologik was engaged to provide independent and best practice knowledge, supporting primary transformation programmes, enabling them to use lessons learned from across other sectors to inform future investment strategy. ​

We led a deep dive into how to enable effective flow of customer enquiries through digital channels, improving usage rates of their online account and connectivity with back-end applications alongside optimisation options of web and contact centre applications.​

We assessed current services, adoption, customer feedback, pain points and their existing committed digital transformation plans to map direction of travel. This included options to enrich customer journeys. We leveraged cross sector industry best-practice, digital trends and technology enablers, analysing how similar organisations have successfully accelerated digital service adoption. ​

Using industry-leading business architecture techniques to model digital optimisation opportunities, we mapped key opportunities to improve connectivity and knowledge sharing between applications and services and provided recommendations for improvements in collaboration between architecture and product management.

“Axiologik have been a fantastic partner and were able to quickly build strong working relationships with the senior leadership team and understand our key challenges, our target operating model and immediately bringing helpful insight.”

Paula Burnell, Head of Digital Services at Welsh Water

The Results

Our strategic recommendations focused on seven immediate opportunities to significantly impact on journeys towards reduction in cost to serve and enabling fantastic customer service, alongside eight recommendations for the medium and long term.​

These opportunities, including doubling online account uptake, optimising web customer experience, consolidating web and app channels to reduce digital channel costs and unifying channel knowledge management provide Welsh Water with a clear roadmap of digital optimisation directly linked into their organisational priorities.​

Transforming their thinking, our service-aligned digital technology roadmap enables customer services to be viewed more as a critical value provision underpinning their overall customer offer.

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