Northumbrian Water has partnered with Medallia to strengthen customer engagement across its four million-strong network.
The utility provider, which supplies water and sewerage services to 2.7 million customers in the North East of England and water services to 1.8 million in Essex and Suffolk, has integrated Medallia’s Experience Cloud to gather real-time insights from customer interactions across both digital and traditional touchpoints.
Within three months of implementation, the Medallia Experience Cloud was fully embedded across the company’s customer service ecosystem — spanning contact centres, field operations, and digital channels — to deliver a more connected view of the customer journey. The integration has enabled Northumbrian Water to monitor and respond to customer feedback at scale, while proactively improving satisfaction levels.
“We were immediately impressed by Medallia’s expertise and the sophistication of its platform,” said Dawn Creighton, Head of Customer Strategy and Experience at Northumbrian Water Group. “Medallia’s team of implementation experts made the process so fluid. They were able to liaise with our technical teams to make the process as easy as possible. By leveraging Medallia’s tools, we are able to proactively resolve customer issues, enhance satisfaction, and gain actionable insights that help us maintain our position as an industry leader.”
Northumbrian Water consistently ranks among the top-performing UK utilities in the Customer Measure of Experience (C-MeX) — the regulatory benchmark for customer satisfaction across the sector. Using Medallia’s advanced text analytics and sentiment analysis tools, the provider has already reported measurable gains in customer engagement and feedback quality.
Survey reach has expanded from 30 percent to a significantly broader audience, capturing previously untapped insights. The new system has also improved responsiveness and trust by reducing customer effort and enabling faster issue resolution. Customer engagement scores now average above 9.2 out of 10, supported by a tailored customer measure of experience workflow for more precise performance tracking.
“Northumbrian Water’s dedication to enhancing customer experience sets a benchmark for the utilities industry,” said Mark Bishof, CEO at Medallia. “We are proud to work alongside such a progressive organisation and support their mission to deliver exceptional service. This partnership not only drives operational efficiency but also ensures customers’ voices are at the centre of their decision-making.”
Northumbrian Water has since expanded the partnership to include Medallia’s Digital Experience Analytics (DXA), allowing deeper visibility into online customer behaviour. The company is now working with Medallia’s experience advisors to refine digital journeys further, using insights from across both the DXA and Experience Cloud platforms.
The collaboration marks a wider shift in the utilities sector toward real-time experience management — an approach increasingly adopted by providers seeking to strengthen regulatory performance and public trust.
