AWWA ACE65456

AWWA ACE65456 Making the Most of Consumer Confidence Reports: How Primer Direct Mail Pieces Affect Customers' Recall
Conference Proceeding by American Water Works Association, 06/01/2007

Davis, J.C.

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The objectives of this powerpoint presentation were to answer the following three questions: why should water utilities care if customers recall theConsumer Confidence Report;what effect do primer direct mail pieces have onConsumer Confidence Report recall; and,how can utilities apply this information to make sounddecisions about promotion of the Consumer ConfidenceReport (CCR)? Background information on the CCR is provided, and a research project is outlined that included a two-phase telephone survey that was conducted inMay and June-July 2006. The survey was designed to evaluate several effects, including:verify impact of CCR recall on consumerwater "safety" ratings;evaluate impact of various "primer" mailingformats on CCR recall; and,evaluate the cumulative impact of multiple"primer" mailings on CCR recall. Residents received "primer" mailings 3-5days prior to the CCR, and customer recall of the primer mailing within the "letter" zipcode was markedly higher than in either of the "card" zip codesor the "card and letter" zip code. Topics presented include: impact on CCR Recall; CCR Recall Impact on Safety Ratings; CCR Readership Impact on Safety Ratings; Primer Recall Impact on Safety Ratings; Promotional Alternatives; and, conclusions and recommendations.