Utilities need to increase water rates for many reasons, including outdated or deteriorating infrastructure, increasingly stringent codes and standards for water-using fixtures, and the combination of changing weather patterns and growing population. Given the documented relationship between business profitability with customer satisfaction, the development of a customer-centered culture by water
... [Show full abstract] utilities could be considered as part of their fiscal management strategy. The relationship between customer satisfaction and electric utility financial performance has been well-documented, as is the relationship between energy efficiency programs and customer satisfaction. Because of this, it is possible that providing water conservation programs could serve as a cornerstone for customer satisfaction efforts. To examine this hypothesis, the author researched a set of rate increase case studies across the United States to assess any impacts – beneficial or adverse – of customer satisfaction and water conservation programs on the success of those rate increase efforts. This paper presents two key findings. First, given the importance of customer satisfaction in water utility management, the water industry as a whole needs more investment in customer satisfaction research. Second, the anecdotal evidence suggests that water conservation can play a role in shaping customer satisfaction and acceptance of rate increases, though this may be limited to relatively water-scarce areas where water reliability, as opposed to quality, is of paramount public concern.