Business customer experiences and engagement in the water retail market

In partnership with Ofwat we have published new research highlighting business customers’ experiences and engagement in the water retail market across England and Wales.

Over 1,700 businesses participated online, providing data on their awareness, market activity and engagement, service satisfaction, and future priorities in the water retail market. In-depth interviews added context on market challenges and opportunities.

Key findings

• Satisfaction with the water industry has fallen sharply: Only 15% of business customers are satisfied, with dissatisfaction spanning both wholesale and retail sides.
• Awareness and engagement remain limited: Just over half of businesses are aware they can choose their water retailer, and only 19% are active in the market. This figure includes those thinking of or considering switching, rather than just those that have switched.
• Switching and renegotiating often deliver modest benefits: Most switch or renegotiate to save money, but only about half see lower bills or improved service.
• Barriers to engagement are significant, especially for smaller businesses: Many find it too much effort to switch and minimal savings. Information is hard to find, and comparing retailers is difficult. However, of those that do switch, two thirds felt it was worthwhile.
• Retailers need to be proactive: Retailers are not proactive enough in supporting smaller businesses or promoting water efficiency.
• Information needs be clearer and more visible: Lack of transparency and difficulty accessing clear, comparable information remain major barriers.
• Satisfaction with switching remains high: Of those who switched, 68% agreed it was worthwhile, with 63% finding the switching process easy

The water retail market continues to face several challenges, with low satisfaction and limited engagement among business customers. Barriers such as lack of clear information, and insufficient retailer support, particularly for smaller businesses, are preventing the market from delivering its full potential. Addressing these issues through greater transparency, proactive retailer engagement, and improved access to information will be essential for building trust and encouraging more meaningful participation in the future. Where savings are minimal, retailers need to improve their customer service offering, as this is a key prompt to switch for customers.

We urge retailers, wholesalers, and regulators to collaborate in removing barriers, increasing transparency, and providing genuine value to all business customers. CCW will continue to champion the needs of all business water users. We will encourage retailers to improve core service delivery and make the market more accessible, and more responsive. Our ongoing work includes engaging with water companies and retailers in our ‘One Customer’ Forums, where we share best practices, and advocate for changes that make the market simpler, and more responsive to customer needs.