Scottish Water is launching a major consultation this week on proposals for the future of its services.
Its customers will be asked for their opinion about future charges and the extent to which they would want better services in return for paying more, as well as about action to protect water supplies from service interruptions and reduce flooding.
The consultation document will outline potential opportunities and challenges such as climate change, population movement and developments in science and technology, the publicly owned company said.
It also includes measures that could be taken to maintain high-quality drinking water, protect and enhance the environment and support the economy.
Scottish Water's finance director Douglas Millican said: "It's absolutely essential that Scottish Water considers some of the challenges that could present themselves to the water industry in the years ahead.
"The full impacts of climate change and population movement may be uncertain at this stage, so we need to think now about the steps we might need to take to ensure services are reliable, resilient and able to stand the test of time.
"We put customers at the heart of everything we do which is why we are launching a three-month consultation - the biggest in our history - giving customers the chance to help shape the future delivery of water and waste services in Scotland.
"We want to build on the successes of our first decade with drinking-water quality in Scotland, environmental compliance and customer service satisfaction now at their highest-ever levels."