Synthetix, one of the UK’s leading multi-channel web-based customer service software companies, is to rollout its full suite of solutions to its client Welsh Water. As the sixth largest of the ten regulated water and sewerage companies in England and Wales, the company provides water supply and sewerage services to over three million people.

The water company has been employing Synthetix customer service solutions for a number of years, using their multilingual web self-service and live chat solutions to offer customers 24/7 online help, improving service and reducing the volume of routine inbound enquiries to it’s contact centre. Welsh Water will further improve its online customer experience by initially deploying their FAQ knowledge-base software across their contact centre, followed shortly by deploying it across their social channels and e-mail forms. This centralized knowledge-base, used across all of Welsh Water contact channels, will provide customers with a consistent and fully multi-channel customer service.

Colin Whitby, Contact Strategy Manager at Welsh Water, has told Synthetix that its online customer service solutions have, “undoubtedly been a contributing factor in a huge complaint reduction reported last year by providing instant and consistent answers to our customers’ questions, as well as deflecting calls away from the Call Centre."

A survey published last year by Global Reviews found that energy providers deliver a poor customer experience on the web, noting that just 6% of potential customers would recommend energy supplier websites and 64% would actively discourage friends or colleagues from visiting.

However, the situation is completely different for the UK’s regional water utility firms. Customer complaints in this sector dropped by 12% in England and Wales, last year. Welsh Water saw the biggest drop in complaints – down 58% and Wessex Water saw a huge 40% reduction. Both water companies are customers of Synthetix web self-service solutions, including faqtAgent, its web self-service product and liveChat, its live web-chat system.

Adam Ashcroft of Synthetix said: “Water providers have adopted self-service functionality far faster than energy providers, resulting in higher levels of consumer satisfaction. We are delighted that Welsh Water is now a model of a fully integrated web-based customer service provider.”

Additionally, with Ofwat’s introduction of its new measures to “empower” customers, water firms will have to provide information to customers, which will allow them to secure the lowest possible bills and best possible service. One of the ways that water companies will be able to do this will be by employing more effective web-based customer service solutions.


For further information contact:

Adam Ashcroft, Tel: 01223 393671, Mob: 07808 129 300, E-mail:,

Notes for Editors:

About Synthetix
- Synthetix Ltd is a developer of multi-channel online customer service solutions. Founded in 2001, Synthetix has unparalleled expertise in the field of 'Online Customer Service’ design and deployment.

- The company has become the marketing, customer service and web usability technology choice for blue-chip brands including the BBC, Virgin Holidays, Best Western Hotels, Unilever, Northumbrian Water, Principality Building Society , Low Cost Holidays, Yorkshire Building Society, Wessex Water, Mark Warner Holidays, easyJet Holidays and Welsh Water.

Published on: 12:13PM on 7th June 2013