Insights ¦ Anglian Water’s Customer vulnerability strategy 2025

Key Take Aways

• Anglian Water’s vulnerability strategy aims to make a meaningful and inclusive support system for customers, exceeding regulatory expectations in the water sector.

• The organisation has significantly expanded its Priority Services Register (PSR), supporting 14.7% of its customer base (~444,387 customers) as of March 2025.

• The strategy is built on core principles: customer control, accessible support, partnership working, and ongoing improvement, aligned with Ofwat’s guidance.

• The organisation has committed to a range of innovative initiatives including smart metering, tailored tariffs, and a ‘tell us once’ approach to streamline support registration.

• Extensive collaboration with partners and community organisations underpins the strategy, with over 835 partnerships and a reach of 4.5 million customers annually in supporting vulnerable groups.

• The strategy exceeds minimum expectations, including achieving ISO 22458 certification for consumer vulnerability, with annual external assurance.

• Anglian Water uses advanced data analytics, speech recognition, and customer feedback to continuously refine its services.

• It has developed targeted support for high-risk regions facing climate challenges such as flooding, drought, and social deprivation.

• The organisation has identified that nearly 3.5 million customers may struggle with numbers, with specific provisions to make communication clearer and support accessible.

• The strategy prioritises early intervention, ongoing engagement with customers, and real-time digital tools to enhance responsiveness.

• Commitment to transparency and accountability through regular strategy reviews, stakeholder engagement, and performance reporting.

• Future ambitions include expanding PSR coverage, supporting high-risk health groups, and adopting inclusive innovations like dementia-friendly initiatives.

Key Statistics

• 14.7% of customers (444,387) are on the PSR as of March 2025.

• Over 439% growth in customers supported on the PSR since 2020/21.

• More than 86,800 Extra Care assessments conducted in 2024/25, signposting over £67 million in benefits.

• Over 1 million smart meters rolled out, with full deployment targeted by 2030.

• Over 150 active partnerships and 2,500 dementia friends created.

• 154 million impressions from social media campaigns promoting support.

• 10 million emails sent in 2024/25 to promote support services.

• 99.6% of households achieved actual contact, surpassing targets.

• 66% of customers are aware of available support services.

• 60% compliance score in Business Disability Assessment for customer services.

• 1 in 4 people in England benefits from additional support needs, estimated at around 50% of households eligible for PSR support.

• Over 3.4 million online journeys and 150,000 pieces of customer feedback analysed annually.

Key Discussion Points

• Anglian Water has adopted an industry-leading, integrated approach to supporting vulnerable customers, tailored to diverse needs.

• The organisation’s strategy exceeds regulatory standards, combining technology, partnerships, and customer engagement to ensure inclusivity.

• Extensive use of data analytics informs targeted interventions, early detection, and ongoing support.

• The organisation’s support services are designed to be accessible via a wide set of communication channels and tailored formats.

• The organisation’s commitment includes transparent reporting, regular service reviews, and external assurance standards such as ISO 22458.

• Collaboration with community groups, charities, and local authorities enhances reach and impact.

• The strategy emphasises proactive identification of at-risk households, with targets to register over 20% of households by 2030.

• Digital innovations such as smart metering and ‘tell us once’ enable real-time updates and minimise customer effort.

• The organisation recognises the significant prevalence of mental health, disability, and financial support needs within its region.

• Planning incorporates support for climate-related hazards and high-risk regional challenges, including flooding and drought.

• The strategy includes a focus on communication clarity, digital accessibility, and simplifying customer interactions.

• Future priorities include expanding the vulnerability register, improving support for dementia and medical conditions, and sector-wide data sharing initiatives.

Document Description

This article provides a comprehensive overview of Anglian Water’s Customer Vulnerability Strategy 2025, detailing its commitments, innovations, and ongoing initiatives designed to support customers facing extra help needs. It discusses how the organisation exceeds industry standards through strategic partnerships, technological advancements, and targeted engagement, all aimed at creating an inclusive, accessible, and proactive support system. The article outlines key performance achievements, future ambitions, and the organisation’s approach to maintaining compliance and continual improvement, making it a relevant case study for leaders interested in ESG, social value, and inclusive service delivery within essential service sectors.