Preliminary studies indicate that Consumer Confidence
Reports (CCRs) may not be providing people
with the water quality information that they
want and can understand. Studies of risk perception
and communication suggest that CCRs could be more
effective if water suppliers asked its customers about
their concerns before issuing a CCR and were allowed
to respond to them in the report.
The author proposes that rather than continue with
the one-way communication supported by the CCR,
utilities should routinely engage their customers in a
dialogue about customer questions and concerns. Perceptions
of risk, particularly from taste and odor problems,
cannot be dismissed. Individuals' perceptions of
risk are influenced more by what they experience than
by what utility personnel or CCRs tell them. Addressing
taste and odor problems through voluntary self-assessment
and improved treatment and distribution
will help utilities reduce the public's perception of risk
and build the trust that is essential to communicating
effectively with their customers.
Historically, water providers have not placed a priority
on creating regular opportunities for communication
with consumers. Ongoing dialogue, however, is useful
for both utilities and their customers because it can clarify
misunderstandings, allow for feedback, and communicate
important information. Many utilities have valid
concerns about the efficacy of the CCR. This article
offers guidelines for turning the CCR into a vehicle for
gaining support and educating consumers, effectively
improving the process without necessitating revision of
the CCR regulations. Includes 34 references.
| Edition : | Vol. 96 - No. 8 |
| File Size : | 1
file
, 1 MB |
| Note : | This product is unavailable in Ukraine, Russia, Belarus |
| Number of Pages : | 8 |
| Published : | 08/01/2004 |
