Analyzing water customer service expectations: A case study of the City of Guelph

The present study applies a business model framework to a water utility using a case study. A survey was developed and conducted with residential water customers in the City of Guelph, ON, Canada, with the objective of assessing their expectations in order to improve the business. Preferences differed by user type, underlining the benefit of distinguishing between customer segments (or user types) and customizing messaging. Users were not aware of all services covered by their water bill, and although expecting high quality services they did not support rate increases. Stakeholder collaborations could be used to improve awareness, offer decentralized solutions, and resolve issues collectively.