Masterclass Customer Insight. Samantha McGrady Deputy Chief Executive, HouseMark

Transcription

1 Masterclass Customer Insight Samantha McGrady Deputy Chief Executive, HouseMark

2 Session outline A bit about HouseMark Profiling and insight definitions Why insight is important drivers and benefits HouseMark s approach TSA toolkit on Tenant Insight Hand over to Claire..

3 Jointly owned by two not for profit organisations trade body and professional body Committed to working for, and with, the social housing sector to improve performance and efficiency.

4 What is HouseMark? HouseMark is a membership-based organisation helping the social housing sector to improve performance and achieve value for money We provide: Benchmarking compare cost and performance with others Good practice thousands of online case studies and other good practice materials; newsletter; interactive forum Consultancy value for money, tenant insight, performance management, workshops, tenant powered performance etc. Accreditation ASB and Complaints Collective procurement via our subsidiary Procurement for Housing

5 Why HouseMark? Data experts Housing experts Worked with more than 20 landlords in last 2 years on tenant insight One of very few insight services providers to the sector Partnerships with external data providers Joint authors of TSA good practice publication Tenant Insight a toolkit for landlords

6 Profiling and insight definitions (1) This is new territory for much of our sector Terms are easily confused so what s the difference? Profiling: Collecting, analysing and segmenting information about customers; includes demographics, needs & behaviours, attitudes, lifestyles and aspirations On its own it won t give you insight!

7 Profiling and insight definitions (2) Insight: Subsequent use of this information to understand how to communicate with customers, design services to meet their needs and expectations, mount early intervention campaigns around problem issues etc Not an end in itself but a trigger for action Helps you achieve your outcomes

8 Drivers for profiling and insight Cultural shift in society - rules/rights culture to a service culture (private sector lead) Adding value - rising customer expectations Value for money - targeting and maximising resources Regulation customers at the heart of service design and delivery (regulatory standards) Tenant scrutiny what do your tenants want and need? Good business sense provide services which are wanted

9 Benefits of insight Better customer experience Get to know your customers - focus on things that really matter to people Develop appropriate new products and services for particular groups What customers experience is relevant to them Services are delivered in the right way at the right time Greater efficiency Limited resources can be targeted more effectively Identify where to save money with minimal impact on the customer Target research/communications at the groups you really need to understand

10 HouseMark s approach - strategy Start with a strategy systematic and embedded approach Leadership Desired outcomes Link to corporate objectives Cross organisation or service focused? One-off or ongoing? Resources (but remember VFM) An action plan Communications internal Communications tenants Influencing

11 HouseMark s approach data (1) What data? basic tenant information survey/satisfaction information targeted focus group feedback customer journey maps rent arrears, repairs, ASB information, etc. other information (communication needs, vulnerability, diversity)

12 HouseMark s approach data (2) Capturing data: have you a co-ordinated approach to this? what info have you already got? what is it you need consult? are there any performance targets on the quantity and quality of the information you are collecting? using customer relationship management (CRM) software Storing data: is the data stored in one place? is it easily accessible? Can it be manipulated?

13 HouseMark s approach data (3) Updating data: is there a systematic approach to this? are staff and customers incentivised to collect and provide information is the information you are collecting still relevant? Using data: do staff understand how to use data to achieve your outcomes and objectives? are there sufficient analytical skills to do this? can reports be easily accessed and tailored for the needs of staff? are you monitoring whether you are achieving your outcomes?

14 HouseMark s approach data (4) External data: Use alone or with your own data External data, linked to individual property, is used to infer certain characteristics Gives us a much broader understanding of customers Data already in the public domain eg. national crime stats, hospital admissions stats, educational attainment stats, census, etc No Data Protection issues as none of it is personal data Accuracy ranges, but generally at least 90% accurate

15 HouseMark s approach - evaluation Continuous improvement cycle plan, act, check Did activity on profiling and insight help achieve desired outcomes? If not, why not? Blockages, what didn t work If yes, what can be learnt and applied elsewhere? What s the next project? Learn from others!

16 TSA Toolkit HouseMark and CIH commissioned in March 2010 to produce toolkit on tenant insight in the sector Considerable research and sector consultation Toolkit published electronically on TSA, HouseMark and CIH websites Worth a good look! Covers all today s issues and more, in detail Loads of good practice examples

17 What s in the toolkit? Designed to help all types of provider Written to offer a menu approach pick & mix Includes: checklists, ideas for action and self assessment questions Incorporates the following building blocks: 1. Create the right culture 6. Understand the information 2. Set your objectives 7. Use insight to take action 3. Consider what information you need to collect 4. Review what information you already have 8. Assess the impact 9. Embed your approach 5. Collect additional information

18 Case studies Data collection One Vision, Blackpool, Stonewall Using data for rent collection improvement Nottingham City Homes, Barnet Homes, Golden Gates Housing Segmentation Bromsgrove Local offers Town & Country Housing, Great Places TSA toolkit has many, many more!

19 Further information Tel

20 Interactive discussion What type and how much data do you hold? How do you collect and keep it up to date? What do you actually DO with it? Have you undertaken any insight or profiling work? Was it for a specific project? Did you achieve your aims/objectives? How do you think insight can help with the following (working in groups): Customer communications Managing rent arrears and maximising rental income Improving repairs efficiency