Yorkshire Water has enlisted the help of Leeds-based digital agency CDS, to overhaul its digital footprint and make website experiences more inclusive, accessible and fit-for-purpose.

With a proven track record of delivering transformation projects for other major, public-facing organisations – such as the Metropolitan Police, Social Work England and Transport for London – communications agency CDS has been appointed to lead the nine-month project, working in partnership with SimpleUsability.

Work is already well underway, with an initial research period dedicated to examining Yorkshire Water’s diverse customer personas, user patterns, habits, and behaviours – a study that is being conducted in tandem with behavioural research company, SimpleUsability. The research will drive the wider user experience strategy, web design and development.

Once complete, the new digital hub will streamline how Yorkshire Water’s 5m customers pay their bills, report faults, ask questions or discover more about the support available for vulnerable or less affluent customers. The scope of works also includes the potential to integrate further communication channels – such as live chat and WhatsApp – over time.

Yorkshire Water’s digital CX manager, Andrew Bush, will spearhead the newly formed hybrid team which brings together eight in-house digital communicators, 14 specialists from CDS, and a further four analysts from SimpleUsability.

Alex Coates, director of new business and account development at CDS, says, “With over five million people to serve every day, it is vital that Yorkshire Water provides its customers with a digital experience that offers a simple and accessible route to their information and service. It is also critical that customers then have choice and ease in communicating with their supplier.

“The entire project exists to ensure the firm does the right thing by its customers and lives up to the expectations set by some of the other big utilities providers on the market. We have a very exciting brief and are relishing the opportunity to work with our regional neighbours on what promises to be an inspiring project.”

As part of the project, Yorkshire Water will also better highlight some of the peripheral services and environmental commitments it provides for customers – such as footpaths around its reservoirs.