Are we answering the right questions? Improving CCR communication

Preliminary studies indicate that Consumer Confidence Reports (CCRs) may not be providing people with the water quality information that they want and can understand. Studies of risk perception and communication suggest that CCRs could be more effective if water suppliers asked its customers about their concerns before issuing a CCR and were allowed to respond to them in the report. The author proposes that rather than continue with the one-way communication supported by the CCR, utilities should routinely engage their customers in a dialogue about customer questions and concerns. Perceptions of risk, particularly from taste and odor problems, cannot be dismissed. Individuals' perceptions of risk are influenced more by what they experience than by what utility personnel or CCRs tell them. Address ing taste and odor problems through voluntary self-assessment and improved treatment and distribution will help utilities reduce the public's perception of risk and build the trust that is essential to communicating effectively with their customers. Historically, water providers have not placed a priority on creating regular opportunities for communication with consumers. Ongoing dialogue, however, is useful for both utilities and their customers because it can clarify misunderstandings, allow for feedback, and communicate important information. Many utilities have valid concerns about the efficacy of the CCR. This article offers guidelines for turning the CCR into a vehicle for gaining support and educating consumers, effectively improving the process without necessitating revision of the CCR regulations.