With the intention of improving and upgrading its services in harmony with the social concept of marketing JWU sought to strengthen its relationships with the public. As starting point, it decided to resort to the scientific methodology as the optimal way to ensure public involvement in the Undertaking’s work and development. Therefore, it decided to implement a specialized survey aiming at measuring customer satisfaction with the Undertaking and its services. In general a Customer Satisfaction Survey (CSS) represents an effective tool for assessing the performance of the establishments that offer direct services to the customers. This type of survey is employed to facilitate the modification of the establishment’s policies, work mechanism and service offering as means of maintaining users’ interest and increasing their determination and enthusiasm to secure the service from the same establishment.

In order to achieve the objectives of this field study, collect the required data on the levels of customer satisfaction with the Undertaking’s performance and offered services and identify satisfaction trends of the different categories of participants and their opinions regarding the different relevant issues a Quantitative as well as Qualitative measurement process was adopted. A form was carefully designed and distributed over a customer representative sample to be filled out by the participants. In addition, two focused group discussions (FGD) were held with two categories concerned with the Undertaking performance.

1. Consumer category where the participants were carefully selected and involved in a focused discussion of focal research questions.
2. JWU field staff categories consisting of employees who are in direct contact with the customers especially collectors and meter readers. This category was involved in a focused discussion of focal research questions, which partially overlapped with those assigned to the first category. Discussion of the field survey results was launched in an attempt to interpret these results and collect additional data to serve the focused analysis of the study and its results.

This document presents the main findings of JWU CSS implemented by TCU at PCBS and funded by GTZ. A joint technical committee from the TCU and JWU supervised the operation. The survey was based on a sample of 1430 participants (units) from JWU subscribers living in the aforementioned population areas. In addition to this survey two focused group discussions (FGD) were held with the customers to enhance and reinforce the survey results and arrive at the proper recommendations.

Customer knowledge about JWU

About one tenth of the customers know the legal status of JWU as a civil establishment. In fact, more than 45% of the targeted customers reported that JWU is a government establishment. It is worth noting that ignorance of JWU legal status is not restricted to a certain category of customers nor to customers only. A part of JWU employees who participated in the FGD did not know its nature or legal status. One JWU employee who participated in the FGD reported that JWU is a civil establishment while others believe it’s a private company.

On the other hand, the customer knowledge about the services offered by JWU varies. The majority of customers (92%) believed that JWU services include water production, water distribution, network and meter connection and maintenance. A less percentage appeared to know that JWU check water quality (61%) and launch water consumption rationalization programs (48%).

Regarding the relationship with customers and the services offered by JWU through the free line, the results of the field study indicated that this line is inefficient. Less than 20% of the customers were aware of this line, and less than those know its number. It is worth noting that there is no significant difference between customer knowledge about JWU and its services by background specificities of these customers.

Consumer general satisfaction

The results have shown that customers are generally satisfied with JWU and this satisfaction increases when it is compared with other similar service establishments. It is also noted that service satisfaction increases among women in the refugee camps, despite the fact that differences in general satisfaction by customer background characteristics are minor.

Satisfaction with handling customer problems

The trend of satisfaction with JWU in general applies to satisfaction with dealing with customers and handling their problems; four out of each five customers reported that they are satisfied or very satisfied with the way of dealing with customers. Around (55%) of the customers expressed their satisfaction with the way JWU receives customer complaints. But it is noted that customers are satisfied (51%) with JWU reaction to customer complaints or problem reporting. It is worth mentioning that the level of satisfaction is negatively correlated with the educational background of the head of household.

Satisfaction with the performance of collectors and meter readers

It is noted that customers are generally satisfied with the way they are treated by collectors and the timing of their visits; but they are less satisfied with usefulness and relevance of the information presented to them by the collectors and readers. This conclusion about information presented to customers was confirmed by the collectors themselves at the FGD; they reported that the information they have was gained and accumulated by experience and many of them do not have general information about JWU, its nature and services. Same collectors and meter readers indicated that the level of collector’s or meter reader’s knowledge about JWU depends on his diligence and activeness if not on his interest. (Same of those who participated in the FGD did not know the legal states of JWU, and same did not know about water distribution program in the summer).

Satisfaction with provided services

Services provided by JWU were classified by level of satisfaction into three categories:

• Services which gained high level of satisfaction: Services with which more than 75% of customers reported satisfaction. This category included water smell, clarity of bills, paying the bills at JWU or directly to the collectors.
• Services which gained medium level of satisfaction services with which 50% - 75% of customers reported satisfaction. This category included water quality in general, water color, water taste, water clearance, water pressure, uniformity of water flow, meter accuracy and the conformity of the bill with actual consumption.
• Services which gained low level of satisfaction: services with which less than 50 % of customers reported satisfaction. This category included meter checking and maintenance, periodic maintenance of water network, level of water prices, network upgrading and collecting fees of sewage services in Al-Bireh area.

It is noted that there is no significant discrepancy of this classification by customer background characteristics. In fact, it is noted that water smell, clarity of bill and paying bills at JWU gained the satisfaction of all categories of customers, whereas upgrading water network, collecting the fees of sewage services and meter checking and maintenance did not gain the satisfaction of any category of consumers.

Satisfaction with JWU policies
The main findings of the survey indicate lower satisfaction with JWU in general. Following are the policies, which were surveyed, and the level of satisfaction they gained in accordance with the background characteristics of customers:

• Policy of minimum rate: The level of satisfaction ranged between 34%- 62% by customer category. Customers in urban areas, households with more educated householders and JWU recent customers oppose this policy. On the other hand, customers in rural areas and refugee camps indicated their understanding toward this policy.
• Policy of price categories: The level of satisfaction ranged between 36%-56%; male urban and more educated customers oppose this policy. Households with illiterate householders and old customers of over 4 years of service connection (subscription) expressed their understanding toward this policy.
• Water distribution program: The level of satisfaction ranged between 27%- 48%; customers in the urban areas and refugee camps expressed understanding toward this policy.
• Policy of disconnecting service from defaulters: The level of satisfaction ranged between 37%-46%; more understanding was reported toward this policy by all customers in companies with policy of price categories and water distribution program. Nevertheless, it was opposed by customers in the refugee camps and household with less educated householders.
• Interests on arrears, new subscription fees and water reconnection fees: This policy was opposed by all consumers’ categories regardless of their background characteristics.

Customer problems

Though customers reported 22 difficult problems yet the majority indicated that they are facing the same problems. More than 1/3 of the customers reported that the frequent pumping interruption periods pose a problem for them. High water prices is the second customer problem followed in descending order by problem of water planktons and residues, weakness of pumping, interests on arrears, the amount in bill is higher than actual consumption, short notice given to customers to pay the bill and lack of interest in customer problems.

Customer suggestions to improve JWU and its services

Consumers proposed a number of suggestions to improve different areas of performance. Three areas were taken into account:

• To improve the relationship between JWU and customers: implementing awareness and guidance programs, reducing water prices, activating Customer Service Division, extending pay pauses(periods), improving water pumping, securing water and maintaining and upgrading water network.
• To expand customer knowledge about JWU: producing and distributing awareness flyers and other publications about JWU and its services, launching radio and T.V programs, establishing an Awareness and Guidance Division, holding open public meeting field visit, improve the awareness of collectors and meter readers, increasing the number of free lines and establishing JWU regional offices.
• To expand and improve JWU range of services: conducting periodic tests of water quality, periodic maintenance of water networks, upgrading of the network, managing sewage services, strengthening water pumping, reducing water prices and showing more interest in customer complaints and notifications.

Conclusion

• Generally speaking knowledge about or satisfaction with JWU does not substantially change by customer background characteristics, although it decreases among more educated customers. A low percentage of customers know that JWU tests water quality and they are aware of its membership in the Governorate Emergency Committee. A very low percentage of customers know about JWU free line and its legal status. It seems that JWU needs to open new channels with the customers to expand their knowledge and interaction with it.
• Most of the customers support extending JWU services horizontally, (geographically) while a less percentage support JWU management of sewage services. It is also noted that Al-Bireh residents are generally not satisfied with collecting sewage fees by JWU.
• In general a high percentage of customers are satisfied with JWU and its performance particularly in comparison with other similar service establishments, yet a considerable percentage of customers are not satisfied with the response of JWU to their complaints and problems.
• There is a need to improve the knowledge and communication skills of JWU staff, particularly those who are in direct contact with the public to meet customer needs in this regard.
• The percentage of consumer satisfaction decreases with regard to services and efforts made by JWU to improve its infrastructure including meter checking and maintenance as well as network maintenance and upgrading. This was confirmed as well in the FGD session.
• Less consumer satisfaction with the financial policies was reported particularly price categories, subscription fees and minimum rate.
• There is a number of problems and suggestions reported by customers. These problems and suggestions should be studied carefully by JWU in order to improve customer satisfaction levels.