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Waverly Utilities survey: overall satisfaction rises; price and internet remain top concerns
Summary
Consultant Chelsea Morrison presented the results of a 402-respondent customer survey showing higher satisfaction with customer service and technicians, steady overall perception (4.42/5), strong use of Waverly internet, and low support for renewable bill increases.
Chelsea Morrison, a consultant with University of Northern Iowa Strategic Marketing Services, presented the 2025 "Voice of the Customer" survey to the Waverly Utilities Board of Trustees, reporting a statistically valid sample of 402 completed responses and several increases in satisfaction compared with past surveys.
Morrison said the survey sampled 2,000 randomly selected households plus 500 additional contacts targeted to ages 18–39, and included an online option. "This is our sixth time, I believe, conducting this survey for you guys," she told the board. She said results were weighted to match Waverly's age demographics to avoid skewing older.
The survey found overall satisfaction with Waverly Utilities at 4.42 on a 5-point scale, with office staff ratings rising to 4.59 and technician service attributes near 4.7–4.8. Morrison said the highest-rated attributes were outstanding electric reliability, being a locally owned utility, and prompt responsive customer service.
On communications, respondents preferred the Waverly Utilities newsletter or email for news and service updates; roughly one-third preferred social media. Morrison said approximately 93 percent of respondents reported having internet service at home, primarily from Waverly Utilities, and that Waverly outperformed competitors on tech-support attributes such as knowledge and responsiveness.
Cable and paid-TV use continued to decline: just over 60 percent reported paid TV at home, a slight drop from 2023, while streaming providers rose to roughly half of all respondents. Among households not using Waverly cable, cost and channel lineup were the most frequently cited reasons for not subscribing.
Morrison presented responses on renewable energy and climate concern: fewer than half of respondents said they were concerned or very concerned about climate change, a decline from the prior survey. Support for adding renewable services declined as monthly-bill increases were proposed; Morrison said support dropped sharply when a hypothetical bill increase reached 10 percent.
Board members asked staff about outreach and next steps. Jen (staff member) said the utility will share the report with employees and post it to the website; Morrison recommended caution when interpreting small-sample comparisons among some provider groups.
The survey report included recommendations the board may use in communication planning—emphasizing the newsletter and email channels, highlighting customer-service training successes, and noting limited customer appetite for renewable programs that increase monthly bills. The consultant said younger respondents showed greater interest in apps for managing internet usage and home monitoring services.
Chelsea Morrison concluded by thanking the board and offered to follow up on specific subgroup data requested during the meeting.
