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HomeMy WebLinkAbout12-04-18 PRL&L Committee PacketOTAY WATER DISTRICT PUBLIC RELATIONS, LEGAL & LEGISLATIVE COMMITTEE MEETING and SPECIAL MEETING OF THE BOARD OF DIRECTORS 2554 SWEETWATER SPRINGS BOULEVARD SPRING VALLEY, CALIFORNIA Board Room TUESDAY December 4, 2018 1:30 P.M. This is a District Committee meeting. This meeting is being posted as a special meeting in order to comply with the Brown Act (Government Code Section §54954.2) in the event that a quorum of the Board is present. Items will be deliberated, however, no formal board actions will be taken at this meeting. The committee makes recommendations to the full board for its consideration and formal action. AGENDA 1. ROLL CALL 2. PUBLIC PARTICIPATION – OPPORTUNITY FOR MEMBERS OF THE PUBLIC TO SPEAK TO THE BOARD ON ANY SUBJECT MATTER WITHIN THE BOARD'S JURISDICTION BUT NOT AN ITEM ON TODAY'S AGENDA DISCUSSION ITEMS 3. INFORMATIONAL UPDATE ON COMMUNICATIONS ITEMS DISCUSSED AT THE AUGUST 22, 2018 PUBLIC RELATIONS, LEGAL AND LEGISLATIVE COM- MITTEE MEETING (OTERO) [10 minutes] 4. ADJOURNMENT BOARD MEMBERS ATTENDING: Tim Smith, Chair Mark Robak 2 All items appearing on this agenda, whether or not expressly listed for action, may be de- liberated and may be subject to action by the Board. The Agenda, and any attachments containing written information, are available at the Dis- trict’s website at www.otaywater.gov. Written changes to any items to be considered at the open meeting, or to any attachments, will be posted on the District’s website. Copies of the Agenda and all attachments are also available through the District Secretary by con- tacting her at (619) 670-2280. If you have any disability that would require accommodation in order to enable you to par- ticipate in this meeting, please call the District Secretary at 670-2280 at least 24 hours pri- or to the meeting. Certification of Posting I certify that on November 30, 2018 I posted a copy of the foregoing agenda near the regular meeting place of the Board of Directors of Otay Water District, said time being at least 24 hours in advance of the meeting of the Board of Directors (Government Code Section §54954.2). Executed at Spring Valley, California on November 30, 2018. /s/ Susan Cruz, District Secretary STAFF REPORT TYPE MEETING: Regular Board Meeting MEETING DATE: January 2, 2019 SUBMITTED BY: Tenille M. Otero PROJECT: Various DIV. NO. All APPROVED BY: Mark Watton, General Manager SUBJECT: Informational Item: Communications Update GENERAL MANAGER’S RECOMMENDATION: No recommendation. This is an informational item only. COMMITTEE ACTION: See Attachment A. PURPOSE: To present the Board with an update on communications items from the Public Relations, Legal, and Legislative Committee’s list dated August 22, 2018. ANALYSIS: The Public Relations, Legal, and Legislative Committee presented staff with a list of committee objectives at the Aug. 22, 2018 committee meeting. Staff has prepared an update regarding that list of items. The list of objectives include the following: • Review and provide input on each edition of the Pipeline newsletter. • Start a District Instagram account. • Have a list of items that the District systematically distributes to customers, such as checking your pressure regulator, sewer lateral, etc. • Make the District’s website mobile friendly. • Perform the customer survey. • Provide a list to the Board of yearly events that District staff attends. • Review subjects for new District YouTube videos and the plan for future videos and provide information to Board. • Review potential legislation that the District would be supporting. • Provide a monthly list of articles, etc. when the District is in the news. Review and provide input on each edition of the Pipeline newsletter. Communications staff produces a quarterly newsletter, titled Pipeline. Production of the newsletter includes gathering article ideas from current District activities, programs, and projects, soliciting ideas from District staff, doing research, interviewing, writing, editing, gathering images, proofing, performing administrative duties to submit requests to InfoSend to distribute the newsletter, and managing the District’s consultants, including the graphic designer, printing company, Spanish translator, and the District’s gardening writer, Nan Sterman. Newsletters are typically delivered to customers with their water and/or sewer bill during each of the four seasons. The first three pages of the newsletter are in English and highlight a variety of timely District and conservation-related topics. The last page of the newsletter is in Spanish, covering the front page article(s). The list of recommended topics for 2019 newsletters is attached (Attachment B). If issues arise that are timely during that quarter the topic could change. Start a District Instagram account. Staff will launch the District’s Instagram account in January 2019. In 2018, staff reserved a District account, @otaywater. To spark interest, gain followers early, and create awareness among the public that the District will launch the District’s account in 2019, staff posted a teaser photo to the District’s account. Also, to attract more followers, staff is developing a plan to implement an Instagram contest in 2019. Have a list of items that the District systematically distributes to customers, such as checking your pressure regulator, sewer lateral, etc. District staff works with customer service and other staff to develop messages that the District’s customers can benefit from. Staff aims to get these messages to the public on an annual basis or more if necessary. These topics include, but are not limited to the following: • Checking Water Pressure Regulators • Reporting Water Waste • Protecting the Sewer System • Leak Detection Program • Encouraging customers to go paperless and pay their bill online • WaterSmart Landscape Contest • Consumer Confidence Report • Water-Use Efficiency Rebates • Seasonal Tips for Saving Water As examples, staff recently distributed messages to the District’s customers via its newsletter and social media about encouraging them to check their water pressure regulators and to use online bill pay. As other important topics arise, staff will assess them, develop messaging, and distribute to customers using the appropriate communications channels. Make the District’s website mobile friendly. A mobile-friendly website is one that is designed to work the exact same way across all devices. This means that nothing changes or is unusable on a desktop computer or mobile device. Features like navigation drop-downs are limited, as they can be difficult to use on mobile. The website is literally the same across the board, with no usability concerns regardless of the device on which it is being viewed. A mobile-responsive website however, is one that responds or changes based on the needs of the user and more importantly accommodates the viewing content from a desktop computer format to that of the specific mobile device. As part of a responsive site, text and images may change or be hidden so they do not interfere or compete with the more important information on the site's smaller display. The development and maintenance of a responsive website also requires more resources, thus a larger budget. Based on mainstream web tools from WordPress and Google, the District’s current mobile responsiveness scores a high grade in this area, however, not significantly different, the scores do vary based on the tool being used. Therefore, the District’s public-facing site is considered a hybrid of a mobile-friendly and responsive website. Because the District’s website is a fairly simple site, that is, mostly text and image based, without complex functionality, and because the District’s mobile viewing audience accounts for only 19 percent, best practices recommend the use of a mobile-friendly website. The best practice benchmark, if the website’s mobile viewing audience is less than 35 percent, deems a mobile-friendly site as appropriate. The District should consider assessing a 100 percent responsive design if its website mobile viewing customer base reaches at least 35 percent, and the District’s site and functionalities become more complex. There are other more costly options like developing an entirely separate mobile website with a separate subdomain, for example m.otaywater.gov, but the requirements and cost of development and maintenance are also more extensive than a responsive site. Staff will continue to review and monitor the website’s analytics for usage increase trends, as well as evaluate how to address its mobile audience. Staff also will continue to evaluate advancements to the District’s website and costs of these advancements, including the potential development of a full blown mobile-responsive or separate mobile website, and present an update to the committee at a later date. Perform the customer survey. Staff conducted the previous Customer Awareness Survey in 2015 and the Call Center Survey in 2012. As part of the updated 2019-2022 Strategic Plan, the implementation of both surveys was scheduled again for fiscal year 2020, but staff and the Board agreed that that there is a need to advance the surveys to fiscal year 2019. Staff will complete the Customer Awareness and Call Center surveys in 2019. Attached are the latest Customer Awareness and Call Center surveys (Attachments C and D). Provide a list to the Board of yearly events that District staff attends. On a biweekly and/or monthly basis, as staff confirms the District’s participation, staff has provided the Board with a list of events where Communications staff will host a District booth. Dates and confirmation of outreach events are not normally confirmed a year in advance as most organizations do not set their event dates until they have reserved a venue and worked through their respective schedules and logistics. Attached is a general list of potential events for 2019 (Attachment E). This list includes events where staff frequently hosts the District’s information and collaterals as well as potential chambers’ or other organizations’ events that the District may sponsor or purchase individual seats for. Event dates may change or new events may be added contingent on the year and the organizations that the District may partner with. Staff also continuously assesses the value of each of the events and determines the District’s participation based on the benefit to the District and its customers. Review subjects for new District YouTube videos and the plan for future videos and provide information to Board. Staff will continue developing videos and work to promote them more frequently through its social media and other communications platforms. Recent videos that have been developed include: • What is Fats, Oils, and Grease (FOG)? • How to Handle FOG? • Water Theft from Fire Hydrants • How to Read Your New Digital Water Meter/Register Staff recommends the following YouTube videos to be developed: • Water Quality • District Efficiencies • About the District; Dedicated to Community Service • A Day and the Life of Various Water-Related Careers Featuring Employees • Water Tax (dependent on what happens during 2019 Legislative Session) • Shorter videos that include topics to appeal to the District’s social media audience • Other timely topics Review potential legislation that the District would be supporting. District staff, through its government outreach and relations program, continues to work closely with the Water Authority’s government relations staff, the District’s legislative consultant, the Association of California Water Agencies, California Special Districts Association, California Water Efficiency Partnership, and other related coalitions, associations or organizations to monitor legislative issues that affect the District and its ratepayers. Early during the calendar year, on an annual basis, staff provides the Board with a list of top 10 or so legislative priorities that could affect the District and its ratepayers during that legislative session. Staff and legislative advocates proactively monitor and/or take action on these issues during each legislative session and throughout the year. Staff also provides updates to the Board throughout the year. Staff will continue to work with the District’s legislative consultant to focus on issues that may solely affect the District. It is critical that staff remains engaged in these issues as they could have an impact on how the District conducts day-to-day operations and maintains its facilities, thus affecting our ratepayers. Provide a monthly list of articles, etc. when the District is in the news. Staff has been providing the Board, on a biweekly/monthly basis, with a list of District-related news articles as they appear. Staff will continue to consistently monitor and report District-related news stories to the Board. Strategic Plan Update In addition, as part of the Strategic Plan objectives, staff is aligning the District’s Communications Program with the updated Strategic Plan for fiscal years 2019 through 2022. To implement this, staff is reviewing the current Five-Year Public Information & Communications Plan for future years. Staff reviewed and presented this strategy at the Sept. 5, 2018 Board meeting. The Sept. 5 Board meeting packet includes the update on the five-year plan and Fiscal Year 2018 outreach activities (Agenda Item 16C). Purposefully, the foundation of the Communications Program should complement the Customer section of the Strategic Plan’s Balanced Scorecard framework. This section focuses on performance related to customer service levels, satisfaction, brand, and confidence. Staff continues to use strategies and tactics from the existing five-year communication plan, but also ensures they align with the current strategic plan’s key strategies, which include: • Enhance and build awareness and engagement among the District’s customers and stakeholders and within the San Diego Region about the District’s strategies, policies, projects, programs, and legislative/regulatory issues. • Assess and enhance communications tools and increase online presence and social media exposure. There are several objectives and tactics that fit into these strategies, including but not limited to, Capital Improvement Project outreach, increased public and community engagement and media and government relations, streamlined District branding, and evaluation of social media platforms and the District’s website. Staff will provide a social media and website analytics update in summer 2019. Through the District’s Communications Program, staff will remain driven and focused to develop and preserve strong relationships with its ratepayers, elected officials, and other stakeholders, with the goal of creating awareness, transparency, and support of the District’s strategies, policies, projects, and programs. FISCAL IMPACT: Joe Beachem, Chief Financial Officer There is no fiscal impact associated with this action. STRATEGIC GOAL: Execute and deliver services that meet or exceed customer expectations, and increase customer engagement in order to improve District Services. LEGAL IMPACT: None. General Manager Attachments: A) Committee Action B) Recommended Newsletter Topics C) Call Center Survey (2012) D) Customer Awareness Survey (2015) E) Annual Event List (2019 Draft) ATTACHMENT A SUBJECT/PROJECT: Informational Item: Communication Update COMMITTEE ACTION: The Public Relations, Legal and Legislative Committee is scheduled to review these items at the monthly Board meeting to be held on Jan. 2, 2019. The attachment will be updated with notes from the committee’s discussion. Newsletter Topics 2019 Winter •Feature Article: Prepping for the New Year by checking for leaks – how and where (mention Fix-a-Leak Week March 18-24) •Inside Articles: o Capital Improvement Program (current construction projects) OR Legislative Roundup (legislation affecting the District and its customers from 2018 session) o Instagram Launch o Rain barrel rebate o WaterSmart Landscape Contest (depends on if new website is launched) o Upcoming Water Conservation Garden events o Nan Sterman’s column – Why it is important to plant trees. This is a climate change piece – make it a New Year’s resolution to plant a tree or two. Spring •Feature Article: Water Tax Update (story depends on status of water tax) •Inside Articles: o The Garden’s 20 year anniversary o Leak Detection Program update o Make Every Drop Count mobile app o Water Agency Customer Appreciation Day at the Garden o WaterSmart Landscape Contest o Upcoming Water Conservation Garden events o Nan Sterman’s column - What makes a plant drought tolerant and California Friendly? Summer •Feature Article: History of Otay and how we are dedicated to community service •Inside Articles: o WaterSmart Landscape Contest winner o Consumer Confidence Report o Smart Irrigation Month Tips (July) o Conservation rebates o Online Bill Pay o Upcoming Water Conservation Garden events o Nan Sterman’s column – Update on Citrus Greening disease and other threats to trees Fall •Feature Article: Tips for saving water during the holidays •Inside Articles: o FOG – what it is and how to dispose of it (promote FOG videos) o Check your water pressure o Report Water Waste o Firescaping o Upcoming Water Conservation Garden events o Nan Sterman’s column - How to plant your holiday poinsettia Attachment B 12 Otay Water District Call Center Customer Satisfaction Survey Report Rea & Parker Research July, 2012 Attachment C Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey i Table of Contents Page Executive Summary ii Introduction and Methodology 1 Sample 2 Survey Findings 4 Demographic Statistics/Respondent Characteristics 4 Satisfaction with Customer Service 7 Satisfaction with Field Service 14 Purpose of Customer Calls 21 Issues Regarding Bill Payment Process 27 New Bill Design 28 Method of Bill Payment 30 Confidence in Accuracy of Bill/Meter 36 Communication with Otay Water District 39 New Telephone System 39 Interactive Voice Response 41 Website 44 Conclusions 46 Appendix 47 Survey Instrument 48 Frequencies 62 Open-Ended Responses 101 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey ii Otay Water District Call Center Customer Service Satisfaction Survey Executive Summary The Otay Water District has elected to conduct a statistically reliable customer satisfaction telephone survey among those who have called for customer service during the past 6 months. The purpose of the survey is threefold – first, and foremost, to improve customer service, second, to provide information about the volume and purpose of customer calls, to determine the level of satisfaction regarding customer and field service, the bill payment process, and the communication efforts of the District (including the new telephone system, the website and the Interactive Voice Response Feature); and third, to compare the results of this 2012 Call Center Customer Service Survey with the results of previous Call Center Customer Service Satisfaction Surveys and the more general 2012 Residential Customer Satisfaction and Awareness Survey where the data are comparable. Specifically, the primary areas of interest are:  Volume and purpose of customer calls  Basic demographic statistics/sampling characteristics  Overall customer satisfaction  Satisfaction with services of telephone and field representatives  Satisfaction with the resolution of problems and issues  Satisfaction with the bill payment process  Satisfaction with communication efforts Rea & Parker Research was selected to conduct this study, as it was for the 2005, 2006 and 2008 Call Center Customer Services Satisfaction Surveys. The purpose of the research is to:  Obtain scientifically reliable and sufficiently robust results to determine the level of satisfaction among those who seek customer service for important service delivery features.  Determine customer service call patterns with regard to the purpose and volume of calls.  Determine level of satisfaction with various issues, including:  Telephone and field representatives  Problem resolution  District communication efforts including the official website, Interactive Voice Response Feature, and the new telephone system  Bill payment process  Obtain demographic data about the population for use in descriptive analysis and crosstabulations of data that can result in new, optimally targeted and tailored public outreach programs.  Compare the results of this survey with the results of the 2005, 2006 and 2008 Call Center Surveys and the 2012 General Customer Survey, where applicable. Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey iii Sample The survey was conducted by a random telephone sample of 303 respondents, which equates to a margin of error of +/- 5.4 percent at the 95 percent confidence level. In the current survey, respondents are predominantly White (43 percent) and Hispanic/Latino (41 percent) and earn an annual median household income of $73,100 (29 percent earning $100,000 or more and 8 percent earning under $25,000). They have a median age of 47 years and have been customers of the Otay Water District for a median of 8 years. Among these respondents, 51 percent possess a Bachelor’s degree or more, with 19 percent having a high school education or less. Survey respondents are predominantly homeowners (72 percent) with a mean household size of 3.72. Survey Findings This survey report has been divided into six informational components as follows:  Demographic statistics/Respondent characteristics  Overall satisfaction with customer service  Satisfaction with field service  Purpose of customer calls  Issues regarding the bill payment process  Communication with the Otay Water District Overall Satisfaction with Customer Service  According to the 2012 General Survey of all customers of the Otay Water District, a survey conducted immediately prior to the 2012 Call Center Survey, it is reported that 9 percent of customers have contacted customer services during the 6 months that immediately preceded the survey. This is consistent with the results of the 2008 Call Center Survey where 10 percent called Customer Service 6 months prior to the Survey, but less than the percentage of callers indicated in the 2009 and 2011 General surveys—17 percent each.  Customer service callers rate the overall quality of customer service as very high –83 percent rate it as excellent (56 percent) or good (26 percent). This is consistent with the high rating provided by customers in the 2008 Call Center Survey, where 82 percent of the callers rated their satisfaction with customer satisfaction favorably. Based upon the 2012 General Survey, customers who made calls to the Call Center were also highly satisfied with customer service (80 percent in the favorable range).  Between 81 and 87 percent of customer service callers feel very satisfied or somewhat satisfied regarding the 4 service features presented in the survey: knowledge and expertise of the service representative, courtesy of the service representative, ability to reach service representative, and satisfaction in getting their problem solved. Similarly high levels of satisfaction were found regarding these features in the 2005, 2006, and 2008 Call Center Surveys. Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey iv  Callers make an average of 1.4 calls per issue to customer service (a decrease from the 1.6 calls per issue reported in the 2008 Call Center Survey and 1.8 calls in 2006), with 77 percent of all callers having their issue resolved in one call. Among the 23 percent who make more than one call, 14 percent of them had their problem ultimately resolved, leaving only 9 percent of callers with unresolved issues. This represents an improvement over the findings of the 2008 survey where about 21 percent of those who made one call had their problem ultimately resolved and 13 percent of callers were left with unresolved issues  Customer service callers to the Otay Water District compare the District very favorably to other authorities and utilities that bill monthly, with 41 percent of the customer callers saying that it is the best among monthly service providers. This rating is consistent with the 2008 Call Center Survey where 39 percent rated the District as the best.  Resolution of problems that customers of the Otay Water District call about impacts satisfaction more than does the number of calls required to achieve resolution. Further, overall satisfaction parallels the lowest rated of service characteristics, thereby making each of these features critically important to overall satisfaction. Satisfaction with Field Service  Only 13 percent of customer service callers required a field visit to their property – a 5 percent decrease from the findings of the 2008 Call Center Survey. In fact, there has been a steady decline in the percentage of callers who required a field visit since 2006.  Over three-fourths of callers (76 percent) rate their overall experience with the service of field representatives as either excellent or good. This is consistent with the rating in the 2008 Call Center Survey where 77 percent rated overall field service as favorable.  Approximately three-fourths of those who required a field visit are either very satisfied or somewhat satisfied with the amount of time needed for service at the property (71 percent), the time required to come to the property (71 percent), and the outcome of the field service (78 percent).  Satisfaction with field service is also more a function of the ultimate resolution of the problem than the number of calls required to achieve resolution. Purpose of Customer Calls  The main purpose of customer calls relates to billing issues (72 percent) while approximately one- quarter of the call are associated with starting or stopping service. The remaining 4 percent are repair related. Using the 2008 Call Center Survey as a baseline, calls about the billing process are increasing (from 51 percent in 2008 to 72 percent in 2012); calls about starting and stopping service have decreased from 33 percent to 24 percent over the same period of time. The percentage of customers who called about pipeline breaks in the current survey is considerably greater than what was reported in the 2008 survey where 24 percent called about pipeline breaks. There has been a decline, however, since 2008, among customer callers who are concerned about leaks and connecting the water supply to their home.  Of those customers who call about repairs, 34 percent call about suspected leaks, 40 percent call about pipeline breaks, and the other 13 percent are concerned about the supply of water to their home, including how to shut off their valve. Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey v  Non-repair calls as well as additional calls beyond the most recent one made by customers are largely for paying the water bill by phone, starting service, clarification of the bill, and customer concerns that too much was charged for the water used. Issues Regarding the Bill Payment Process  Over three fifths (63 percent) of customers are either very satisfied (40 percent) or somewhat satisfied (23 percent) with the new design of the water bill. This is highly consistent with the level of satisfaction found in the 2012 General Survey of Customers conducted immediately prior to this Call Center Survey. In the General Survey, 61 percent of all customers in the District are either very satisfied or somewhat satisfied with the new bill design.  Nearly one-quarter of callers pay their bill by sending a check in the mail, 35 percent pay on-line, 17 percent pay their bill through automatic bank deductions, 16 percent pay by credit card over the telephone, and 4 percent pay in person at the Otay Water District offices or payment center. It is noteworthy that 22 percent would prefer to use postal mail (2 percent less than actually do so) and 37 percent would prefer to pay on line (2 percent more than actually do so).  This pattern is substantially different from the findings of the 2008 Call Center Survey. In 2008, 19 percent of customer callers reported that they pay their bill on-line (16 percent less than in the current survey). Also, in 2008, 50 percent of the customer callers paid their bill by sending a check in the mail (15 percent more than in 2012). There is clearly a strong trend toward the use of the Internet to pay their water bill among the customers of the Otay Water District.  The greatest opposition to paying on-line is among older customers, and, as they decrease in number, it can be expected that the preference for on-line will continue to grow.  Nearly one-half of customer callers are interested in receiving their monthly bill by e-mail, and over three-fifths (64 percent) indicate that it is likely they will be paying their various bills through a paperless option within the next 2 years. Among those who say they are unlikely to use paperless bill paying options within the next two years, over one-quarter (27 percent) indicate they do not use the Internet and 17 percent want a paper record of their transactions.  Customer service callers are satisfied with the accuracy of the water bill (77 percent are either very satisfied or somewhat satisfied) and are confident in the accuracy of their meter reading. Communication with the Otay Water District  Among callers, 86 percent are unaware of the new telephone system that was implemented by the Otay Water District within the last several months. Among those who are aware, 5 percent feel the new system is better and another 3 percent feel the previous system is better.  Those who are aware of the new telephone system rated 4 features of that system quite highly. On a scale of 1 to 5, where 1 = very effective and 5 = not at all effective. Ratings were provided for quality of voice (1.87), clarity of the instructions (2.01), overall effectiveness of message (2.10), and menu of options (2.13).  Well over one-quarter (29 percent) of callers have used the interactive features of the voice response system. Among these 29 percent, 87 percent found it to be useful. The trend is clear – since the 2006 and 2008 Call Center Surveys, there is an increase in the percentage of customers who use the Interactive Response Feature and a greater percentage of those who use this feature find it useful. Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey vi  Of those customers in the current survey who found the system to be useful, 46 percent were able to resolve their problem by using this automated system alone. This represents a decline since the 2008 Call Center Survey where nearly three-fifths (58 percent) achieved resolution of their problem using the automated system alone.  Nearly one-third (30 percent) of the customer callers have used the Otay Water District website to obtain information in the past 6 months. There has been a steady increase in the use of the website since 2006 – 20 percent in 2006 and 23 percent in 2008).  Nearly 9 in 10 of these users (88 percent) are either very satisfied (71 percent) or somewhat satisfied (17 percent) with the service provided through the website. This represents an increase in the satisfaction level since 2008 where 82 percent were either very satisfied or somewhat satisfied. Conclusions It is clear that customers of the Otay Water District who have made customer service calls to the District are largely satisfied with the customer service they have received. Customers are generally more satisfied with the Call Center services than ever and are increasingly accepting of efforts to move toward more automated and paperless communications. There is considerable support for the efforts made by the Otay Water District to address customer issues in a timely fashion and to resolve problems to the customers’ satisfaction. Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 1 Introduction and Methodology In 1956, the Otay Water District was authorized by the State Legislature and gained its entitlement to imported water. Today, the District serves the needs of approximately 208,000 people within 125.5 squares miles in southern San Diego County by purchasing water from the Metropolitan Water District of Southern California through the San Diego County Water Authority and Helix Water District. Sewer services are also provided to portions of the customer base. Since its inception, the Otay Water District also has collected and reclaimed wastewater generated within the Jamacha Drainage Basin and pumped the reclaimed water south to the Salt Creek Basin where it is used for irrigation and other non-potable uses. The District has elected to conduct a statistically reliable customer opinion and satisfaction telephone survey among those who have called customer service during the past 6 months. The purpose of the survey is threefold – first, and foremost, to improve customer service, second, to provide information about the volume and purpose of customer calls, to determine the level of satisfaction regarding customer and field service, the bill payment process, and the communication efforts of the District (including the website and the Interactive Voice Response System); and third, to compare the results of this 2012 Call Center Customer Service Survey with the results of the 2008, 2006, and 2005 Customer Services Satisfaction Surveys and the more general 2012 Residential Customer Satisfaction and Awareness Survey where the data are comparable. Specifically, the primary areas of interest are: Volume and purpose of customer calls Basic demographic statistics/sampling characteristics Overall customer satisfaction Satisfaction with services of telephone and field representatives Satisfaction with the resolution of issues Satisfaction with the bill payment process Satisfaction with communication efforts including the new telephone system, the websiteand the Interactive Voice Response System Rea & Parker Research was selected to conduct this study, as it was for the 2005, 2006 and 2008 Call Center Customer Services Satisfaction Surveys. The purpose of the research is to: Obtain scientifically reliable and sufficiently robust results to determine the level ofsatisfaction among those who seek customer service for critical service delivery features Determine customer service call patterns with regard to the purpose and volume of calls. Determine level of satisfaction with various issues, including: Telephone and field representatives Problem resolution Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 2  District communication efforts  Bill payment process  Obtain demographic data about the population for use in descriptive analysis and crosstabulations of data that can result in new, optimally targeted and tailored public outreach programs.  Compare the results of this survey, as relevant and appropriate, with the results of the 2008, 2006, and 2005 Call Center Customer Services Satisfaction Survey and the 2012 Residential Customer Satisfaction and Awareness Survey (General Survey), where comparable and applicable. Sample The survey was conducted by a random telephone sample of 303 respondents and secured a margin of error of +/-5.4 percent @ the 95 percent confidence level. This figure represents the widest interval that occurs when the survey question represents an approximate 50 percent-50 percent proportion of the sample. When it is not 50 percent-50 percent, the interval is somewhat smaller. For example, in the survey findings that follow, 49.2 percent of respondents would be interested in receiving their bill by e-mail. This means that there is a 95 percent chance that the true proportion of those who actually would be interested is between 43.8 percent and 54.6 percent (49.2 percent +/- 5.4 percent). The survey sample of 303 was randomly drawn from 5,184 customers who have made at least one customer service call to the Otay Water District in the past 6 months. When respondents asked about who was sponsoring the survey, they were told “this project is sponsored by the Otay Water District, and it is about issues related to improving customer service.” This information was provided to 60 percent of the respondents. The survey was conducted in both English and Spanish. Spanish language respondents comprised approximately 6 percent of the survey population. The distribution of respondents according to gender was 40 percent male and 60 percent female. Regarding the type of water customer, 99 percent are residential customers and 1 percent is business customers. The survey was conducted from March 23, 2012 to April 6, 2012. Cooperation among those eligible respondents who were actually contacted was 54.2 percent (Table 1). This report is divided into six essential information components as follows:  Demographic statistics/respondent characteristics  Overall satisfaction with customer service  Satisfaction with field service  Purpose of customer calls  Issues regarding the bill payment process  Communication with the Otay Water District Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 3 Table 1 Otay Water District 2012 Call Center Survey Telephone Call Disposition Report Unknown Eligibility No Answer 1872 Busy 43 Answering Machine 940 Call Back 378 Language Barrier 38 Total Unknown 3271 Ineligible NQ No Service Call 275 Disconnect 122 Fax/Wrong Number 130 Refusal 256 Total Ineligible 783 Eligible Complete 303 Cooperation Rate: Complete/Complete + Refusal 54.2% Percent in Spanish 2.3% Each section of the report will begin with a very brief abstract, or summary of highlights within the ensuing section, in order to orient the reader to what is to follow. Charts have been prepared for each of these major components depicting the basic survey results. Subgroup analyses for different age groups, various levels of education, gender, home ownership/rental status, household size, and residential tenure in the community, different income categories, and ethnicity of residents of the service area are presented in succinct bulleted format when statistical significance and relevance warrants such treatment. Lists of open- ended responses to survey questions are contained in the Appendices. Survey Findings Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 4 Demographic Statistics/Respondent Characteristics Table 2 presents selected demographic and sampling characteristics of the survey respondents (customers who made calls to the customer services unit of the Otay Water District during the past 6 months). These characteristics are compared for three distinct Call Center Surveys: the current 2012 Survey, the 2008 Survey, and the 2006 Survey. Table 2 Respondent Characteristics Call Center Surveys Characteristic 2012 2008 2006 Ethnicity White 43% 33% 49% Hispanic/Latino 41% 44% 34% Asian/Pacific Islander 8% 13% 9% Black/African-American 6% 9% 7% Middle Eastern/Native American/Other 2% 1% 1% Annual Household Income Median $73.100 $66,400 $72,600 % over $100,000 29% 22% 14% under $25,000 8% 5% 4% Age Median 47 years 43 years 44 years Years Customer of Otay Water District Median 8 years 5 years 8 years Education High School or Less 19% 20% 22% At Least One Year College, Trade, Vocational School 30% 34% 24% Bachelor’s Degree 39% 35% 35% At Least One Year of Graduate Work 12% 11% 18% Own/Rent Homeowner 72% 69% 80% Renter 28% 31% 20% Persons per Household Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 5 In the current survey, respondents are predominantly White (43 percent) and Hispanic/Latino (41 percent) and earn an annual median household income of $73,100 (29 percent earning $100,000 or more and 8 percent earning under $25,000). They have a median age of 47 years and have been customers of the Otay Water District for a median of 8 years. Among these respondents, 51 percent possess a Bachelor’s degree or more, with 19 percent having a high school education or less. Survey respondents are predominantly homeowners (72 percent) with a mean household size of 3.72.  The following comparisons among the current survey respondent characteristics and those in the 2008 and 2006 Call Center Surveys are relevant: The proportions of Whites and Latinos are quite similar in the current survey; in 2006 and 2008, there is considerable divergence within the White and Latino population proportions.  The proportion of respondents who earn over $100,000 and under $25,000 has grown since 2006.  The customer callers are becoming older and their tenure within the District has increased since 2008.  The population proportions associated with a high school education or less and the proportion of the population with a bachelor’s degree have stabilized over the last three survey periods.  Homeownership and household size remain stable since 2008. Table 3 presents and compares selected demographic and sampling characteristics of the survey respondents for two distinct 2012 Otay Water District surveys: the 2012 Call Center Survey and the 2012 General Customer Service Survey. The Call Center Survey is based upon customers who called the Otay Water District Customer Services Center within the last 6 months while the latter survey represents the entire customer base of the Otay Water District. Respondents of the Call Center survey are 12 percent less White than is the general survey population and correspondingly more Hispanic/Latino (14 percent more). Call Center survey respondents have a lower annual income level than the general survey respondents ($73,100 median for Call Center respondents-- $6,800 lower than for the general survey. Call Center survey respondents have been customers of the Otay Water District for a shorter period of time than the general population (median of 8 years for Call Center and 12 years for general). Renters play a significantly greater role in Call Center activity (28 percent) than they are represented in the total population (9 percent), and they have a higher mean household size of 3.72 versus 3.12 in the General Survey. Mean 3.72 3.77 3.65 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 6 Table 3 Respondent Characteristics 2012 Call Center and 2012 General Customer Surveys Characteristic 2012 Call Center 2012 General Customer Ethnicity White 43% 55% Hispanic/Latino 41% 26% Asian/Pacific Islander 8% 10% Black/African-American 6% 5% Middle Eastern/Native American/Other 2% 4% Annual Household Income Median $73.100 $79,900 % over $100,000 29% 28% % under $25,000 8% 6% Age Median 47 years 53 years Years Customer of Otay Water District Median 8 years 12 years Education High School or Less 19% 17% At Least One Year College, Trade, Vocational School 30% 32% Bachelor’s Degree 39% 34% At Least One Year of Graduate Work 12% 17% Own/Rent Homeowner 72% 91% Renter 28% 9% Persons per Household Mean 3.72 3.12 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 7 Satisfaction with Customer Service SUMMARY: According to the 2012 General Survey of all customers of the Otay Water District, a survey conducted just prior to the 2012 Call Center Survey, it is reported that 9 percent of customers have contacted customer services during the 6 months that immediately preceded the survey. This is consistent with the results of the 2008 Call Center Survey where 10 percent called Customer Service 6 months prior to the Survey but less than the percentage of callers in the 2009 and 2011 General Surveys (17 percent each). Customer service callers rate the overall quality of customer service as very high –83 percent rate it as excellent (56 percent) or good (26 percent). This is consistent with the high rating provided by customers in the 2008 Call Center Survey, where 82 percent of the callers rated their satisfaction with customer services favorably. Based upon the 2012 General Survey, customers who made calls to the Call Center were also highly satisfied with customer service (80 percent in that same favorable range). Between 81 and 87 percent of customer service callers feel very satisfied or somewhat satisfied regarding the 4 service features presented in the survey: knowledge and expertise of the service representative, courtesy of the service representative, ability to reach service representative, and satisfaction in getting their problem solved. Similarly high levels of satisfaction were found regarding these features in the 2005, 2006, and 2008 Call Center Surveys. Callers make an average of 1.4 calls per issue to customer service (a decrease from the 1.6 calls per issue reported in the 2008 Call Center Survey and 1.8 calls in 2006), with 77 percent of all callers having their issue resolved in one call. Among the 23 percent who make more than one call, 14 percent of them had their problem ultimately resolved, leaving 9 percent of callers with unresolved issues. This represents an improvement over the findings of the 2008 survey where about 21 percent of those who made one call had their problem ultimately resolved and 13 percent of callers were left with unresolved issues. Resolution of problems that customers of the Otay Water District call about impacts satisfaction more than does the number of calls required to achieve resolution. Further, overall satisfaction parallels the lowest rated of service characteristics, thereby making each of these features critically important to overall satisfaction Customer service callers to the Otay Water District compare the District very favorably to other authorities and utilities that bill monthly, with 41 percent of the customer callers saying that the District is the best among monthly service providers. This rating is consistent with the 2008 Call Center Survey where 39 percent rated the District as the best. Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 8 Chart 1 shows that 9 percent of all customers in the Otay Water District called the Customer Service Call Center in the past 6 months. This information is derived from the 2012 General Survey and is consistent with the results in 2008 where 10 percent called customer service, but less than the General Surveys of 2009 and 2011 (years when no Call Center Survey was conducted—17 percent each). In these most recent two survey periods where both surveys were conducted (2008 and 2012), the percentage of customers who called customer service is about one-half the percentage of those who called in 2006 and 2005 –18 percent and 19 percent respectively. Chart 2 indicates that 83 percent of the customer service respondents rate the overall quality of customer service as excellent (51 percent) or good (32 percent). These ratings are consistent with the high levels of satisfaction expressed in the 2008 Call Center Survey, where 82 percent of the callers rated their satisfaction with customer service favorably, and 2006 Call Center Survey (84 percent). Those who made such calls among General Survey respondents were also highly satisfied with customer service with 80 percent in the positive range (39 percent excellent, 23 percent very good, and 28 percent good). On a scale of 1-4, where 1 = very satisfied and 4 = very dissatisfied, the mean rating is 1.73, which is slightly less favorable than, but not statistically different from, the mean of 1.65 reported in the 2008 Survey. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 2008 2006 2005 Yes, 9% Yes, 10% Yes,18%Yes, 19% No, 91%No, 90%No, 82%No, 81% Chart 1 Percent of District Customers Who Called Customer Service in Past 6 Months Note: 2005 pertains to preceding 12 monthsSource: 2005, 2006, 2008, 2012 General Customer Surveys Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 9 Charts 3 through 6 show that there is a high level of satisfaction regarding four particular customer service features. Specifically, at least 85 percent of those who made customer calls feel either very satisfied or somewhat satisfied with the following three features: courtesy of service representative (87 percent) (Chart 3), ability to reach representative (85 percent) (Chart 4), and the knowledge and expertise of service representative (85 percent) (Chart 5). Customer callers also indicate a high level of satisfaction with the issue of getting their problem resolved – 81 percent either very satisfied or somewhat satisfied (Chart 6). Similarly high satisfaction ratings were expressed regarding these features in the 2005, 2006, and 2008 Call Center Surveys. The following subgroups are particularly satisfied with their ability to reach a service representative (scale of 1 to 4, where 1 = very satisfied and 4 = very dissatisfied).  Younger customers (18 – 34 – mean of 1.34) versus older customers (65 and over – mean of 1.81).  Larger households of 4 or more persons (mean of 1.39) versus smaller households of 1 to 3 persons (mean of 1.72).  Customers with higher income levels ($50,000 or more – mean of 1.42) versus customers with lower income levels (under $25,000 -- mean of 2.11).  More recent customers (2 years or less – mean of 1.36) versus longer term customers (6-10 years – mean of 1.78). 0%10%20%30%40%50%60%70%80%90%100% 2005 2006 2008 2012 41% 51% 56% 51% 47% 33% 26% 32% 8% 9% 9% 10% 2% 7% 6% 7% 2% 3% Chart 2 Overall Satisfaction with Call Center Excellent Good Fair Poor Unsure 2012 General Survey: 39% Excellent and 23% Very Good and 18% Good = 80% Good or Better Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 10 0% 10% 20% 30% 40% 50% 60% 70% Very Satisfied SomewhatSatisfied SomewhatDissatisfied VeryDissatisfied Unsure 69% 18% 4%6%3% 70% 15% 3%7%5% 66% 19% 3%6%5% 61% 36% 2%1% Chart 3 Satisfaction with Courtesy of Service Representative 2012 2008 2006 2005 0% 10% 20% 30% 40% 50% 60% 70% Very Satisfied SomewhatSatisfied SomewhatDissatisfied VeryDissatisfied Unsure 64% 21% 5%8% 2% 67% 19% 3%6%5% 64% 21% 5%8% 2% 62% 27% 6%3%2% Chart 4 Satisfaction with Ability to Reach Service Representative 2012 2008 2006 2005 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 11 The following subgroups are particularly satisfied with the knowledge and expertise of their service representative (scale: 1 to 4, where 1 = very satisfied and 4 = very dissatisfied).  Customers with higher income levels ($100,000 or more – mean of 1.30) versus customers with lower income levels (under $25,000 – mean of 1.83).  Younger customers (18 – 34 years of age – mean of 1.40) versus older customers (65 and over – men of 1.81).  Short term residents (2 years or less – mean of 1.32) versus longer term residents (6-15 years—mean of 1.70). The following subgroups are particularly satisfied with getting their problem resolved through a Call Center representative (scale 1 to 4, where 1 = very satisfied and 4 = very dissatisfied):  Larger households of 4 or 5 persons (mean of 1.49) versus smaller households of 1 or 2 persons (mean of 1.91).  Customers with incomes of $25,000 or more (mean of 1.48) as opposed to customers with incomes of under $25,000 (mean of 3.17).  Customers with a bachelor’s degree or less (mean of 1.53) versus customers with at least one year of graduate work (mean of 2.10). 0% 10% 20% 30% 40% 50% 60% 70% Very Satisfied SomewhatSatisfied SomewhatDissatisfied VeryDissatisfied Unsure 65% 20% 4%7%4% 62% 20% 4%7%7% 58% 22% 6% 11% 3% Chart 5 Satisfaction with Knowledge and Expertise of Service Representative 2012 2008 2006 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 12  Customers 64 years of age and younger (mean of 1.54) as opposed to customer who are 65 years of age and older (mean of 2.07). Chart 7 indicates that customer callers make an average of 1.4 calls per issue to customer service. This represents a steady decline in the mean number of calls reported in the 2006 and 2008 Call Center Surveys, where callers indicated they made 1.8 and 1.6 calls per issue, respectively. Over three-fourths (77 percent) of customer callers had their issue resolved in one call – an improvement over the results of the 2008 and 2006 Call Center Surveys where 72 percent and 71 percent respectively achieved resolution in one call. Among the 23 percent who make more than one call, 14 percent of them had their problem ultimately resolved, leaving only 9 percent of callers with unresolved issues. These findings represent an improvement over the findings from the 2006 Call Center Survey where about 21 percent of those who made more than one call had their problem ultimately resolved and 7 percent of callers were left with unresolved issues. 0% 10% 20% 30% 40% 50% 60% 70% Very Satisfied SomewhatSatisfied SomewhatDissatisfied VeryDissatisfied Unsure 65% 16% 6% 11% 2% 62% 18% 5% 9%6% 55% 20% 6% 13% 6% 58% 27% 6%6% 3% Chart 6 Satisfaction with Problem Resolution 2012 2008 2006 2005 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 13 Table 4 shows that customer callers whose question/problem was resolved after one call or after two or more calls are more likely to be satisfied with the customer service features than are customer callers whose question/problem was not resolved. Most interesting within this finding is that it is resolution of the problem that ultimately impacts satisfaction more than number of calls. The decline in satisfaction between one call to resolution and two or more calls to resolution is considerably less than the drop-off when resolution is not achieved. Also interesting is how much the overall satisfaction is impacted by and parallels the lowest rated of the characteristics. (The means reported in Table 4 are based on a scale of 1-4, where 1 = very satisfied and 4 = very dissatisfied). It is noteworthy that these findings are consistent with the results of the 2008 Call Center Survey. 0% 10% 20% 30% 40% 50% 60% 70% 80% One Call More Than One Call--Satisfaction Achieved More Than One Call--Satisfaction NotAchieved 77% 14%9% 72% 21% 7% 71% 16%13% Chart 7 Number of Calls Required to Resolve Issue(Mean number of calls: 2012 = 1.4 2008 = 1.6 2006 = 1.8) 2012 2008 2006 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 14 Customer service callers also gave high ratings to the Otay Water District in comparison to other utilities (e.g. cable service, electricity) that bill monthly. Chart 8 shows that over two-fifths (41 percent) of the customer callers rate the customer services of the Otay Water District as the best. This rating is quite consistent with the rating in the 2008 Call Center Survey (39 percent). However, both the 2008 and 2012 ratings are considerably higher than the 2006 rating, where 28 percent rated the Otay Water District as the best. In the current survey, another 26 percent think highly of the District’s customer services relative to the service provided by similar companies. The customers rate the Otay Water District well above average with a mean of 2.01 on a scale of 1 to 5 where 1 = the best and 5 = the worst. These ratings represent an improvement over the ratings in the 2006 and 2008 Call Center Surveys, where the overall mean rating was 2.35 and 2.05 respectively. Satisfaction with Field Service SUMMARY: Only 13 percent of customer service callers required a field visit to their property – a 5 percent decrease from the findings of the 2008 Call Center Survey. This 13 percent equates to only 41 field service visits reported by the survey participants. There has not only been a decline in this number since 2008 but also from 2006. Over three-fourths of these callers who required field service (76 percent) rate their overall experience with the service of field representatives as either excellent or good. This is consistent with the rating in the 2008 Call Table 4 Satisfaction with Service Characteristics Based upon Number of Calls and Resolution of Problem (1 = very satisfied and 4 = very dissatisfied) Service Characteristic Problem resolved after one call Problem resolved after 2 or more calls Problem not resolved Ability reach representative 1.38 1.73 2.62 Courtesy service representative 1.32 1.56 2.52 Knowledge of service representative 1.35 1.51 2.90 Getting problem resolved 1.43 1.57 3.34 Overall quality of service 1.53 1.84 3.14 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 15 Center Survey where 77 percent rated overall field service as favorable Approximately three- fourths of callers who required a field visit are either very satisfied or somewhat satisfied with the amount of time needed for service at the property (71 percent), the time required to come to the property (71 percent), and the outcome of the field service (78 percent). Once again, lack of resolution of the problem impacts satisfaction significantly more than does the number of calls required to achieve resolution. Only 13 percent of customer service callers (41 respondents) required a field visit to their property – a 5 percent decrease from the findings of the 2008 Call Center Survey (Chart 9). In fact, there has been a steady decline in the percentage of callers who require a field visit since 2006, when over one-fourth (26 percent) required a field visit. In 2012, there were more field visits pertaining to service connection and fewer for repairing leaks. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Best AmongMonthlyServices HighlyRegardedAmongMonthlyServices AverageAmongMonthlyServices Below AverageAmongMonthlyServices Worst AmongMonthlyServices 41% 26% 23% 6% 3% 39% 31% 20% 6%4% 28% 32% 22% 13% 5% Chart 8 Comparative Ranking of Otay Water District Call Center Service Against Other Monthly Services 2012 2008 2006 Scale 1-5: 1 = Best 5 = Worst2012 mean = 2.012008 Mean = 2.052006 Mean = 2.35 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 16 Among those 41 respondents who required a field visit, customers said that the field representative mostly connected the service or turned on the water (44 percent) – a considerably higher percentage for this type of service call than in either the 2006 Survey (25 percent) or the 2008 Survey (31 percent) (Chart 10). Another 15 percent of callers called a field representative to fix a problem such as a leak or to inspect the system. This percentage is much lower than the associated findings in 2006 and 2008 Surveys, where 30 percent and 36 percent respectively called a field representative for this purpose. In the 2012 Call Center Survey, another 15 percent of those who called a field representative did so to have their meter checked – a percentage that is consistent with the 2008 Call Center finding (11 percent) but much lower than the 2006 result (25 percent). Chart 11 demonstrates that over three fourths (76 percent) of the 41 callers who required field service rate their overall experience with the service of field representatives as either excellent (54 percent) or good (22 percent). This favorability rating is largely consistent with the results of the 2008 survey in that 77 percent rated their overall satisfaction as either excellent or good. 0%20%40%60%80%100% 2006 2008 2012 Yes , 26% Yes , 18% Yes , 13% No, 72% No, 77% No, 85% Unsure, 2% Unsure, 5% Unsure, 2% Chart 9 Field Visit Required? Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 17 There are two considerations in Chart 11 that merit some mention. First, there is a decrease of 10 percent since 2008 in the percentage who rated their field service experience as excellent and there is an increase since 2008 in the percentage who rated this experience as poor -- from 6 percent in 2008 to 22 percent in 2012. Again, however, it must be noted that there are only 9 respondents who constitute this 22 percent (9 out of 41) and caution is urged before using so small a sample to draw reliable conclusions. On a scale of 1-4, where 1 = excellent and 4 = poor, the mean satisfaction rating in the current 2012 Survey is 1.93. This represents a decline from the rating in the 2008 Call Center Survey where the mean satisfaction rating was 1.59. The current mean reverts to the satisfaction level of 2006 – mean of 2.14.  Customers with higher income levels are more likely to be generally satisfied with their field service experience than are customers with lower income levels ($100,000 - $150,000 – mean of 1.00); ($25,000 - $50,000 – mean of 2.33) (scale: 1 to 4, where 1 = very satisfied, 2 = somewhat satisfied, 3 = somewhat dissatisfied, and 4 = very dissatisfied). 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%44% 15%15% 2%2% 8%7%7% 31% 36% 11% 10% 2% 4%6% 25% 30% 25% 2% 6%5%7% Chart 10Service Performed by Field Rep(among 13% that required field service --n = 41) 2012 2008 2006 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 18 Charts 12 to 14 show the level of satisfaction with specific features of field service experienced by this limited number of customer callers that required field service. Chart 12 indicates that more than 7 in 10 callers (71 percent) feel either very satisfied (59 percent) or somewhat satisfied (12 percent) with the time required to come to the property. This is consistent with the level of satisfaction found in the 2008 Call Center Survey regarding this issue. Chart 13 shows that 71 percent of customer callers are also either very satisfied (59 percent) or somewhat satisfied (12 percent) with regard to the amount of time needed for service. This represents a decline in satisfaction since 2008, where over four-fifths (81 percent) of callers expressed satisfaction on this issue. According to Chart 14, nearly four-fifths (78 percent) of customer callers are either very satisfied (63 percent) or somewhat satisfied (15 percent) with the outcome of their field service experience. This current result is slightly lower than the satisfaction level reported in the 2008 Call Center Survey (83 percent). The satisfaction ratings in both the 2012 and 2008 Call Center Surveys regarding these specific features of field service are higher than the satisfaction ratings reported in the 2006 Call Center Surveys.  Customers with higher income levels are more likely to be satisfied with the outcome of their field service than are customers with lower income levels ($100,000 - $150,000 – mean of 1.00); 0%20%40%60%80%100% 2006 2008 2012 28% 64% 54% 34% 13% 22% 15% 13% 2% 13% 6% 22% 10% 4% Chart 11Overall Satisfaction with Field Service(among 13% that required field service--n = 41) Excellent Good Fair Poor Unsure Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 19 ($25,000 - $50,000 – mean of 2.11) (scale: 1 to 4, where 1 = very satisfied, 2 = somewhat satisfied, 3 = somewhat dissatisfied, and 4 = very dissatisfied).  Customers with higher income levels are more likely to be satisfied with the amount of time the field service representative is needed at their property than are lower income levels ($100,000 to $150,000 – mean of 1.00); ($25,000 - $50,000 – mean of 2.13). Charts 11-14, as has been discussed, do show higher degrees of dissatisfaction with field service than in the past, and, although the small sub-sample does reduce significantly the extent to which this information should be relied upon in policy decisions, it is worthwhile to further examine these respondents and their responses. What is important to note is that these 9 respondents will be blended into the much larger sample of 303 total respondents for questions that all respondents answer, but that they will be very evident in small sub-samples such as the 41 persons who required field service. It is interesting, therefore, that these 9 respondents do seem to be indiscriminant in their protestations. That is, they are dissatisfied with everything in the survey and may be registering an ill-will against the District that is more general rather than directed specifically at field services. For example,  6 of the nine rate overall call center service as poor and the other 3 as fair;  8 out of 9 are very dissatisfied with their field service outcome—the other somewhat dissatisfied; 0% 10% 20% 30% 40% 50% 60% 70% Very Satisfied SomewhatSatisfied SomewhatDissatisfied VeryDissatisfied Unsure 59% 12% 7% 20% 2% 64% 8% 15% 6%7% 46% 19% 11%13%11% Chart 12 Satisfaction with Time Required for Field Service to Come to Property (among 13% that required field service --n = 41) 2012 2008 2006 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 20  7 out of 8 are very dissatisfied with the time that it took for a representative to come to their property—the other somewhat dissatisfied;  4 out of 7 were very dissatisfied with the time that the representative spent at their property and one other was somewhat dissatisfied;  7 out of 9 were very dissatisfied with the accuracy of their bill  4 out of 9 were not at all confident in the accuracy of their meter and 3 others were “not too confident”;  5 of the 9 rated the Otay Water District as the worst of their monthly services, including gas and electric, cable television, telephone, garbage collection, and so forth;  and not a single one of these 9 had noticed that the telephone system had changed. It appears as if these responses, for whatever reason, are an attempt to deliver a broadside complaint without any real discrimination among the questions. 0% 10% 20% 30% 40% 50% 60% Very Satisfied SomewhatSatisfied SomewhatDissatisfied VeryDissatisfied Unsure 59% 12% 5% 12%12% 60% 21% 4%6%9% 34% 23% 9%11% 23% Chart 13 Satisfaction with Time that Field Service Needed at Property (among 13% that required field service --n =41) 2012 2008 2006 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 21 Table 5 demonstrates that customer callers who make one call to customer service before resolution are more likely to be satisfied with the various features of their field service experience than are callers who made 2 or more calls before resolution, and that callers who did not get their problem resolved are quite dissatisfied. Once again, resolution looms larger than number of calls. The means reported are based on a scale of 1-4, where 1 = very satisfied and 4 = very dissatisfied. In 2008, a parallel result was found. 0% 10% 20% 30% 40% 50% 60% 70% Very Satisfied SomewhatSatisfied SomewhatDissatisfied VeryDissatisfied Unsure 63% 15% 2% 20% 70% 13% 6%9% 2% 36% 27% 11%15%11% Chart 14 Satisfaction with Field Service Outcome (among 13% that required field service --n = 41) 2012 2008 2006 Table 5 Satisfaction with Field Service Characteristics Based upon Number of Calls and Resolution of Problem (1 = very satisfied and 4 = very dissatisfied) Service Characteristic Problem resolved after one call Problem resolved after 2 or more calls Problem not resolved Field Service Outcome 1.16 1.54 3.44 Time Required to Come to Property 1.32 1.62 3.28 Time Spent at Property 1.42 1.67 4.00 Overall quality of service 1.37 1.62 3.56 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 22 Purpose of Customer Calls SUMMARY: The main purpose of customer calls relates to billing issues (72 percent) while approximately one-quarter of the callers are associated with starting or stopping service. The remaining 4 percent are repair related. Using the 2008 Call Center Survey as a baseline, calls about the billing process are increasing (from 51 percent in 2008 to 72 percent in 2012); calls about starting and stopping service have decreased from 33 percent to 24 percent over the same period of time, as might be expected in a period of slow home sales. The percentage of customers who called about pipeline breaks in the current survey (54 percent) is considerably greater than what was reported in the 2008 survey where 24 percent called about pipeline breaks. There has been a decline, however, since 2008, among customer callers who are concerned about leaks and water supply problems to their homes. Of those customers who call about repairs, 34 percent call about suspected leaks, 40 percent call about pipeline breaks, and 13 percent are concerned about the supply of water to their home, including how to shut off their valve. Non-repair calls as well as additional calls beyond the most recent one made by customers are largely for paying the water bill by phone, starting service, clarification of the bill, and customer concern that too much was charged for the water used. Chart 15 shows that the main purpose of the most recent call relates to billing issues (72 percent); nearly one-fourth (24 percent) are associated with starting or stopping service, and the remaining 4 percent are repair related. Chart 15 also provides comparative information from previous survey periods. Since the 2008 survey, calls related to billing issues have increased by 21 percent (from 51 percent in 2008 to 72 percent in 2012). Conversely, calls related to the starting and stopping of service as well as repair related calls have declined since 2008. The call patterns exhibited in the current survey are more closely associated with the call patterns in the 2005 and 2006 Call Center Surveys. With regard to billing issues as the main purpose of the last call made to the Otay Water District, the following relationships are significant:  Females (77 percent) call about billing issues more so than do males (64 percent).  Customers whose income level is under $100,000 call about billing issues more so than do those whose income level is $100,000 and over.  Longer term residents of the Otay Water District are more likely to call about billing issues than are the most recent residents (3 or more years – 82 percent versus 2 years or less – 56 percent). Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 23 Chart 16 shows that among those customers who call about repairs, 40 percent call about pipeline breaks, 34 percent call about leaks, and another 13 percent are concerned about the supply of water to their home, including how to shut off their valve. The percentage of customers who called about pipeline breaks in the current survey is considerably greater than what was reported in the 2008 survey where 24 percent called about pipeline breaks. There has been a decline, however, since 2008, among customer callers who are concerned about leaks and connecting the water supply to their home. Chart 17 indicates that, among those customers who made repair calls to the Otay Water District and those who made non-repair calls, more than one-half (53 percent) made an additional non-repair related call. This percentage has more than doubled since the 2006 and 2008 Call Center Surveys – 26 percent in 2006 and 23 percent in 2008. 0% 10% 20% 30% 40% 50% 60% 70% 80% 2005200620082012 20%23% 33% 24%20% 11%16% 4% 60% 66% 51% 72% Chart 15Main Purpose of Call Start Service/Other Repair Billing Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 24 0%10%20%30%40%50%60% Pipeline Break Leak Supply to Home Another Problem/Do Not Know 54% 46% 39% 35% 13% 13% 24% 43% 19% 14% 40% 34% 13% 13% Chart 16 Nature of Repair Call 2005 2006 2008 2012 2005 only included two categories--pipeline break (including leak) and supply to home 0%20%40%60%80%100% 2006 2008 2012 Yes, 26% Yes, 23% Yes, 53% No, 74% No, 77% No, 47% Chart 17 Make Non-Repair Call?(among 4% who made repair calls) Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 25 Chart 18 shows that the purposes for these additional non-repair calls included interest in paying the water bill by phone (22 percent), starting service (19 percent), clarification of the bill (16 percent), and customer concern that too much was charged for the water used (13 percent). In 2012, there is an increase over the 2008 percentage regarding callers who indicated that the purpose of their non-repair call was to pay their bill by telephone (22 percent in 2012 versus 13 percent in 2008). Conversely, there is a 7 percent decline since 2008 in calls made to clarify the bill (16 percent in 2012 versus 23 percent in 2008). 0% 5% 10% 15% 20% 25% 30% 35% 22% 19% 16% 13% 9% 7%6% 2%2%2%1% 11% 18% 23% 6% 2% 9%8% 6%5% 3% 7% 13%12% 30% 16% 7%6% 3%2% 4%4% Chart 18 Purpose of Non-Repair Call (Among 93% of Callers Who Made Both Repair Calls and Non-Repair Calls or Only Non-Repair Calls) 2012 2008 2006 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 26 Chart 19 demonstrates that 16 percent of customer callers made yet another call (at least three calls if one was a repair call or two calls if non-repair) in the past 6 months. This call rate confirms a slight but steady decline in call rates for such additional calls made to the Call Center (from 24 percent in 2006 to 16 percent in 2012). Nearly one-third (32 percent) of these callers wish to make payments or to make payment arrangements. The relatively high percentage for this specific purpose (make payments) is unique to the current survey period – no one indicated this purpose in 2008 and only 6 percent responded as such in 2006. One-fourth (25 percent) of these callers wanted to clarify their bill and this is consistent with the 2008 Call Center Survey (26 percent). It is interesting that bill clarification in 2008 and 2012 represented less than one- half the call rate for this purpose reported in 2006 (56 percent). Others in the current survey made these additional calls to voice their concern over being charged too much and expressing the desire to start water service (11 percent each) (Chart 20). 0%20%40%60%80%100% 2006 2008 2012 Yes, 24% Yes, 21% Yes, 16% No, 76% No, 79% No, 84% Chart 19 Additional Calls Made to Customer Service?(among 93% who made repair and non-repair calls or only repair calls) Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 27 Issues Regarding the Bill Payment Process SUMMARY: Over three fifths (63 percent) of customers are either very satisfied (40 percent) or somewhat satisfied (23 percent) with the new design of the water bill. This is highly consistent with the level of satisfaction found in the 2012 General Survey of Customers conducted just prior to this Call Center Survey. In the General Survey, 61 percent of all customers in the District are either very satisfied or somewhat satisfied with the new bill design. Nearly one-quarter of callers (24 percent) pay their bill by sending a check in the mail, 35 percent pay on-line, 17 percent pay their bill through automatic bank deductions, 16 percent 0% 10% 20% 30% 40% 50% 60% 32% 25% 11%11% 7%5%5%2%2% 26% 17% 12%10%7% 12% 2%5%2% 7%6% 56% 15% 5%3%6%3%6% Chart 20 Purpose of Additional Calls (15% made additional calls) 2012 2008 2006 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 28 pay by credit card over the telephone, and 4 percent pay in person at a the Otay Water District offices or payment center. It is noteworthy that 22 percent would prefer to use postal mail (2 percent less than actually do so) and 37 percent would prefer to pay on line (2 percent more than actually do so). This pattern is substantially different from the findings of the 2008 Call Center Survey. For example, in 2008, 19 percent of customer callers reported that they pay their bill on-line (16 percent less than in the current survey). Also, in 2008, 50 percent of the customer callers paid their bill by sending a check in the mail (15 percent more than in 2012). There is clearly a strong trend toward the use of the Internet to pay their water bill among the customers of the Otay Water District, especially as the older customers, who represent the strongest opposition, become fewer in number. Among those who do not pay on-line and provided a reason for not doing so, there is strong sentiment that there is nothing the District can do to make on-line billing more appealing to them. Approximately one-half of customer callers are interested in receiving their monthly bill by e- mail. However, over three-fifths (64 percent) acknowledge that it is likely they will be paying their various bills through a paperless option within the next 2 years. Among those who say they are unlikely to be using paperless bill paying options within the next two years, over one- quarter (27 percent) indicate they do not use the Internet and 17 percent want a paper record of their transactions. Customer service callers are satisfied with the following billing features: the accuracy of the water bill (77 percent are either very satisfied or somewhat satisfied), and three-fourths of customer service callers are confident in the accuracy of their meter reading. New Bill Design: Chart 21 shows that over three-fifths (63 percent) of customers are either very satisfied (40 percent) or somewhat satisfied (23 percent) with the new design of the water bill. This is highly consistent with the level of satisfaction found in the 2012 General Survey of customers conducted just prior to this Call Center Survey. In the General Survey, 61 percent of all customers in the District are either very satisfied or somewhat satisfied with the new bill design. Among those who are aware of the new bill design, over one-third (34 percent) indicate that the previous bill design is easier to understand than the new design. Another 35 percent do not think the previous design is more understandable, and 31 percent are uncertain (Chart 22).  Customers who earn $25,000 or more (mean of 2.76) are more likely to be satisfied with the ease of understanding the new water bill than are customers who earn under $25,000 (mean of 4.21) (scale of 1 to 5, where 1 = very satisfied, 2 = somewhat satisfied, 3 = neither satisfied nor dissatisfied, 4 = somewhat dissatisfied, and 5 = very dissatisfied). Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 29 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%40% 23% 5% 2%2% 23% 5% 39% 22% 9% 2%2% 22% 4% Chart 21 Satisfaction with New Bill Design Call Center Respondents General Survey Respondents Yes, 34% No, 35% Unsure, 31% Chart 22 Is Previous Bill Easier to Understand? (among 72 percent who are aware of new bill) Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 30 Method of Bill Payment: Chart 23 shows that 24 percent of the customer service callers pay their bill by sending a check in the mail, 35 percent pay on-line, 17 percent pay their bill through automatic bank deductions, 16 percent pay by credit card over the telephone, and 4 percent pay in person at the Otay Water District offices or a payment center. It is noteworthy that 22 percent would prefer to use postal mail (2 percent less than actually do so) and 37 percent would prefer to pay on line (2 percent more than actually do so). This pattern is substantially different from the findings of the 2008 Call Center Survey. For example, in 2008, 19 percent of customer callers reported that they pay their bill on-line (16 percent less than in the current survey). Also, in 2008, 50 percent of the customer callers paid their bill by sending a check in the mail (15 percent more than in 2012). There is clearly a strong trend toward the use of the Internet to pay their water bill among the customers of the Otay Water District, which can be expected to grow as the older customers become fewer in number. There is also a trend toward less use of postal mail for bill payment. In sum, this pattern represents a continued and sustained pattern of Internet use since the 2006 Call Center Survey. Consistent with the Call Center Survey findings, it is noteworthy that the 2012 General Survey of all District customers shows that 41 percent state that they pay their bill on line at present and almost half (48 percent) prefer the on-line option in the future. The following subgroups pay their water bill by sending a check in postal mail:  Homeowners (26 percent) versus renters (15 percent).  Customers who are 55 years of age or older (38 percent) as opposed to those who are 54 years of age or younger (17 percent).  Smaller households of 1 or 2 persons (40 percent) versus larger households of 3 or more persons (17 percent). The following subgroups pay their bill on-line:  Customers who are 54 years of age and younger (41 percent) versus those who are 55 years of age and older (28 percent).  Asians (50 percent), Whites (40 percent), and Hispanics/Latinos (37 percent) as opposed to African-Americans/Blacks (24 percent). The following subgroups would prefer to pay their bill by sending a check in the mail no matter how they presently pay their bill:  Customers who are 55 years of age and older (36 percent) versus those who are 54 years of age and younger (15 percent).  Smaller households of 1 or 2 persons (34 percent) versus larger households of 3 persons or more (17 percent). Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 31 0% 10% 20% 30% 40% 50% 60% 4%3%4%3%4%2% 7%5% 10% 7% 4%3% 14%13% 7% 8% 16%17% 8%9% 10%12% 17% 19% 53% 48% 50% 44% 24%22% 14% 22%19% 26% 35%37% Chart 23 Payment Method for Water Bill: Actual and Preferred In Person at Payment Center In Person at Otay WD Offices Credit Card over the Telephone Automatic Bank Deduction Send Check by Mail Online 2012 General Survey: 41% pay online 48% prefer online in future Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 32 The following subgroup would prefer to pay on-line no matter how they presently pay their bill:  Customers with income levels of $75,000 and above (50 percent) as opposed to those with income levels under $75,000 (33 percent). The method by which customers actually pay their bill is strongly related to the method they prefer to use. Moreover, when preferences deviate from actual behavior, the preference leans toward the use of the Internet to make on-line bill payments. The following examples illustrate this finding:  85 percent of those who actually pay by sending a check by mail prefer that method, and only 6 percent of those who send a check by mail would prefer to pay on line.  80 percent of those who pay by credit card over the telephone prefer that method of payment, and only 12 percent of those who pay in person at the payment center would prefer to pay on-line. Chart 24 shows that among the customers who do not pay on line and provide a reason for not doing so, well over one-half (54 percent) of callers indicate that there is nothing the District can do to make on-line bill paying more appealing to them. Furthermore, over one-quarter (26 percent) are uncertain about what the District can do in this regard. Another 7 percent feel that offering discounts on the bill could motivate them to move toward a paperless bill paying option. Comments about how the District can make paperless/on-line billing more appealing are consistent with similar findings in the 2012 General Customer Survey. That is, customers do not provide much encouragement that the District can do anything for them in this regard.  Customers who feel that the Otay Water District can do nothing to make on-line bill paying a more appealing option tend to be homeowners (79 percent) versus renters (48 percent). Chart 25 indicates how likely it is that any of the small number of suggested improvements made by the callers would cause them to move toward on-line bill payment. Over three-fifths, (64 percent) state that they would be either very likely (50 percent) or somewhat likely (14 percent) to pursue on-line bill payment if suggested improvements were made. It is important to note that these percentages are derived from only 49 respondents (16 percent of the sample). Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 33 0% 10% 20% 30% 40% 50% 60% Nothing Discounts PreferPresentWay ofPaying Make ItEasier NeedPaperRecord PayVariousAccountsat Once Unsure 54% 7%5%4%2%2% 26% 55% 10% 5% 20% Chart 24 What Can District Do to Make Bill Paying Online or Paperless a More Appealing Option (among 63% who do not prefer to pay online) Call Center Respondents General Survey Respondents Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 34 Chart 26 indicates that nearly one-half (49 percent) of callers are interested in receiving their monthly bill by e-mail. The 2012 General Survey reports that 43 percent are inclined to receive their bill by e-mail – 6 percent less than what is found in the Call Center Survey. In the current survey, over three-fifths (64 percent) indicate that they are either very likely (50 percent) or somewhat unlikely (14 percent) to pay their various accounts through a paperless option within the next year or two. Respondents in the General 2012 Survey similarly indicate that they are likely to pursue the paperless option within the next year or so (61 percent) (Chart 27). Very Likely, 63% Somewhat Likely, 14%Somewhat Unlikely, 2% Very Unlikely, 21% Chart 25 Likelihood of Paying Online if Suggested Improvements Implemented (among 12% who do not pay online and who offered suggestions) Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 35  Customers under the age of 65 (57 percent) tend to be interested in receiving their monthly bill by e-mail instead of through the Postal Service more so than are those who are 65 years old and over (29 percent). The following subgroups are more likely to go paperless in their bill paying to the District within the next year or two (scale: 1 to 4, where 1 = very likely, 2 = somewhat likely, 3 = somewhat unlikely, and 4 = very unlikely).  Customers with a higher level of education (bachelor’s degree – mean of 1.85) versus (high school or less – mean of 2.53).  Younger customers (18-34 – mean of 1.67) as opposed to older customers (65 and over – mean of 3.06).  More recent customers of the Otay Water District (less than 2 years – mean of 1.80) versus longer term customers (11 years or more – mean of 2.32). 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Call Center Respondents General Survey Respondents Yes, 49%Yes, 43% No, 48%No, 53% Unsure, 3%Unsure, 4% Chart 26 Interested in Receiving Monthly Bill by E-Mail Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 36 Chart 28 shows that among those who are unlikely to use paperless bill paying options within the next two years, over one-quarter (27 percent) say they do not use the Internet and 17 percent want a paper record of their transactions. Another 13 percent say they will forget to check on-line for a bill. Others feel they have more control when they write checks (12 percent) and they do not trust the security of on-line transactions (11 percent). There are considerable differences among customers in the 2012 General Survey. Customers in the General Survey object much less to the use of the Internet and the possibility that they will forget to check for a bill on-line and they are less likely to object because they feel they have more control when they write checks. They are more likely to object because they want a paper record of their transactions and they do not trust the security of on-line transactions. 0%20%40%60%80%100% Call Center Respondents General Survey Respondents 50% 45% 14% 16% 9% 8% 27% 31% Chart 27 Likelihood of Going Paperless and Electronic Payment (all bills) in the Next 1-2 Years.Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 37 Chart 29 indicates that over two-fifths (42 percent) feel that the use of postcards are fine as a way to remind customers that their bill has not been paid (This is the current method). Over one-quarter (27 percent) prefer the use of e-mail and another 28 percent prefer either a telephone message (19 percent) or a text message (9 percent) for purposes of reminding customers about late payments. Confidence in the Accuracy of the Bill: Chart 30 indicates that three-fourths (75 percent) of customer service callers are either very confident (39 percent) or somewhat confident (36 percent) in the accuracy of their monthly meter reading. This overall high level of confidence is consistent with the confidence expressed in the 2006 survey. However, it is noteworthy that the percentage of callers who are “very confident” in 2008 is about 10 percent higher than in both 2012 and 2006. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 27% 17% 13%12%11%9% 4%3%4% 15% 43% 6%6% 19% 2%6% Chart 28 Objection to Paperless (among 36% unlikely to be paperless in 1-2 years) Call Center Respondents General Survey Respondents Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 38 Postcards Are Fine, 42% E-mail, 27% Telephone Message, 19% Text Message, 9% Unsure, 3% Chart 29 How Prefer to be Contacted by District When Payment is Late 0%20%40%60%80%100% 38% 48% 39% 38% 28% 36% 8% 9% 11% 8% 2% 7% 8% 13% 7% Chart 30Confidence in Accuracy of Meter Reading Very Confident Somewhat Confident Not Very Confident Not At All Confident Unsure Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 39 The following subgroups are particularly confident in the accuracy of their meter reading. The rating is based on a scale of 1 to 5, where 1 = very satisfied, 2 = somewhat satisfied, 3 = somewhat dissatisfied and 4 = very dissatisfied:  Younger customers (18 – 34 -- mean of 1.65 versus older customers (65 and over – mean of 2.10).  More recent customers of the Otay Water District (2 years or less – mean of 1.46 versus longer term residents (3 or more years --- 2.00). Chart 31 shows approximately three-fourths (77 percent) are either very satisfied (48 percent) or somewhat satisfied (29 percent) in the accuracy of their water bill. This level of satisfaction is highly consistent with the Call Center Surveys in 2006 and 2008 where both surveys reported a satisfaction level also of 77 percent. The following subgroups regard the monthly bill as particularly accurate. The rating is based on a scale of 1 to 5, where 1 = very satisfied, 2 = somewhat satisfied, 3 = somewhat dissatisfied and 4 = very dissatisfied:  More recent residents of the Otay Water District (2 years or less – mean of 1.45) versus longer term customers (6 – 15 years – mean of 1.91).  Customers with less education (educational levels of a bachelor’s degree or less – mean of 1.60 as opposed to at least one year of graduate work beyond a bachelor’s degree – mean of 2.14). Communication with the Otay Water District (including New Telephone System, Interactive Voice Response System, and Website) 0% 10% 20% 30% 40% 50% Very Satisfied SomewhatSatisfied SomewhatDissatisfied VeryDissatisfied Unsure 48% 29% 9%7%7% 50% 27% 8%4% 11% 43% 34% 7%10%7% Chart 31 Satisfaction with Accuracy of Water Bill201220082006 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 40 SUMMARY: Among customer callers, 86 percent are unaware of the new telephone system that was implemented by the Otay Water District within the last several months. Of those who are aware, 5 percent feel the new system is better and another 3 percent feel the previous system is better. Those who are aware of the new telephone system rated 4 features of that system quite highly. On a scale of 1 to 5, where 1 = very effective and 5 = not at all effective. Ratings were provided for quality of voice (1.87), clarity of the instructions (2.01), overall effectiveness of message (2.10), and menu of options (2.13). Well over one-quarter (29 percent) of callers have used the interactive features of the voice response system. Among these 29 percent, 87 percent found it to be useful. The trend is clear – since the 2006 and 2008 Call Center Surveys, there is an increase in the percentage of customers who use the Interactive Response Feature and a greater percentage of those who use this feature find it useful. Of those customers in the current survey who found the system to be useful, 46 percent were able to resolve their problem by using this automated system alone. This represents a decline since the 2008 Call Center Survey where nearly three-fifths (58 percent) achieved resolution of their problem using the automated system alone. Nearly one-third (30 percent) of the customer callers have used the Otay Water District website to obtain information in the past 6 months. There has been a steady increase in the use of the website since 2006 – 20 percent in 2006 and 23 percent in 2008. Nearly 9 in 10 of these users (88 percent) are either very satisfied (71 percent) or somewhat satisfied (17 percent) with the service provided through the website. This represents an increase in the satisfaction level since 2008 where 82 percent were either very satisfied or somewhat satisfied. New Telephone System: The Otay Water District implemented a new telephone system in June 2011. Nearly 9 in 10 customer callers (86 percent) are unaware of the new system. Chart 32 shows that among those who are aware, 5 percent feel that the new system is better than the previous one, 3 percent feel that the new system is worse, and 6 percent feel that the new system and the previous one are about the same.  Females (19 percent) are more aware of the new telephone system than are males (8 percent).  Customers who are 55 years old and over (26 percent) are more aware of the new telephone system than are customers who are 54 and younger (11 percent). Chart 33 shows the effectiveness ratings of various features of the new telephone system on a scale of 1 to 5, where 1 = very effective and 5 = not at all effective. The ratings are high on each feature ranging from 1.87 for quality of voice providing instructions, followed by clarity of instructions (2.01), overall effectiveness of message in guiding one to needed services (2.10), and menu of options (2.13).  Latinos (mean of 1.58) are more likely to rate the effectiveness of the clarity of instructions higher than are African-Americans (mean of 4.50). Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 41  Latinos (mean of 1.33) tend to rate the effectiveness of the quality of voice providing instructions higher than do African-Americans (mean of 3.50). The following subgroups rate the new telephone system as particularly effective in guiding the caller to needed services (scale: 1 to 5, where 1 = very effective and 5 = not at all effective).  Latinos (mean of 1.58) versus African-Americans (mean of 4.00).  Middle age customers (35-54 – mean of 1.78) versus older customers (65 and over -- mean of 3.33).  Longer term customers of the Otay Water District (3 – 10 years -- mean of 1.62) versus the most recent customers – (2 years or less -- mean of 3.40). The following subgroups rate the menu of options as particularly effective: Aware--Better than Previous System, 5% Aware--About Same Quality as Previous System, 6% Aware--Worse than Previous System, 3% Unaware of New System, 86% Chart 32 Awareness and Opinion about New Telephone System Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 42  Younger customers (18 – 34 – mean of 1.50) as opposed to older customers (65 and older – mean of 4.00).  Customers with higher income levels ($50,000 or more – mean of 1.63) versus customers with lesser income levels ($25,000 and under $50,000 – mean of 3.17). Interactive Voice Response Features: In Chart 34, it is indicated that well over one-quarter (29 percent) of callers have used the interactive features of the voice response system. Among these 29 percent, 87 percent found it to be useful (Chart 35). The trend is clear – since the 2006 and 2008 Call Center Surveys, there is an increase in the percentage of customers who use the Interactive Response Feature and a greater percentage of those who use this feature find it useful. 1.75 1.85 1.95 2.05 2.15 2.25 2.35 2.45 Menu of Options Clarity of Instructions Quality of Voice Providing Instructions Overall Effectiveness Guiding to Needed Services 2.13 2.01 1.87 2.10 Chart 33 Ratings of Effectiveness of New Telephone System Features (among 14% that are aware of new system) (Scale: 1 = Very Effective and 5 = Not at all Effective) Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 43 0%20%40%60%80%100% 2006 2008 2012 Yes , 16% Yes , 20% Yes , 29% No, 80% No, 76% No, 67% Unsure, 4% Unsure, 4% Unsure, 4% Chart 34 Used Interactive Voice Response Feature? 0%20%40%60%80%100% 2006 2008 2012 Yes, 81% Yes, 82% Yes, 87% No, 19% No, 18% No, 13% Chart 35 Usefulness Interactive Voice Response (among 29 percent who have used it) Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 44 Improvements in the automated system were suggested by a few customers who use the system and find it to be useful. These customers suggest making the system faster with less waiting, providing an account balance, and looking up an account without the account number – each 7 percent. Paying by phone through the automated system was suggested by a higher percentage of customers in 2008 than in the current survey (Chart 36). Of those customers in the current survey who used the system, 46 percent were able to resolve their problem by using this automated system alone (Chart 37). This represents a decline since the 2008 Call Center Survey where nearly three-fifths (58 percent) achieved resolution of their problem using the automated system alone. The following relationships associated with the use of the Interactive Voice Response Feature are significant;  Renters (39 percent) tend to use the Interactive Voice Response Feature more so than do homeowners (26 percent).  Larger households of 3 persons or more (33 percent) are more likely to use the Interactive Voice Response Feature than are smaller households of 1 or 2 persons (15 percent). 0%10%20%30%40%50%60%70%80%90% Yes--Pay by Phone Yes--Provide Easier Access to Representative Yes--Make System Faster--Less Waiting Yes--Provide Account Balance Yes--Look Up Acct. w/o Acct. # Yes--Other No 3% 2% 7% 7% 7% 3% 71% 5% 5% 3%87% 9% 6% 3% 3% 1% 78% Chart 36 Suggest Improvements to Interactive Voice Response System(among 29 percent who have used it) 2012 2008 2006 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 45 With regard to the achievement of problem resolution by using the automated system alone, the following relationship is significant:  Customers who prefer to speak Spanish (100 percent) tend to achieve problem resolution by using the automated system alone more so than do those who prefer to speak English (43 percent). Website: Chart 38 indicates that 30 percent of the customer callers have used the Otay Water District website to obtain information in the past 6 months. There has been a steady increase in the use of the website since 2006 – 20 percent in 2006 and 23 percent in 2008). Chart 39 shows that 88 percent of these users are either very satisfied (71 percent) or somewhat satisfied (17 percent) with the service provided through the website. This represents an increase in the satisfaction level since 2008 where 82 percent were either very satisfied or somewhat satisfied. The satisfaction level in the 2012 Call Center Survey also represents a return to 2006 levels where the satisfaction rating was also 88 percent. It is noted that the rating of the Otay Water District website in the 2012 General Survey is 73 percent – 15 percent less than the rating in the 2012 Call Center Survey. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 200620082012 Yes , 47%Yes , 58% Yes , 46% No, 50% No, 40%No, 54% Unsure, 3%Unsure, 2% Chart 37 Resolution by Interactive Voice Response Only (among 29 percent who have used it) Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 46  Customers with a bachelor’s degree or more education (40 percent) are more likely to use the Otay District website to obtain information than are those who have some college or less (26 percent). 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 200620082012 Yes , 20%Yes , 23%Yes , 30% No, 80%No, 77%No, 70% Chart 38 Use of Website 0%20%40%60%80%100% 2006 2008 2012 56% 63% 71% 32% 19% 17% 10% 10% 8% 2% 8% 4% Chart 39 Satisfaction with Web Service (among 30% who have used website) Very Satisfied SomewhatSatisfied SomewhatDissatisfied VeryDissatisfied 2012 General Survey Rating of Website :29% Excellent and 44% Good Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 47 Conclusions It is clear that customers of the Otay Water District who have made customer service calls to the District are largely satisfied with the customer service they have received. Customers are generally more satisfied with the Call Center services than ever and are increasingly accepting of efforts to move toward more automated and paperless communications. There is considerable support for the efforts made by the Otay Water District to address customer issues in a timely fashion and to resolve problems to the customers’ satisfaction. Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 48 APPENDIX Questionnaire Frequencies Open-Ended Responses Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 49 Otay Water District Survey Call Center Customer Service--2012 INT. Hello, my name is _______________. I'm calling on behalf of the Otay Water District. We are conducting a study about some issues having to do with the service you have received from the District. We are interested in your opinions. [IF NEEDED:] Are you at least 18 years of age or older? [IF 18+ HOUSEHOLDER NOT AVAILABLE NOW, ASK FOR FIRST NAME AND MAKE CB ARRANGEMENTS] VER. [VERSION OF INTERVIEW:] 1 - VERSION A 2 - VERSION B* * = RESPONSE OPTIONS REVERSED ON VERSION B FOR ALL QUESTIONS INDICATED IC. Let me assure you that no names or addresses are associated with the telephone numbers, and all of your responses are completely anonymous. The questions take about ten minutes. To ensure that my work is done honestly and correctly, this call may be monitored. Do you have a few minutes right now? [IF ASKED ABOUT MONITORING:] My supervisor randomly listens to interviews to make sure we're reading the questions exactly as written and not influencing answers in any way. TOP. [ONLY IF ASKED FOR MORE INFORMATION ABOUT TOPIC OR WHO'S SPONSORING IT?:] This project is sponsored by the Otay Water District, and it's about some issues related to improving customer service. [IF SPONSOR INFORMATION GIVEN TO RESPONDENT, "TOPIC"=1] SEX. [RECORD GENDER OF RESPONDENT:] 1 - MALE 2 - FEMALE LP. [IF INDICATED BY ACCENT:] Would you prefer that we speak in... 1 - English or 2 - Spanish? Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 50 Q1. Have you or anyone in your household or business called the Otay Water District for service or other help during the past 6 months [EMPHASIZE 6 MONTHS]? 1 - YES 2 - NO –THANK AND TERMINATE INTERVIEW 9 - DK/REF –THANK AND TERMINATE INTERVIEW Q1a—Please indicate the type of customer you are 1—Residential 2—Business 3—Irrigation 4—Other, SPECIFY ________________________________________ Q1b. [IF YES:] Was the main purpose of your last call… 1 - a repair issue, 2 - a billing issue, or ------------> GO TO Q2 3 - another issue? ---> GO TO Q2 9 - DK/REF—DO NOT READ ------------> GO TO Q3 Q1c. [IF REPAIR ISSUE:] What type of repair did you call about? Was it... 1 - a pipeline break, 2 - a problem with supply to your home, 3—a suspected leak 4 - another problem? [SPECIFY:]______________________ 9 - DK/REF—DO NOT READ Q1d. Did you make any other calls to customer service in the past 6 months that were not repair related? 1—YES 2—NO—GO TO Q3 9 - DK/REF—DO NOT READ –GO TO Q3 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 51 Q2. What was the reason for your last non-repair related customer service call? 1—Did not understand bill—[IF Q1b = 1--GO TO Q3—IF Q1b=2 or 3, GO TO Q2a] 2 – Need Assistance with online account ——[IF Q1b = 1--GO TO Q3— IF Q1b=2 or 3, GO TO Q2a] 3—Thought I was charged too much for the amount of water I used——[IF Q1b = 1--GO TO Q3— IF Q1b=2 or 3, GO TO Q2a] 4—Thought I used less water than bill indicated/Meter misread——[IF Q1b = 1--GO TO Q3— IF Q1b=2 or 3, GO TO Q2a] 5---Why different amount from same month last year——[IF Q1b = 1--GO TO Q3— IF Q1b=2 or 3, GO TO Q2a] 6—Question about message box on bill——[IF Q1b = 1--GO TO Q3— IF Q1b=2 or 3, GO TO Q2a] 7—Address change——[IF Q1b = 1--GO TO Q3— IF Q1b=2 or 3, GO TO Q2a] 8---Start service——[IF Q1b = 1--GO TO Q3— IF Q1b=2 or 3, GO TO Q2a] 9---Stop Service——[IF Q1b = 1--GO TO Q3— IF Q1b=2 or 3, GO TO Q2a] 10—Reconnect Service after shutoff——[IF Q1b = 1--GO TO Q3— IF Q1b=2 or 3, GO TO Q2a] 15—Other? SPECIFY_______________________ —[IF Q1b = 1--GO TO Q3— IF Q1b=2 or 3, GO TO Q2a] 20—DK/REF—DO NOT READ [Go to Q3] Q2a. [IF Q2 = 1-15] Beyond the customer service call you just mentioned, did you make any other calls to customer service in the past 6 months? 1—YES 2—NO—GO TO Q3 9 - DK/REF—DO NOT READ –GO TO Q3 Q2b. What was the reason for this other customer service call? [DO NOT VOLUNTEER] 1—Did not understand bill 2—Thought I was charged too much for the amount of water I used 3—Thought I used less water than bill indicated/Meter misread 4---Why different amount from same month last year 5—Question about message box on bill Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 52 6—Address change 7---Start service 8---Stop Service 9—Reconnect Service after shutoff 10-- a pipeline break, 11 - a problem with supply to your home 15—Other? SPECIFY_______________________ 20—DK/REF—DO NOT READ Q3. How satisfied or dissatisfied were you with the service you received as far as…. a. your ability to reach a service representative? Were you…* 1 - very satisfied, 2 - somewhat satisfied, 3 - somewhat dissatisfied, or 4 - very dissatisfied? 9 - DK/REF—DO NOT READ b. the courtesy of the service representative? Were you…* 1 - very satisfied, 2 - somewhat satisfied, 3 - somewhat dissatisfied, or 4 - very dissatisfied? 9 - DK/REF—DO NOT READ c. the knowledge and expertise of your service representative? Were you…* 1 - very satisfied, 2 - somewhat satisfied, 3 - somewhat dissatisfied, or 4 - very dissatisfied? 9 - DK/REF—DO NOT READ d. getting your problem resolved? Were you...* 1 - very satisfied, Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 53 2 - somewhat satisfied, 3 - somewhat dissatisfied, or 4 - very dissatisfied? 9 - DK/REF—DO NOT READ Q4. Overall, how would you rate the quality of service that you received? Would you say 1 - excellent, 2 - good, 3 - fair 4 –poor 9 - DK/REF—DO NOT READ Q5. With regard to the problem or question you called about in the first call you mentioned, how many calls did it take to get your issue resolved? _____________ Q5a. [IF Q5 >1—OTHERWISE, GO TO Q6] Was your question or problem ultimately resolved to your satisfaction? 1-YES 2-NO 9 - DK/REF—DO NOT READ Q6. The Otay Water District implemented a new telephone system in June 2011. Have you noticed that the system has changed? 1 – Yes 2 - No [GO TO Q7] 9 - DK/REF—DO NOT READ [GO TO Q7] Q6a. Would you say that this new system is …? [REVERSE] 1. Better than the previous system? 2. About the same as the previous system? 3. Worse than the previous system? Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 54 Q6b. Please rate the following features of the new phone system on a scale of 1 to 5, where 1 = very effective and 5 = not at all effective. 1 2 3 4 5 Q6b-1. Menu of options Q6b-2 Clarity of instructions Q6b-3 Quality of voice providing instructions Q6b-4 Overall effectiveness of the telephone message in guiding you to the services that you needed 9 - DK/REF—DO NOT READ Q7. The Otay Water District has an Interactive Voice Response feature in their telephone system. This feature provides the customer with account information, total amount due, and last payment received. Have you used this feature? 1—YES 2—NO-----------GO TO Q8 9 - DK/REF—DO NOT READ-----------GO TO Q8 Q7a. [IF Q7= 1] Did you find this feature to be useful? 1—YES 2—NO 9 - DK/REF—DO NOT READ Q7b. When you last called the Otay Water District for customer service, were you able to resolve your question or problem using the automated system only? 1—YES 2—NO 9 - DK/REF—DO NOT READ Q7c. Are there any other features that you would like to have offered by the Interactive Voice Response system? 1—Yes 2—No ---[GO TO Q7e] Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 55 9 - DK/REF—DO NOT READ---[GO TO Q7e] Q7d. What is one such additional feature you would like to have offered by the automated system? 99= DK/REF Q8. Did your call require a field visit to your property? 1-YES 2-NO -------------[GO TO Q14] 9 - DK/REF—DO NOT READ ------------------[GO TO Q14] Q9. [IF Q8 = 1] What did the field representative do? _________________________________________________________ [USE THE FOLLOWING CODES BUT DO NOT READ THEM. ENTER ALL OTHER ANSWERS ABOVE—DK/REF = 99] 1. Checked meter 2. Check/Fix leak 3. Reconnect/turn water on Q10. How satisfied were you with the field service outcome? Were you* 1 - very satisfied, 2 - somewhat satisfied, 3 - somewhat dissatisfied, or 4 - very dissatisfied? 9 - DK/REF Q11. How satisfied were you with the time required to come to your property to provide the field service? Were you* 1 - very satisfied, 2 - somewhat satisfied, 3 - somewhat dissatisfied, or Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 56 4 - very dissatisfied? 9 - DK/REF—DO NOT READ Q12. How satisfied were you with the amount of time the field service representative needed at your property? Were you* 1 - very satisfied, 2 - somewhat satisfied, 3 - somewhat dissatisfied, or 4 - very dissatisfied? 9 - DK/REF—DO NOT READ Q13. Please rate your overall satisfaction with the field service you received. 1 - excellent, 2 - good, 3 - fair, or 4 - poor? 9 - DK/REF—DO NOT READ Q14. How do you pay your water bill most months? 1—Send check by mail 2—Automatic bank deduction 3—Credit card over the telephone 4—In person at the Otay Water District office 5—In person at payment center 6—On-line (Internet) 9 - DK/REF—DO NOT READ Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 57 Q15. No matter how you presently pay your bill, how would you prefer to pay your bill most of the time? 1—Send check by mail 2—Automatic bank deduction 3—Credit card over the telephone 4—In person at the Otay Water District office 5—In person at payment center 6—On-line (Internet) ---------GO TO Q16 9 - DK/REF—DO NOT READ Q15a. [IF Q15 NOT = 6] What can the District do to make paying online or make paperless billing a more appealing option for you? _______________________________________________________________ DK/REF = 99 [USE THE FOLLOWING CODES BUT DO NOT READ THEM. ENTER ALL OTHER ANSWERS VERBATIM] 1. THERE IS NOTHING THAT WOULD MAKE ME PAY ONLINE 2. OFFER DISCOUNTS ON THE BILL [IF Q15a = 99, GO TO Q16] Q15b. [IF any answer given to Q15a] If the District were to do that, how much more likely would you be to pay on-line? Would you say.. 1. Very likely 2. Somewhat likely 3. Somewhat unlikely 4. Very unlikely 9. DK/REF [DO NOT VOLUNTEER] Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 58 Q16. Would you be interested in receiving your monthly bill from the Otay Water District by e-mail instead of through the Postal Service? 1 - YES 2 - NO 9 - DK/REF—DO NOT READ Q17. How likely are you to choose to go paperless in your bill paying to the District and other regular monthly accounts within the next year or two? That is, you would receive your bill by e-mail and would make your payments in one of several ways (phone, online, automatic deduction) but not by check or cash. 1. Very likely—GO TO Q18 2. Somewhat likely—GO TO Q18 3. Somewhat unlikely 4. Very unlikely 5. DK/REF [DO NOT VOLUNTEER]—GO TO Q18 Q17a. [IF Q17 =3 or 4] What is your major objection to the District going paperless? 1. I do not trust that my banking data is secure 2. I do not use the Internet 3. I feel more in control of my money when I write the checks. 4. Easier for my own accounting/taxes 5. Other, ___________________________ 9. DK/REF [DO NOT VOLUNTEER] Q18. Regarding your monthly billing, how satisfied are you with the accuracy of your water bill? 1 - very satisfied, 2 - somewhat satisfied, 3 - somewhat dissatisfied, or 4 - very dissatisfied? 9 - DK/REF—DO NOT READ Q19. How confident are you in the accuracy of your monthly meter reading? 1 - very confident, 2 - somewhat confident, Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 59 3 – not too confident, or 4 – not at all confident? 9 - DK/REF—DO NOT READ Q20. The Otay Water District has recently implemented a new bill design. It was first mailed to customers in September 2011. How satisfied are you with the ease of understanding this new water bill? 1 - very satisfied, 2 - somewhat satisfied, 3—Neither satisfied nor dissatisfied 4 - somewhat dissatisfied, or 5 - very dissatisfied? 6 – I am not aware of the new bill design –GO TO Q21 9 - DK/REF—DO NOT READ—GO TO Q21 Q20a. [IF Q20 NOT = 6 or 9] Do you think that the previous water bill design is easier to understand than the new bill design? 1 –Yes 2 --No 9 - DK/REF—DO NOT READ Q21. The Otay Water District sends postcards to remind their customers that their water bill has not been paid. How would you prefer to be contacted by the Otay Water District under these circumstances? (select one) 1 – the postcards are fine 2- e-mail 3 - text message 4 – telephone message 8 – other (please specify) ______________________ 9 –DK/REF—DO NOT READ Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 60 Q22. In comparison to other companies that bill you monthly (for example. gas and electric, cable TV, trash collection, among others), how would you rate your overall customer experience with the Otay Water District on a scale of 1-5, where 1 means that the Otay Water District provides the best customer experience in comparison to these other companies and 5 means that the Otay Water District provides the worst experience. __________________ Q23. In the past 6 months, have you used the Otay Water District website to obtain information or other services from the Otay Water District? 1—YES 2—NO-----------GO TO CUST 9 - DK/REF—DO NOT READ-----------GO TO CUST Q23a. [IF Q23=1] How satisfied were you with the web service you received? Were you* 1 - very satisfied, 2 - somewhat satisfied, 3 - somewhat dissatisfied, or 4 - very dissatisfied? IN CLOSING, THESE NEXT QUESTIONS ARE FOR COMPARISON PURPOSES ONLY. CUST. How long have you been a customer of the Otay Water District? _____________YEARS PPH. How many persons, including yourself, live in your household? ___________ 99 - DK/REF TEN. Is your residence owned by someone in your household, or is it rented? 1 - OWN 2 - RENT/OTHER STATUS 9 - DK/REF—DO NOT READ Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 61 EDU. What is the highest grade or year of school that you have completed and received credit for... 1 - high school or less, 2 - at least one year of college, trade or vocational school, 3 - graduated college with a bachelor's degree, or 4 - at least one year of graduate work beyond a bachelor's degree? 9 - DK/REF—DO NOT READ AGE. Please tell me when I mention the category that contains your age... 1 - 18 to 24, 2 - 25 to 34, 3 - 35 to 44, 4 - 45 to 54, 5 - 55 to 64, or 6 - 65 or over? 9 - DK/REF—DO NOT READ ETH. Which of the following best describes your ethnic or racial background... 1 - white, not of Hispanic origin; 2 - black, not of Hispanic origin; 3 - Hispanic or Latino; 4 - Asian or Pacific Islander; 5 - Native American; 6 – Middle Eastern 15 - another ethnic group? [SPECIFY:] __________________________________ 20 - DK/REF—DO NOT READ Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 62 INC. Now, we don't want to know your exact income, but just roughly, could you tell me if your annual household income before taxes is... 1 - under $25,000, 2 - $25,000 up to but not including $50,000, 3 - $50,000 up to (but not including) $75,000, 4 - $75,000 up to (but not including) $100,000, 5 - $100,000 up to (but not including) $150,000 6. $150,000 and over 9 - DK/REF—DO NOT READ LAN. [LANGUAGE OF INTERVIEW:] 1 - ENGLISH 2 - SPANISH Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 63 Frequency Tables Gender Frequency Percent Valid Percent Cumulative Percent Valid Male 120 39.6 39.6 39.6 Female 183 60.4 60.4 100.0 Total 303 100.0 100.0 Q1 - Have you or anyone in your household or business called the Otay Water District for service or other help during the past 6 months [EMPHASIZE 6 MONTHS]? Frequency Percent Valid Percent Cumulative Percent Valid Yes 303 100.0 100.0 100.0 Q1a - Are you primarily a residential, business, irrigation, or another type water customer? Frequency Percent Valid Percent Cumulative Percent Valid Residential 301 99.3 99.3 99.3 Business 2 .7 .7 100.0 Total 303 100.0 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 64 Q1b - Was the main purpose of your last call to Otay Water District...? Frequency Percent Valid Percent Cumulative Percent Valid A repair issue 13 4.3 4.3 4.3 A billing issue 215 71.0 71.7 76.0 Another issue 72 23.8 24.0 100.0 Total 300 99.0 100.0 Missing DK/REF 3 1.0 Total 303 100.0 Q1c - What type of repair did you call about? Was it... Frequency Percent Valid Percent Cumulative Percent Valid A pipeline break 6 2.0 40.0 40.0 A problem with supply to your house 2 .7 13.3 53.3 A suspected leak 5 1.7 33.3 86.7 Another problem 2 .7 13.3 100.0 Total 15 5.0 100.0 Missing System 288 95.0 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 65 Q1d - Did you make any other calls to customer service in the past 6 months that were not repair related? Frequency Percent Valid Percent Cumulative Percent Valid Yes 8 2.6 53.3 53.3 No 7 2.3 46.7 100.0 Total 15 5.0 100.0 Missing System 288 95.0 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 66 Q2. What was the reason for your last non-repair related customer service call? Frequency Percent Valid Percent Cumulative Percent Valid Did not understand bill 43 14.2 15.6 15.6 Need Assistance with online account 26 8.6 9.4 25.0 Thought I was charged too much for the amount of water I use 37 12.2 13.4 38.4 Thought I used less water than bill indicated/Meter misread 5 1.7 1.8 40.2 Why different amount from same month last year 2 .7 .7 40.9 Question about message box on bill 1 .3 .4 41.3 Address change 5 1.7 1.8 43.1 Start service/transfer acct name 52 17.2 18.8 62.0 Stop service 6 2.0 2.2 64.1 Reconnect service after shutoff 16 5.3 5.8 69.9 Other 1 .3 .4 70.3 Make payment/arrangements 60 19.8 21.7 92.0 Find out balance 18 5.9 6.5 98.6 Get rate reduction 4 1.3 1.4 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 67 Total 276 91.1 100.0 Missing DK/REF 5 1.7 System 22 7.3 Total 27 8.9 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 68 Q2a - Beyond the customer service call you just mentioned, did you make any other calls to customer service in the past 6 months? Frequency Percent Valid Percent Cumulative Percent Valid Yes 45 14.9 16.2 16.2 No 233 76.9 83.8 100.0 Total 278 91.7 100.0 Missing DK/REF 2 .7 System 23 7.6 Total 25 8.3 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 69 Q2b - What was the reason for this other customer service call? Frequency Percent Valid Percent Cumulative Percent Valid Did not understand bill 11 3.6 25.0 25.0 Thought I was charged too much for the amount of water I use 5 1.7 11.4 36.4 Thought I used less water than bill indicated/Meter misread 2 .7 4.5 40.9 Address change 1 .3 2.3 43.2 Start service 5 1.7 11.4 54.5 Stop service 1 .3 2.3 56.8 Reconnect service after shutoff 2 .7 4.5 61.4 Problem with supply to my home 3 1.0 6.8 68.2 Make payment/arrangements 14 4.6 31.8 100.0 Total 44 14.5 100.0 Missing System 259 85.5 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 70 Q3a. your ability to reach a service representative Frequency Percent Valid Percent Cumulative Percent Valid Very satisfied 195 64.4 65.9 65.9 Somewhat satisfied 63 20.8 21.3 87.2 Somewhat dissatisfied 15 5.0 5.1 92.2 Very dissatisfied 23 7.6 7.8 100.0 Total 296 97.7 100.0 Missing DK/Refused 7 2.3 Total 303 100.0 Q3b. the courtesy of the service representative Frequency Percent Valid Percent Cumulative Percent Valid Very satisfied 209 69.0 71.1 71.1 Somewhat satisfied 54 17.8 18.4 89.5 Somewhat dissatisfied 12 4.0 4.1 93.5 Very dissatisfied 19 6.3 6.5 100.0 Total 294 97.0 100.0 Missing DK/Refused 9 3.0 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 71 Q3c. the knowledge and expertise of your service representative Frequency Percent Valid Percent Cumulative Percent Valid Very satisfied 198 65.3 67.8 67.8 Somewhat satisfied 60 19.8 20.5 88.4 Somewhat dissatisfied 12 4.0 4.1 92.5 Very dissatisfied 22 7.3 7.5 100.0 Total 292 96.4 100.0 Missing DK/Refused 11 3.6 Total 303 100.0 Q3d. getting your problem resolved Frequency Percent Valid Percent Cumulative Percent Valid Very satisfied 197 65.0 66.1 66.1 Somewhat satisfied 48 15.8 16.1 82.2 Somewhat dissatisfied 19 6.3 6.4 88.6 Very dissatisfied 34 11.2 11.4 100.0 Total 298 98.3 100.0 Missing DK/Refused 5 1.7 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 72 Q4 - Overall, how would you rate the quality of service that you received? Frequency Percent Valid Percent Cumulative Percent Valid Excellent 153 50.5 50.7 50.7 Good 98 32.3 32.5 83.1 Fair 31 10.2 10.3 93.4 Poor 20 6.6 6.6 100.0 Total 302 99.7 100.0 Missing DK/REF 1 .3 Total 303 100.0 Q5 - First call: how many calls did it take to get your issue resolved? Frequency Percent Valid Percent Cumulative Percent Valid 1 230 75.9 77.2 77.2 2 37 12.2 12.4 89.6 3 19 6.3 6.4 96.0 4 5 1.7 1.7 97.7 5 7 2.3 2.3 100.0 Total 298 98.3 100.0 Missing DK/REF 5 1.7 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 73 Q5a - Was your question or problem ultimately resolved to your satisfaction? Frequency Percent Valid Percent Cumulative Percent Valid Yes 43 14.2 59.7 59.7 No 29 9.6 40.3 100.0 Total 72 23.8 100.0 Missing DK/REF 2 .7 System 229 75.6 Total 231 76.2 Total 303 100.0 Q6 - The Otay Water District implemented a new telephone system in June 2011. Have you noticed that the system has changed? Frequency Percent Valid Percent Cumulative Percent Valid Yes 39 12.9 14.2 14.2 No 235 77.6 85.8 100.0 Total 274 90.4 100.0 Missing DK/REF 29 9.6 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 74 Q6a. Would you say that this new system is... Frequency Percent Valid Percent Cumulative Percent Valid Better than the previous system 15 5.0 38.5 38.5 About the same as the previous system 17 5.6 43.6 82.1 Worse than the previous system 7 2.3 17.9 100.0 Total 39 12.9 100.0 Missing System 264 87.1 Total 303 100.0 Q7e1-Rate Menu of options Frequency Percent Valid Percent Cumulative Percent Valid Very effective 18 5.9 50.0 50.0 2 5 1.7 13.9 63.9 3 8 2.6 22.2 86.1 4 2 .7 5.6 91.7 Not at all effective 3 1.0 8.3 100.0 Total 36 11.9 100.0 Missing DK/REF 3 1.0 System 264 87.1 Total 267 88.1 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 75 Q6a. Would you say that this new system is... Frequency Percent Valid Percent Cumulative Percent Valid Better than the previous system 15 5.0 38.5 38.5 About the same as the previous system 17 5.6 43.6 82.1 Worse than the previous system 7 2.3 17.9 100.0 Total 39 12.9 100.0 Missing System 264 87.1 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 76 Q7e2-Rate Clarity of instructions Frequency Percent Valid Percent Cumulative Percent Valid Very effective 21 6.9 55.3 55.3 2 5 1.7 13.2 68.4 3 6 2.0 15.8 84.2 4 3 1.0 7.9 92.1 Not at all effective 3 1.0 7.9 100.0 Total 38 12.5 100.0 Missing DK/REF 1 .3 System 264 87.1 Total 265 87.5 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 77 Q7e3-Rate Quality of voice providing instructions Frequency Percent Valid Percent Cumulative Percent Valid Very effective 22 7.3 57.9 57.9 2 8 2.6 21.1 78.9 3 2 .7 5.3 84.2 4 3 1.0 7.9 92.1 Not at all effective 3 1.0 7.9 100.0 Total 38 12.5 100.0 Missing DK/REF 1 .3 System 264 87.1 Total 265 87.5 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 78 Q7e4-Rate Overall effectiveness of the telephone message in guiding you to the services that you needed Frequency Percent Valid Percent Cumulative Percent Valid Very effective 19 6.3 50.0 50.0 2 6 2.0 15.8 65.8 3 6 2.0 15.8 81.6 4 4 1.3 10.5 92.1 Not at all effective 3 1.0 7.9 100.0 Total 38 12.5 100.0 Missing DK/REF 1 .3 System 264 87.1 Total 265 87.5 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 79 Q7 - Interactive Voice Response feature: Have you used this feature? Frequency Percent Valid Percent Cumulative Percent Valid Yes 88 29.0 30.1 30.1 No 204 67.3 69.9 100.0 Total 292 96.4 100.0 Missing DK/REF 11 3.6 Total 303 100.0 Q7a - Did you find Interactive Voice Response to be useful? Frequency Percent Valid Percent Cumulative Percent Valid Yes 75 24.8 87.2 87.2 No 11 3.6 12.8 100.0 Total 86 28.4 100.0 Missing DK/REF 2 .7 System 215 71.0 Total 217 71.6 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 80 Q7b - When you last called the Otay Water District for customer service, were you able to resolve your question or problem using the automated system only? Frequency Percent Valid Percent Cumulative Percent Valid Yes 39 12.9 45.9 45.9 No 46 15.2 54.1 100.0 Total 85 28.1 100.0 Missing DK/REF 3 1.0 System 215 71.0 Total 218 71.9 Total 303 100.0 Q7c - Are there any other features that you would like to have offered by the Interactive Voice Response system? Frequency Percent Valid Percent Cumulative Percent Valid Yes 24 7.9 29.6 29.6 No 57 18.8 70.4 100.0 Total 81 26.7 100.0 Missing DK/REF 7 2.3 System 215 71.0 Total 222 73.3 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 81 Q8. Did your call require a field visit to your property? Frequency Percent Valid Percent Cumulative Percent Valid Yes 41 13.5 13.8 13.8 No 257 84.8 86.2 100.0 Total 298 98.3 100.0 Missing DK/REF 5 1.7 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 82 Q9 - What did the field representative do? Frequency Percent Valid Percent Cumulative Percent Valid Checked meter 5 1.7 13.2 13.2 Check/fix leak 6 2.0 15.8 28.9 Reconnect/turn water on 18 5.9 47.4 76.3 Other 9 3.0 23.7 100.0 Total 38 12.5 100.0 Missing DK/REF 3 1.0 System 262 86.5 Total 265 87.5 Total 303 100.0 Q10. How satisfied were you with the field service outcome? Frequency Percent Valid Percent Cumulative Percent Valid Very satisfied 26 8.6 63.4 63.4 Somewhat satisfied 6 2.0 14.6 78.0 Somewhat dissatisfied 1 .3 2.4 80.5 Very dissatisfied 8 2.6 19.5 100.0 Total 41 13.5 100.0 Missing System 262 86.5 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 83 Q11. How satisfied were you with the time required to come to your property to provide the field service? Frequency Percent Valid Percent Cumulative Percent Valid Very satisfied 24 7.9 60.0 60.0 Somewhat satisfied 5 1.7 12.5 72.5 Somewhat dissatisfied 3 1.0 7.5 80.0 Very dissatisfied 8 2.6 20.0 100.0 Total 40 13.2 100.0 Missing DK/Refused 1 .3 System 262 86.5 Total 263 86.8 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 84 Q12. How satisfied were you with the amount of time the field service representative needed at your property? Frequency Percent Valid Percent Cumulative Percent Valid Very satisfied 24 7.9 66.7 66.7 Somewhat satisfied 5 1.7 13.9 80.6 Somewhat dissatisfied 2 .7 5.6 86.1 Very dissatisfied 5 1.7 13.9 100.0 Total 36 11.9 100.0 Missing DK/Refused 5 1.7 System 262 86.5 Total 267 88.1 Total 303 100.0 Q13 - Please rate your overall satisfaction with the field service you received: Frequency Percent Valid Percent Cumulative Percent Valid Excellent 22 7.3 53.7 53.7 Good 9 3.0 22.0 75.6 Fair 1 .3 2.4 78.0 Poor 9 3.0 22.0 100.0 Total 41 13.5 100.0 Missing System 262 86.5 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 85 Q14 - How do you pay your water bill most months? Frequency Percent Valid Percent Cumulative Percent Valid Send check by mail 71 23.4 23.6 23.6 Automatic bank deduction 52 17.2 17.3 40.9 Credit card over the telephone 49 16.2 16.3 57.1 In person at the Otay Water District office 12 4.0 4.0 61.1 In person at payment center 13 4.3 4.3 65.4 On-line (Internet) 104 34.3 34.6 100.0 Total 301 99.3 100.0 Missing DK/REF 2 .7 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 86 Q15. No matter how you presently pay your bill, how would you prefer to pay your bill most of the time? Frequency Percent Valid Percent Cumulative Percent Valid Send check by mail 66 21.8 21.9 21.9 Automatic bank deduction 56 18.5 18.5 40.4 Credit card over the telephone 52 17.2 17.2 57.6 In person at the Otay Water District office 8 2.6 2.6 60.3 In person at payment center 7 2.3 2.3 62.6 On-line (Internet) 113 37.3 37.4 100.0 Total 302 99.7 100.0 Missing DK/REF 1 .3 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 87 Q15a - What can the District do to make paying online or make paperless billing a more appealing option for you? Frequency Percent Valid Percent Cumulative Percent Valid There is nothing that would make me pay online 94 31.0 72.3 72.3 Offer discounts on the bill 13 4.3 10.0 82.3 Other 1 .3 .8 83.1 Like present way of paying 8 2.6 6.2 89.2 Want paper record/not confident online 4 1.3 3.1 92.3 Make it easier 7 2.3 5.4 97.7 Various properties at once/Access multiple banks/mobile app 3 1.0 2.3 100.0 Total 130 42.9 100.0 Missing DK/REF 45 14.9 System 128 42.2 Total 173 57.1 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 88 Q15b - If the District were to do that, how much more likely would you be to pay on-line? Frequency Percent Valid Percent Cumulative Percent Valid Very likely 31 10.2 63.3 63.3 Somewhat likely 7 2.3 14.3 77.6 Somewhat unlikely 1 .3 2.0 79.6 Very unlikely 10 3.3 20.4 100.0 Total 49 16.2 100.0 Missing DK/REF 2 .7 System 252 83.2 Total 254 83.8 Total 303 100.0 Q16 - Would you be interested in receiving your monthly bill from the Otay Water District by e-mail instead of through the postal service? Frequency Percent Valid Percent Cumulative Percent Valid Yes 149 49.2 50.7 50.7 No 145 47.9 49.3 100.0 Total 294 97.0 100.0 Missing DK/REF 9 3.0 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 89 Q16 - Would you be interested in receiving your monthly bill from the Otay Water District by e-mail instead of through the postal service? Frequency Percent Valid Percent Cumulative Percent Valid Yes 149 49.2 50.7 50.7 No 145 47.9 49.3 100.0 Total 294 97.0 100.0 Missing DK/REF 9 3.0 Q17. How likely are you to choose to go paperless in your bill paying to the District and other regular monthly accounts within the next year or two? Frequency Percent Valid Percent Cumulative Percent Valid Very likely 149 49.2 49.7 49.7 Somewhat likely 43 14.2 14.3 64.0 Somewhat unlikely 28 9.2 9.3 73.3 Very unlikely 80 26.4 26.7 100.0 Total 300 99.0 100.0 Missing DK/REF 3 1.0 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 90 Q17a - What is your major objection to the District going paperless? Frequency Percent Valid Percent Cumulative Percent Valid I do not trust that my banking data is secure 12 4.0 11.8 11.8 I do not use the Internet 28 9.2 27.5 39.2 I feel more in control of my money when I write the checks 13 4.3 12.7 52.0 Easier for my own accounting/taxes 10 3.3 9.8 61.8 Other 1 .3 1.0 62.7 Want paper confirmation of payment 18 5.9 17.6 80.4 I will forget to check e-mail 14 4.6 13.7 94.1 Not confident with computers/e-mail 4 1.3 3.9 98.0 Renters pay 2 .7 2.0 100.0 Total 102 33.7 100.0 Missing DK/REF 4 1.3 System 197 65.0 Total 201 66.3 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 91 Q18. Regarding your monthly billing, how satisfied are you with the accuracy of your water bill? Frequency Percent Valid Percent Cumulative Percent Valid Very satisfied 147 48.5 51.9 51.9 Somewhat satisfied 88 29.0 31.1 83.0 Somewhat dissatisfied 28 9.2 9.9 92.9 Very dissatisfied 20 6.6 7.1 100.0 Total 283 93.4 100.0 Missing DK/Refused 20 6.6 Total 303 100.0 Q19. How confident are you in the accuracy of your monthly meter reading? Frequency Percent Valid Percent Cumulative Percent Valid Very confident 117 38.6 41.5 41.5 Somewhat confident 108 35.6 38.3 79.8 Not too confident 34 11.2 12.1 91.8 Not at all confident 23 7.6 8.2 100.0 Total 282 93.1 100.0 Missing DK/REF 21 6.9 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 92 Q20 - The Otay Water District has recently implemented a new bill design. It was first mailed to customers in September 2011. How satisfied are you with the ease of understanding this new water bill? Frequency Percent Valid Percent Cumulative Percent Valid Very satisfied 120 39.6 40.4 40.4 Somewhat satisfied 69 22.8 23.2 63.6 Neither satisfied nor dissatisfied 16 5.3 5.4 69.0 Somewhat dissatisfied 7 2.3 2.4 71.4 Not aware of the new bill design 71 23.4 23.9 95.3 DK/REF 14 4.6 4.7 100.0 Total 297 98.0 100.0 Missing Very dissatisfied 6 2.0 Total 303 100.0 Q20a - Do you think that the previous water bill design is easier to understand than the new bill design? Frequency Percent Valid Percent Cumulative Percent Valid Yes 74 24.4 49.0 49.0 No 77 25.4 51.0 100.0 Total 151 49.8 100.0 Missing DK/REF 67 22.1 System 85 28.1 Total 152 50.2 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 93 Q21 -- How would you prefer to be contacted by the Otay Water District when bill has not been paid? Frequency Percent Valid Percent Cumulative Percent Valid The postcards are fine 127 41.9 43.5 43.5 E-mail 81 26.7 27.7 71.2 Text message 27 8.9 9.2 80.5 Telephone message 57 18.8 19.5 100.0 Total 292 96.4 100.0 Missing DK/REF 9 3.0 System 2 .7 Total 11 3.6 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 94 Q22 - In comparison to other companies that bill you monthly, how would you rate your overall customer experience with the Otay Water District? Frequency Percent Valid Percent Cumulative Percent Valid Best 123 40.6 41.0 41.0 2 78 25.7 26.0 67.0 3 69 22.8 23.0 90.0 4 20 6.6 6.7 96.7 Worst 10 3.3 3.3 100.0 Total 300 99.0 100.0 Missing DK/REF 3 1.0 Total 303 100.0 Q23 - In the past 6 months, have you used the Otay Water District website to obtain information or other services from the Otay Water District? Frequency Percent Valid Percent Cumulative Percent Valid Yes 91 30.0 30.4 30.4 No 208 68.6 69.6 100.0 Total 299 98.7 100.0 Missing DK/REF 4 1.3 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 95 Q23a - How satisfied were you with the web service you received? Were you... Frequency Percent Valid Percent Cumulative Percent Valid Very satisfied 65 21.5 71.4 71.4 Somewhat satisfied 15 5.0 16.5 87.9 Somewhat dissatisfied 7 2.3 7.7 95.6 Very dissatisfied 4 1.3 4.4 100.0 Total 91 30.0 100.0 Missing System 212 70.0 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 96 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 97 CUST. How long have you been a customer of the Otay Water District? Frequency Percent Valid Percent Cumulative Percent Valid 0 48 15.8 15.9 15.9 1 11 3.6 3.7 19.6 2 16 5.3 5.3 24.9 3 21 6.9 7.0 31.9 4 8 2.6 2.7 34.6 5 18 5.9 6.0 40.5 6 14 4.6 4.7 45.2 7 9 3.0 3.0 48.2 8 19 6.3 6.3 54.5 9 4 1.3 1.3 55.8 10 24 7.9 8.0 63.8 11 10 3.3 3.3 67.1 12 13 4.3 4.3 71.4 13 6 2.0 2.0 73.4 14 2 .7 .7 74.1 15 12 4.0 4.0 78.1 16 6 2.0 2.0 80.1 17 2 .7 .7 80.7 18 1 .3 .3 81.1 19 2 .7 .7 81.7 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 98 20 19 6.3 6.3 88.0 21 3 1.0 1.0 89.0 22 1 .3 .3 89.4 23 1 .3 .3 89.7 25 5 1.7 1.7 91.4 26 2 .7 .7 92.0 30 3 1.0 1.0 93.0 31 2 .7 .7 93.7 32 3 1.0 1.0 94.7 33 1 .3 .3 95.0 36 2 .7 .7 95.7 37 2 .7 .7 96.3 40 6 2.0 2.0 98.3 42 1 .3 .3 98.7 43 1 .3 .3 99.0 44 1 .3 .3 99.3 45 1 .3 .3 99.7 53 1 .3 .3 100.0 Total 301 99.3 100.0 Missing DK/REF 2 .7 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 99 PPH. How many persons, including yourself, live in your household? Frequency Percent Valid Percent Cumulative Percent Valid 1 13 4.3 4.3 4.3 2 65 21.5 21.7 26.1 3 61 20.1 20.4 46.5 4 80 26.4 26.8 73.2 5 47 15.5 15.7 89.0 6 12 4.0 4.0 93.0 7 14 4.6 4.7 97.7 8 6 2.0 2.0 99.7 12 1 .3 .3 100.0 Total 299 98.7 100.0 Missing DK/REF 4 1.3 Total 303 100.0 TEN. Is your residence owned by someone in your household, or is it rented? Frequency Percent Valid Percent Cumulative Percent Valid Owned 216 71.3 72.0 72.0 Rented/Other status 84 27.7 28.0 100.0 Total 300 99.0 100.0 Missing DK/REF 3 1.0 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 100 PPH. How many persons, including yourself, live in your household? Frequency Percent Valid Percent Cumulative Percent Valid 1 13 4.3 4.3 4.3 2 65 21.5 21.7 26.1 3 61 20.1 20.4 46.5 4 80 26.4 26.8 73.2 5 47 15.5 15.7 89.0 6 12 4.0 4.0 93.0 7 14 4.6 4.7 97.7 8 6 2.0 2.0 99.7 12 1 .3 .3 100.0 Total 299 98.7 100.0 Missing DK/REF 4 1.3 EDU. What is the highest grade or year of school that you have completed and received credit for? Frequency Percent Valid Percent Cumulative Percent Valid High school or less 52 17.2 19.0 19.0 At least one year of college, trade or vocational school 83 27.4 30.3 49.3 Graduated college with a bachelor's degree 107 35.3 39.1 88.3 At least one year of graduate work beyond a bachelor's degree 32 10.6 11.7 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 101 PPH. How many persons, including yourself, live in your household? Frequency Percent Valid Percent Cumulative Percent Valid 1 13 4.3 4.3 4.3 2 65 21.5 21.7 26.1 3 61 20.1 20.4 46.5 4 80 26.4 26.8 73.2 5 47 15.5 15.7 89.0 6 12 4.0 4.0 93.0 7 14 4.6 4.7 97.7 8 6 2.0 2.0 99.7 12 1 .3 .3 100.0 Total 299 98.7 100.0 Missing DK/REF 4 1.3 Total 274 90.4 100.0 Missing DK/REF 29 9.6 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 102 AGE. Please tell me when I mention the category that contains your age... Frequency Percent Valid Percent Cumulative Percent Valid 18 to 34 45 14.9 16.2 16.2 35 to 44 82 27.1 29.5 45.7 45 to 54 77 25.4 27.7 73.4 55 to 64 43 14.2 15.5 88.8 65 or over 31 10.2 11.2 100.0 Total 278 91.7 100.0 Missing DK/REF 25 8.3 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 103 ETH. Which of the following best describes your ethnic or racial background.. Frequency Percent Valid Percent Cumulative Percent Valid White, not of Hispanic origin 117 38.6 43.3 43.3 Black, not of Hispanic origin 17 5.6 6.3 49.6 Hispanic or Latino 110 36.3 40.7 90.4 Asian or Pacific Islander 20 6.6 7.4 97.8 Native American 1 .3 .4 98.1 Middle Eastern 4 1.3 1.5 99.6 Other 1 .3 .4 100.0 Total 270 89.1 100.0 Missing DK/REF 33 10.9 Total 303 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 104 Total Household Income Frequency Percent Valid Percent Cumulative Percent Valid Under $25,000 19 6.3 7.7 7.7 $25,000 up to (but not including) $50,000 57 18.8 23.1 30.8 $50,000 up to (but not including) $75,000 52 17.2 21.1 51.8 $75,000 up to (but not including) $100,000 47 15.5 19.0 70.9 $100,000 up to (but not including $150,000 47 15.5 19.0 89.9 $150,0000 or more 25 8.3 10.1 100.0 Total 247 81.5 100.0 Missing DK/REF 56 18.5 Total 303 100.0 Language of survey Frequency Percent Valid Percent Cumulative Percent Valid English 296 97.7 97.7 97.7 Spanish 7 2.3 2.3 100.0 Total 303 100.0 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 105 OPEN-ENDED RESPONSES Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 106 Q2--other reason for non-repair call Frequency Percent Valid Percent Cumulative Percent Valid 203 67.0 67.0 67.0 A payment arrangement 1 .3 .3 67.3 A water leak on outside. I didn't make my payment so I called to schedu 1 .3 .3 67.7 About my bill. 1 .3 .3 68.0 Acct balance 1 .3 .3 68.3 Ask about billing cycle 1 .3 .3 68.6 Automatic bill pay didn't transfer after move. 1 .3 .3 69.0 Automatic payment 1 .3 .3 69.3 Balance 2 .7 .7 70.0 Bill arrangement 1 .3 .3 70.3 Bill extension 1 .3 .3 70.6 Billing 1 .3 .3 71.0 Billing seems too high. I am the property manager for this building 1 .3 .3 71.3 Billing and verifying account 1 .3 .3 71.6 Billing arrangement 2 .7 .7 72.3 Billing arrangements. 1 .3 .3 72.6 Bought new washer and wanted a state refund 1 .3 .3 72.9 Call to see if here was a special reduce rate for seniors 1 .3 .3 73.3 Called to find out how much I owed. 1 .3 .3 73.6 Called to notify that I was going to be late with my payment 1 .3 .3 73.9 Change account name. 1 .3 .3 74.3 Change acct info 1 .3 .3 74.6 Check on my bill 1 .3 .3 74.9 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 107 Clarify amount due and when. 1 .3 .3 75.2 Credit issue 1 .3 .3 75.6 Current amt due 1 .3 .3 75.9 Discrepancy in the bill. Moved residences. 1 .3 .3 76.2 Find a location to pay your bill. 1 .3 .3 76.6 For extension 1 .3 .3 76.9 Forgot 2 pay the bill 1 .3 .3 77.2 Get the account to make a payment. 1 .3 .3 77.6 Got a notice, needed balance 1 .3 .3 77.9 Had to pay bill 1 .3 .3 78.2 Help with paying the bill 1 .3 .3 78.5 How someone could put the water bill in my name 1 .3 .3 78.9 I did not have a bill 1 .3 .3 79.2 I had paid in advance and was not aware it was due again 1 .3 .3 79.5 I had received a sort of collection letter. 1 .3 .3 79.9 I needed to pay the bill. 1 .3 .3 80.2 I wanted to see if they would accept my payment over the phone. 1 .3 .3 80.5 Just to pay bill 1 .3 .3 80.9 Late on bill 1 .3 .3 81.2 Late on my bill so I was making a payment arrangement. 1 .3 .3 81.5 Lifeline benefits 1 .3 .3 81.8 Low water pressure. 1 .3 .3 82.2 Made a payment. 1 .3 .3 82.5 Make a payment 1 .3 .3 82.8 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 108 Make a payment arrangement. 1 .3 .3 83.2 Make a payment. 1 .3 .3 83.5 Make payment arrangements 1 .3 .3 83.8 Make sure I was going to pay on time. 1 .3 .3 84.2 Making payment arrangement/extension 1 .3 .3 84.5 Meter is under water 1 .3 .3 84.8 Needed a copy of a bill 1 .3 .3 85.1 Needed a current statement 1 .3 .3 85.5 Needed account number to pay the bill 1 .3 .3 85.8 Needed both spouse names on bill for school 1 .3 .3 86.1 Notice of payment 1 .3 .3 86.5 Online billing 1 .3 .3 86.8 Over charged 1 .3 .3 87.1 Overdue bill. 1 .3 .3 87.5 Pay a bill 1 .3 .3 87.8 Pay bill. 1 .3 .3 88.1 Payment 3 1.0 1.0 89.1 Payment arrangement 1 .3 .3 89.4 Payment arrangements 3 1.0 1.0 90.4 Payment options 1 .3 .3 90.8 Question about service charges 1 .3 .3 91.1 Rental property 1 .3 .3 91.4 Scheduled payment 1 .3 .3 91.7 See when it was going to be disconnected 1 .3 .3 92.1 Sent a fax about a pipe break & invoice-received no call 1 .3 .3 92.4 Sent notice after I paid the bill 1 .3 .3 92.7 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 109 Sold property and needed the balance 1 .3 .3 93.1 They turned my water off I was not aware my bill had not been paid. 1 .3 .3 93.4 To arrange payments 1 .3 .3 93.7 To ask for an extension on payment. 1 .3 .3 94.1 To check my balance 1 .3 .3 94.4 To have the exact amount I owed. 1 .3 .3 94.7 To make a payment. 4 1.3 1.3 96.0 To make sure they didn't cut the water off. 1 .3 .3 96.4 To pay bill 1 .3 .3 96.7 To pay bill over the phone. 1 .3 .3 97.0 To pay bill. 1 .3 .3 97.4 To transfer service 1 .3 .3 97.7 To transfer the name of an account. 1 .3 .3 98.0 Wanted to check on balance. 1 .3 .3 98.3 Wanted to find out why I was billed for sewer. Why it has increased. 1 .3 .3 98.7 Wanted to get the total of my bill. 1 .3 .3 99.0 Wanted to know if they could reduce rates as I am now on disability 1 .3 .3 99.3 Wanted to make payment arrangements 1 .3 .3 99.7 Wanted to make sure we received the payment 1 .3 .3 100.0 Total 303 100.0 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 110 Q2b--other reason for other call Frequency Percent Valid Percent Cumulative Percent Valid 274 90.4 90.4 90.4 Because of them shutting off the water, pump system was destroyed 1 .3 .3 90.8 Bill to high 1 .3 .3 91.1 Billing 3 1.0 1.0 92.1 Billing inquiry 1 .3 .3 92.4 Billing payment 1 .3 .3 92.7 Billing question- current amt 1 .3 .3 93.1 Broken pipe, adjusted water to baseline 1 .3 .3 93.4 Called to pay bill 1 .3 .3 93.7 Change billing name temporarily 1 .3 .3 94.1 Cut off water, to stop leaking into canyon 1 .3 .3 94.4 Had a leaky meter. I don't want the bubbler in my front yard 1 .3 .3 94.7 I needed an extension 1 .3 .3 95.0 I was behind on my water bill and I called to make payment on a date. 1 .3 .3 95.4 Keep putting a wrong $25.00 lockout charge on my bill 3 times. 1 .3 .3 95.7 Late on my bill so I was making a payment arrangement. 1 .3 .3 96.0 Make a payment 1 .3 .3 96.4 Make payment options because the bill is too high 1 .3 .3 96.7 Pay bill 2 .7 .7 97.4 Pay them. 1 .3 .3 97.7 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 111 There was a leak 1 .3 .3 98.0 They accidentally shut off water 1 .3 .3 98.3 To lower my bill 1 .3 .3 98.7 To make my payment 1 .3 .3 99.0 To make sure they didn't cut the water off. 1 .3 .3 99.3 To pay the bill 1 .3 .3 99.7 To pay the bill. 1 .3 .3 100.0 Total 303 100.0 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 112 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 113 Q7d - What is one such additional feature you would like to have offered by the automated system? Frequency Percent Valid Percent Cumulative Percent Valid 286 94.4 94.4 94.4 A quicker operator prompt. 1 .3 .3 94.7 An alternative way to get into account if you don't have your account #. 1 .3 .3 95.0 An early prompt to transfer to customer service rep 1 .3 .3 95.4 An option to connect to customer service directly 1 .3 .3 95.7 I need to know the amount due for the last statement. 1 .3 .3 96.0 I want to be able to pay my water bill over the phone with something other than my account number like using the last 4 of my SSI or my phone number. 1 .3 .3 96.4 I would like access to annual report. 1 .3 .3 96.7 I would like the Interactive Voice Response to be available also on weekends, not only during week days. 1 .3 .3 97.0 Look up bill by name or address 1 .3 .3 97.4 Option which states what cycle, balance of previous bill and current balance. 1 .3 .3 97.7 Pay by card and not use your routing number. 1 .3 .3 98.0 Pay with a card. 1 .3 .3 98.3 They should talk to customer 1 .3 .3 98.7 Total bal due & what needs to be paid before disconnect 1 .3 .3 99.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 114 Use address, or phone#, ss#, pin # 1 .3 .3 99.3 Voice or touch tone option 1 .3 .3 99.7 Yes, pay by phone. 1 .3 .3 100.0 Total 303 100.0 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 115 Q9-other function performed by field rep Frequency Percent Valid Percent Cumulative Percent Valid 294 97.0 97.0 97.0 Checked on property lines, was on house side 1 .3 .3 97.4 Checked to see if the water was off. 1 .3 .3 97.7 He checked the meter and installed a bubbler 1 .3 .3 98.0 He did a sewer mark out. 1 .3 .3 98.3 No one showed up, they refused to come out. 1 .3 .3 98.7 They cut off the water 1 .3 .3 99.0 They did not come out. 1 .3 .3 99.3 They said I had to get a plumber 1 .3 .3 99.7 They said they showed but never spoke to anyone 1 .3 .3 100.0 Total 303 100.0 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 116 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 117 Q15a--other incentive to pay online Frequency Percent Valid Percent Cumulative Percent Valid 276 91.1 91.1 91.1 Can all my roommates pay their own potion of the bill by their own checking account? 1 .3 .3 91.4 Connect to his local banks 1 place 1 .3 .3 91.7 Difficulty finding the login. 1 .3 .3 92.1 Give me a senior discount 1 .3 .3 92.4 Hubby likes working w/ wife 1 .3 .3 92.7 I do like to get the paper statement 1 .3 .3 93.1 I want paper for a record 1 .3 .3 93.4 I'm not very good at the internet 1 .3 .3 93.7 It bothers me that I pay more for the water than the sewer 1 .3 .3 94.1 It's easier to make payment on the phone 1 .3 .3 94.4 Like automatic deduction 1 .3 .3 94.7 Lower the water rates and I would have the money on time 1 .3 .3 95.0 Make it cheaper. 1 .3 .3 95.4 Make it easier to navigate the system 1 .3 .3 95.7 More payment centers. 1 .3 .3 96.0 Need hard copies 1 .3 .3 96.4 Never charge to press a button 1 .3 .3 96.7 Never tried it but would like to do that. It would be easier. 1 .3 .3 97.0 Not confident in paperless 1 .3 .3 97.4 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 118 Not too friendly, two screens to go through. Make it simple 1 .3 .3 97.7 Rather pay on the phone 1 .3 .3 98.0 Satisfied the way it presently is. 1 .3 .3 98.3 Some kind of mobile app. 1 .3 .3 98.7 Telephone payment is better 1 .3 .3 99.0 Time wise sometimes is not good 1 .3 .3 99.3 We don't trust the internet that well. 1 .3 .3 99.7 Would like it to be broken down for each address. 1 .3 .3 100.0 Total 303 100.0 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 119 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 120 Q17a-other objection to paperless Frequency Percent Valid Percent Cumulative Percent Valid 260 85.8 85.8 85.8 Because you can miss the bill on the email. 1 .3 .3 86.1 Don't get too much email. 1 .3 .3 86.5 Don't like using the pc 1 .3 .3 86.8 Filing 1 .3 .3 87.1 Forget when bill is due 1 .3 .3 87.5 Getting monthly bill is a reminder 1 .3 .3 87.8 Hard copy 1 .3 .3 88.1 I am used to getting paper bill. 1 .3 .3 88.4 I don't check my email enough to be compatible with my lifestyle. 1 .3 .3 88.8 I forget to pay otherwise. 1 .3 .3 89.1 I like having a record 1 .3 .3 89.4 I like the record on file 1 .3 .3 89.8 I like the written documents 1 .3 .3 90.1 I might forget to check on that. 1 .3 .3 90.4 I might forgot 1 .3 .3 90.8 I need a record. I like to see the paper 1 .3 .3 91.1 I pay cash 1 .3 .3 91.4 I prefer to have you bill on hand 1 .3 .3 91.7 I want paper bill for documentation 1 .3 .3 92.1 I want proof that I paid 1 .3 .3 92.4 I want to see my bill, not look it up on the internet. 1 .3 .3 92.7 I will forget to look at my email 1 .3 .3 93.1 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 121 I would like to keep a paper record 1 .3 .3 93.4 I'm totally against it I think mail is better. 1 .3 .3 93.7 Lack of responsibility 1 .3 .3 94.1 Like to get paper confirmation in mail. Don't like ads just basic bill 1 .3 .3 94.4 Need the paper record 1 .3 .3 94.7 Need the paper reminder 1 .3 .3 95.0 Not always paid from the same account 1 .3 .3 95.4 Not confident in paperless 1 .3 .3 95.7 Not too good on computer 1 .3 .3 96.0 Paper file record 1 .3 .3 96.4 Physical reminder. 1 .3 .3 96.7 Possibly forget if online. 1 .3 .3 97.0 Prefer having physical bill 1 .3 .3 97.4 Problems with other companies in the past. 1 .3 .3 97.7 Renters are now paying bill 1 .3 .3 98.0 Tangible in your hand reminder of the amount you owe and the date you o 1 .3 .3 98.3 The current tenants have been paying the bill 1 .3 .3 98.7 The paper bill is a good reminder 1 .3 .3 99.0 Two people do it, and we have a record 1 .3 .3 99.3 We have a house of five children we keep track of our expenses. 1 .3 .3 99.7 When you think about the email is just more advertising 1 .3 .3 100.0 Total 303 100.0 100.0 Rea & Parker Research Otay Water District Call Center July, 2012 Customer Satisfaction Survey 122 Q21--other method to contact when bill not paid Frequency Percent Valid Percent Cumulative Percent Valid 301 99.3 99.3 99.3 Email or text before the bill is due 1 .3 .3 99.7 Regular mail 1 .3 .3 100.0 Total 303 100.0 100.0 ETH-other: other ethnicity Frequency Percent Valid Percent Cumulative Percent Valid 300 99.0 99.0 99.0 Italian and Swedish 1 .3 .3 99.3 Mixed 1 .3 .3 99.7 Spanish & Jewish 1 .3 .3 100.0 Total 303 100.0 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey Report April, 2012 2015 Rea & Parker Research October, 2015 Otay Water District Customer Awareness and Opinion Survey Report Attachment D Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 i Table of Contents Page Executive Summary ii Introduction and Methodology 1 Sample 2 Survey Findings 4 Demographic Statistics/Respondent Characteristics 4 Customer Satisfaction and Confidence and Trust in Water Reliability 8 Comparative Rating of Utilities and the Cost of Water 14 Outdoor Watering and Landscaping 17 Water Conservation 20 Water Conservation Garden at Cuyamaca College 23 Alternative Water Supplies: Desalination 26 Bill Payment 29 Information about Water Issues 36 Conclusions 42 Appendix 43 Questionnaire 44 Frequencies 56 Open-Ended Responses 83 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 ii Otay Water District 2015 Residential Customer Opinion and Awareness Survey Executive Summary The Otay Water District has elected to conduct a statistically reliable customer opinion and customer awareness telephone survey among residential customers. The purpose of the survey is twofold – first, to provide information concerning customer satisfaction and customer awareness of water issues and secondly to compare the results of this 2015 study with the results of the 2005, 2006, 2008, 2009, 2011, and 2012 Residential Customer Opinion and Awareness Surveys as well as the 2010 Ocean Water Desalination Opinion Survey where data are comparable for a limited number of questions only. Sample The survey was conducted by a random telephone sample of 314 respondents, which equates to a margin of error of +/- 5.5% at the 95% confidence level. Among these respondents, 100 were customers who provided cell phone contact information to the District. Respondents were a plurality of White customers (43 percent), with another 35 percent being Hispanic/Latino. Survey respondents earn an annual median household income of $83,800, with 33 percent earning $100,000 or more and 20 percent earning under $50,000, including 6 percent under $25,000. Respondents have a median age of 51 years and have been customers of the Otay Water District for a median of 10 years. Among these respondents, 58 percent possess a Bachelor’s degree or higher, with 13 percent having a high school education or less. Survey respondents are mostly homeowners (80 percent) with a mean household size of 3.52. Survey Findings This survey report has been divided into nine essential information components as follows: • Demographic Statistics/Respondent Characteristics • Customer Satisfaction and Confidence and Trust in Water Reliability • Comparative Rating of Utilities and the Cost of Water • Outdoor Watering the Landscaping • Water Conservation • Water Conservation Garden at Cuyamaca • Alternative Water Supply: Desalination • Bill Payment • Information about Water Issues Customer Satisfaction and Confidence and Trust in Water Reliability • Otay Water District customers demonstrate a very high level of satisfaction with the District as their provider of water service with almost three-fourths (74 percent) rating the District as excellent (53 percent) or very good (21 percent). These ratings are substantially higher than those recorded in the 2012 survey where 64 percent of respondents rated their Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 iii level of satisfaction as either excellent (29 percent) or very good (35 percent). This rating also greatly exceeds the satisfaction recorded in all previous surveys dating back to 2005. • Respondents feel that the Otay Water District has responded well to issues related to the recent drought. Specifically, 70 percent of respondents agree that the District has been a good partner in helping conserve water. Nearly three-fourths (74 percent) acknowledge that the District has provided its customers with adequate and timely information about the drought. Nearly three-fifths (59 percent) state that the District is not at fault when it comes to the drought. • Nearly four-fifths of respondents (84 percent) have a substantial amount of trust in the ability of the Otay Water District to provide clean, safe, water for its customers (53 percent a great deal of trust and 31 percent a good amount of trust). Only 4 percent expressed a lack of trust. These ratings represent, again, a noteworthy increase in the amount of trust respondents have in the ability of the District to provide clean, safe, water reversing the ratings portrayed in previous General Surveys. • Well over one-half (55 percent) of customers have either a great deal of trust (32 percent) or a good amount of trust (23 percent) in the ability of the Otay Water District to obtain water at reasonable prices. This level of trust is higher than the comparable trust ratings in previous General Surveys (ranging from 39 percent in 2009 and 2012 to 49 percent in 2010). • Among the 21 percent who called the Otay Water District for service in 2015, 76 percent indicated that their service was either excellent (59 percent) or very good (17 percent). This level of satisfaction is similar to the satisfaction level found in the 2012 General Survey. Further, the satisfaction levels in both the 2015 and 2012 Surveys substantially exceed the satisfaction levels recorded in 2009 and 2011. Comparative Rating of Utilities and the Cost of Water • Nearly two-fifths (37 percent) of Otay Water District customers rate trash collection as the utility with the best value for the money paid. Water (30 percent) and gas and electric (18 percent) follow trash collection in perceived value. This represents a reversal from the 2012 ratings where water was rated slightly above trash collection as the utility with the best value. • Using a composite ranking that takes first, second, and third rankings for each utility into account, water becomes the utility with the best value followed by trash collection and gas and electric. Outdoor Watering and Landscaping • Over two-thirds (68 percent) of respondents have a lawn or grass area at their residence for which someone in their household has direct responsibility. Among these customers, nearly two-fifths (37 percent = 25 percent of all customers) have already replaced this grass area with a water-conserving alternative. Another 12 percent (8 percent of total customers) plan to make some type of lawn replacement. • Among those customers who have replaced their grass area and among those who plan to do so, one-fourth (25 percent) are making use of water-wise, drought resistant plants. Another 23 percent view rocks and stones as an appropriate ground cover and one-fifth (20 percent) are replacing their lawns with artificial turf. • Over two-fifths (44 percent) of those who do not plan to replace their grass area cite cost as the main barrier. Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 iv Water Conservation • More than 9 in 10 customers (93 percent) have familiarity with mandatory water-use restrictions that are in effect across the Otay Water District’s service area. In fact, nearly one-half (48 percent) report that they are very familiar with such restrictions. • Among the 93 percent of customers who express familiarity with mandatory water restrictions, 92 percent (86 percent of all District customers) have taken specific actions to reduce water use. One-half (50 percent) of the actions taken involve reducing water use outdoors, including less time watering outdoors (23 percent), fewer days per week watering outdoors (11 percent), and letting lawn/plants die (8 percent). • These conservation actions are motivated very strongly by the drought with which California is presently confronted. • Just over two-fifths (44 percent) of customers are aware that the Otay Water District offers conservation rebates and incentives. Water Conservation Garden at Cuyamaca College • Nearly one-half (49 percent) have seen or heard about the Water Conservation Garden at Cuyamaca College. Nearly one-fourth (24 percent) of all respondents have, in fact, visited the Garden. This visitation pattern is consistent with the patterns found in the 2008 survey (22 percent), the 2009 survey (28 percent), and the 2012 survey (27 percent). • Over one-half (52 percent = 12 percent of all customers) of those who visited the Water Conservation Garden made changes to their landscaping that resulted from that visit. • As a result of visiting the Water Conservation Garden, the most significant change customers made was an effort to use more water-wise/drought tolerant plants (45 percent). This change is followed by adjusting sprinklers and reducing outdoor water use (22 percent) and replacing lawn with low-water plants (14 percent). These adjustments are consistent with changes made in previous survey periods. Alternative Water Supply: Desalination • Nearly three-fifths (59 percent) of District customers favor an international agreement to purchase desalinated water from a proposed Rosarito Beach desalination facility in Mexico. This represents an increase of 2 percent from the results of the 2012 survey and 13 percent from the results of the 2011 survey where 46 percent favored such an agreement. • The median percentage of the District’s water that customers feel should derive from the proposed desalination plant is 50 percent. • Among the 28 percent who oppose the international agreement with Mexico or are unsure (13 percent) about it, two fifths (40 percent = 16 percent of all customers) say they need more information about the Project and just over one-quarter (27 percent = 11 percent of all customers) indicates that they do not trust the quality of water in Mexico and/or they do not trust the Mexican government. Another 13 percent (5 percent of all customers) feels that the plant should be located in the United States in order to create jobs domestically. o These recent survey results affirm a positive trend in that a fairly large proportion of respondents who feel negatively about the project are requesting more information about it and presumably are showing more interest in it. Further, a smaller percentage of respondents exhibits distrust for the Mexican government – down from 55 percent in 2012. Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 v Bill Payment • Nearly two-thirds (66 percent) of respondents receive their monthly bill by mail in paper format. Among the 66 percent who receive their bill by mail, over two-fifths (44 percent) object to paperless billing because they want a paper record for bookkeeping and taxes. • Nearly one- half (48 percent) of respondents examine their bill for water usage or other factors every time. Nearly one-fifth (17 percent) examine their bill most times and 24 percent do so sometimes. • Over two fifths (41 percent) of customers pay their bill online, 26 percent pay their bill through automatic bank deductions, one-fourth (25 percent) pay by sending a check in the mail and others pay by credit card over the telephone (6 percent) and in person at District offices (2 percent). It is noteworthy that 46 percent of customers would prefer to pay online (5 percent more than actually do so) and 20 percent would prefer to use postal mail (5 percent less than actually do so). • Respondents in 2015 demonstrate a decrease in the use of paying their bill by check through postal mail (36 percent in 2012 to 25 percent in 2015). The use of automatic bank deductions to pay bills increased from 18 percent in 2012 to 26 percent in 2015. There is, therefore, some evidence that customers of the Otay Water District are using or considering using electronic methods of bill paying and relying less on postal mail. • About 7 in 10 respondents (71 percent) who currently do not pay their bill online would still not do so even if a chat function were available to interact directly with a customer service representative. • Among customers who do not pay online and indicate a reason for not doing so, nearly one-half (45 percent) indicate that there is nothing the District can do to make paying on line more appealing. In 2012, customers who did not wish to pay online were even firmer in their resolve that the District can do nothing to motivate them to do so (55 percent). Both years show that three-fourths of those disinclined to pay on-line are not going to be easily swayed. Information about Water Issues • More than one-half (55 percent) of customers obtain information about water issues from television (38 percent) and the Internet (17 percent---other than Water District websites). One fifth (20 percent) receive information from sources associated with the Otay Water District (Otay Water District website and Otay Water District newsletters – each 7 percent – and informational stuffers in the water bill – 6 percent). • Over three-fifths (62 percent) of customers have visited the Otay Water District website. This represents an increase over the 2012 survey results where 52 percent indicated that they had visited the website. • Website visitors give the District Website very good ratings – 73 percent excellent or very good, 24 percent fair, and 6 percent poor. • More than one-fourth of customers (26 percent) always read the newsletter or bill inserts that come in the mail with the monthly water bill, 23 percent read these materials most months, and another 33 percent read them sometimes, leaving 18 percent who never read the newsletter or bill inserts. Survey results show a consistent increase in readership patterns since 2008. • English is not the first language of 20 percent of the survey respondents. Among these 20 percent, 18 percent can read newsletters and reports in English and nearly 2 percent cannot Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 vi read newsletters and reports in English but they have someone available who can translate this information for them. This material is inaccessible to less than 0.5 percent who cannot read English and do not have someone available to help them translate it for them. Conclusions The results of the 2015 General Survey not only demonstrate that there are strong indications of continued customer support for the work of the Otay Water District, but also that support has reached a higher level than has been recorded during the past decade. That is, the overall satisfaction with the District as a water service provider is notably higher than every survey period since this series of surveys began in 2005. The level of trust and confidence in the ability of the District to provide clean, safe water and to provide it at reasonable prices is also higher than in previous surveys. Water and trash collection have been the top two utilities in the District’s surveys since the inception of these surveys. That is, these two utilities represent to customers the best value that they perceive for the money paid among the most commonly used utilities. There is considerable awareness of water conservation issues and much action has been undertaken by customers in this regard, driven primarily by the drought. The desalination agreement for use of desalinated water from Rosarito Beach has seen support to continue to increase, albeit slowly. Opposition is weakening in that there is indicated that more information is needed in contrast to earlier surveys that showed more distrust of the international nature of the agreement. Use of online services for bill payment has remained relatively unchanged, with older and lower income customers indicating less frequent computer use than other groups. The results of this survey should be viewed as a very powerful ratification by the public of the importance and quality of the work done by the District and as an expression of the high value to the customers of the District of the work in which the Otay Water District is engaged. Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 1 Introduction and Methodology In 1956, the Otay Water District was authorized by the State Legislature and gained its entitlement to water that was imported into the region. Today, the District serves the needs of more than 200,000 people within 125.5 squares miles in southern San Diego County by purchasing water from the Metropolitan Water District of Southern California through the San Diego County Water Authority and Helix Water District. Sewer services are also provided to portions of the customer base. Since its inception, the Otay Water District also has collected and reclaimed wastewater generated within the Jamacha Drainage Basin and pumps the reclaimed water south to the Salt Creek Basin where it is used for irrigation and other non- potable uses, such as golf courses, playing fields, parks and roadside landscape. The Otay Water District has elected to conduct a statistically reliable customer opinion and customer awareness telephone survey among its residential customers. The purpose of the survey is twofold – first, to provide information concerning customer satisfaction and customer awareness of water issues and secondly to compare the results of this 2015 study with the results of the 2005, 2006, 2008, 2009, 2011, and 2012 Residential Customer Opinion and Awareness Surveys (referred to throughout this report as General Surveys) as well as the 2010 Ocean Water Desalination Opinion Survey where data are comparable for a limited number of questions only. Rea & Parker Research was selected to conduct the 2015 study, as it was for the 2005, 2006, 2008, 2009, 2010, 2011, and 2012 studies. The purpose of the research is to: • Determine overall satisfaction with the services of the Otay Water District including the level of trust in the District to provide enough water at reasonable rates; • Determine opinions and perceptions of various issues, including:  Overall satisfaction with the District  Effect of the drought and mandatory water restrictions on landscape choices  Cost of water  Awareness and interest in water conservation  Attitudes toward desalination  Formal district communication efforts including the official website Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 2  Monthly billing alternatives  Customer service  Water Conservation Garden at Cuyamaca College  Sources of information about water issues  Relative value of water service in comparison to other utilities • Obtain demographic data about the population for use in descriptive analysis and crosstabulations of data that can result in new, optimally targeted and tailored public awareness programs. • Compare the results of this survey with the results of the 2005, 2006, and 2008, 2009, 2010, 2011, and 2012 surveys of District customers. Sample The survey was conducted by a random telephone sample of 314 respondents in order to secure a margin of error not to exceed +/-5.5 percent @ 95 percent confidence1. This figure represents the widest interval that occurs when the survey question represents an approximate 50 percent-50 percent proportion of the sample. When it is not 50 percent-50 percent, the interval is somewhat smaller. For example, in the survey findings that follow, 48.0 percent of respondent households indicate that they are “very familiar” with existing mandatory water use restrictions due to the drought. This means that there is a 95 percent chance that the true proportion of the total population of the District’s service area that has not seen or heard these messages is between 42.5 percent and 53.5 percent (48.0 percent +/- 5.5 percent). Survey respondents were screened to exclude those customers who have not lived in San Diego County for at least one year. When respondents asked about who was sponsoring the survey, they were told “this project is sponsored by the Otay Water District, and it’s about issues related to your household water supply.” The survey sample included, within the 314 respondents, 100 customers who indicated that they regularly use cell phones. These cell phone users were weighted back into the over data that follow to reflect 90.4 percent of Otay Water District customers who have provided a landline telephone number only to the District and 9.6 percent who provided cell phone contact information. 1 Past years’ general surveys have mostly been conducted with 300 respondents and a +/- 5.7 percent margin of error at 95 percent confidence. In 2012, 480 respondents were obtained with a margin of error of +/- 4.5% at 95% confidence. Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 3 The survey was conducted in both English and Spanish. Spanish language respondents comprised 4.4 percent of the survey population, including 6 percent of cell phone users. The distribution of respondents according to gender was 52 percent male and 48 percent female. The survey was conducted from August 31, 2015 to September 9, 2012. The total survey cooperation rate was 47.6 percent, as indicated in Table 1 and mean survey length was 16.7 minutes. This survey report has been divided into nine essential information components as follows: Demographic Statistics/Respondent Characteristics Customer Satisfaction and Confidence and Trust in Water Reliability Comparative Rating of Utilities and the Cost of Water Outdoor Watering and Landscaping Water Conservation Water Conservation Garden at Cuyamaca College Alternative Water Supplies: Desalination Bill Payment Information about Water Issues Charts have been prepared for each of these major components depicting the basic survey results. Subgroup analyses for different age groups, various levels of education, gender, home ownership/rental status, household size, residential tenure in the community, different income categories, ethnicity of residents of the service area, and cell phone versus land line customers will be presented in succinct bulleted format when statistical significance and relevance warrants such treatment. Frequency distributions for the weighted responses and verbatim listings of open-ended responses to survey questions as well as the survey instrument, itself, are contained in the Appendix. Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 4 Table 1 Otay Water District 2015 Customer Survey Telephone Call Disposition Report Unknown Eligibility No Answer/Busy 1238 Answering Machine 1579 Not Home—Call Back 380 Language Barrier 34 Refusal/Mid-term Termination 345 Total Unknown 3576 Ineligible Disconnect 551 Fax/Wrong Number 210 Total Ineligible 761 Not Qualified—less than one year 58 Eligible Complete 314 Total Attempts 4,709 Cooperation Rate (Complete/(Complete + Refusal)) 47.6% Survey Findings Demographic Statistics/Respondent Characteristics Table 2 presents selected demographic characteristics of the survey respondents. Respondents are a White plurality (43 percent), with another 35 percent being Hispanic/Latino. This is the least White and most Hispanic/Latino survey for the Otay Water District since this series of surveys began in 2005. Survey respondents earn an annual median household income of $83,800—the highest in the series of surveys, with 33 percent earning $100,000 or more and 20 percent earning under $50,000, including 6 percent under $25,000). Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 5 2 Data from 2005 and 2006 for Table 1 and all charts are available in the 2012 and prior survey reports. 3 This new category was added to Table 2 to demonstrate that 20 percent of survey respondent households earn less than $50,000 annually. This 20 percent under $50,000 was established as a quota that the survey sample was required to achieve. Otay Water District General Survey Respondent Characteristics2 (weighted for cell phone and landline usage) Characteristic 2015 2012 2011 2010 2009 2008 Ethnicity White 43% 55% 56% 44% 55% 52% Hispanic/Latino 35% 26% 26% 29% 28% 30% Asian/Pacific Islander 13% 10% 14% 15% 8% 8% Black/African-American 7% 5% 2% 8% 6% 6% Native American/ Middle East/ Mixed/Other 2% 4% 2% 4% 3% 4% Annual Household Income Median $83,800 $79,900 $80,400 $85,600 $75,700 $83,500 % $100,000 or more 33% 28% 32% 36% 26% 30% % $25,000 to under $50,000 14%3 % under $25,000 6% 6% 6% 10% 8% 5% Age Median 51 years 53 years 53 years 53 years 53 years 47 years Years Customer of Otay Water District Median 10 years 12 years 15 years 9 years 12 years 8 years Education High School or Less 13% 17% 16% 12% 17% 22% At Least One Year College, Trade, Vocational School 29% 32% 24% 30% 32% 28% Bachelor’s Degree 32% 34% 34% 41% 39% 33% At Least One Year of Graduate Work 26% 17% 24% 17% 12% 17% Own/Rent Home Owner 80% 91% 97% 85% 91% 88% Renter 20% 9% 3% 15% 9% 12% Persons Per Household Mean 3.52 3.12 2.83 3.67 3.28 2.88 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 6 These respondents have a median age of 51 years and have been customers of the Otay Water District for a median of 10 years. Among these respondents, 58 percent possess a Bachelor’s degree or more, with 13 percent having a high school education or less. Survey respondents are mostly homeowners (80 percent) with a mean household size of 3.52. The decline in homeownership from the mid-80 percent to mid-90 percent level of past years is notable and is consistent with the lesser median number of years being a customer (10 years versus 12-to-15 in the 2012 and 2011 surveys). It is also consistent with the homeownership rate in the United States that reached a 48-year low in the second quarter of 20154. Table 3 presents a comparison between the landline survey sample that has been the source of respondents for these Otay Water District Customer Opinion and Awareness Surveys since 2005 and the addition in 2015 of cell phone users. Noteworthy differences between cell phone users and landline customers can be summarized as follows: • Cell phone customers are both less White and less Hispanic/Latino, with higher Asian/Pacific Islander (5 percent higher) and mixed or other, unspecified ethnicities (7 percent higher) present. • Annual household income among cell phone customers is $14,000 less than for landline customers. Consistent with this is that cell phone customers are also 10 years younger. • Cell phone customers are more likely to be renters than are landline customers (36 percent versus 18 percent). The inclusion of cell phone customers in 2015 is, therefore, another contributing factor to the lower homeownership percentage found in this 2015 General Survey. In keeping with being renters to a greater extent and being younger, cell phone users have been customers of the Otay Water District for 4 fewer years than have landline users. 4 http://www.bloomberg.com/news/articles/2015-07-28/u-s-homeownership-rate-falls-to-lowest-since-the-1960s Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 7 Table 3 Otay Water District 2015 General Survey Respondent Characteristics Landline and Cell Phone Customers Characteristic Landline Customers Cell Phone Customers Ethnicity White 44% 38% Hispanic/Latino 35% 29% Asian/Pacific Islander 13% 18% Black/African-American 7% 7% Native American/ Middle East/Mixed/ Other 1% 8% Annual Household Income Median $85,200 $71,300 % $100,000 or more 34% 25% % $25,000 to under $50,000 14% 20% % under $25,000 6% 6% Age Median 54 44 Years Customer of Otay Water District Median 10 6 Education High School or Less 13% 11% At Least One Year College, Trade, Vocational School 29% 34% Bachelor’s Degree 32% 31% At Least One Year of Graduate Work 26% 24% Own/Rent Home Owner 82% 64% Renter 18% 36% Persons Per Household Mean 3.27 3.95 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 8 Customer Satisfaction and Confidence and Trust in Water Reliability Chart 1 shows that customers of the Otay Water District demonstrate a high level of satisfaction with the District as their provider of water service. In fact, 74 percent rate the Otay Water District as either excellent (53 percent) or very good (21 percent). It is noteworthy that the percentage of respondents rating the Otay Water District as “excellent” in the current survey is substantially higher than the percentage of respondents who provided this rating in the 5 previous general surveys that are shown on Chart 1 and is also higher than the two surveys done prior to those shown on the chart. That is, this opinion that the Otay Water District is serving its customers in an excellent fashion exceeds any such rating during the past 10 years.5 Using a broader measure, the 2015 satisfaction ratings (74 percent excellent or very good) exceed those recorded in the 2011 and 2012 surveys where 63 percent and 64 percent of respondents respectively rated their level of satisfaction as either excellent or very good. The ratings in 2011, 2012, and 2015 are notably higher than those expressed in the 2009 and 2010 Surveys. For example, in 2009, 56 percent of customers rated the Otay Water District as either excellent or very good, and, in 2010, 54 percent indicated either a very good or excellent rating. Since 2009, there has been a clear trend toward higher levels of satisfaction with the services provided by the Otay Water District. The high level of satisfaction accorded to the Otay Water District by its customers is further affirmed by the mean satisfaction rating of 1.88. This mean rating is based on a scale of 1 to 5, where 1 = excellent, 2 = very good, 3 = fair, 4 = poor, and 5 = very poor. • Customers with some graduate education (mean of 2.17) are less satisfied with the Otay Water District than are customers in all other education categories combined (mean of 1.79); this favorability among groups with less education is particularly the case for customers with a high school education or less (mean of 1.54). • Cell phone users (mean of 1.61) have a higher level of satisfaction than landline users (mean of 1.91). Over four-fifths (83 percent) of respondents indicate that their satisfaction with the Otay Water District has stayed the same over the past year (Chart 2). This finding represents a measure of stability over the past year reaffirming the highly favorable satisfaction ratings expressed in Chart 1. 5 Rea & Parker Research is in possession of comparable data as far back as 2005. Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 9 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 200820092010201120122015 26%17%24%25%29% 53% 37% 39%30%38%35% 21% 30%32%31% 30%27%14% 6%11%13%7%8%8% 1%1%2%1%4% Chart 1 Overall Satisfaction with Otay Water District as Water Service Provider (Mean = 1.88 --Scale: 1= Excellent and 5 = Very Poor*) Very PoorPoorFairVery GoodExcellent *6-point scale prior to 2015--codes 4 and 5 merged for prior years Increased, 6% Decreased, 11% Stayed the Same, 83% Chart 2 Satisfaction with Otay Water District Over the Past Year Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 10 Chart 3 shows that respondents feel that the Otay Water District has responded well to issues related to the recent drought. For example, 7 in 10 respondents agree that the Otay Water District has been a good partner in helping conserve water. Nearly three-fourths (74 percent) acknowledge that the District has provided its customers with adequate and timely information about the drought. Further, nearly three-fifths (59 percent) state that the Otay Water District is not at fault when it comes to the drought. Customers, however, have mixed feelings regarding the District’s preparation to address the drought. About two-fifths (39 percent) agree that the District did not anticipate the severity of the drought and was not well-prepared for it, while another 38 percent feel that the District was prepared for the severity of the drought. The following significant relationships are associated with customer sentiment regarding the response by the Otay Water District to the drought. • The following subgroups agree that the Otay Water District is a good partner in helping to conserve water: o Cell phone users (84 percent) versus landline users (68 percent). o Customers with one year of college education or less (79 percent) as opposed to those who have a college degree or more education (64 percent). 0%20%40%60%80%100% Has been a good partner in helping us conserve water Has provided us with adequate and timely information about the drought Did not anticipate the severity of the drought and was not well prepared for it Is not at fault when it comes to the drought Yes, 70% Yes, 74% Yes, 39% Yes, 59% No, 16% No, 20% No, 38% No, 33% Unsure, 14% Unsure, 6% Unsure, 23% Unsure, 8% Chart 3 During Recent Drought, the Otay Water District..... Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 11 • The following subgroups acknowledge that the Otay Water District has provided adequate and timely information about the drought: o Customers whose first language is English (76 percent) versus those whose first language is not English (67 percent) o Customers with larger household sizes – 3 or more persons per household (79 percent) versus customers with 1 and 2 persons per household (64 percent). • The following subgroups are in agreement that the Otay Water District is not at fault when it comes to the drought: o Customers who are 54 years of age and under (65 percent) versus those who are 55 years of age and older (49 percent). o Cell phone users (69 percent) as opposed to landline users (58 percent). Chart 4 shows that over four-fifths of respondents (84 percent) have a substantial amount of trust in the ability of the Otay Water District to provide clean, safe, water for its customers (53 percent demonstrate a great deal of trust and 31 percent a good amount of trust). Only 4 percent expressed a lack of trust. In previous surveys from 2008 to 2012, the percentage of respondents expressing “a great deal of trust” was much lower than in the current survey – ranging from 28 percent in 2009 and 2012 to 37 percent in 2011. These current 2015 ratings represent an increase in the amount of trust respondents have in the ability of the District to provide clean, safe, water, reversing a slight downward trend in this rating in the 2010, 2011, and 2012 surveys where 78 percent, 75 percent and 65 percent respectively indicated either a great deal of trust or a good amount of trust. The high level of trust accorded to the Otay Water District by its customers to provide clean, safe, water is further confirmed by the mean rating of 1.70. This mean rating is based on a scale of 1 to 5, where 1 = a great deal of trust, 2 = a good amount of trust, 3 = some trust, 4 = not much trust, and 5 = no trust at all. This mean rating is clearly more favorable than the mean rating in the 2012 Survey – 2.06. Chart 5 shows that 55 percent of customers have either a great deal of trust (32 percent) or a good amount of trust (23 percent) in the ability of the Otay Water District to obtain water at reasonable prices. One-fifth (20 percent) lack trust in the District’s ability to provide water at reasonable prices – not much trust (13 percent) and no trust at all (7 percent). This level of trust in the ability of the District to provide water at reasonable prices, exhibited in the current survey, is notably higher than the comparable trust ratings in previous General Surveys (ranging from 39 percent in 2009 and 2012 to 49 percent in 2010). It is important to note that nearly one-third (32 percent) of respondents in the current survey have “a great deal of trust” in the District to obtain water at reasonable prices, while in previous surveys respondents expressing a great deal of trust ranged from 10 percent in 2009 to 17 percent in 2010. Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 12 The relatively high level of trust accorded to the Otay Water District by its customers to obtain water at reasonable prices is further affirmed by the mean rating of 2.39. This mean rating is based on a scale of 1 to 5, where 1 = a great deal of trust, 2 = a good amount of trust, 3 = some trust, 4 = not much trust, and 5 = no trust at all. This mean rating is clearly more favorable than the mean rating in the 2012 Survey – 2.79. The following subgroups tend to have a lower level of trust in the ability of the Otay Water District to obtain water at reasonable prices. • Customers with some graduate education (mean of 2.90) have less trust in the Otay Water District to obtain water at reasonable prices than do customers in all other education categories combined (mean of 2.22); particularly the case for customers with a high school education or less (mean of 1.95). • Customers who are between 55 and 64 years of age (mean of 2.88) have less trust in the Otay Water District to obtain water at reasonable prices than do customers in all other age brackets combined (mean of 2.19); particularly the case for customers who are 34 years of age and under (mean of 1.96). • Customers who have lived in the District for 11 years or more (mean of 2.60) have less trust that water will be obtained at reasonable prices than those who have lived in the District for 5 years or less (mean of 2.12). 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 200820092010201120122015 30%28%31%37%28% 53% 42%40%44%41% 37% 31% 23%28%21%19% 29% 12% 4%3%2%2%3%2%1%1%2%1%1%2% Chart 4 Trust Otay Water District to Provide Clean, Safe Water (Mean = 1.70--Scale: 1 = Great Deal of Trust and 5 = No Trust at All) No Trust at All Not Much Trust Some Trust Good Amount of Trust Great Deal of Trust Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 13 • Landline users (mean of 2.42) have less trust in the District regarding prices than do cell phone users (mean of 2.11), Chart 6 indicates that 21 percent of customers have called the Otay Water District for service or help in the past year. In previous surveys, customers were asked to indicate whether they called the District for service or help in the previous 6 months. This doubling of the call period coincides with a doubling of the call rate from the 2012 survey period, where the percentage of customers who reported to have called the District for service was 9 percent. It can be concluded that the call rate has not changed from the 2012 survey period. The effective call rates in 2015 and 2012 are lower than the call rates in the 2009 and 2011 surveys – both at 17 percent. This can be taken as one possible indication of the high satisfaction level demonstrated by Otay Water District customers. Among the 21 percent who called for service in the current 2015 survey, 76 percent indicated that their service was either excellent (59 percent) or very good (17 percent) (Chart 6). This level of satisfaction is similar to the satisfaction level found in the 2012 Survey. Further, the satisfaction levels in both the 2015 and 2012 General Surveys substantially exceed the satisfaction levels recorded in 2009 and 2011. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 20092010201120122015 10%17%12%11% 32% 29% 32%28%28% 23% 38% 38% 41%39% 25% 17%7%13%15%13% 6%6%6%7%7% Chart 5 Trust Otay Water District to Obtain Water at Reasonable Prices (Mean = 2.39--Scale: 1 = Great Deal of Trust and 5 = No Trust at All) No Trust at All Not Much Trust Some Trust Good Amount of Trust Great Deal of Trust Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 14 • Customers who rent their residence (31 percent) are more likely to call the Otay Water District for service than are those who own their residence (19 percent). Comparative Rating of Utilities and the Cost of Water Chart 7 indicates that 37 percent of Otay Water District customers rate trash collection as the utility with the best value for the money paid. Water (30 percent) and gas and electric (18 percent) follow trash collection in perceived value. This represents a reversal from the 2012 ratings where water was rated 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 20082009201120122015 58% 39% 28% 43% 59% 25% 30% 25% 17%27%18%24% 20%13% 9%10%10% 8%2% 6%8%8%4%9% Chart 6 Satisfaction with Calls to Customer Service (Mean Satisfaction = 1.85 --Scale: 1 = Excellent and 5 = Very Poor) Very Poor Poor Fair Very Good Excellent Percentage of customers who called Customer Service in past year: 2015 = 21% 2012 = 9% 2011 = 17% 2010 = 17% 2008 = 10% Renters call more often = 31% Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 15 slightly above trash collection as the utility with the best value; moreover, the current 2015 ratings represent a return to 2011 where trash collection was rated as the best value and water was rated second. The following subgroups tend to rate trash collection as the utility with the best value: • Customers who earn $100,000 or more annually (52 percent) versus those who earn under $50,000 annually (18 percent) and $50,000 or more but less than $100,000 (32 percent). • Respondents with a higher level of education – 1 year of college or more education (38 percent) as opposed to those with a high school education or less (24 percent). Subgroups that are particularly appreciative of water as the best among their utilities include • Customers who earn less than $50,000 (39 percent) versus those who earn $100,000 or more (18 percent) • Some college or less (37 percent) versus college degree or more (25 percent) Subgroups that are more appreciative of gas and electric service are • Incomes under $50,000 (25 percent) versus incomes of $50,000 or more (16 percent) • At least one year of graduate school (26 percent) versus college degree or less (16 percent) 0%20%40%60%80%100% 2008 2009 2011 2012 2015 35% 24% 36% 21% 37% 28% 28% 22% 23% 30% 15% 17% 19% 17% 18% 6% 8% 3% 9% 6% 5% 8% 5% 10% 3% 4% 5% 3% 8% 3% 7% 10% 12% 12% 3% Chart 7 Best Value Among Utilities Trash Collection Water Gas & Electric Internet Access Cable/Satellite TV Sewer Telephone Incomes < $50,000 favor Water (39%) and Gas & Electric (25%)over Trash Collection (18%) Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 16 Chart 8 further analyzes the customers’ ratings regarding the utility with the best value by accounting for second and third rankings. Using a composite ranking that takes first, second, and third rankings for each utility into account, water becomes the utility with the best value followed by trash collection and gas and electric. Other utilities are far behind by comparison. In 2011 and 2012, trash collection emerged as the best value when composite, weighted rankings were used. However, in 2008 and 2009, based on composite rankings, water was reported to be the best value with trash collection following in second place. Nearly one-half (49 percent) of District customers report that the cost of water is too high. Another 49 percent indicate that the cost is just about right (Chart 9). • Customers whose first language is English (54 percent) are more likely to feel that the cost of water is just about right more so than those whose first language is not English (33 percent). 0%20%40%60%80%100% 2008 2009 2011 2012 2015 27% 23% 23% 23% 28% 25% 18% 31% 25% 26% 17% 19% 19% 18% 21% 8% 10% 6% 8% 8% 6% 7% 4% 7% 7% 7% 10% 6% 9% 5% 10% 13% 11% 10% 5% Chart 8 Best Value Among Utilities--Weighted (Utilities Ranked 1-2-3 and weighted--3 points for first choice, 2 points for second and 1 point for third) Water Trash Collection Gas & Electric Internet Access Sewer Cable/Satellite TV Telephone Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 17 Outdoor Watering and Landscaping Chart 10 shows that over two-thirds (68 percent) of respondents have a lawn or grass area at their residence for which someone in their household has direct responsibility (including 71 percent of owners and 52 percent of renters). Among these customers, nearly two-fifths (37 percent) have already replaced this grass area with stone, water-wise plants or artificial turf. Another 12 percent plan to make some type of lawn replacement. Nearly one-fifth (19 percent) of those who are responsible for a grass area do not plan to replace their grass with a water-conserving alternative. Among those customers who have replaced their grass area (37 percent) and among those who plan to do so (12 percent), one-fourth (25 percent = 12 percent of total population) of them are making use of water- wise, drought resistant plants. Another 23 percent (11 percent of total) view rocks and stones as an appropriate alternative ground cover and one-fifth (20 percent= 10 percent of total) are replacing their lawns with artificial turf (Chart 11). Over two fifths (44 percent) of those who do not plan to replace their grass area cite cost as the main barrier. Another 28 percent indicated that they rent their residence and, while they are responsible to maintain their lawn area, they are not responsible for major infrastructural changes in the landscape of their residence (Chart 12). Those customers who earn under $50,000 per year, indicate that the fact that they are renters is a bigger barrier than cost (56 percent cite rent and 22 percent cite cost as barriers). Those with incomes of $50,000 or more show the reverse pattern, with 54 percent citing cost as the main barrier and 26 percent indicating that the fact that they rent is the main barrier. Too much, 49%Just about right, 49% Too little, 2% Chart 9 Cost of Water is... Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 18 The following subgroup plans to replace some or all of their lawn with low-water use landscaping within the next year. • Customers with a higher level of education – College degree or more (46 percent) versus one year of college or less (26 percent). The following subgroups have taken action or plan to take action to replace their grass area within the next year: • Let grass die or replace grass with ground cover o Customer households earning less than $50,000 annually (20 percent) versus household earning over $100,000 (2 percent). o Females (20 percent) versus males (7 percent). • Replace lawn with water-wise plants o Males (28 percent) versus females (15 percent) o Customer households earning less than $50,000 annually (36 percent) as opposed to those earning $50,000 or more (15 percent). • Replace lawn with rocks and stones Responsible for Grass Area and Have Replaced with Stone, Water-Wise Plants or Artificial Turf, 37% Responsible for Grass Area and Have Not Replaced with Stone, Water-Wise Plants or Artificial Turf--But Plan to Do So, 12% Responsible for Grass Area and Have Not Replaced with Stone, Water-Wise Plants or Artificial Turf--And Do Not Plan to Do So or Are Unsure, 19% Not Responsible for Grass Area, 32% Chart 10 Replaced All or Some of Grass Area with Low-Water Use Landscaping Overall% responsible for grass area = 68% Owners = 71% with responsibilityRenters = 52% with responsibility Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 19 o Females (25 percent) versus Males (19 percent). Water-wise, drought resistent plants, 25% Rocks and Stones, 23%Artificial turf, 20% Ground cover and rocks/stones, 14% Let grass die and use ground cover (e.g. wood chips), 13% Cement/ Concrete, 5% Chart 11 Action Taken or to be Taken to Replace Grass Area (Among 37% Who Have Replaced and 12% Who Plan to) Cost, 44% Rent, 28%Aesthetics, 10%I am too busy, 8% Grass Area Small, 4% Moving/ Selling House, 3% Other (unspecified), 3% Other, 18% Chart 12 Main Barrier to Replacing Grass Area with Low-Water Landscaping (Among 19% with Grass Area Who Have Not Replaced or Do Not Plan to Replace It) Main Barriers: Income < $50,000Rent = 56%Cost = 22% Income >/= $50,000Cost = 54%Rent = 26% Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 20 Water Conservation Chart 13 indicates that over 9 in 10 customers (93 percent) have familiarity with mandatory water-use restrictions that are in effect across the Otay Water District’s service area. In fact, nearly one-half (48 percent) report that they are very familiar with such restrictions. Among the 93 percent of customers who express familiarity with mandatory water restrictions, 92 percent have taken specific actions to reduce water use in response to these restrictions. This represents 86 percent of all customers. • Customers who are over the age of 55 tend to be very familiar (62 percent) with mandatory water restrictions more so than are those 54 years of age and under (37 percent). • The following two subgroups are either very familiar or somewhat familiar with mandatory water restrictions: o Females (88 percent) versus males (78 percent). o Customers whose first language is English (88 percent) as opposed to those whose first language is not English (67 percent). Chart 14 shows that one-half (50 percent) of the actions taken by customers to comply with these restrictions involves reducing water use outdoors, including less time watering outdoors (23 percent), fewer days per week watering outdoors (11 percent), and letting lawn/plants die (8 percent). Nearly one-fifth (18 percent) of those who have taken action report that they take shorter showers. Similar actions were taken by customers in previous survey periods to reduce water use. Very Familiar, 48% Somewhat Familiar, 35% A Little Familiar, 10% Not Familiar, 7% Chart 13 Familiarity with Mandatory Water-Use Restrictions (92% of Those with Some Familiarity Have Taken Action) (96% have taken action) (90% have taken action) (77% have taken action) Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 21 0% 5% 10% 15% 20% 25% Less TimeOutdoor Water Shorter Showers Fewer Days perWeek Outdoor Water Let Lawn/Plants Die-- Remove Wash OnlyFull Loads of Dishes and Clothes Collect andReuse Water Use Car Wash Do Not AllowWater to Run Replace Turfwith Low Water Plants Replace Grasswith Artificial Turf Irrigate Early inMorning or Late at Night High- Effic'ncyClothes Washer/ Low- flow Fixtures Other* 2015 23%18%11%8%7%7%6%4%3%3%2%2%6% 2012 17%11%8%7%8%3%2%9%2%1%5%1%20% 2011 19%14%7%5%11%3%10%2%6%4%19% 2009 24%21%10%7%10%2%8%2%2%4%7% Chart 14 Specific Actions Taken to Reduce Water Use in Response to Mandatory Restrictions (Among 92% of Respondents with Some Familiarity with Restrictions and Have Taken Action = 86% of All Customers) *Other includes: Repair Indoor and Outdoor Leaks, Upgrade Irrigation System, Use Broom instead of Hose on Driveway, Check Soil Moisture Before Watering Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 22 In 2012, nearly one-fifth (17 percent) spent less time watering outdoors and 11 percent took shorter showers. Similar to the current survey, customers in the 2011 survey also indicated that the dominant methods they used to conserve water were through spending less time watering outdoors (19 percent) and taking shorter showers (14 percent). Chart 15 indicates that the primary driver for the 92 percent who undertook some measure(s) to reduce water usage is their concern about the drought (45 percent), followed by that conservation is “the right thing to do (22 percent),” and cost/budgetary considerations (19 percent). Chart 16 shows that just over two fifths (44 percent) of customers are aware that the Otay Water District offers conservation rebates and incentives. The following two subgroups tend to be particularly aware of conservation rebates and incentives: • Customers whose first language is English (49 percent) versus those whose first language is not English (27 percent). Concerned about drought, 45% Right thing to do, 22% Watching budget/Save money, 19% Water agency has told us to do so, 8%Anticipating higher ratesin the future and want to be prepared, 3% Messages in the media, 1% Other (unspecified), 2% Other, 6% Chart 15 Primary Motivation for Reducing Water Use (among 86% aware of restrictions and have taken actions to conserve) Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 23 • Whites (53 percent) versus African-Americans (29 percent) and Asians (24 percent). Water Conservation Garden at Cuyamaca College A Water Conservation Garden is located at Cuyamaca College in El Cajon. The Garden demonstrates various drought resistant and water efficient plants in an attractive and educational environment. Respondents were asked if they had ever seen or heard anything about the Garden and nearly one-half of the respondents (49 percent) responded in the affirmative; 24 percent of all respondents have, in fact, visited the Cuyamaca College Water Conservation Garden. The visitation pattern in the current survey is consistent with the patterns found in the 2008 survey (22 percent), the 2009 survey (28 percent), and the 2012 survey (27 percent). In 2008, visitation was notably low at 16 percent (Chart 17). Yes , 44%No, 56% Chart 16 Aware that Otay Water District Offers Conservation Rebates and Incentives Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 24 The following subgroups are more likely to have heard or seen something about the Cuyamaca College Water Conservation Garden: • Females (57 percent) versus males (42 percent). • Whites (60 percent) versus Latinos (41 percent), Asians (35 percent), and African-Americans (29 percent). • Longer-term customers of the Otay Water District (6 or more years – 49 percent) versus shorter term customers (5 or fewer years – 31 percent). • Homeowners (55 percent) versus renters (25 percent). • Smaller household sizes (1 and 2 persons per household – 65 percent) versus larger households of 3 persons or more (41 percent). • Customers who are 45 years of age and older (59 percent) versus those who are 44 years of age and younger (32 percent). • Landline users (50 percent) versus cell phone users (38 percent). The following subgroups are more likely to have visited the Cuyamaca College Water Conservation Garden: • Homeowners (53 percent) versus renters (25 percent). • Customers with a higher level of education – one year of college or more (53 percent) as opposed to high school or less (20 percent). 0%20%40%60%80%100% 2008 2009 2011 2012 2015 22% 28% 16% 27% 24% 22% 20% 33% 21% 25% 56% 52% 51% 52% 51% Chart 17 Water Conservation Garden at Cuyamaca College Heard of and Visited Conservation Garden Heard of but Not Visited Never Heard of or Seen Anything Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 25 Chart 18 shows that over one-half (52 percent) of those who visited the Water Conservation Garden made changes to their landscaping that resulted from their visit(s). This represents a decline among visitors who made changes to their watering and landscaping practices from 2012 where 60 percent made such changes. The results of the current survey are more consistent with customers in 2011 (48 percent) and 2008 (49 percent) than they are with customers in 2009 (61 percent) in terms of those who made changes to their landscaping as a result of visiting the Garden. • After visiting the Garden, males (67 percent) are more likely to make changes to their landscaping than are females (39 percent). As a result of visiting the Water Conservation Garden, the most significant change customers made was an effort to use more water-wise/drought tolerant plants (45 percent). This change is followed by adjusting sprinklers and reducing outdoor water use (22 percent) and replacing lawn with low-water plants (14 percent). These adjustments are fairly consistent with the changes made by customers in 2011 and 2009 after they visited the Cuyamaca Water Conservation Garden (Chart 19). 0% 10% 20% 30% 40% 50% 60% 70% 20082009201120122015 51% 39% 52% 40% 48%49% 61% 48% 60% 52% Chart 18 Made Changes to Landscaping as a Result of Visiting Water Conservation Garden (Among 24% Who Have Visited) No Yes Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 26 Alternative Water Supply: Desalination Chart 20 shows that 59 percent of District customers favor an international agreement to purchase desalinated water from a proposed Rosarito Beach desalination facility in Mexico. This percentage represents an increase of 2 percent from the results of the 2012 survey and 13 percent from the results of the 2011 survey where 46 percent favored such an agreement. The favorability rating in the current survey is comparable to the one in 2010 where 54 percent of customers indicated that they favored an international agreement with Mexico. It is important to recall that the 2010 survey was conducted specifically about desalination and a great deal of information was included in that survey in contrast to the few questions and limited information in the 2011, 2012 and 2015 general customer surveys. The evidence shows that customer support is building for an international agreement with Mexico to purchase desalinated ocean water from the proposed Rosarito Beach facility. • Males (67 percent) tend to favor an international agreement with Mexico more so than do females (49 percent). 0%10%20%30%40%50%60% Changed Plants to Waterwise/Drought Tolerant Adjusted Sprinkers/Reduced Outdoor Water Use Replaced Lawn with Low-Water Plants Let Landscape/Lawn Die- Eliminate Collect and Reuse Upgraded Irrigation System 45% 22% 14% 10% 7% 2% 39% 13% 5% 17% 13% 9% 54% 17% 9% 6% 4% Chart 19 Most Significant Change in Landscape as a Result of Visiting Water Conservation Garden 2015 2011 2009 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 27 Among the 59 percent of District customers who favor the Agreement, over one-fourth (26 percent) feels that 75 to 100 percent of the District’s water should derive from the Rosarito Beach desalination plant. Another 25 percent thinks that 50 to 74 percent of the District’s water should come from this plant. The median percentage of the District’s water that customers feel should derive from the proposed Desalination Plant is 50 percent (i.e. half of the residents who favor the plant prefer a higher percentage and half prefer a lower percentage) (Chart 21). Among the 28 percent who oppose the international agreement with Mexico or are unsure (13 percent) about it, two fifths (40 percent) say they need more information about the Project and just over one-quarter (27 percent) indicates that they do not trust the quality of water from Mexico and/or they do not trust the Mexican government. Another 13 percent feels that the plant should be located in the United States in order to create jobs domestically. In previous surveys, the opinions for opposing the desalination agreement with Mexico differ from the current survey in three important ways. First, a much smaller percentage of 0% 10% 20% 30% 40% 50% 60% 2015 2012 2011 2010 59%57% 46% 54% 28%28% 34%34% 13%15% 20% 12% Chart 20 In Favor of Pursuing Agreement for Rosarito Beach Desalinated Water Favor Not Favor Unsure Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 28 respondents in 2012 (7 percent), 2011 (4 percent), and 2009 (3 percent) needed more information about the Desalination Plant than in 2015. Trust in the Mexican government and in water quality in Mexico has improved substantially since 2009 when 68 percent expressed a lack of trust in Mexico. Since 2011, a smaller percentage of respondents are advocating that the Desalination Plant should be located in the U.S. to create jobs in the U.S. (13 percent) – down from 30 percent in 2011. A positive trend emerges as respondents have become interested enough in the Desalination Project to require more information about it, they have less distrust in the Mexican government and the quality of water in Mexico, and there is less negative sentiment about locating the plant in Mexico as opposed to the United States and the foregone opportunity to create jobs in the United States (Chart 22). This likely reflects either a greater degree of faith in the U.S. economy than in 2011 or an increased recognition that the time and cost to create such a plant in the United States may be problematic. • Customers who are 45 years of age and older (18 percent) tend to distrust the Mexican government and the water quality in Mexico more so than those 44 years of age and under (8 percent). 0%5%10%15%20%25%30% 100% 75%-99% 50%-74% 25%-49% Some but less than 25% None 14% 12% 25% 27% 13% 9% Chart 21 Percentage of All Otay Water District Water that is Preferred from Rosarito Beach Desalination Plant (Among 59% Who Favor the Agreement---Median Percentage = 50%) Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 29 Bill Payment Chart 23 shows that nearly two-thirds (66 percent) of respondents receive their monthly bill by mail in paper format. Among the 66 percent who receive their bill by mail, over two-fifths (44 percent) object to paperless billing because they want a paper record for bookkeeping and taxes and 15 percent indicate that they do not use computers very often. The percentage of customers who are concerned that the paperless option does not afford a paper record increased substantially since the 2011 survey (27 percent in 2011 to 44 percent in 2015). Computer use seems to be increasing among these respondnets to a limited extent. Those who indicated that they do not use computer very often fell from 23 percent in 2011 to 16 percent in 2012 and to 15 percent in 2015. Finally, in the current 2015 survey, respondents also offered the following reasons for their objection to paperless bill paying: They will forget to check the computer for the bill and the bill simply comes by mail and they pay it– each 9 percent (Chart 24). 0% 10% 20% 30% 40% 50% 60% 70% Need MoreInfor- mation Do Not TrustMexican Govt/ Mexico Water Quality Put Plant inU.S./ Create U.S. Jobs Cost Do Not DesireInterna- tional Involv- ment Danger to SeaLife Lack of Control Do Not Want toDrink Sea- water Do Not LikeIdea/ Other 2015 40%27%13%12%3%3%1%1% 2012 7%55%13%8%4%5%3%5% 2011 4%41%30%10%7%5%3% 2009 3%68%18% Chart 22 Why Not Favor Desalination Agreement? (Among 28% Not in Favor and 13% Unsure) Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 30 The following subgroups are more likely to receive a paper copy of their bill: • African-Americans (76 percent), Whites (69 percent), and Latinos (69 percent) as opposed to Asians (45 percent). • Longer-term customers of the Otay Water District – 11 or more years (79 percent) versus 10 years and under (55 percent). • Older residents of the Otay Water District – 65 years of age and older (85 percent) versus 34 years of age and under (52 percent). • Residents with less education – high school education or less (88 percent) as opposed to 1 year of college or more (62 percent). Yes , 66% No, 34% Chart 23 Receive Monthly Bill by Mail in Paper Format? Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 31 Older, lower income, and Spanish language respondents cite their infrequent use of the computer more so than do other groups. • Those with incomes under $50,000 are much more likely to indicate their lack of computer usage 26 percent) in comparison to those who earn $50,000 or more (8 percent). • Older customers (26 percent of those 65 years of age and older) are less likely to be regular computer users than younger customers (6 percent of those under the age of 65) • Those customers who preferred to take the survey in Spanish are considerably lower in their computer use (57 percent) than are thos who took the survey in English (12 percent) Chart 25 indicates that nearly one- half (48 percent) of respondents examine their bill for water usage or other factors every time. Nearly one-fifth (17 percent) examine their bill most times and 24 percent do so sometimes. The following subgroups tend to examine their bill frequently. • Customers who examine their bill everytime: o Whites (57 percent) versus African-Americans (45 percent), Latinos (41 percent), and Asians (35 percent). o Homeowners (53 percent) as opposed to renters (32 percent). 44% 15% 9% 9% 4% 4% 2% 2% 11% 46% 16% 6% 8% 15% 9% 27% 23% 7% 18% 14% 11% 0%10%20%30%40%50% Want Paper Record Do Not Use Computers That Often Will Forget to Check Computer for Bill My Bills Come That Way and I Pay Them Comfortable Paying by Check Lack of Security/Do Not Keep PersonalRecords on Computer Do Not Want People to Lose Jobs Difficulty Accessing Account/My Bank Does Not Allow Other (unspecified or irrelevant) Chart 24 Objection to Paperless Bill Paying 2015 2012 2011 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 32 • Customers who examine their bill everytime or most months: o Longer-term residents of the Otay Water District – 11 years or more (72 percent) versus 10 years and under (60 percent). o Customers who are 55 years of age and over (78 percent) as opposed to those 54 years of age and under (56 percent). Chart 26 shows that over two fifths (41 percent) of customers pay their bill online, 26 percent pay their bill through automatic bank deductions, one-fourth (25 percent) pay by sending a check in the mail and others pay by credit card over the telephone (6 percent) or in person at District offices (2 percent). It is noteworthy that 46 percent of customers would prefer to pay online (5 percent more than actually do so) and 20 percent would prefer to use postal mail (5 percent less than actually do so). Respondents in 2015 demonstrate a decrease in the use of paying their bill by check through postal mail (36 percent in 2012 to 25 percent in 2015). The use of automatic bank deductions to pay bills increased from 18 percent in 2012 to 26 percent in 2015). These trends point to the conclusion that customers of the Otay Water District are either using or considering the use of electronic methods of bill paying and wish to rely less on postal mail. Every time, 48% Most times, 17% Sometimes, 24% Never, 11% Chart 25 Examine Bill for Water Usage or Other Factors? Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 33 The following subgroups are more likely to pay their water bill online (Internet); • Larger households of 3 persons or more (45 percent) versus smaller households of 1 or 2 persons (34 percent). • Cell phone users (47 percent) versus landline users (41 percent). • Renters (49 percent) versus owners (39 percent). • Customers with some graduate education (54 percent) as opposed to those with a college degree or less education (37 percent). • Latinos (56 percent) versus Asians (35 percent, Whites (35 percent), and African-Americans (24 percent)). • Customers who earn $50,000 or more annually (48 percent) as opposed to those who earn under $50,000 (28 percent). • Customers who have less residential tenure in the District – 20 years or fewer (46 percent) versus 21 or more years (27 percent). • Younger and middle-age customers (54 years of age and younger = 56 percent) versus older customers (55-64 = 29 percent and 65 and older = 18 percent) The following subgroups tend to pay their water bill by sending a check in the mail. • Homeowners (27 percent) versus renters (14 percent) • Landline users (26 percent) as opposed to cell phone users (14 percent). 0%5%10%15%20%25%30%35%40%45%50% Online Automatic Bank Deduction Check by Mail Credit Card by Telephone In-Person at Otay Water District Office In-Person at Payment Center 41% 26% 25% 6% 1% 1% 41% 18% 36% 2% 2% 1% 46% 26% 20% 6% 1% 1% 48% 18% 29% 3% 2% 1% Chart 26 Actual and Preferred Methods for Paying Bill Actual Method 2015 Actual Method 2012 Preferred Method 2015 Preferred Method 2012 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 34 • Smaller households of 3 persons or fewer (33 percent) versus larger households of 4 or more persons (15 percent). • Longer term customers of the District – 21 or more years (49 percent) versus customers who have lived in the District for 20 years and under (17 percent). The following subgroups indicate that they would prefer to pay their bill on-line no matter how they currently pay their bill. • Renters (53 percent) versus homeowners (44 percent). • Customers with some graduate education (58 percent) as opposed to those with a college degree or less – 43 percent). • Latinos (61 percent) versus African-Americans (24 percent). • Cell phone users (55 percent) versus landline users (44 percent). • Shorter-term residential tenure in the District – 20 years or less (50 percent) versus 21 or more years (29 percent). • Customers who are 54 years of age and under (60 percent) versus those who are 55 years of age and older (26 percent). The following subgroups would prefer to pay their water bill by sending a check in the mail no matter how they currently pay their bill. • Homeowners (22 percent) versus renters (10 percent). • Landline users (21 percent) versus cell phone users (10 percent). • Residents whose annual household income is $50,000 and over (52 percent) as opposed to those who earn less than $50,000 (32 percent). • Longer-term residential tenure – 21 years or more (44 percent) versus 20 years or less (13 percent). Chart 27 shows that about 7 in 10 respondents (71 percent) of the 59 percent who currently do not pay their bill on-line would still not do so even if a chat function were available to interact directly with a customer service representative. The following subgroups are more likely to use a chat function to interact directly with a customer service representative. • Asians (46 percent) versus Whites (8 percent). • Renters (36 percent) as opposed to homeowners (19 percent). • Cell phone users (40 percent) versus landline users (20 percent). • Residents of the District for 20 years or less (29 percent) as opposed to those who are residents of 21 years or more (4 percent). Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 35 Chart 28 shows that, among customers who do not pay online and indicate a reason for not doing so, nearly one-half (45 percent) indicate that there is nothing the District can do to make paying online more appealing and another 28 percent do not really know what the District can do in this regard. Some customers indicate that discounts on their bill would make paying on-line more appealing and multiple payment options to make transactions easier would facilitate online bill paying – 9 percent each. In 2012, customers who did not wish to pay online were even firmer in their resolve that the District can do nothing to motivate them to do so (55 percent). Further, in 2012, the uncertainty about what the District could do to make online bill paying more appealing stood at 20 percent. In both 2015 and 2012, these two dominant responses indicate that these customers cannot think of anything that would move them toward online bill payment— both years show that three-fourths of those disinclined to pay online are not going to be easily swayed. Yes, 22% No, 71% Unsure, 7% Chart 27 Use Website to Pay If Chat Function Were Available to Interact Directly with Customer Service Representative? (Among 59% Who Do Not Presently Pay Online) Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 36 Information about Water Issues Chart 29 shows that more than one-half (55 percent) of customers obtain information about water issues from television (38 percent) and the Internet (17 percent--other than Water District websites). One fifth (20 percent) receive information from various sources associated with the Otay Water District (Otay Water District Website and Otay Water District Newsletters – each 7 percent – and informational stuffers in the water bill – 6 percent). The following subgroups are more likely to obtain information about water issues from the Internet: • Latinos (23 percent) versus African-Americans (5 percent) • Shorter residential tenure – 10 years or less as a resident of the District (21 percent) as opposed to 11 or more years (11 percent). • Cell phone users (36 percent) versus landline users (15 percent). The following subgroups are more likely to obtain information about water issues from television. • Customers with an annual household income of under $100,000 (43 percent) versus those with household incomes of $100,000 or more (23 percent). 0%10%20%30%40%50%60% Nothing/Do Not Like Online Financial… Do Not Know Discounts Make Transactions Easier/Credit… Make Transaction More Secure No Service Charges Phone App Other (unspecifed or irrelevant) 45% 28% 9% 9% 4% 2% 2% 1% 55% 20% 10% 5% 2% 2% 6% 37% 39% 15% 9% Chart 28 What Can Otay Water District Do to Make Paperless Bill Paying a More Appealing Option? (Among 59% Who Do Not Presently Pay Online) 20 15 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 37 • African-Americans (50 percent) and Asians (45 percent) versus Whites (37 percent) and Latinos (33 percent). • Landline users (39 percent) as opposed to cell phone user (29 percent). • Customers who are 18-24 years of age (75 percent) versus customers who are 25 years of age and over (38 percent). Chart 30 shows that over three-fifths of customers (62 percent) have visited the Otay Water District website. This represents a substantial increase over the 2012 survey results where 52 percent indicated that they had visited the website. Further, there has been a steady increase of customers who have visited the Otay Water District website since 2008. Specifically, in 2008, 27 percent visited the website, 32 percent visited the website in 2009, and 39 percent visited the website in 2011. The following subgroups are more likely to have visited the Otay Water District website: • Customers of 10 years or less – 75 percent versus longer term customers of 11 years or more – 47 percent. Television, 38% Internet--Other than Water District Websites, 17% Newspaper--Union Tribune, 8% Otay Water District Website, 7% Otay Water District Newsletters, 7% Word-of-Mouth/ Family/Friends/Co -workers, 7% Informational Stuffers in Water Bill, 6% Radio, 6% Newspaper--Other, 3% San Diego County Water Authority Website, 1% Other, 16% Chart 29 Primary Source of Information About Water Issues Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 38 • Customers who rent their residence (71 percent) as opposed to those who are homeowners (60 percent). • Customers with annual incomes $50,000 and over (68 percent) versus those with annual incomes of under $50,000 (35 percent). • Respondents who are 54 years of age and under (75 percent) as opposed to those 55 years of age and older (44 percent). Chart 31 indicates that website visitors give the Otay Water District website very good ratings – 70 percent excellent or very good, 24 percent fair, and 6 percent poor. These ratings represent a decline from the 2012 survey ratings where 78 percent rated the website as either excellent or very good. The current 2015 ratings are well above the 2009 ratings (61 percent rating the Website as excellent or very good) but well below the 2008 ratings (86 percent rating the Website as excellent or very good). The rating of the website, therefore, varies considerably from year-to-year, which could parallel updates and changes to the website. It might be interesting to examine this potential correlation. Customers who have visited the website rate the website with an overall mean of 1.99. This mean is based upon a scale of 1 to 4, where 1 = excellent, 2 = very good, 3 = fair, and 4 = poor. This reaffirms the 0%20%40%60%80%100% 2008 2009 2011 2012 2015 27% 32% 39% 52% 62% 57% 57% 49% 40% 31% 16% 11% 12% 8% 7% Chart 30 Visited Otay Water District Website? Have Visited Website Have Internet Access But Have Not Visited Website Do Not Have Access to the Internet Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 39 relatively high rating indicated and explained above. The current mean rating is less positive, however, than the 1.83 rating recorded in 2012. • Higher income customers rate the Website less favorably -- $150,000 or more (mean of 2.53) versus all other income categories (mean of 1.85). Among the 62 percent of customers who visited the Otay Water District Website, nearly one half (49 percent) reported that they do so in order to pay their bill online (Chart 32). Another one fifth (21 percent) access the website to obtain billing information. Nearly 1 in 10 (9 percent) of website visitors are seeking drought information and 7 percent are in search of conservation rebate information. Chart 33 shows that 26 percent of customers always read the newsletter or bill inserts that come in the mail with the monthly water bill, 23 percent read these materials most months, and another 33 percent read them sometimes, leaving 18 percent who never read the newsletter or bill inserts. These results show a consistent increase in readership patterns since 2008. For example, in the current 2015 survey, 49 percent of 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 20082009201120122015 24% 8%18% 31%40% 62% 53% 56% 47%30% 14% 32% 24%19%24% 7%2%3%6% Chart 31 Rating of User Friendliness of Website (respondents = 62% who have visited website) (Mean = 1.99--Scale: 1=Excellent and 5=Poor*) Poor Fair Very Good Excellent *2015:"Poor" category includes 5% who ratedthe website at 4 and 1% who rated it at 5. Prior years ratings were 1-4 only. Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 40 respondents read these materials every month or most months. In 2012 and 2011, 52 percent and 49 percent of customers respectively read the newsletter and bill inserts that frequently. It is noteworthy that the last four survey periods (2009, 2011, 2012, and 2015) show a higher readership pattern than does the 2008 survey (31 percent every month or most months). Also, the percentage of customers who never read the newsletter or bill inserts decreased by 9 percent over the 2008 survey (27 percent in 2008 to 18 percent in 2015). • Customers with longer residential tenure in the District tend to read the Newsletter and bill inserts every time or most times more so than do customers with a shorter residential tenure (11 years or more – 58 percent; 10 years and under -- 41 percent) Chart 34 indicates that English is not the first language of 20 percent of the survey respondents. Among these 20 percent, 18 percent can read newsletters and reports in English and nearly 2 percent cannot read newsletters and reports in English but they have someone available who can translate this information for them. Less than 0.5 percent cannot read English and do not have someone available to help them translate newsletters and reports for them. Pay online 49% Billing information 21% Drought information 9%Conservation rebate information 7%General Information/Water Quality5% Start Service4% Register a Complaint2% Rate information 1% Outage information 1% Water savings calculator 1% Other 14% Chart 32 Primary Reason for Visiting Website (among 62% who had visited website) Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 41 Conclusions 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 20082009201120122015 27% 21% 17% 14% 18% 42% 31% 34%34%33% 15%16% 25% 21% 23% 16% 32% 24% 31% 26% Chart 33 Read Newsletters and Bill InsertsNeverSometimesMost Times Every Time English is first language, 80% English is not first language but can read newsletters and reports in English, 18% English is not first language, cannot read newsletters and reports in English, but have someone who can, 2% Chart 34 Ability to Read and Understand Newsletters, Water Quality Reports, Rate Increase Notices in English Less than 0.5 percent cannot read in English and do not have someone to help Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 42 The results of the 2015 General Survey not only demonstrate that there are strong indications of continued customer support for the work of the Otay Water District, but also that support has reached a higher level than has been recorded during the past decade. That is, the overall satisfaction with the District as a water service provider is notably higher than every survey period since this series of surveys began in 2005. The level of trust and confidence in the ability of the District to provide clean, safe water and to provide it at reasonable prices is also higher than in previous surveys. There is considerable awareness of water conservation issues and much action has been undertaken by customers in this regard, driven primarily by the drought. The desalination agreement for use of desalinated water from Rosarito Beach has seen support to continue to increase, albeit slowly. Opposition is weakening in that there is indicated that more information is needed in contrast to earlier surveys that showed more distrust of the international nature of the agreement. Use of online services for bill payment has remained relatively unchanged, with older and lower income customers indicating less frequent computer use than other groups. The results of this survey should be viewed as a very powerful ratification by the public of the importance and quality of the work done by the District and as an expression of the high value to the customers of the District of the work in which the Otay Water District is engaged. Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 43 APPENDIX Questionnaire Frequencies—Weighted Open-Ended Responses, including Other, Please Specify Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 44 Otay Water District General Survey 2015 INT. Hello, my name is _______________. I'm calling on behalf of the Otay Water District. We're conducting a study about some issues having to do with your household water supply and we're interested in your opinions. [IF NEEDED:] Are you at least 18 years of age or older? [IF 18+ HOUSEHOLDER NOT AVAILABLE NOW, ASK FOR FIRST NAME AND MAKE CB ARRANGEMENTS] VER. [VERSION OF INTERVIEW:] 1 - VERSION A 2 - VERSION B* * = RESPONSE OPTIONS REVERSED ON VERSION B FOR ALL QUESTIONS INDICATED IC. Let me assure you that no names or addresses are associated with the telephone numbers, and all of your responses are completely anonymous. The questions take about 15 minutes. To ensure that my work is done honestly and correctly, this call may be monitored. Do you have a few minutes right now? [IF ASKED ABOUT MONITORING:] My supervisor randomly listens to interviews to make sure we're reading the questions exactly as written and not influencing answers in any way. TOP. [ONLY IF ASKED FOR MORE INFORMATION ABOUT TOPIC OR WHO'S SPONSORING IT?:] This project is sponsored by the Otay Water District, and it's about some issues related to your household water supply. [IF SPONSOR INFORMATION GIVEN TO RESPONDENT, "TOPIC"=1] CUST. How long have you been a customer of the Otay Water District? [IF LESS THAN ONE YEAR, THANK AND CODE NQR-RES] _________ YEARS 0 -----------> "NQR-RES" 99 - DK/REF, BUT AT LEAST ONE YEAR SEX. [RECORD GENDER OF RESPONDENT:] 1 - MALE 2 - FEMALE -------------------------- QUALIFIED RESPONDENT: QUOTAS CHECKED; DATA SAVED ------------------------- LP. [IF INDICATED BY ACCENT:] Would you prefer that we speak in... 1 - English or 2 - Spanish? Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 45 SATISFACTION---OPERATIONAL EXCELLENCE Q1: On a scale of 1 to 5, where 1 is Excellent and 5 is Poor, how would you rate your overall satisfaction with the Otay Water District as your water service provider? 1---Excellent 2— 3 -- 4 -- 5—Poor 9 - DK/REF [DO NOT READ] Q2. During the past year, has your satisfaction with the Otay Water District… 1—Increased? 2—Decreased? 3—Stayed the same? 9 - DK/REF [DO NOT READ] Q3a-d. During this recent drought, would you say that the Otay Water District… Yes (1) No (2) DK/REF(9) Do Not Read a---has been a good partner in helping us to conserve water? b—has provided us with adequate and timely information about the drought? c—did not anticipate the severity of the drought and was not well prepared for it? d—is not at fault when it comes to the drought? Q4: Have you called the Otay Water District for service or other help during the last year? 1 - YES 2 - NO – [GO TO Q5] 9 - DK/REF [DO NOT READ]– [GO TO Q5] Q4a—[IF Q4 = 1] On a scale of 1 to 5, where 1 is Excellent and 5 is Poor, how would you rate your overall level of satisfaction with the service you received when you called for service or help? REVERSE 1---Excellent 2 3 4 5—Poor 9 - DK/REF [DO NOT READ] Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 46 Q5. With 1 being a great deal of trust and 5 being no trust at all, how much trust do you have in the ability of the Otay Water District to provide clean, safe water to the district? REVERSE 1 – a great deal of trust, 2 3 4 5 – no trust at all? 9 - DK/REF [DO NOT READ] Q6. Again with 1 being a great deal of trust and 5 being no trust at all, how much trust do you have in the Otay Water District to obtain this water for you at a reasonable price? REVERSE 1 – a great deal of trust, 2 3 4 5 – no trust at all 9 - DK/REF [DO NOT READ] Q7. Have you ever visited the Otay Water District website? 1 - YES 2 – HAVE ACCESS TO INTERNET, BUT HAVE NOT VISITED WEBSITE --------- --------------> GO TO Q8 3—DO NOT HAVE ACCESS TO THE INTERNET----------GO TO Q8 9 - DK/REF [DO NOT READ)-----------------> GO TO Q8 Q7a. [IF Q7 = 1] On a scale of 1 to 5, with 1 being excellent and 5 being poor, how would you rate the user friendliness of the website? Would you say... 1 - excellent 2 3 4 5 - poor 9 - DK/REF [DO NOT READ] Q7b. What was the reason for your last visit to the Otay Water District website? ____________________________________________ RECORD ONE RESPONSE DO NOT READ-------------CODE USING FOLLOWING SCHEMA] 1. Drought Information 2. Water Savings Calculator 3. Billing Information 4. Pay Online 5. Rate Information 6. How to Read the Water Meter Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 47 7. How to Check for Leaks 8. Outages 9. Conservation Rebate Information 10. Board of Directors Meetings and Information 11. Employee Directory 20. Other, specify_____________________ 25. DK/REF WATER RATES Q8a-c. I am going to mention six utilities that serve the needs of residents and businesses in the region. Considering only those utilities that you pay for, which would you say is the best value for the amount of money that you pay. Which ones are second and third? [ROTATE LIST] MOST (8a) SECOND (8b) THIRD (8c) a. Trash collection 1 1 1 b. Water 2 2 2 c. Sewer 3 3 3 d. Telephone 4 4 4 e. Cable or Satellite TV 5 5 5 f. Internet access 6 6 6 g. Gas & Electric 7 7 7 Q9. Do you feel that water costs too much, too little, or priced about right? 1. water costs too much 2. the cost of water is just about right 3. water costs too little BILLING We would like to ask a few questions about the District’s invoices Q10. Do you get a paper copy of your bill? 1. YES 2. NO –GO TO Q11 3. DK/REF—DO NOT READ—GO TO Q11 Q10a. [IF Q10 =1] Why haven’t you chosen to receive electronic, paperless invoices? _______________________________________________ [USE FOLLOWING CODING BUT DO NOT READ—ENTER OTHER ANSWERS VERBATIM—99 = DK/REF] Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 48 1. Want paper record 2. Computers can fail 3. Trust/security 4. Do not use computers that often 5. I do not keep personal records on the computer 6. Used to paying by check 7. I will forget to check for the bill on the computer 8. That is just the way the bills have been coming 20. Other, specify___________________________ Q11. No matter how you get your monthly water bill, do you look through your monthly water bill to examine your water usage or other factors … 1 - every time, 2 - most times, 3 - sometimes, or 4 - never? --------------- 9 - DK/REF [DO NOT READ]---- Q12. How do you pay your water bill most months? 1—Send check by mail 2—Automatic bank deduction 3—Credit card over the telephone 4—In person at the Otay Water District office 5—In person at payment center 6—On-line (Internet) [GO TO Q13] Q12a. [IF Q12 DOES NOT = 6] Do you think that you would use the website to pay your bill if a chat function were available that allows you to ask questions directly to a customer service representative? 1—YES 2—NO 9 - DK/REF—DO NOT READ Q12b. [IF Q12 DOES NOT = 6] What else can the District do to make paying on-line a more appealing option for you? _______________________________________________________________ DK/REF = 99 [USE THE FOLLOWING CODES BUT DO NOT READ THEM. ENTER ALL OTHER ANSWERS VERBATIM—CODE 20] 1. THERE IS NOTHING THAT WOULD MAKE ME PAY ONLINE 2. OFFER DISCOUNTS ON THE BILL 3. OFFER MORE PAYMENT OPTIONS (SUCH AS PAYPAL, CREDIT/DEBIT CARDS) Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 49 4. NO SERVICE CHARGES 5. ENHANCED SECURITY 20. Other, specify____________________________________ Q13. No matter how you presently pay your bill, how would you prefer to pay your bill most of the time? 1—Send check by mail 2—Automatic bank deduction 3—Credit card over the telephone 4—In person at the Otay Water District office 5—In person at payment center 6—On-line (Internet) 9 - DK/REF [DO NOT READ SOCIAL MEDIA/INFORMATION Q14. What source do you primarily rely upon to get information about water issues affecting our region? (DO NOT READ: PROBE AND RECORD ONLY ONE) 1 – NEWSPAPER: UNION TRIBUNE 2 - NEWSPAPER: OTHER 3. – OTAY WATER DISTRICT WEBSITE 4. - THE SAN DIEGO COUNTY WATER AUTHORITY WEBSITE 5. – THE METROPOLITAN WATER DISTRICT OF SOUTHERN CALIFORNIA WEBSITE 6 - INTERNET—other than water district websites 7. – RADIO 8. – TELEVISION 9. – MAGAZINES 10. – SPEAKERS AT COMMUNITY GROUPS 11. – WORD-OF-MOUTH/FAMILY/FRIENDS/CO-WORKERS 12. – Otay Water District Newsletters 13. – Informational stuffers in my water bill 20. – OTHER, SPECIFY: ___________________________________________ 99—NONE—DK/REF—DO NOT READ Q. 15 Do you read the newsletter or bill inserts that come in the mail or come electronically with your bill 1 - every time, 2 - most times, 3 - sometimes, or 4 - never? 9 - DK/REF [DO NOT READ] Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 50 CONSERVATION GARDEN Q16. Have you ever seen or heard anything about the Water Conservation Garden at Cuyamaca College? 1 - YES 2 - NO------------> GO TO Q17 3 - DK/REF ------------> GO TO Q17 Q16a. [IF Q16 = 1:] Have you or any member of your family ever visited the garden? 1 - YES 2 - NO 3 - DK/REF Q16b. [IF Q16a = 1]. Have you made any changes to your watering or landscaping practices as a result of visiting the Garden? 1 – YES 2 – NO—GO TO Q17 3 -- DK/REF—GO TO Q17 Q16c. What is the most significant change you have made as a result of visiting the garden? [DO NOT READ-------------CODE USING FOLLOWING SCHEMA] 1 Adjusted sprinklers/reduced water usage 2. Changed plants to be more drought-tolerant/waterwise 3. Eliminated plants/let plants die 4. Eliminated lawn/let lawn die—replaced with waterwise ground cover 5. Replaced unused turf with low-water plants 6. Check the soil’s moisture level before watering 7. Upgraded irrigation system to include new, higher- efficiency equipment 20. Other, specify _______________________________ OUTDOOR WATERING Q17. These next few questions deal with using water outdoors. Does your residence have any lawn or grass area that someone in your household is directly responsible for maintaining? 1 - YES 2 - NO/APT/CONDO/NO YARD RESPONSIBILITIES ------------> GO TO Q19 3 - DK/REF—DO NOT READ ------------> GO TO Q19 Q18. Have you replaced some or all of your lawn or grass area with low-water-use landscaping including water-wise plants, stone or artificial turf? Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 51 1 – YES –GO TO Q18b-c 2 - NO (GO TO Q18a) 9 - DK/REF [DO NOT READ]—GO TO Q18a Q18a. Do you plan to replace some or all of your grass area with low-water-use landscaping including water-wise plants, stone or artificial turf within the next year? 1 – YES 2 - NO (GO TO Q18d) 9 - DK/REF [DO NOT READ]—GO TO Q18d Q18b-c. What did you do to replace your grass area or what are you planning to do within the next year? [DO NOT READ-------------CODE USING FOLLOWING SCHEMA] RECORD UP TO TWO RESPONSES 1—Let grass area die and will leave as is or throw ground cover (e.g. wood chips) on former grass area 2—Ground cover and rocks/stones 3—Rocks and stones 3—Water-wise, drought resistant plants 4—artificial turf 9—other, specify______________________________ GO TO Q19 Q18d. (IF Q18a = 2 or 3) What is the main barrier keeping you from replacing some or all of your grass with low-water-use landscaping including water-wise plants, stone or artificial turf? [DO NOT READ-------------CODE USING FOLLOWING SCHEMA] 1. Cost 2. Homeowner association regulations 3. Need help knowing which plants to use 4. Not physically capable of doing the work 5. Don’t know where to start 6. Aesthetics. Don’t like rocks, cactus or succulents 7. I am too busy 20. Other, specify ______________________________ Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 52 CONSERVATION Q19. Mandatory water-use restrictions are in effect across the Otay Water District’s service area. Generally speaking, how familiar are you with the restrictions in your community? 1. Very familiar 2. Somewhat familiar 3. A little familiar 4. Not at all familiar (GO TO Q22) Q20a-b. What specific actions, if any, have you taken to reduce your water use in response to the mandatory water-use restrictions? [DO NOT READ-------------CODE USING FOLLOWING SCHEMA:] RECORD UP TO TWO RESPONSES 1 – OUTDOOR WATER LESS TIME 2 - USE THE WATERING CALCULATOR FOUND ON THE DISTRICT’S WEBSITE OR AT WWW.BEWATERWISE.COM TO SET A WATER-WISE IRRIGATION SCHEDULE 3 - IRRIGATE EARLIER IN THE MORNING OR LATER AT NIGHT 4—LET MY LANDSCAPE/LAWN DIE 5 - OUTDOOR WATERING FEWER DAYS DAY PER WEEK 6 - CHECK THE SOIL’S MOISTURE LEVEL BEFORE WATERING 7 - REPLACE UNUSED TURF WITH LOW-WATER PLANTS 8 - UPGRADE IRRIGATION SYSTEM TO INCLUDE NEW, HIGH- EFFICIENCY EQUIPMENT 9 – PURCHASE A HIGH EFFFICENCY CLOTHES WASHER 10 – WASH ONLY FULL LOADS OF CLOTHES OR DISHES 11 – TAKE SHORTER SHOWERS 12 – USE A BROOM INSTEAD OF A HOSE ON PAVED AREAS 13 – FIX INDOOR LEAKS (TOILET, FAUCET, ETC.) 14 – FIX OUTDOOR LEAKS (SPRINKLERS, SPAS, ETC.) 15-- DO NOT LET WATER RUN 16 – COLLECT AND REUSE 17 – REPLACE GRASS WITH ARTIFICIAL/SYNTHETIC TURF 20 – OTHER, SPECIFY___ ________________________________ 25—NONE (GO TO Q22) 99—DK/REF (GO TO Q22) Q21a-b. What motivated you to reduce your water use? [DO NOT READ—CODE USING FOLLOWING SCHEMA RECORD UP TO TWO RESPONSES] Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 53 1. Watching our budget/trying to save money 2. Concerned about the drought 3. Water agency tells us to 4. Messages in the media 5. Conserving water is the “right” thing to do 6. Anticipating higher rates in the future and want to be better prepared 15. Other, specify___________________________________ 20. DK/REF/NOTHING—DO NOT READ Q.22 Are you aware that the Otay Water District offers conservation rebates and incentives to help the District’s customers reduce their water usage? 1 - YES 2 - NO 3 - DK/REF [DO NOT READ] DESALINATION Q23. AN OCEAN WATER DESALINATION PLANT IS TENTATIVELY PLANNED FOR THE CITY OF ROSARITO BEACH IN MEXICO AND THE OTAY WATER DISTRICT HAS THE OPPORTUNITY TO PURCHASE SOME OF THAT WATER AS EARLY AS 2018. THIS PROJECT WOULD BE FINANCED AND OPERATED BY INTERNATIONAL COMPANIES WITH CONSIDERABLE EXPERIENCE IN OCEAN WATER DESALINATION, WITH TIJUANA, ROSARITO BEACH, AND THE OTAY WATER DISTRICT BEING THE PLANT’S CUSTOMERS. Would you be in favor of pursuing such an agreement with these international companies to develop additional supplies of water from ocean water desalination? 1. Yes 2. No—GO TO Q23b 9 - DK/REF [DO NOT READ]—GO TO Q23b Q23a. [IF Q23 =1 Please stop me when I say the approximate percentage of all of the water supplied by the Otay Water District that would you like to see come from this desalination plant? ____________ [REVERSE] 1. All/100% 2. Not all but at least 75% 3. Between half/50% and 75% 4. Between one-fourth/25% and half/50% 5. Some, but less than 25% 6. None (GO TO LAN) Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 54 Q23b. [IF Q23 NOT = 1] Why are you not in favor or uncertain about this desalination agreement? __________________________________________________________ [USE FOLLOWING CODING BUT DO NOT READ—ENTER OTHER ANSWERS VERBATIM WITH CODE = 20— DK/REF = 99] 1. Questionable water quality 2. It should be done in U.S—US needs the jobs. 3. Do not trust/want to deal with Mexico 4. High cost 5. Do not know enough yet—Need more information 6. Do not want to drink ocean/sea water 7. Want local control ASK ALL: In closing, these questions are for comparison purposes only. LAN (IF LP=1—Otherwise go to LAN-a): Is English your first language? 1—YES (Go to PPH) 2—NO 9 - DK/REF—DO NOT READ (GO TO PPH) LAN-a: The Otay Water District sends its customers information in newsletters, water quality reports and rate increase notices in English. Are you able to read and understand this information that the District sends to you? 1—YES (Go to PPH) 2—NO 9 - DK/REF—DO NOT READ LAN-b. Do you have someone available who can translate this information for you? 1—YES 2—NO 9 - DK/REF—DO NOT READ PPH. How many persons, including yourself, live in your household? ___________ 99 - DK/REF TEN. Is your residence owned by someone in your household, or is it rented? Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 55 1 - OWN 2 - RENT/OTHER STATUS 9 - DK/REF [DO NOT READ EDU. What is the highest grade or year of school that you have completed and received credit for... 1 - high school or less, 2 - at least one year of college, trade or vocational school, 3 - graduated college with a bachelor's degree, or 4 - at least one year of graduate work beyond a bachelor's degree? 9 - DK/REF [DO NOT READ AGE. Please tell me when I mention the category that contains your age... 1 - 18 to 24, 2 - 25 to 34, 3 - 35 to 44, 4 - 45 to 54, 5 - 55 to 64, or 6 - 65 or over? 9 - DK/REF [DO NOT READ ETH. Which of the following best describes your ethnic or racial background... 1 - white, not of Hispanic origin; 2 - black, not of Hispanic origin; 3 - Hispanic or Latino; 4 - Asian or Pacific Islander; 5 - Native American; 6 – Middle Eastern 15 - another ethnic group? [SPECIFY:] __________________________________ 20 - DK/REF [DO NOT READ INC. Now, we don't want to know your exact income, but just roughly, could you tell me if your annual household income before taxes is... 1 - under $25,000, 2 - $25,000 up to but not including $50,000, 3 - $50,000 up to (but not including) $75,000, 4 - $75,000 up to (but not including) $100,000, 5 - $100,000 up to but not including $150,000? 6 -- $150,000 and over 9 - DK/REF [DO NOT READ ZIP. RECORD ZIP CODE FROM CALL LIST ____________________________ PHONE. RECORD FROM CALL LIST 1—Landline 2---Cell Phone Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 56 Frequency Table--WEIGHTED CUST. How long have you been a customer of the Otay Water District? Frequency Percent Valid Percent Cumulative Percent Valid 1 29 9.3 9.4 9.4 2 33 10.4 10.5 19.9 3 15 4.7 4.7 24.6 4 15 4.9 5.0 29.6 5 18 5.8 5.8 35.5 6 12 3.8 3.8 39.3 7 12 3.9 3.9 43.1 8 11 3.4 3.5 46.6 9 4 1.3 1.3 47.9 10 18 5.7 5.8 53.7 11 4 1.1 1.1 54.9 12 9 2.7 2.8 57.6 13 6 1.8 1.8 59.4 14 8 2.5 2.6 62.0 15 15 4.9 5.0 67.0 16 12 3.9 3.9 70.9 17 2 .7 .7 71.6 18 3 1.0 1.0 72.7 19 1 .4 .4 73.1 20 15 4.9 5.0 78.1 21 3 .8 .9 78.9 22 1 .4 .4 79.3 23 4 1.3 1.3 80.6 24 1 .4 .4 81.0 25 9 2.7 2.8 83.8 26 4 1.3 1.3 85.1 27 3 .8 .9 85.9 30 12 3.8 3.8 89.8 31 4 1.3 1.3 91.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 57 35 4 1.3 1.3 92.3 36 1 .4 .4 92.8 37 1 .4 .4 93.2 38 5 1.7 1.7 94.9 39 3 .8 .9 95.7 40 5 1.7 1.7 97.4 41 1 .4 .4 97.9 44 3 .8 .9 98.7 50 4 1.3 1.3 100.0 Total 311 99.1 100.0 Missing Don't Know 0 .1 System 2 .8 Total 3 .9 Total 314 100.0 Gender Frequency Percent Valid Percent Cumulative Percent Valid Male 165 52.4 52.4 52.4 Female 149 47.6 47.6 100.0 Total 314 100.0 100.0 Language Preference Frequency Percent Valid Percent Cumulative Percent Valid English 302 96.0 96.0 96.0 Spanish 12 4.0 4.0 100.0 Total 314 100.0 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 58 Q1: How would you rate your overall satisfaction with the Otay Water District as your water service provider? Frequency Percent Valid Percent Cumulative Percent Valid Excellent 163 51.9 52.8 52.8 Very Good 66 21.0 21.4 74.2 Neutral 43 13.8 14.1 88.3 Not Good 24 7.7 7.8 96.1 Poor 12 3.8 3.9 100.0 Total 308 98.2 100.0 Missing DK/REF 6 1.8 Total 314 100.0 Q2. During the past year, has your satisfaction with the Otay Water District… Frequency Percent Valid Percent Cumulative Percent Valid Increased 17 5.4 5.4 5.4 Decreased 35 11.1 11.2 16.7 Stayed the same 258 82.3 83.3 100.0 Total 310 98.7 100.0 Missing DK/REF 4 1.3 Total 314 100.0 Q3a. OWD has been a good partner in helping us to conserve water Frequency Percent Valid Percent Cumulative Percent Valid Yes 219 69.7 69.7 69.7 No 51 16.4 16.4 86.1 DK/REF 44 13.9 13.9 100.0 Total 314 100.0 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 59 Q3b. OWD has provided us with adequate and timely information about the drought Frequency Percent Valid Percent Cumulative Percent Valid Yes 232 74.0 74.0 74.0 No 64 20.3 20.3 94.2 DK/REF 18 5.8 5.8 100.0 Total 314 100.0 100.0 Q3c. OWD did not anticipate the severity of the drought and was not well prepared for it Frequency Percent Valid Percent Cumulative Percent Valid Yes 121 38.5 38.5 38.5 No 119 38.0 38.0 76.5 DK/REF 74 23.5 23.5 100.0 Total 314 100.0 100.0 Q3d. OWD is not at fault when it comes to the drought Frequency Percent Valid Percent Cumulative Percent Valid Yes 184 58.6 58.6 58.6 No 106 33.6 33.6 92.2 DK/REF 24 7.8 7.8 100.0 Total 314 100.0 100.0 Q4: Have you called the Otay Water District for service or other help during the last year? Frequency Percent Valid Percent Cumulative Percent Valid Yes 66 20.9 21.0 21.0 No 247 78.7 79.0 100.0 Total 313 99.6 100.0 Missing DK/REF 1 .4 Total 314 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 60 Q4a: How would you rate your overall level of satisfaction with the service you received when you called for service or help? Frequency Percent Valid Percent Cumulative Percent Valid Excellent 38 12.1 59.1 59.1 Very Good 11 3.4 16.8 75.9 Neutral 9 2.7 13.3 89.2 Not Good 1 .4 2.1 91.3 Poor 6 1.8 8.7 100.0 Total 64 20.5 100.0 Missing DK/REF 1 .4 System 248 79.1 Total 250 79.5 Total 314 100.0 Q5. How much trust do you have in the ability of the Otay Water District to provide clean, safe water to the district? Frequency Percent Valid Percent Cumulative Percent Valid A great deal of trust 160 51.1 52.8 52.8 Some trust 95 30.2 31.2 84.0 Neutral 36 11.3 11.7 95.7 More distrust than trust 7 2.1 2.1 97.8 No trust at all 7 2.1 2.2 100.0 Total 304 96.9 100.0 Missing DK/REF 10 3.1 Total 314 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 61 Q6. How much trust do you have in the Otay Water District to obtain this water for you at a reasonable price? Frequency Percent Valid Percent Cumulative Percent Valid A great deal of trust 99 31.5 32.2 32.2 Some trust 72 22.8 23.4 55.6 Neutral 76 24.1 24.7 80.4 More distrust than trust 39 12.4 12.7 93.0 No trust at all 21 6.8 7.0 100.0 Total 306 97.6 100.0 Missing DK/REF 8 2.4 Total 314 100.0 Q7. Have you ever visited the Otay Water District website? Frequency Percent Valid Percent Cumulative Percent Valid Yes 194 61.7 62.2 62.2 Have access to the internet, but have not visited the website 97 30.9 31.2 93.4 Do not have access to the internet 21 6.5 6.6 100.0 Total 311 99.2 100.0 Missing DK/REF 3 .8 Total 314 100.0 Q7a. How would you rate the user friendliness of the website? Would you say... Frequency Percent Valid Percent Cumulative Percent Valid Excellent 73 23.2 39.8 39.8 Very Good 54 17.2 29.5 69.3 Neutral 44 13.9 23.9 93.1 Not Good 10 3.1 5.4 98.5 Poor 3 .8 1.5 100.0 Total 183 58.3 100.0 Missing DK/REF 11 3.4 System 120 38.3 Total 131 41.7 Total 314 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 62 Q7b. What was the reason for your last visit to the Otay Water District website? Frequency Percent Valid Percent Cumulative Percent Valid Drought information 18 5.8 9.4 9.4 Water savings calculator 1 .4 .7 10.1 Billing information 40 12.7 20.6 30.6 Pay online 95 30.3 49.1 79.7 Rate information 3 .9 1.5 81.2 Outages 1 .4 .7 81.9 Conservation rebate information 13 4.3 6.9 88.9 Start service 8 2.6 4.2 93.1 Register a complaint 3 1.0 1.7 94.7 General information--water quality information--check out website 10 3.2 5.3 100.0 Total 194 61.7 100.0 Missing System 120 38.3 Total 314 100.0 Q8a. Considering only those utilities that you pay for, which would you say is the best value for the amount of money that you pay. Frequency Percent Valid Percent Cumulative Percent Valid Trash collection 115 36.5 36.5 36.5 Water 95 30.2 30.2 66.7 Sewer 9 2.9 2.9 69.7 Telephone 8 2.6 2.6 72.3 Cable or satellite TV 9 2.8 2.8 75.1 Internet access 20 6.4 6.4 81.5 Gas & Electric 58 18.5 18.5 100.0 Total 314 100.0 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 63 Q8b. Second best value among utilities Frequency Percent Valid Percent Cumulative Percent Valid Trash collection 51 16.1 16.1 16.1 Water 87 27.6 27.6 43.6 Sewer 28 8.8 8.8 52.4 Telephone 22 6.9 6.9 59.4 Cable or satellite TV 17 5.5 5.5 64.8 Internet access 29 9.2 9.2 74.0 Gas & Electric 82 26.0 26.0 100.0 Total 314 100.0 100.0 Q8c. Third best value among utilities Frequency Percent Valid Percent Cumulative Percent Valid Trash collection 52 16.6 16.6 16.6 Water 64 20.4 20.4 37.0 Sewer 48 15.3 15.3 52.3 Telephone 23 7.2 7.2 59.5 Cable or satellite TV 38 12.2 12.2 71.8 Internet access 33 10.5 10.5 82.3 Gas & Electric 56 17.7 17.7 100.0 Total 314 100.0 100.0 Q9. Do you feel that water costs too much, too little, or priced about right? Frequency Percent Valid Percent Cumulative Percent Valid Water costs too much 154 49.1 49.1 49.1 The cost of water is just about right 154 49.0 49.0 98.1 Water costs too little 6 1.9 1.9 100.0 Total 314 100.0 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 64 Q10. Do you get a paper copy of your bill? Frequency Percent Valid Percent Cumulative Percent Valid Yes 205 65.3 65.6 65.6 No 108 34.3 34.4 100.0 Total 313 99.6 100.0 Missing DK/REF 1 .4 Total 314 100.0 Q10a-1. Why haven't you chosen to receive electronic, paperless invoices? Frequency Percent Valid Percent Cumulative Percent Valid Want a paper record 89 28.4 43.9 43.9 Trust/security 7 2.2 3.4 47.3 Do not use computers that often 27 8.5 13.2 60.5 I do not keep personal records on the computer 0 .1 .1 60.6 Used to paying by check 8 2.6 4.1 64.7 I will forget to check for the bill on the computer 18 5.8 9.0 73.7 That is just the way the bills have been coming 19 6.0 9.2 83.0 Difficulty accessing account/Bank will not allow automatic deduction 4 1.2 1.9 84.9 Not aware of paperless option 2 .6 .9 85.8 Do not want people to lose jobs 3 .9 1.5 87.3 Other 26 8.2 12.7 100.0 Total 203 64.7 100.0 Missing DK/REF 2 .6 System 109 34.7 Total 111 35.3 Total 314 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 65 Q11. No matter how you get your monthly water bill, do you look through your monthly water bill to examine your water usage or other factors... Frequency Percent Valid Percent Cumulative Percent Valid Every time 150 47.9 48.2 48.2 Most times 54 17.3 17.4 65.5 Sometimes 74 23.7 23.8 89.3 Never 33 10.6 10.7 100.0 Total 312 99.5 100.0 Missing DK/REF 2 .5 Total 314 100.0 Q12. How do you pay your water bill most months? Frequency Percent Valid Percent Cumulative Percent Valid Send check by mail 76 24.2 24.4 24.4 Automatic bank deduction 81 25.7 25.9 50.3 Credit card over the phne 18 5.7 5.8 56.1 In person at the Otay Water Discrict office 4 1.3 1.3 57.4 In person at payment center 4 1.4 1.4 58.8 On-line (internet) 128 40.8 41.2 100.0 Total 311 99.1 100.0 Missing DK/REF 3 .9 Total 314 100.0 Q12a. Do you think that you would use the website to pay your bill if a chat function were available that allows you to ask questions directly to a customer service representative? Frequency Percent Valid Percent Cumulative Percent Valid Yes 41 13.0 22.0 22.0 No 131 41.7 70.6 92.5 DK/REF 14 4.4 7.5 100.0 Total 186 59.2 100.0 Missing System 128 40.8 Total 314 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 66 Q12b-1. What else can the District do to make paying on-line a more appealing option for you? Frequency Percent Valid Percent Cumulative Percent Valid There is nothing that would make me pay online/do not use internet 81 25.7 62.9 62.9 Offer discounts on the bill 17 5.4 13.1 76.0 Offer more payment options (such as paypal, credit/debit car 3 .8 2.1 78.1 No service charges 4 1.4 3.3 81.4 Enhanced security 6 1.8 4.4 85.8 Make it easier to use/ability to talk to somebody/instructions online 10 3.1 7.6 93.4 phone app 4 1.4 3.3 96.8 My bank does not make it available 2 .7 1.7 98.5 Other 2 .6 1.5 100.0 Total 128 40.9 100.0 Missing DK/REF 50 15.9 System 136 43.2 Total 186 59.1 Total 314 100.0 Q13. No matter how you presently pay your bill, how would you prefer to pay your bill most of the time? Frequency Percent Valid Percent Cumulative Percent Valid Send check by mail 61 19.6 19.7 19.7 Automatic bank deduction 82 26.0 26.2 46.0 Credit card over the telephone 19 6.1 6.2 52.2 In person at the Otay Water District office 4 1.1 1.1 53.3 In person at payment center 4 1.4 1.4 54.7 On-line (internet) 141 44.9 45.3 100.0 Total 311 99.1 100.0 Missing DK/REF 3 .9 Total 314 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 67 Q14. What source do you primarily rely upon to get information about water issues affecting our region? Frequency Percent Valid Percent Cumulative Percent Valid Newspaper: Union Tribune 23 7.5 7.8 7.8 Newspaper: Other 9 3.0 3.1 10.9 Otay Water District website 21 6.5 6.8 17.6 The San Diego County Water Authority website 3 .9 1.0 18.6 Internet - other than water district websites 51 16.1 16.8 35.4 Radio 17 5.3 5.5 40.9 Television 114 36.2 37.6 78.5 Speakers at community groups 0 .1 .1 78.6 Word-of-mouth/family/friends/co- workers 22 7.1 7.4 86.0 Otay Water District newsletters 22 7.1 7.4 93.4 Informational stuffers in my water bill 19 5.9 6.2 99.6 Other 1 .4 .4 100.0 Total 302 96.1 100.0 Missing DK/REF 12 3.9 Total 314 100.0 Q15. Do you read the newsletter or bill inserts that come in the mail or come electronically with your bill Frequency Percent Valid Percent Cumulative Percent Valid Every time 82 26.1 26.3 26.3 Most times 71 22.6 22.7 49.0 Sometimes 103 32.7 32.9 81.8 Never 57 18.1 18.2 100.0 Total 312 99.5 100.0 Missing DK/REF 2 .5 Total 314 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 68 Q16. Have you ever seen or heard anything about the Water Conservation Garden at Cuyamaca College? Frequency Percent Valid Percent Cumulative Percent Valid Yes 150 47.9 49.0 49.0 No 156 49.8 51.0 100.0 Total 307 97.7 100.0 Missing DK/REF 7 2.3 Total 314 100.0 Q16a. Have you or any member of your family ever visited the garden? Frequency Percent Valid Percent Cumulative Percent Valid Yes 74 23.6 49.3 49.3 No 76 24.3 50.7 100.0 Total 150 47.9 100.0 Missing System 164 52.1 Total 314 100.0 Q16b. Have you made any changes to your watering or landscaping practices as a result of visiting the Garden? Frequency Percent Valid Percent Cumulative Percent Valid Yes 39 12.3 52.1 52.1 No 36 11.3 47.9 100.0 Total 74 23.6 100.0 Missing System 240 76.4 Total 314 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 69 Q16c. What is the most significant change you have made as a result of visiting the garden? Frequency Percent Valid Percent Cumulative Percent Valid Adjusted sprinklers/reduced water usage 9 2.7 22.1 22.1 Changed plants to be more drought-tolerant/waterwise 18 5.6 45.4 67.6 Eliminated plants/let plants die 1 .4 3.4 71.0 Eliminated lawn/let lawn die- replaced with waterwise ground 3 .8 6.9 77.9 Replaced unused turf with low- water plants 5 1.7 13.7 91.6 Upgraded irrigation system to include new, higher-efficiency 1 .2 1.6 93.1 Collect and reuse 3 .8 6.9 100.0 Total 39 12.3 100.0 Missing System 275 87.7 Total 314 100.0 Q17. Does your residence have any lawn or grass area that someone in your household is directly responsible for maintaining? Frequency Percent Valid Percent Cumulative Percent Valid Yes 211 67.3 67.5 67.5 No/Apt/Condo/No yard responsibilities 101 32.3 32.5 100.0 Total 313 99.6 100.0 Missing DK/REF 1 .4 Total 314 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 70 Q18. Have you replaced some or all of your lawn or grass area with low-water-use landscaping including water-wise plants, stone or artificial turf? Frequency Percent Valid Percent Cumulative Percent Valid Yes 115 36.7 55.0 55.0 No 94 30.1 45.0 100.0 Total 210 66.7 100.0 Missing DK/REF 2 .5 System 103 32.7 Total 104 33.3 Total 314 100.0 Q18a. Do you plan to replace some or all of your grass area with low-water-use landscaping including water-wise plants, stone or artificial turf within the next year? Frequency Percent Valid Percent Cumulative Percent Valid Yes 36 11.4 37.4 37.4 No 52 16.5 54.0 91.4 DK/REF 8 2.6 8.6 100.0 Total 96 30.6 100.0 Missing System 218 69.4 Total 314 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 71 Q18b. What did you do to replace your grass area or what are you planning to do within the next year? Frequency Percent Valid Percent Cumulative Percent Valid Let grass area die and will leave as is or throw ground cove 19 6.1 13.2 13.2 Ground cover and rocks/stones 22 7.1 15.6 28.8 Rocks and stones 31 9.8 21.4 50.2 Water-wise, drought resistant plants 32 10.2 22.1 72.3 Artificial turf 31 10.0 21.7 94.1 Cement/Concrete 7 2.3 5.0 99.1 Other 1 .4 .9 100.0 Total 144 45.9 100.0 Missing DK/REF 4 1.4 System 166 52.7 Total 170 54.1 Total 314 100.0 Q18c. What did you do to replace your grass area or what are you planning to do within the next year? Second change. Frequency Percent Valid Percent Cumulative Percent Valid Let grass area die and will leave as is or throw ground cove 6 1.9 11.0 11.0 Ground cover and rocks/stones 5 1.7 9.9 20.9 Rocks and stones 14 4.6 26.7 47.5 Water-wise, drought resistant plants 16 5.0 29.4 76.9 Artificial turf 9 3.0 17.6 94.5 Cement/Concrete 3 .9 5.5 100.0 Total 54 17.1 100.0 Missing DK/REF 4 1.1 System 257 81.7 Total 260 82.9 Total 314 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 72 Q18d. What is the main barrier keeping you from replacing some or all of your grass with low-water-use landscaping including water-wise plants, stone or artificial turf? Frequency Percent Valid Percent Cumulative Percent Valid Cost 24 7.7 44.1 44.1 Homeowner association regulations 0 .1 .6 44.7 Aesthetics. Don't like rocks, cactus or succulents 6 1.8 10.3 55.0 I am too busy 4 1.4 7.9 62.8 Renter 15 4.9 28.2 91.0 Moving/selling home 2 .5 3.0 94.0 Grass area very small 2 .6 3.5 97.6 Other 1 .4 2.4 100.0 Total 54 17.4 100.0 Missing DK/REF 6 1.8 System 254 80.9 Total 259 82.6 Total 314 100.0 Q19. Mandatory water-use restrictions are in effect across the Otay Water District's service area. Generally speaking, how familiar are you with the restrictions in your community? Frequency Percent Valid Percent Cumulative Percent Valid Very familiar 150 47.9 47.9 47.9 Somewhat familiar 110 35.1 35.1 83.0 A little familiar 32 10.3 10.3 93.2 Not at all familiar 21 6.8 6.8 100.0 Total 314 100.0 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 73 Q19a - Have you taken any specific actions to reduce your water use in response to the mandatory water-use restrictions? Frequency Percent Valid Percent Cumulative Percent Valid Yes 258 82.0 91.8 91.8 No 23 7.4 8.2 100.0 Total 281 89.4 100.0 Missing DK/REF 12 3.8 System 21 6.8 Total 33 10.6 Total 314 100.0 Q20a. What specific action, if any, have you taken to reduce your water use in response to the mandatory water- use restrictions? Frequency Percent Valid Percent Cumulative Percent Valid Outdoor Water Less Time 85 26.9 32.8 32.8 Use The Watering Calculator Found On The District's Website 2 .5 .6 33.5 Irrigate Earlier In The Morning Or Later At Night 6 2.0 2.4 35.9 Let My Landscape/Lawn Die 23 7.3 8.9 44.8 Outdoor Watering Fewer Days Day Per Week 34 10.7 13.1 57.9 Check The Soil's Moisture Level Before Watering 5 1.7 2.1 60.0 Replace Unused Turf With Low- Water Plants 12 3.8 4.6 64.6 Upgrade Irrigation System To Include New, High-Efficiency Eq 3 .9 1.1 65.7 Wash Only Full Loads Of Clothes Or Dishes 11 3.6 4.4 70.1 Take Shorter Showers 38 12.2 14.9 85.0 Use A Broom Instead Of A Hose On Paved Areas 1 .4 .5 85.5 Fix Indoor Leaks (Toilet, Faucet, Etc.) 3 .9 1.1 86.7 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 74 Fix Outdoor Leaks (Sprinklers, Spas, Etc.) 3 .8 1.0 87.7 Do Not Let Water Run 6 1.9 2.3 90.0 Collect And Reuse 8 2.6 3.1 93.1 Replace Grass With Artificial/Synthetic Turf 5 1.6 1.9 95.0 Do not wash car at home 7 2.4 2.9 97.9 Replaced toilet/dishwasher/shower heads 5 1.5 1.8 99.7 Wash car with buckets/restricted hose nozzle 1 .2 .2 99.9 Other 0 .1 .1 100.0 Total 258 82.0 100.0 Missing System 56 18.0 Total 314 100.0 Q20b. What specific action, if any, have you taken to reduce your water use in response to the mandatory water- use restrictions? Second action Frequency Percent Valid Percent Cumulative Percent Valid Outdoor Water Less Time 21 6.8 12.8 12.8 Irrigate Earlier In The Morning Or Later At Night 3 .8 1.6 14.4 Let My Landscape/Lawn Die 12 3.9 7.3 21.7 Outdoor Watering Fewer Days Day Per Week 13 4.0 7.5 29.2 Replace Unused Turf With Low- Water Plants 4 1.4 2.6 31.8 Purchase A High Effficency Clothes Washer 1 .2 .4 32.1 Wash Only Full Loads Of Clothes Or Dishes 17 5.4 10.2 42.3 Take Shorter Showers 32 10.2 19.1 61.5 Use A Broom Instead Of A Hose On Paved Areas 0 .1 .2 61.7 Fix Indoor Leaks (Toilet, Faucet, Etc.) 4 1.3 2.4 64.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 75 Fix Outdoor Leaks (Sprinklers, Spas, Etc.) 3 .9 1.8 65.8 Do Not Let Water Run 9 3.0 5.7 71.5 Collect And Reuse 19 6.1 11.5 83.0 Replace Grass With Artificial/Synthetic Turf 7 2.3 4.3 87.3 Do not wash car at home 11 3.6 6.8 94.1 Replaced toilet/dishwasher/shower heads 3 .9 1.8 95.9 Wash car with buckets/restricted hose nozzle 1 .2 .4 96.3 Displacers in toilet/Less flushing 5 1.5 2.7 99.0 Other 2 .5 1.0 100.0 Total 167 53.1 100.0 Missing DK/REF 3 1.0 System 144 45.8 Total 147 46.9 Total 314 100.0 Q21a. What motivated you to reduce your water use? Frequency Percent Valid Percent Cumulative Percent Valid Watching our budget/trying to save money 45 14.3 17.5 17.5 Concerned about the drought 134 42.5 51.8 69.3 Water agency tells us to 20 6.3 7.7 77.0 Messages in the media 1 .2 .2 77.2 Conserving water is the "right" thing to do 54 17.2 21.0 98.2 Anticipating higher rates in the future and want to be better prepared 3 .8 1.0 99.3 Other 2 .6 .7 100.0 Total 258 82.0 100.0 Missing System 56 18.0 Total 314 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 76 Q21b. What motivated you to reduce your water use? Second motivation Frequency Percent Valid Percent Cumulative Percent Valid Watching our budget/trying to save money 16 5.0 23.6 23.6 Concerned about the drought 11 3.5 16.7 40.2 Water agency tells us to 6 1.9 8.9 49.1 Messages in the media 1 .4 2.0 51.1 Conserving water is the "right" thing to do 16 5.1 24.0 75.1 Anticipating higher rates in the future and want to be better prepared 6 1.8 8.4 83.6 Other 11 3.5 16.4 100.0 Total 66 21.2 100.0 Missing System 247 78.8 Total 314 100.0 Q.22 Are you aware that the Otay Water District offers conservation rebates and incentives to help the District's customers reduce their water usage? Frequency Percent Valid Percent Cumulative Percent Valid Yes 135 43.0 43.7 43.7 No 174 55.3 56.3 100.0 Total 309 98.3 100.0 Missing DK/REF 5 1.7 Total 314 100.0 Q23. Would you be in favor of pursuing such an agreement with these international companies to develop additional supplies of water from ocean water desalination? Frequency Percent Valid Percent Cumulative Percent Valid Yes 185 58.8 58.8 58.8 No 87 27.8 27.8 86.6 DK/REF 42 13.4 13.4 100.0 Total 314 100.0 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 77 Q23a. Please stop me when I say the approximate percentage of all of the water supplied by the Otay Water District that would you like to see come from this desalination plant? Frequency Percent Valid Percent Cumulative Percent Valid All/100% 26 8.2 14.0 14.0 Not all but at least 75% 21 6.8 11.6 25.6 Between half/50% and 75% 46 14.7 25.0 50.6 Between one-fourth?25% and half/50% 51 16.1 27.4 78.0 Some, but less than 25% 24 7.8 13.3 91.3 None 16 5.1 8.7 100.0 Total 185 58.8 100.0 Missing System 129 41.2 Total 314 100.0 Q23b-1. Why are you not in favor or uncertain about this desalination agreement? Frequency Percent Valid Percent Cumulative Percent Valid Questionable water quality 10 3.1 9.1 9.1 It should be done in the US, US needs the jobs 15 4.8 14.1 23.2 Do not trust/want to deal with Mexico 14 4.5 13.3 36.5 High cost 13 4.1 12.0 48.5 Do not know enough yet, need more information 48 15.3 45.1 93.6 Want local control 1 .3 .8 94.5 Do not trust international companies 3 .8 2.5 97.0 Danger to sea life 3 1.0 3.0 100.0 Total 107 34.0 100.0 Missing DK/REF 22 7.1 System 185 58.8 Total 207 66.0 Total 314 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 78 Q23b-2. Why are you not in favor or uncertain about this desalination agreement? Second reason Frequency Percent Valid Percent Cumulative Percent Valid Questionable water quality 6 1.8 46.3 46.3 It should be done in the US, US needs the jobs 1 .4 11.0 57.2 Do not trust/want to deal with Mexico 3 .8 21.9 79.1 High cost 1 .4 11.0 90.1 Do not want to drink ocean/sea water 1 .3 7.4 97.5 Want local control 0 .1 2.5 100.0 Total 12 3.9 100.0 Missing System 302 96.1 Total 314 100.0 Is English your first language? Frequency Percent Valid Percent Cumulative Percent Valid Yes 241 76.7 79.8 79.8 No 61 19.4 20.2 100.0 Total 302 96.0 100.0 Missing System 12 4.0 Total 314 100.0 LAN-a: The Otay Water District sends its customers information in newsletters, water quality reports and rate increase notices in English. Are you able to read and understand this information that the District sends to you? Frequency Percent Valid Percent Cumulative Percent Valid Yes 65 20.6 88.3 88.3 No 9 2.7 11.7 100.0 Total 73 23.3 100.0 Missing System 241 76.7 Total 314 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 79 LAN-b. Do you have someone available who can translate this information for you? Frequency Percent Valid Percent Cumulative Percent Valid Yes 7 2.2 81.0 81.0 No 2 .5 19.0 100.0 Total 9 2.7 100.0 Missing System 305 97.3 Total 314 100.0 PPH. How many persons, including yourself, live in your household? Frequency Percent Valid Percent Cumulative Percent Valid 1 25 8.1 8.1 8.1 2 81 25.9 26.0 34.1 3 57 18.2 18.2 52.3 4 66 21.0 21.0 73.3 5 53 17.0 17.0 90.3 6 11 3.5 3.5 93.8 7 11 3.4 3.4 97.3 8 6 1.9 1.9 99.2 9 3 .8 .8 100.0 Total 314 99.9 100.0 Missing Don't Know/refused 0 .1 Total 314 100.0 TEN. Is your residence owned by someone in your household, or is it rented? Frequency Percent Valid Percent Cumulative Percent Valid Own 250 79.7 80.0 80.0 Rent/Other status 63 19.9 20.0 100.0 Total 313 99.6 100.0 Missing DK/REF 1 .4 Total 314 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 80 EDU. What is the highest grade or year of school that you have completed and received credit for... Frequency Percent Valid Percent Cumulative Percent Valid High school or less 40 12.9 13.1 13.1 At least one year of college, trade or vocational school 91 29.0 29.4 42.5 Graduated college with a bachelor's degree 98 31.3 31.7 74.1 At least one year of graduate work beyond a bachelor's degre 80 25.5 25.9 100.0 Total 310 98.7 100.0 Missing DK/REF 4 1.3 Total 314 100.0 AGE. Please tell me when I mention the category that contains your age... Frequency Percent Valid Percent Cumulative Percent Valid 18 - 24 4 1.4 1.4 1.4 25 - 34 40 12.7 12.8 14.2 35 - 44 73 23.2 23.4 37.5 45 - 54 61 19.4 19.6 57.1 55 - 64 53 17.0 17.1 74.2 65 or over 80 25.6 25.8 100.0 Total 311 99.2 100.0 Missing DK/REF 3 .8 Total 314 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 81 ETH. Which of the following best describes your ethnic or racial background... Frequency Percent Valid Percent Cumulative Percent Valid White, not of Hispanic origin 132 42.0 43.4 43.4 Black, not of Hispanic origin 21 6.6 6.8 50.2 Hispanic or Latino 105 33.5 34.7 84.9 Asian or Pacific Islander 40 12.6 13.0 97.9 Native American 2 .5 .5 98.4 Middle Eastern 3 .8 .8 99.3 Mixed ethnicities 2 .7 .7 100.0 Total 304 96.8 100.0 Missing DK/REF 10 3.2 Total 314 100.0 Total Household Income Frequency Percent Valid Percent Cumulative Percent Valid Under $25,000 16 5.2 5.9 5.9 $25,000 up to but not including $50,000 40 12.8 14.4 20.3 $50,000 up to (but not including) $75,000 59 18.6 21.0 41.2 $75,000 up to (but not including) $100,000 71 22.5 25.3 66.5 $100,000 up to but not including $150,000 51 16.4 18.4 84.9 $150,000 and over 42 13.4 15.1 100.0 Total 279 89.0 100.0 Missing DK/REF 35 11.0 Total 314 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 82 Zip Code Frequency Percent Valid Percent Cumulative Percent Valid 91902 7 2.3 2.3 2.3 91910 42 13.4 13.4 15.7 91911 50 16.0 16.0 31.7 91913 55 17.6 17.6 49.4 91914 32 10.3 10.3 59.7 91915 30 9.6 9.6 69.2 91917 1 .4 .4 69.7 91935 12 3.7 3.7 73.3 91941 1 .4 .4 73.8 91977 34 10.7 10.7 84.4 91978 7 2.1 2.1 86.6 92019 33 10.5 10.5 97.0 92020 7 2.1 2.1 99.2 92109 1 .4 .4 99.6 92113 1 .4 .4 100.0 Total 314 100.0 100.0 Source Frequency Percent Valid Percent Cumulative Percent Valid Landline 214 68.2 68.2 68.2 Cell phone list 100 31.8 31.8 100.0 Total 314 100.0 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 83 Frequencies—OPEN-ENDED Other reasons for visiting website Frequency Percent Valid Percent Cumulative Percent Valid 295 93.9 93.9 93.9 Checking out the website 1 .3 .3 94.3 Checking quality of Otay water 1 .3 .3 94.6 Checking water usage 1 .3 .3 94.9 Compare their usage from last year to the current year 1 .3 .3 95.2 Comparing last year's bill to this year's bill 1 .3 .3 95.5 General information 2 .6 .6 96.2 I was checking schedule and requirements for the pool we installed 1 .3 .3 96.5 Initial hook up 1 .3 .3 96.8 Just to look 1 .3 .3 97.1 Open account 1 .3 .3 97.5 Random information 1 .3 .3 97.8 To check it out 1 .3 .3 98.1 To make a complaint 1 .3 .3 98.4 To see tips & info on what to expect from customers 1 .3 .3 98.7 To set up service 1 .3 .3 99.0 To sign up 1 .3 .3 99.4 Water quality 1 .3 .3 99.7 We had an appt with them and they never showed up or called to change. 1 .3 .3 100.0 Total 314 100.0 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 84 Why getting paper bill? Frequency Percent Valid Percent Cumulative Percent Valid 282 89.8 89.8 89.8 Because I'm too lazy 1 .3 .3 90.1 Because you might miss out on the rebates only receive by mail 1 .3 .3 90.4 Can't setup automatic pay through USAA bank 1 .3 .3 90.8 Decision of husband 1 .3 .3 91.1 Don't have time to go online sometimes 1 .3 .3 91.4 Email address got discontinued 1 .3 .3 91.7 Father worked for the postal services 1 .3 .3 92.0 Going to do it 1 .3 .3 92.4 Haven't be prompted to 1 .3 .3 92.7 Haven't had chance will probably do that 1 .3 .3 93.0 Haven't had the time 1 .3 .3 93.3 Haven't signed up 1 .3 .3 93.6 I do both 1 .3 .3 93.9 I have ask for electronic invoice 1 .3 .3 94.3 I haven't set up my auto bill pay yet but I will do them both at the same time 1 .3 .3 94.6 I'm a retired postal worker and I like to keep my ex employees in a job 1 .3 .3 94.9 If the water company had an app I would use it 1 .3 .3 95.2 It wasn't available when I requested through the bank 1 .3 .3 95.5 It's a pain with all the passwords 1 .3 .3 95.9 Just never thought about it 1 .3 .3 96.2 Laziness 1 .3 .3 96.5 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 85 May have already done that 1 .3 .3 96.8 Never had it brought up to me 1 .3 .3 97.1 Never told about paperless 1 .3 .3 97.5 No other choice. 1 .3 .3 97.8 Provides more jobs for people 1 .3 .3 98.1 Sometimes it is difficult to access my account 1 .3 .3 98.4 Tried to through Navy Federal Credit Union and was to do automatic pay 1 .3 .3 98.7 Was unsuccessful at setting it up 1 .3 .3 99.0 Was working and didn't have check computer 1 .3 .3 99.4 Wife pay bill and easy to keep record, internet might not work on phone 1 .3 .3 99.7 Work on computer don't want to come home and get on computer 1 .3 .3 100.0 Total 314 100.0 100.0 What can District do to encourage paperless? Frequency Percent Valid Percent Cumulative Percent Valid 284 90.4 90.4 90.4 An online orientation about the water usage & how to conserve water 1 .3 .3 90.8 App friendly user 1 .3 .3 91.1 Be more user friendly 1 .3 .3 91.4 Changing my attitude about the online 1 .3 .3 91.7 Cutting edge water research information made available through their website 1 .3 .3 92.0 Develop an app 1 .3 .3 92.4 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 86 Easier access for auto pay/more user friendly 1 .3 .3 92.7 Fix website; processing problem 1 .3 .3 93.0 Have offices closer by us 1 .3 .3 93.3 If it were on my statement and info online 1 .3 .3 93.6 If online payment was available through Navy Federal Credit Union would pay on l 1 .3 .3 93.9 Make easier 1 .3 .3 94.3 Make it available 1 .3 .3 94.6 Make it easy 1 .3 .3 94.9 Make it more easily to speak with someone 1 .3 .3 95.2 Make it more user friendly 1 .3 .3 95.5 No internet service 2 .6 .6 96.2 No jobs for people that's why I prefer to pay in the mail 1 .3 .3 96.5 Offer some senior discounts 1 .3 .3 96.8 Over the phone is better because sometime don't have internet signal 1 .3 .3 97.1 Send text messages to cell phone with easy payment available 1 .3 .3 97.5 Send text reminders for bill pay 1 .3 .3 97.8 The ability to make changes to the amount paid 1 .3 .3 98.1 The way I do it is easier 1 .3 .3 98.4 To be available 1 .3 .3 98.7 To make more computer friendly 1 .3 .3 99.0 We don't have internet 1 .3 .3 99.4 We have no computer 1 .3 .3 99.7 Whatever reduces the cost for the company which would reduce the cost for payers 1 .3 .3 100.0 Total 314 100.0 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 87 Other outdoor conservation actions undertaken Frequency Percent Valid Percent Cumulative Percent Valid 293 93.3 93.3 93.3 Artificial grass, removed water pond, we plan to start collecting rain water 1 .3 .3 93.6 Brick and cement 1 .3 .3 93.9 Bubbler on the plants 1 .3 .3 94.3 Cement 1 .3 .3 94.6 Cement for parking maybe 1 .3 .3 94.9 Cement in backyard 1 .3 .3 95.2 Cement instead of grass 1 .3 .3 95.5 Concrete pool 1 .3 .3 95.9 Desert setting 1 .3 .3 96.2 Garden 1 .3 .3 96.5 Grass area is very small 1 .3 .3 96.8 I put concrete where part of my lawn used to be 1 .3 .3 97.1 Less plants 1 .3 .3 97.5 More cement less grass 1 .3 .3 97.8 Pavers 1 .3 .3 98.1 Replacing with concrete 1 .3 .3 98.4 turf to pavers, don't plan on doing anything else 1 .3 .3 98.7 unsure grass is dying 1 .3 .3 99.0 waiting for rain to bring back my grass 1 .3 .3 99.4 we do not water plan to use stones 1 .3 .3 99.7 zero scaping 1 .3 .3 100.0 Total 314 100.0 100.0 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 88 Barriers to taking outdoor conservation actions Frequency Percent Valid Percent Cumulative Percent Valid 287 91.4 91.4 91.4 Area is too small and artificial is too hot and rough for child's play 1 .3 .3 91.7 Backyard is concrete 1 .3 .3 92.0 Because I rent 1 .3 .3 92.4 Because I'm renting and cost 1 .3 .3 92.7 Because renting landlord won't allow 1 .3 .3 93.0 Big back yard 1 .3 .3 93.3 Everyone's grass is brown like mine so i don't see the point in investing 1 .3 .3 93.6 Getting ready to move 1 .3 .3 93.9 Grass area too small 1 .3 .3 94.3 I don't just don't because it just might die out again 1 .3 .3 94.6 I might sell my home 1 .3 .3 94.9 I'm lazy 1 .3 .3 95.2 It's not our yard renting 1 .3 .3 95.5 The grass we currently have cost us a lot of money. 1 .3 .3 95.9 We are renters 13 4.1 4.1 100.0 Total 314 100.0 100.0 Other mandatory restrictions actions Frequency Percent Valid Percent Cumulative Percent Valid 298 94.9 94.9 94.9 A tank-less water heater 1 .3 .3 95.2 Appliances 1 .3 .3 95.5 Aware of extra flushing of toilet 1 .3 .3 95.9 Covers pool; use paper plates 1 .3 .3 96.2 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 89 Don't flush my toilet all the time 1 .3 .3 96.5 Don't let the children play in the water 1 .3 .3 96.8 Grass died dirt 1 .3 .3 97.1 Kids take shower instead of baths 1 .3 .3 97.5 Less flushing 1 .3 .3 97.8 Never home in the navy 1 .3 .3 98.1 No baths, waters garden less, different ways to wash clothes and dishes 1 .3 .3 98.4 Not washing car with hose, not flushing urine, just watering plants 1 .3 .3 98.7 Wash the car with buckets rather than hose 1 .3 .3 99.0 Water bottle in toilet 1 .3 .3 99.4 Water displacers in toilet 1 .3 .3 99.7 When washing car using water restricted hose nozzle 1 .3 .3 100.0 Total 314 100.0 100.0 \\ Other opposition to desalination Frequency Percent Valid Percent Cumulative Percent Valid 299 95.2 95.2 95.2 Don't harm sea life and environmentally friendly 1 .3 .3 95.5 Don't like money leaving the state 1 .3 .3 95.9 Don't want to deal international company 1 .3 .3 96.2 Get capital gain here, better to invest in US 1 .3 .3 96.5 Have to look into some other options 1 .3 .3 96.8 I don't know what the outcome will be 1 .3 .3 97.1 Otay Water District Rea & Parker Research 2015 Customer Opinion and Awareness Survey October 2015 90 I don't know where the waste will be going to 1 .3 .3 97.5 Inefficient and there better methods 1 .3 .3 97.8 Makes me nervous having international company dealing with my water 1 .3 .3 98.1 Taking water from sea animals 1 .3 .3 98.4 They are planning to use the money to support building more condos 1 .3 .3 98.7 They need to do the extensive research because it is very detrimental to sea life 1 .3 .3 99.0 Unless it stops raining completely for a significant period of time 1 .3 .3 99.4 What will happen to sea life? 1 .3 .3 99.7 Would be more comfortable with it being in the US 1 .3 .3 100.0 Total 314 100.0 100.0 Date Event Host Location Notes January or February (TBD) Public Official Recognition Reception MABPA TBD February (TBD)GMIA Community Forum Speakers Grossmont - Mt. Helix Improvement Association TBD Date and location vary each year; Last year held on Feb. 21. Event features Otay speaker and display table. Friday, Feb. 22 Installation Dinner Chula Vista Chamber The Venue in Eastlake, 871 Showroom Pl #104, Chula Vista, CA 91914 Table or seats Saturday, Feb. 23 “East County Honors” Annual Awards Gala: A Masquerade Ball East County Chamber Courtyard Marriott, El Cajon Participation TBD Saturday, April 6 South Bay Earth Day City of Chula Vista Chula Vista Bayside Park & Marina 980 Marina Way Chula Vista, California 91910 Date could change. Saturday, April 27 Spring Garden & Butterfly Festival Water Conservation Garden Water Conservation Garden Date could change. Thursday, May 10 Safety Officer Appreciation Dinner Spring Valley Chamber of Commerce and Kiwanis Club Trinity Church - Williams Hall, 3902 Kenwood Drive, Spring Valley (TBD) Sponsored dinner table and displayed table with outreach material Saturday, May 18 or Sunday, May 19 Agency Customer Appreciation Day Water Conservation Garden Water Conservation Garden Date could change. Events (2019) Attachment E May or June Its How We Live Spring Valley Health Fair County of San Diego Department of Parks and Recreation Spring Valley County Park 8735 Jamacha Blvd, Spring Valley, CA 91977 Date changes but usually held in May or June. June Congressional Luncheon SD Regional Chamber TBD Table or seats Tuesday, Aug. 6 National Night Out Rancho San Diego's Sheriff Station Target Parking Lot, 2911 Jamacha Rd., El Cajon, CA 92019 Date confirmed Saturday, Aug. 17 Chula Vista HarborFest City of Chula Vista Bayside Park, Chula Vista Date could change. September Women's Leadership Luncheon East County Chamber TBD Participation TBD September Annual Elected Official Reception South County EDC TBD September 29th Annual Economic Summit South County EDC TBD Table Tuesday, Oct. 1 East County Manufacturing Expo East County EDC Allen Airways Flying Museum, 2020 N Marshall Ave, El Cajon, CA 92020 Date could change. Saturday, Oct. 5 Annual Spring Valley Fiesta San Diego County Library & Spring Valley Branch Library Spring Branch Library, 836 Kempton St., Spring Valley, CA 91977 (TBD) Saturday, Oct. 5 Casa de Oro Fall Festival Casa de Oro Alliance Spring Valley Academy, 3900 Conrad Drive, Spring Valley, CA 91977 We alternate events. Mostly likely be attending Spring Valley Fiesta in 2019. Sunday, Oct. 13 Jamulfest St. Pius X Catholic Church St. Pius X Catholic Church Date could change. Saturday, Nov. 2 Autumn Fest & Plant Sale Water Conservation Garden Water Conservation Garden Date could change. October or November Annual Dinner & Awards Ceremony Otay Mesa Chamber of Commerce San Diego Country Club Sponsored display booth with outreach material. Date changes but usually held in October or November. Table or seats. December 4th Annual Holiday Party Spring Valley Chamber TBD Participation TBD Saturday, Dec. 7 Chula Vista Starlight Parade City of Chula Vista and Third Avenue Village Association Chula Vista Third Avenue Date could change.