The latest Ofwat Annual Customer and Developer Measure of Experience Report 2025, delivered by BMG Research, provides a comprehensive view of customer and developer experiences across the England and Wales water sector, identifying the top performers and where challenges remain for some water companies.
BMG, part of the RSK Group, has been responsible for running the surveys for several years, including measuring performance for the final year of Ofwat’s 2019 Price Review and the new 2024 Price Review. The research tracks two main measures:
C-MeX (customer measure of experience): How satisfied household customers are with their water company.
D-MeX (developer services measure of experience): How satisfied developers are with the service they receive.
BMG Research Director Jack Harper said that by gathering feedback from thousands of customers and developers across all water companies, the business could identify where companies are meeting expectations and where improvements are needed.
“Our data and insights across PR19 and the new C-MeX and D-MeX surveys for PR24 give us a very clear view of where progress has been made and where certain issues remain consistent challenges.”
The report key finding show:
C-MeX scores have continued to decline, with the industry average dropping to 73.99 in 2024–25, though the rate of decline has slowed.
Scores are calculated out of 100, based on customer responses to questions about satisfaction and experience.
Top performers: Northumbrian Water (80.36), Wessex Water (79.71), and Welsh Water (79.56).
Lowest performers: Thames Water (61.44) and Southern Water (65.13).
D-MeX scores have stabilised at a high level (76.48), with Portsmouth Water (84.89), Severn Trent Water (84.36), and Northumbrian Water (84.04) leading.
D-MeX scores are also based on a points system, reflecting developer satisfaction with service quality and responsiveness.
Drivers of satisfaction: Issue resolution, good customer service, responsiveness, and clear communication.
Drivers of dissatisfaction: Poor communication, unresolved issues, water quality concerns, and infrastructure challenges.
Demographic differences: Older customers and women report higher satisfaction
Jack said: “The data-led information BMG has gathered through the Ofwat C-MeX and D-MeX programmes provides clear, actionable guidance for water companies on how to improve customer perceptions.
“By analysing feedback from tens of thousands of customers and developers across England and Wales, we can pinpoint the factors that most influence satisfaction, such as effective issue resolution, clear and proactive communication, and responsiveness to customer needs.
“Our research shows, for example, that when customers feel their issue has been resolved, satisfaction scores are nearly double compared to unresolved cases.
“We also see that poor communication and unresolved issues are the most common drivers of dissatisfaction, while improvements in water quality, infrastructure, and value for money are increasingly important to customers.
“This evidence base enables water companies to focus their efforts where it matters most – closing the loop on complaints, investing in service improvements, and communicating transparently – so they can deliver the everyday excellence customers expect.”
Top 5 actions water companies can take:
1. Prioritise issue resolution
• It may seem obvious, but customers just want their problems fixed. If a customer feels their issue has been resolved, satisfaction scores almost double (84.8 vs. 46.5).
• Focus on closing the loop with customers and ensuring every query is fully addressed.
2. Communicate clearly and proactively
• Nearly half (45%) of unhappy customers cite poor communication as the reason.
• Provide regular, honest updates, especially if there’s a problem or some work going on. It builds trust and reduces frustration.
3. Be responsive and accessible
• Responsiveness is a key driver of positive perceptions for both residential and developer customers.
• Whether it’s a phone call, email, or online chat, make it simple for customers to get in touch – and respond quickly. Fast, friendly replies make a huge difference to how people feel.
4. Invest in water quality and infrastructure
• Concerns over water quality and infrastructure are rising, especially among younger customers.
• Show you’re investing in improvements and let customers know through direct customer communication, media and social media engagement.
• What you’re doing to help reassure them and demonstrate commitment.
5. Deliver Value for Money
• Value for money remains the lowest-rated aspect of service, especially for developer customers. Among residential customers, there has been a notable increase in calls for lower bills at the start of this year.
• Transparent billing, fair pricing, and clear explanations of charges are essential to improving perceptions.
Jack said the 2025 report is based on responses from more than 13,600 customers and developers, collected between April 2024 and March 2025 across England and Wales. The research covered the 17 largest appointed water companies in the region.
