Water Communications Archives - Questline Digital

How to Communicate a Planned Water Interruption

For water utilities, ensuring a constant supply of clean and safe water is paramount. However, maintenance, repairs and unforeseen circumstances can lead to temporary water interruptions.

These planned interruptions, while necessary, can often cause significant inconvenience to customers. Therefore, it’s crucial that water utilities implement an effective water utility communication plan to notify customers and manage expectations.

“With planned water interruptions, we have a more precise idea of the scope of the work, and therefore, can more accurately predict how long it will take and how long the customer will be without water,” says John Cox, General Superintendent of the Water Distribution Division, Los Angeles Department of Water and Power (LADWP). “We have the benefit of time and can do a more thorough job of providing notifications.”

Creating a Water Utility Communication Plan

A successful communications plan for planned water interruptions is essential. It not only prepares customers for what they can expect, but also positions your water utility as a transparent and trusted resource. Clear communication is key.

Identify affected customers: Notify all customers affected by the water interruption. In addition to residential customers, consider local businesses, schools and hospitals that might need special preparations.
Define key messages: Keep messages clear, concise and empathetic. Explain the reason for the interruption, the anticipated duration and any steps customers should take. Water interruption communications should answer as many customer questions as possible.
Choose communication channels: Ensure your water utility reaches as many customers as possible with a multichannel water utility communications plan. This might include emails, bill inserts, social media, website content, educational webinars, community events, call center scripts and more.
Coordinate with respective support groups: Collaborate with the necessary groups, whether community partners, local media, government departments or other agencies to get the message out to local businesses and residents.
Have a contingency plan: If the water interruption goes longer than expected, make sure you have a plan B to mitigate negative customer experiences.

Notifying Customers About Water Interruptions

The foundation of any successful water utility communication plan is proactive outreach. When water utilities foresee an interruption, they should immediately inform affected customers. This advance warning allows customers to make necessary preparations, such as storing water or making changes to their schedule or business operations.

In addition to proactive communications, transparency is key. With a planned water interruption, utilities should provide affected customers with as much information as possible. Remember, the difference between a minor inconvenience and a major grievance often lies in the effectiveness of your communications strategy in setting customer expectations.

Essential information in a water utility communication plan includes:

The reason for the interruption: Whether it’s maintenance, upgrades or emergency repairs, explaining the reason for the planned water disruption helps build customer trust, confidence and understanding.
Start and end time: Clearly state when the water service will be interrupted and when it is expected to resume.
Affected areas: Detail which neighborhoods or areas will be affected to avoid unnecessary concern among unaffected customers.
Preparation tips: Offer advice on how customers can prepare, such as storing water, not turning on the faucet, and more.
Alerts and contact information: Provide information on where to get updates and who to contact with questions. This might include a link to sign up for utility alerts.

Channels to Communicate with Water Utility Customers

Utilizing multiple communication channels ensures that your message reaches as broad an audience as possible. Here are several effective channels for a water utility communication plan:

Door hangers and letters: Traditional media like door hangers, letters and bill inserts are an effective way to reach customers.
Social media: Platforms like Facebook, X (Twitter) and Instagram are invaluable for reaching a wide audience. Updates on social media can keep the public updated in real time.
SMS alerts: Text messages are an excellent way to directly notify customers, especially for time-sensitive information.
Email notifications: For detailed updates, including maps and other visual elements, email marketing is an effective tool.
Website updates: Maintain a dedicated section on your website for planned water interruptions where customers can find detailed information and updates.
Local media: For extensive water interruptions, partnering with local newspapers, radio stations and TV channels can enhance outreach.

According to Cox, LADWP gives customers at least 72 hours advanced notice before any planned water outages. The project team, which can include contractors and LADWP crews, distributes notices to customers as part of the water utility communication plan.

Door hangers containing notification letters with pertinent information is the most effective method for communicating with their customers. LADWP shares the date and time of the interruption, the reason for the interruption as well as contact information in case they’d like to reach out for more details. Since water interruptions are an inconvenience, it’s also imperative to thank customers for their patience.

“We tend to deliver those letters door-to-door, and often we encounter the customer in person during this process,” Cox says. “Therefore, we have the benefit of explaining the upcoming work that we plan to do and the impact to the area. Door-to-door notification is the most effective method for us because it ensures that each affected resident will receive written notification at their home.”

For larger planned water interruptions, LADWP’s Community Affairs team will post information on the social media platform Nextdoor, which allows users to geotarget to a specific group. This ensures that the message is sent to affected customers.

Example of a social media page communicating a planned water utility interruption

“If a significantly large area will be experiencing a planned water interruption, we may also contact the local Neighborhood Council,” Cox says. “They can help notify customers through their channels and contacts. Using both letters and Nextdoor tends to be sufficient to blanket an affected area under normal circumstances.”

Trussville Gas & Water, which services customers in Alabama, is dedicated to proactive communications about planned water interruptions. The utility underwent a major 10-month infrastructure project to replace 2.5 miles of water pipeline, which caused temporary water interruptions for approximately 900 residents.

Their water utility communication plan featured multiple communication channels, including digital and traditional platforms. To notify affected customers, Trussville Gas & Water placed large signs in front of affected subdivisions in the community.

Example of a web ad from a water utility communicating a planned water interruption

Additionally, the utility updated customers on their website and Facebook page. To reach a wider audience, they also reached out to the local newspaper, the Trussville Tribune, to publish project updates.

Communicating Water Interruptions to Business Customers

When it comes to communicating planned water interruptions to business customers, utilities must take a different approach. Collaboration with local businesses and community partners is vital.

For multifamily buildings and apartments, Seattle Public Utilities works with landlords and management companies to ensure residents are aware of the water interruption and know what steps they need to take.

Example of a water utility website communicating a planned water interruption to customers

Additionally, the utility works with local businesses to determine the best time to shut off water to mitigate the negative impact on operations. As a result, water interruptions may take place overnight or after business hours.

LADWP’s Customer Service Key Accounts team and Corporate Communications and Strategy Division’s Community Affairs are vitally important to the utility’s communication plan. Both teams help to minimize the impact of planned water interruptions at hospitals and schools.

“The impact to a school or hospital is much greater than a single residence,” Cox says. “That’s why it’s ideal to have as much advanced planning time as possible to make sure that the business customers in question — especially sensitive institutions like hospitals and schools — are fully informed and prepared for a water interruption.”

Additionally, LADWP’s Legislative and Intergovernmental Affairs group is responsible for communicating any significant projects to the local council district and/or mayor’s office. Those governmental entities can often help spread the word and alert business customers when a significant interruption is planned.

Why a Water Utility Communication Plan is Important

A robust communication plan does more than inform — it builds and maintains trust with customers. Here are a few reasons why water utilities should develop a communication strategy for planned water interruptions:

Minimizes disruption: By allowing customers to prepare, you can lessen the impact of the water interruption on their daily lives.
Maintains customer trust: Transparent and timely communication demonstrates that you value your customers and their experience.
Enhances reputation: Utilities that communicate effectively are often perceived as more reliable, trustworthy and customer-centric.

While planned water interruptions can be an inconvenience for customers, they also provide utilities with an opportunity to improve trust and long-term customer satisfaction. By developing a comprehensive water utility communication plan and utilizing the right channels to share essential information, utilities can minimize inconvenience and build stronger customer relationships over time.

Learn how a turnkey engagement solution from Questline Digital can help your water utility communicate planned interruptions to customers.

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Helping Customers Understand the Benefits of Conserving Water

Water is the most important natural resource, yet many customers are unaware of the benefits of conserving it. Over the past two decades, more than 50% of the United States regularly experienced drought conditions due to the water supply running low.

As water conservation concerns grow, now is the time for water utilities to connect with customers and explain the reasons to conserve water.

“With monthly rates continuing to rise and the water supply running dangerously low in many parts of the country, there has never been a more critical time for water utilities to proactively communicate with their customers,” said Andrew Heath, Senior Director of Utilities Intelligence at J.D. Power in a recent press release.

Share the Facts About Water Conservation

Many customers don’t pay attention to their water consumption or realize the strong impact that water conservation efforts could have on both their daily lives and their communities. It’s up to utilities to share that essential information.

According to the U.S. Environmental Protection Agency (EPA), Americans use around 82 gallons of water every day in their homes.

To pique customers’ interest, utilities should share facts about water conservation. For example, many customers may not know that turning off the tap while brushing their teeth can save 8 gallons of water per day. Or, if saving water isn’t enough, focus on saving money. Sharing how much a customer could save off their bills by conserving water or making efficient upgrades can do wonders to capturing their attention.

When customers understand the reasons to conserve water, and how it directly impacts their communities, the environment and their health, they are more likely to make a conscious effort to participate.

As a trusted source of information, there are many ways a utility can communicate facts about water conservation. For example, your utility can share an infographic explaining how water conservation goes hand-in-hand with reducing monthly bills and preserving a limited community resource, or an educational fact sheet about how saving water helps maintain water quality.

Consider communicating facts about water conservation through:

Newsletters
Short-form videos
Infographics
Educational fact sheets
Webinars
Community events
Social media

Compelling Reasons to Conserve Water

In addition to presenting facts about water conservation, it’s also important to communicate the benefits of conserving water so customers understand how it directly impacts them. Some of customers’ biggest motivators include:

Financial savings: It’s no secret that customers are motivated by money; they want to save on costs and reduce their monthly water bills. By highlighting the potential cost savings, they are more likely to engage with your utility’s conservation messaging and participate in water-saving efforts.
Community impact: Some customers may be driven by the desire to benefit their own community. This is especially true if their utility is a municipal or cooperative, as community engagement is already a proven priority. To reach these customers, share the impact they can make on their community by conserving water.
Sustainability focus: Many customers value sustainability and want to implement sustainable practices into their daily lives. Showing customers how their actions, like reducing water waste and usage, directly contribute to a healthier environment, can make them feel more empowered to reduce their water footprint.

Actionable Strategies for Conserving Water

Once your utility has helped customers understand the reasons to conserve water, it’s important to give them actionable strategies for how to do so. Again, education is key. Don’t assume that customers already know how to save water. It’s important to provide them with achievable water-saving tactics, including:

Being mindful of household leaks: Do your customers know that household leaks are one of the main causes for water waste? In fact, the average family wastes around 180 gallons per week, or 9,400 gallons of water annually. Connecting this fact to how much money customers are spending encourages them to pay more attention to leaks. Additionally, use this knowledge gap to provide customers with tips and tricks to detect and address leaks.
Installing water-efficient fixtures and appliances: Installing water-efficient products can help customers use at least 20% less water. As their trusted resource, customers look to you to guide them about the best products to purchase and upgrades to make within their homes. If your utility has a marketplace, promote your water efficiency items to customers and direct them to other rebates or incentives.
Reducing outdoor irrigation system usage: Nearly 30% of household water use is devoted to the outdoors, and 50% of the water used outdoors is lost due to wind, evaporation, and runoff caused by inefficient irrigation methods and systems, according to the EPA. Use this as an opportunity to educate customers on the benefits of using timers, sensors and checking for outdoor leaks often. Depending on your utility’s location, this could be a great opportunity to share additional resources pertaining to your specific climate or environment.

By educating customers about the importance and benefits of water conservation, as well as providing practical tips for water-saving practices, your utility can empower customers to take control of their water usage.

How to Promote the Benefits of Conserving Water

Although we live in a digital age, it’s important to connect with customers across all channels and mediums. The San Jose Water Company does just this by hosting in-person community events, school programs and civic presentations to educate its community about water conservation.

Example of a community event to show customers reasons to conserve water — *Image source: San Jose Water Company*

Its in-person events are an effective way to get the community to understand the power of preserving water resources and offer customers an opportunity to ask questions or share their challenges. Additionally, the school programs help kids start thinking about their role in helping to save water and encourage them to bring water conservation ideas and tips home to their families.

The utility even hosts “Water Appreciation Nights” at local football and baseball games, furthering the reach of their conservation messaging.

Additionally, the utility offers CATCH, a free program where customers can sign up for a water efficiency expert to visit their homes. This expert will help identify leaks and will recommend individualized water and money-saving improvements. By making water conservation accessible for its customers in many unique ways, the San Jose Water Company is able to connect with its customers and share the facts and benefits of saving water.

The Los Angeles Department of Water & Power (LADWP) also actively promotes water conservation to its customers and offers a comprehensive range of resources aimed at educating them about the reasons to conserve water and methods to do so effectively.

LADWP offers a wide array of educational resources for customers, including free workshops through its outdoor landscaping academy, Los Angeles Outdoor Landscape Academy (LAOLA). LAOLA aims to educate customers on sustainable landscaping strategies such as turf removal, water-efficient irrigation and groundwater infiltration.

Example of utility workshop to share the benefits of water conservation with customers — *Image source: Los Angeles Department of Water & Power*

Additionally, the utility offers rebates and incentive programs that encourage efficient water use and sustainable landscaping for residential and business customers, including rebates for appliances and irrigation equipment. Customers can also take advantage of free water conservation equipment, like faucet aerators, showerheads and toilet leak detection dye tablets.

These water conservation efforts can go a long way. In fact, L.A.’s current per capita water is among one of the lowest in any major U.S. city.

Show Your Utility Customers the Benefits of Conserving Water

Water conservation is a collective effort, requiring effort from utilities and their customers. Utilities must be willing to work diligently to educate customers about the benefits of conserving water. In doing so, utilities will encourage and empower its customers to be active participants in preserving this important community resource. Together, utilities and customers can share the load in reducing water usage.

Communicate the facts about water conservation to your utility’s customers with an engagement solution from Questline Digital.

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Water Utility Communications: What Customers Need to Know

Communicating to water customers is essential to build trust, loyalty and greater awareness about water conservation and safety. For water utility marketers, communications require a unique mix of transparent information, reliable resources and customer education.

Most customers don’t think about their water until they receive their monthly bill or experience a service disruption. By connecting with customers beyond these scenarios, water utilities can build stronger customer relationships.

Proactive Outreach Increases Water Customer Satisfaction

Even in an environment of rising rates, water utilities have experienced greater customer satisfaction. J.D. Power’s latest U.S. Water Utility Residential Customer Satisfaction Survey found that overall customer satisfaction with water utilities rose 3 points (on a 1,000-point scale) even with bill increases.

Proactive communications were the main factor for greater customer satisfaction. Utilities were communicating to water customers throughout the year about pricing, quality, safety and supply topics.

“With monthly rates continuing to rise and the water supply running dangerously low in many parts of the country, there has never been a more critical time for water utilities to proactively communicate with their customers about what they are doing to protect our drinking water today and into the future,” Andrew Heath, Senior Director of Utilities Intelligence at J.D. Power, said in a news release.

What Are the Most Important Water Utility Topics?

From infrastructure projects to water conservation initiatives, utilities have important information they need to share with customers. Following the best water utility communication practices means prioritizing the key topics to share with their customers.

Important water utility topics include:

Quality and safety
Conservation
Reliability
Bill assistance

1. Water quality and safety

Today’s consumers may be skeptical about the quality of their tap water. For water utilities, misconceptions about tap water safety and quality can be significant challenges to overcome. Plus, there are more alternative water options than ever before, such as bottled water and in-store water purification machines.

When communicating to water customers, utilities should be transparent about water treatment processes, quality testing and other quality control measures. Water utilities can build trust with customers by sharing step-by-step processes and water quality reports.

2. Water conservation

According to the U.S. Environmental Protection Agency (EPA), Americans use around 82 gallons of water every day in their homes. One of the best water utility communication practices is providing educational resources to help customers reduce their water usage.

Water conservation requires customers to be active participants. Utilities are looking to both residential and business customers to help prevent water shortages in the future.

These conservation efforts include reducing outdoor irrigation system usage, being mindful of household leaks and installing water-efficient fixtures and appliances. In fact, installing water-efficient products can help customers use at least 20% less water.

When communicating to water customers about water conservation, water utilities need to capture attention with eye-catching visuals, easy-to-understand messaging and clear call-to-actions.

3. Water reliability

Customers want to be assured that their water service is reliable, now and in the future. Water utility communication practices related to reliability can bring peace of mind, whether resources on conversation measures, treatment capabilities, or infrastructure improvements.

Water utilities across the country are communicating to water customers about improvements to drinking water, wastewater and stormwater infrastructure. This is especially important for parts of the country with aging infrastructure.

In regions where water supply may be a concern, water utilities must communicate city initiatives to prevent water shortages and ensure long-term water reliability.

4. Water bill assistance

Another focus area for water utilities is communicating to customers in need about financial assistance options. In the same way that electric and natural gas utilities provide assistance resources, water utilities also need to focus on helping customers facing financial hardship.

Water utility communication practices might include email campaigns that educate customers on assistance programs or text messages that direct low-income customers to online resources. Community events, where utility employees can speak with customers face-to-face about ways to reduce water usage, are also beneficial.

Educating and Engaging with Water Customers

Communicating to water customers can take the form of an educational fact sheet or an entertaining commercial. Keep in mind, many water utility topics can be complicated for customers to understand. It behooves utilities to simplify technical jargon and explain topics in easy-to-understand language.

For example, Pittsburgh Water and Sewer Authority’s communication team created a “Trust the Tap” marketing campaign to increase awareness about the city’s water quality. The campaign features fact sheets and social media posts with easy-to-understand infographics that highlight each step in the water treatment process. Later this year, the campaign will also include animated videos to educate customers on water quality.

Example of a social media post for communicating to water customers

An essential water utility communication practice to consider is using a multichannel approach to marketing campaigns. Outreach channels could include bill inserts, email marketing, social media and local TV stations.

For example, the Las Vegas Valley Water District, in partnership with the Southern Nevada Water Authority, takes advantage of paid media ad placements centered around water conservation and water quality.

In the Las Vegas area, residential customers must follow mandatory watering restrictions to limit landscape irrigation, as well as prevent water waste on their property. The ads were created to educate customers on:

Current and new water conservation measures
Why those conservation measures are important
How these conservation measures will impact customers
What actions customers need to take

The ads employ humor to communicate to water customers about important conservation measures they need to take, such as changing their sprinkler clock and paying attention to seasonal water restrictions. In true Las Vegas fashion, the ads captured attention with their entertaining, eye-catching and comedic style. One ad even featured Vegas Golden Knights hockey player Ryan Reaves.

The Key to Successful Water Customer Communications

Water utilities provide an essential service to their local communities. Educating and engaging communications can motivate customers to take action, whether reducing their water usage or applying for bill assistance. Communicating to water customers can go a long way to increase education on water safety, quality and reliability.

Learn how to implement water utility communication best practices with proven engagement solutions from Questline Digital.

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