Tap water supply is provided through complex engineering. Utilities are staffed by engineers who believe that customer focus is not needed. Are they right?
Managers of tap water systems often struggle with the question of how you measure the level of service provided to customers. Most existing performance reporting systems are defined from an internal technical perspective, instead of a customer perspective. These methodologies view the water company from the perspective of the engineer and the accountant, instead of …
Informal research that shows that consumers don’t really care about tap water.
Bottled water is one of the greatest marketing successes in history. Why do people buy bottled water when tap water is 1000 times cheaper?
Applying the 7 Graces of Marketing as defined by Lynn Sarafinn to tap water marketing. How can water utilities use marketing ethically?
Toilet paper is an essential product for a comfortable life. This statement might seem obvious, but the current status of toilet paper is quite recent. Humanity reached dizzying heights of cultural achievement before we were bestowed with the luxury of soft tissue to clean our bottoms. In the late 19th-century, toilet paper was marketed as …
Water utilities think they sell water, but is this really the case. I think most suffer from marketing myopia and need to look beyond the physical service.
Are water customers to blame for shortages in water supply? Water utilities should use demarketing of their services to achieve a balance betwen supply and demand.
What does ancient literature say about water prices?
Water is like air—a naturally occurring substance without which life is not possible. But unlike air, tap water is a commercial commodity that is only available at a price from water utilities. In developed countries, tap water is provided through reticulated systems. Pipes in your street deliver water directly to your house, and you pay …
Presentation about the Invisible Water Utility at the 2012 VicWater conference.
Three-Minute Thesis presentation about tap water marketing research.