The utility sector has long been characterised by complex processes and lengthy approval times. For many companies, customer experience has taken a backseat to operational efficiency. However, when regulatory pressure meets innovative thinking, transformational change becomes possible.
At the 14th edition of the Vynners Community Masterclass, Rory Davidson, Growth and Strategy Manager at Affinity Water, revealed how his company revolutionised their customer connection process using video intelligence, delivering immediate value to customers while streamlining internal operations.
The Regulatory Catalyst for Change
In 2020, Ofwat introduced the D-MeX (Developer Measure of Experience) framework, fundamentally shifting how water companies approach customer satisfaction. For Affinity Water, this regulatory change revealed a critical gap in their service delivery.
The existing customer journey faced a turning point. Customers navigated a complex online portal, completed multiple pages of technical information, and endured a 21-day wait for connection quotes. This process frequently required additional back-and-forth communication, creating frustration for customers and inefficiencies for the organisation.
The Video Intelligence Solution
Rather than incremental improvements to existing processes, Affinity Water pursued a different approach. They partnered with Vyn to implement video intelligence that leverages smartphone technology to capture site information directly from customers.
The solution is simple. Customers record a video showing their site, including traffic conditions, road layout, and property details. This visual information is then combined with rich data to generate accurate cost estimates significantly faster than traditional methods.
The value proposition is clear: customers can submit applications without creating accounts, navigating complex forms, or translating site conditions into technical language. As Rory Davidson noted,
“I think about accessibility and innovation. Everybody has a smartphone. So it’s always at the end of their fingertips. And I think for us it’s by utilising Vyn in all the ways that we can as a business. And I know we’re looking to expand it constantly and leveraging that technology.”
Rory Davidson, Growth and Strategy Manager, Affinity Water
The Power of One Video
Successful digital transformation requires careful change management. Affinity Water employed a “gentle, soft rollout” strategy, working closely with us to refine the solution based on early user feedback.
This iterative approach proved essential. Initial feedback revealed that requesting five separate videos created unnecessary complexity for customers. The team quickly streamlined the process to one primary video with an optional additional submission: a change that improved both user experience and operational efficiency.
“Why ask the customer to do 2, 3, 4+ applications when they could just do one? Our kind of our Holy Grail is one application for all your utilities. Just one and done, get it done. Gas, electric. Any utility that you need. Just do one video.“
Rory Davidson, Growth and Strategy Manager, Affinity Water
Measurable Business Impact
The impact of video intelligence has been significant. The results demonstrate the power of customer-centric innovation. Customers now receive realistic cost estimates upfront, including potential expenses for road closures, parking suspensions, and other variables that can reach thousands of pounds. This transparency allows customers to make informed decisions before committing to application fees, improving satisfaction for those who proceed while reducing wasted effort for those who don’t.
The customer feedback tells the story:
“And actually 98% of our customers said they would use the service again, and over 75% of them scored excellent or very good.”
Rory Davidson, Growth and Strategy Manager, Affinity Water
Moving Forward
Reflecting on the journey to achieve faster connections for happier customers, Rory Davidson offered key insights for those considering similar transformations:
- Listen to Your Product Manager or Partner: Trust their expertise — even if they don’t know your business deeply, they bring broad customer insight and proven storyboards from other clients. Use them as a sounding board and lean on their guidance.
- Keep It Simple: Don’t overcomplicate. Complexity delays launches. Simplicity accelerates delivery and reduces development friction.
- Embrace Iteration: Mistakes are okay, they’re part of the innovation process. Launch quickly, learn, and refine based on feedback. Don’t aim for perfection from the start.
- Value Ongoing Collaboration: Innovation isn’t “one and done.” The relationship should be collaborative and continuous, not transactional. Releasing a product is just the beginning—continue improving together.
Missed the action? Don’t worry, we’ve got you! Watch the full event here.
