Hearing from our customers
We have undertaken our largest ever programme of research and engagement with customers and stakeholders to develop and support our business plan. This included commissioning our own innovative research to deeply understand our customers’ views and values, and a programme of collaboration with our regional partners and national groups to understand our customers in the wider context. As a result, we have engaged with 380,000 customers throughout the development of our business plan, along with our ‘business as usual’ engagement that happens every day.
How did we engage?
We have engaged in a variety of ways including direct emails, social media posts, online surveys, in-person focus groups, discussions and surveys with our water community group, and wide-reaching consultations. We have also run two live ‘Your water, your say’ events to reach out to customers and inform them about our business plan. We have discussed topics such as what our customers’ priorities are and how much they value the different services we provide, where they think we should invest more, how we should communicate and how we should support those in vulnerable circumstances.
We have shared our approach, materials, and progress across the business and with our Independent Challenge Group (ICG).
To find out more this page contains a number of useful documents and links:
- Hear about at a high level what our customers told us in our 'What customers and stakeholders want' summary
- Find details about the process we followed, how we triangulated our findings and how insight changed our plans.
- See a log of all the research we have conducted
- See the individual research reports listed in the documents section on this page (can't find what you need let us know)
We have undertaken our largest ever programme of research and engagement with customers and stakeholders to develop and support our business plan. This included commissioning our own innovative research to deeply understand our customers’ views and values, and a programme of collaboration with our regional partners and national groups to understand our customers in the wider context. As a result, we have engaged with 380,000 customers throughout the development of our business plan, along with our ‘business as usual’ engagement that happens every day.
How did we engage?
We have engaged in a variety of ways including direct emails, social media posts, online surveys, in-person focus groups, discussions and surveys with our water community group, and wide-reaching consultations. We have also run two live ‘Your water, your say’ events to reach out to customers and inform them about our business plan. We have discussed topics such as what our customers’ priorities are and how much they value the different services we provide, where they think we should invest more, how we should communicate and how we should support those in vulnerable circumstances.
We have shared our approach, materials, and progress across the business and with our Independent Challenge Group (ICG).
To find out more this page contains a number of useful documents and links:
- Hear about at a high level what our customers told us in our 'What customers and stakeholders want' summary
- Find details about the process we followed, how we triangulated our findings and how insight changed our plans.
- See a log of all the research we have conducted
- See the individual research reports listed in the documents section on this page (can't find what you need let us know)
-
Hearing from our customers
What have our customers told us they want from our business plan?

What have we changed as a result of their feedback?
We've ensured:
- Our Water Resources Management Plan (WRMP) prioritises demand-side reductions and leakage first while securing a range of strategic options to protect supplies in the future
- Our work on biodiversity will extend our existing collaborative partnerships
- Our plans to reduce abstraction from chalk aquifers will go beyond what is legally required
- We extend our lead replacement plans to proactively focus on customer pipes as well as our own pipes
- We will pace our delivery on ‘net zero’ to ensure we optimise new technologies
- We have a mix of support options to help reduce costs and improve services for those more vulnerable in our communities
What have our customers told us they want from our business plan?

What have we changed as a result of their feedback?
We've ensured:
- Our Water Resources Management Plan (WRMP) prioritises demand-side reductions and leakage first while securing a range of strategic options to protect supplies in the future
- Our work on biodiversity will extend our existing collaborative partnerships
- Our plans to reduce abstraction from chalk aquifers will go beyond what is legally required
- We extend our lead replacement plans to proactively focus on customer pipes as well as our own pipes
- We will pace our delivery on ‘net zero’ to ensure we optimise new technologies
- We have a mix of support options to help reduce costs and improve services for those more vulnerable in our communities
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Our relationship with our stakeholders and our regulators
Who are our stakeholders and our regulators?

Our regulators challenge what we do
Our activities and the levels of service we provide are subject to independent scrutiny and regulation by a number of bodies including Defra, Ofwat, Drinking Water Inspectorate (DWI), Environment Agency (EA) and Consumer Council for Water (CCW). But we also receive additional challenge from our Independent Challenge Group (ICG).
Our ICG have been with us at every step of the process in developing our plan, ensuring we are delivering high quality research and taking customer views into account to deliver what our customers and stakeholders need and expect. You can learn more about our ICG in our video on this page.
We work together with our stakeholders...
In addition to customer insight, we've engaged widely with our stakeholders either through more formal consultations, wider engagement events, local events, or one-to-ones and gathered feedback on their views on both our shorter and long-term plans. As well as official regulators, we work with all levels of government, from district councils to MPs, across all the major parties on everything from co-ordinating roadworks to planning for large projects such as reservoirs and transfers.
...for the environment
We have a number of river protection groups, such as Friends of the River Chess, RevIvel, Friends of the Minram, River Beane Restoration Association, Misbourne River Action Group, Herts &Middlesex Wildlife Trust and the Chilterns Society as well as local branches of the NFU, who are involved in our efforts to reduce water pollution and abstraction from chalk streams and we work very closely with organisations such as Chalk Streams First. We also collaborate across the water industry, with the wider regional challenge of future water resources we are active members of both Water Resources South East and Water Resources East often co-ordinating events with other water companies to maximise engagement and look at effective and innovative solutions.

...for our customers
We work with debt charities, foodbanks, and housing associations to help support vulnerable customers and increase awareness of our social tariffs.
We also work with developers and house builders to look at ways of making properties increasingly water efficient, to reduce consumption with both behavioural and technological means.
Who are our stakeholders and our regulators?

Our regulators challenge what we do
Our activities and the levels of service we provide are subject to independent scrutiny and regulation by a number of bodies including Defra, Ofwat, Drinking Water Inspectorate (DWI), Environment Agency (EA) and Consumer Council for Water (CCW). But we also receive additional challenge from our Independent Challenge Group (ICG).
Our ICG have been with us at every step of the process in developing our plan, ensuring we are delivering high quality research and taking customer views into account to deliver what our customers and stakeholders need and expect. You can learn more about our ICG in our video on this page.
We work together with our stakeholders...
In addition to customer insight, we've engaged widely with our stakeholders either through more formal consultations, wider engagement events, local events, or one-to-ones and gathered feedback on their views on both our shorter and long-term plans. As well as official regulators, we work with all levels of government, from district councils to MPs, across all the major parties on everything from co-ordinating roadworks to planning for large projects such as reservoirs and transfers.
...for the environment
We have a number of river protection groups, such as Friends of the River Chess, RevIvel, Friends of the Minram, River Beane Restoration Association, Misbourne River Action Group, Herts &Middlesex Wildlife Trust and the Chilterns Society as well as local branches of the NFU, who are involved in our efforts to reduce water pollution and abstraction from chalk streams and we work very closely with organisations such as Chalk Streams First. We also collaborate across the water industry, with the wider regional challenge of future water resources we are active members of both Water Resources South East and Water Resources East often co-ordinating events with other water companies to maximise engagement and look at effective and innovative solutions.

...for our customers
We work with debt charities, foodbanks, and housing associations to help support vulnerable customers and increase awareness of our social tariffs.
We also work with developers and house builders to look at ways of making properties increasingly water efficient, to reduce consumption with both behavioural and technological means.
Documents
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What customers and stakeholders want - summary
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How we have engaged customers and stakeholders
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Log of all engagement reports
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Research reports - deep dives
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Report 137 - Water Club Water Source Change Full report Final.pdf (3.7 MB) (pdf)
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Report 138 - Affinity Leaks post evaluation_issue 7.6.22.pdf (2.08 MB) (pdf)
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Report 139 - AFW_8449_Customer Perceptions Survey_Quarter 1 2021_22 (April-June '22).pdf (542 KB) (pdf)
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Report 140 - 03_ Water bill evaluation_221021 - FINAL.pdf (2.61 MB) (pdf)
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Report 141 - 262400093_AW_WP2_Short_Report_v2.pdf (288 KB) (pdf)
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Report 142 - 11. Public Value.pdf (729 KB) (pdf)
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Report 143 - Topic 22. Price review.pdf (519 KB) (pdf)
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Report 146 - 23. Sewage.pdf (865 KB) (pdf)
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Report 148 - 24. Customer Service.pdf (864 KB) (pdf)
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Report 149 - 38. Contact centres.pdf (610 KB) (pdf)
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Report 150 - 39. Water Sources.pdf (1.96 MB) (pdf)
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Report 151 - AFW_8499_Customer Perceptions Survey_Quarter 2 2022_23 (Jul-Sep '22).pdf (539 KB) (pdf)
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Report 152 - 28. CCG KLOE Statements.pdf (922 KB) (pdf)
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Report 153 - 3543rep02_master_SRO_Final_v4.pdf (4.09 MB) (pdf)
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Report 156 - 202211 Affinity SOS Stage 4 pre campaign dip issued 8.11.22 Absolute.pdf (4.03 MB) (pdf)
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Report 158 - WRE_NHH engagement_Report stage 3_FINAL VERSION 120822.pdf (3.14 MB) (pdf)
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Report 160 - 41. Bill Breakdown.pdf (1.08 MB) (pdf)
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Report 164 - 37. Efficiency Labelling (2).pdf (634 KB) (pdf)
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Report 166 - 17. Website Menus Review.pdf (868 KB) (pdf)
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Report 167 - 18. Universal Metering.pdf (1.1 MB) (pdf)
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Report 168 - 25. Water Neutrality & Water Savings.pdf (794 KB) (pdf)
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Report 176 - Topic 52 - Live Chats PDF.pdf (1.87 MB) (pdf)
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Report 177 - Affinity Area 2021 Census data.pdf (1.24 MB) (pdf)
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Report 182 - Topic 53 - Smart Metering full report.pdf (1.45 MB) (pdf)
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Report 183 - Topic 54 - Price Increases .pdf (526 KB) (pdf)
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Report 188 - 50. Shower Challenge.pdf (1.19 MB) (pdf)
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Report 189 - 5th phase Affinity SOS Debrief issued Feb 23-combined.pdf (3.32 MB) (pdf)
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Report 192 - Topic 55- Standing Charges .pdf (1.35 MB) (pdf)
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Report 195 - AFW_8499_Customer Perceptions Survey_Quarter 4 2023 (Jan-April '23).pdf (540 KB) (pdf)
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Report 186 - UMP Deep Dive.pdf (856 KB) (pdf)
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Report 197 - Topic 56 - Roadworks.pdf (845 KB) (pdf)
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Report 199 - Affinity Water Customer Priorities Summary Report_Draft_April 2023.pdf (1.05 MB) (pdf)
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Report 200 - Customer priorities for long-term ambitions (Qualitative).pdf (5.44 MB) (pdf)
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Report 203 - 48. Intergenerational Fairness #2.pdf (1.28 MB) (pdf)
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Report 204 - CSat Summary_Wave 3.pdf (3.2 MB) (pdf)
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Report 206 - 51. Water Stress.pdf (1.85 MB) (pdf)
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Report 207 - Customer Priorities for Long-term ambitions.pdf (10.9 MB) (pdf)
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Report 209 - Topic 58 - Video Evaluation.pdf (1.05 MB) (pdf)
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Report 212 - 57 - PR24 Business Plan.pdf (2.94 MB) (pdf)
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Report 214 - Topic 59 - Website Redesign Insights Summary.pdf (588 KB) (pdf)
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Report 215 - Social Tariff Customer Preferences Research Summary Report June 2023.pdf (902 KB) (pdf)
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Report 216 - Topic 60 - Optimism 2 .pdf (777 KB) (pdf)
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Report 220 - Topic 61 - Water in the News.pdf (1.18 MB) (pdf)
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Report 223 - 1428 Affinity Water CSAT Wave 1 report FV 270723.pdf (1.4 MB) (pdf)
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Report 225 - Topic 62 - Leak Prioritisation.pdf (636 KB) (pdf)
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Report 231 - 30. Optimism Survey.pdf (1.63 MB) (pdf)
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Report 232 - Topic 31 Metering Refusals.pdf (1.18 MB) (pdf)
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Report 234 - 32. Cost of living crisis.pdf (957 KB) (pdf)
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Report 236 - Topic 63 Water Demand Infographics Summary of Insights v2.pdf (1.57 MB) (pdf)
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Report 237 - 43. - 46. WRMP Non-Technical Summary (v2).pdf (4.34 MB) (pdf)
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Report 243 - Change of Customer Details Journey Deep Dive.pdf (1.45 MB) (pdf)
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Report 245- LTDS Report.pdf (2.1 MB) (pdf)
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Report 187 - 262400093 Affinity Water WP4 Combined Full Report v2.pdf (2.06 MB) (pdf)
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Report 246 - Construction Impacts Report.pdf (474 KB) (pdf)
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Report 247 - Topic 64 - Kitchen Challenge .pdf (1.4 MB) (pdf)
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Report 261 - Social Tariff Customer Preferences Research_Technical Report_September 2023.pdf (5.65 MB) (pdf)
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Research reports - valuations
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Research reports - testing our plans
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Report 213 Affinity Water AAT Qualitative Research.pdf (15.4 MB) (pdf)
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Report 238 - Affinity Water June 2023 Your_Water_Your_Say_Customer_Session_Notes.pdf (185 KB) (pdf)
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Report 251 - Affinity Water AAT quantitative research toplines Accent.pdf (980 KB) (pdf)
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Report 252 Topic 65 - Affordability Testing (Water Community).pdf (2.09 MB) (pdf)
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Report 253 - Affinity Business Plan Acceptability report v2 28.06.23.pdf (3.67 MB) (pdf)
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Report 248 - Affinity WRMP Statement_of_Response_summary.pdf (1.08 MB) (pdf)
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