Abstract
Water utilities need to get into their customers' heads to win their hearts and minds.The water industry needs to develop a public information program that effectively publicizes its efforts to maintain a safe water supply. To do this, the industry needs to know the needs of its customers. Customers are motivated by concerns about health, good value for price, service, and the environment. As groups they may lobby for federal protection when the need is felt, and as individuals they may simply switch their allegiance to bottled water. Although they are overloaded with information, they remain interested in information relating to personal and public health. The industry needs to give customers information that meets their substantive and emotional needs. Asking them is the best way to determine what this information is.
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