Highlights Sydney Water delivers essential and sustainable water services for more than four million people in Sydney, the Illawarra and Blue Mountains areas In 2007, Sydney Water engaged PRTA to assist with the delivery of telemarketing services to support a variety of water saving initiatives to reduce waste water usage from residential properties 3 year relationship, involving e leven successful tenders (and subsequent extensions), for ongoing weekly campaigns WF: 377, 321 calls, 12,846 appointments – conversion rate: 3.4% LYG: 468,242 calls, 9,542 appointments – conversion rate: 2.04%

Sydney Water

STORY

Within Australia, water conservation and improving water usage efficiency has become an important element of everyday life.

Sydney Water, a statutory State owned corporation, delivers essential and sustainable water solutions for four million people in Sydney, the Illawarra and Blue Mountains areas . To respond to the increasing needs for water conservation and efficient usage, Sydney Water has implemented some of the world’s largest water efficiency programs over the last 15 years.

‘Water 4 Life’ was one such program, and a key component of this initiative was improving water efficiency amongst Sydney Water’s residential customers. The ‘WaterFix’ program was central to this initiative, and involved a home visit by a plumber to install water efficient products in customers’ homes.

Sydney Water sourced PRTA in early 2007 to conduct outbound calling to their customer base, offering appointments for the WaterFix service. PRTA provided a flexible telemarketing strategy, which was scaled to support the Sydney Water’s direct mail and print advertising strategies. PRTA worked in conjunction with Sydney Water own call agency and generated appointments before transferring these to a third party for scheduling.

Over the course of three years, PRTA generated over 12 thousand appointments for the WaterFix program, with an average conversion rate of over three percent.

With such a success rate, Sydney Water quickly engaged PRTA for a second, more specialised campaign, ‘Love Your Garden’. This involved a home visit with a qualified horticulturalist, to assess the water consumption and needs of customers’ gardens. PRTA was responsible for generating appointments, but also scheduling these on Sydney Water’s own IT platform.

PRTA achieved a conversion rate of a two percent, scheduling over nine thousand ‘Love Your Garden’ appointments over the course of two year campaign.

For both campaigns PRTA designed individual and tailored CRM platforms to meet Sydney Water’s requirements for data capture and reporting, including pensioner eligibility, water conservation methods and contact details. PRTA trialled and amended calling times for each campaign to ensure a maximum response amongst Sydney Water customers.

PRTA demonstrated the ability to work in conjunction with another contact centre for transferring appointments, and were able to integrate PRTA platforms to work seamlessly with Sydney Water’s own platforms.

Owned by the NSW Government, Sydney Water sought to maintain the high quality of customer service necessary for a corporation involved in delivery essential services to the majority of Sydney and the surrounding areas. PRTA provided a high level of customer service befitting such a company, rigorously ensuring quality campaign delivery while consistently meeting client set targets.

With a professional relationship that spanned over three years and included eleven tenders (and extensions), PRTA remained a vital element of Sydney Water’s direct marketing strategies, and a strong contributor to the promotion of water conservation and efficient usage across the city.

"PRTA was an integral partner with  Sydney Water between 2007 and 2011 working to help customers save water and reduce their bills. Their enthusiasm and dedication to our water efficiency programs enabled us to reach customers we would not normally have been able to and with greater efficiency that our previous direct mail campaigns. PRTA has shown flexibility and adaptability when dealing with varying workloads and scripting changes making them a dependable organisation to work with.  We would consider PRTA to work with us for future campaigns. "

Manager Water Efficiency
Sydney Water

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