The hardness of water

The 2018 Joint Research Programme customer perspectives project shows a clear correlation between the perceived quality of tap water and the perceived hardness of the water: the softer customers perceive the water to be, the higher they score its quality. The softening of water is thus an important key to raising the perceived quality of tap water. The extent to which perceived hardness relates to actual hardness, and the extent to which this perception may or may not be influenced are however a lot less clear. In 2019, new research was started aimed at gaining greater insight into the relationship between perception, satisfaction, behaviour and the hardness of water.

Customer research in context of water softening installation commissioning

To gain greater insight into the relationship between perception, satisfaction, behaviour and the hardness of water, this study focused on a De Watergroep service area, where a new water softening installation for the tap water was put into operation during the course of the study. A questionnaire was distributed to a large group of customers in the service area concerned, both before and after the commissioning of the installation. The questionnaire targeted aspects such as satisfaction, perceived hardness, and behaviour. This research also included a citizen science pilot, in which customers were themselves able to measure the limescaling of their water. The project also builds on insights from previous citizen science projects concerning limescaling and hardness.

A unique characteristic of the project was that the questionnaire was completed by both residents who participated in the citizen science project as well as by those who did not. The latter group functioned as a control group. This approach not only produced more insight into the effect of the softening, but also into the effect of participation in a citizen science project.

Better understanding of customer experiences

This participative study produced knowledge about the relationship between perception, satisfaction, behaviour and the hardness of water, and contributed to a greater understanding of the value and significance of citizen science in influencing this relationship. The resulting knowledge helps water utilities better understand customer experiences, further optimize water softening appraisals, and improve customer involvement through citizen science.

Higher score

Every water utility knows that water hardness is important for drinking water customers. Earlier research indicated that the perception of this hardness is associated with the perception of the water’s quality. The results of the present citizen science research clearly show that customers find that the water tastes better after softening and they give it a higher quality score. Their scores for tap water quality and the price/quality ratio both go up. As does their trust in De Watergroep. These customers also adjust their behaviour. They do less descaling. The biggest changes in the perception and behaviour was seen among the participants in the citizen science project. They measured the changes in hardness with their own hands and saw it with their own eyes.

Increased trust and interest

This project has given De Watergroep new insight into its customers. And this means a new manner of working, which involves thinking based on the perspective of the customer rather than that of operational processes and procedures. When customers are closely involved in research on ‘their tap water’, this produces plus points in how they perceive it and in how they see the water utility. Openness and transparency in sharing correct information builds trust and people become interested, even if the material is quite complicated. De Watergroep has learned that citizen science helps increase understanding of what it is that the customer wants.