07 November 2025
Northumbrian Water Group, one of the UK's leading water service providers serving 2.7 million customers in the North East and 1.8 million in Essex & Suffolk, has partnered with Medallia to transform its customer engagement and satisfaction initiatives.
The goal is to strengthen its position as a leader in sustainable water and wastewater solutions by leveraging Medallia’s customer experience management platform.
Within just three months of deployment, Medallia’s Experience Cloud was seamlessly integrated across multiple customer touchpoints — including contact centres, field operations, case management, and digital channels — enabling Northumbrian Water to gather comprehensive insights from a broad spectrum of customer interactions. This omnichannel approach has empowered the utility to proactively identify and resolve issues, enhancing overall customer satisfaction.
Dawn Creighton, Head of Customer Strategy and Experience at Northumbrian Water, praised Medallia’s expertise and the platform’s sophistication, highlighting how the implementation process was smooth and collaborative. She emphasised that the insights gained have helped reduce customer effort, improve responsiveness, and maintain top-tier rankings in the Customer Measure of Experience (C-MeX), a key industry metric. Since deployment, survey reach has increased from 30% to a wider audience, capturing previously missed insights, and customer engagement scores now consistently exceed 9.2 out of 10.
Mark Bishof, CEO of Medallia, commended Northumbrian Water’s commitment to customer-centricity, noting that the partnership is driving operational efficiency and placing customer voices at the core of decision-making. The company has also integrated Medallia Digital Experience Analytics (DXA) with the existing Experience Cloud platform, gaining deeper insights into digital customer journeys. Ongoing collaboration with Medallia’s experience advisors aims to further optimise online interactions and enhance overall service quality.
