Aqua America Targets Water Utility Customers in Multiple Markets with Customizable Welcome Kit

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Aqua America water utility uses redesigned welcome kit package from Level One to reduce inventory waste and adapt customer communications to state-by-state compliance requirements.

Aqua America Inc. now provides customized communication to new customers with a personalized Welcome Kit that can be adapted to each market and printed on demand. Level One, a document management and business process outsourcing company, created the special kit program for Aqua America and handles all data integration, production, printing and fulfillment.

“This is the first communication we have with our new customers, and it’s important that it looks professional and presents our brand consistently. We want customers to think of us as part of their communities, and sending an attractive, personalized kit with the exact information a customer needs helps make that happen,” said Aqua America National Customer Service Manager, Susan Chambers.

Aqua America supplies water and wastewater management services to approximately three million customers in 12 states. As a regulated utility, the company is required to inform new customers of their rights and responsibilities. Because compliance requirements vary from state to state, a number of different regulatory documents must be provided to customers based on their location.

The company turned this requirement into a communication and branding opportunity with a new Welcome Kit. Every customer receives a custom welcome package with information specific to their account and state. In addition to required content, such as rights and responsibilities, the package includes a welcome letter; customer service and emergency contact numbers; a sample water bill with explanations, payment options and locations; and conservation tips.

New Approach: Efficient, Economical

This compact, customized kit replaces stacks of folders and documents that previously had to be maintained, stored, and organized by state. With 80,000 new customers annually across a dozen states, it was difficult for Aqua America to anticipate how many sets of documents they would need for each market, and impossible know which would need to be reprinted to accommodate changes in state regulatory requirements. Before, changes meant revising and reprinting documents, and outdated materials were discarded.

Aqua America’s new approach eliminates storage needs and wasted inventory. “We wanted to make the process easier and more efficient without adding costs,” said Chambers. “We turned to our fulfillment vendor, Level One, to streamline and improve the way we managed getting information to new customers.”

Aqua America and Level One collaborated on a more efficient Welcome Kit. In less than eight months, they went from initial idea to customer delivery. The smaller, self-contained booklet holds more information than its predecessor. Instead of multiple folders containing separate preprinted components, the revamped package is a single document printed on demand. Any updates are handled simply and automatically using Level One’s content management system. Level One handles the process from start to finish: updating kit content based on location, collating the changes, then printing and mailing the packages.

Customized Kit: Smaller Package, Bigger Savings

“The system is faster and far more efficient now,” said Bill Kephart, Aqua America National Customer Billing Manager. “It’s flexible, hassle-free and more attractive than the old package. We can provide more information to customers and produce the new kit without adding costs.”

Storage of printed materials is no longer necessary, nor is there a need to discard outdated copies. The self-mailer has the address printed on the back cover, eliminating the cost of a pre-printed envelope. The package is smaller and lighter, reducing printing and postage expense. The new kit is also more environmentally friendly, an important consideration for a water and wastewater management utility. To learn more about how the Level One New Customer Welcome Kit improves and simplifies new customer communications, visit

[Note to Editor: The full version of this case study and a supporting before/after graphic are available upon request.]

About Level One Inc.
Level One, headquartered in Malvern, Pennsylvania, delivers expert document management and business process outsourcing solutions that result in significant savings of time and money for its customers. The company helps utilities, banks, credit providers franchises and other businesses streamline processes, improve service levels, increase customer satisfaction, ensure quality, mitigate risk and reduce costs. Level One’s core competencies include paper and e-billing and e-payment solutions and seamless integration of paper and electronic billing and payment processes. For more information, visit

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Carro Ford
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