Rebecca McGuinness, Customer Insight Officer. experience

Transcription

1 Title: Meeting: Date: Author: Summary : Customer Insight Strategy Area Boards 18, 19, 25 and 26 November Rebecca McGuinness, Customer Insight Officer The customer insight strategy aims to achieve the following outcomes: 1. EKH is driven by customer satisfaction 2. Our services are designed around customer experience 3. We know and understand our customers better, enabling us to identify and respond to the challenges our residents face 4. We capture the widest range of customer views which enables us to make intelligent, improved decisions based on evidence 5. Customer insight is part of the culture of the organisation ensuring services continue to improve Recommendation(s): Area Boards are requested to consider and comment on the strategy. Legal/regulatory This strategy has been developed in line with the required considerations: outcomes of the Tenant Involvement and Empowerment standard (Regulatory Framework for Social Housing April 2012).

2 1. Introduction 1.1. East Kent Housing (EKH) is committed to putting residents at the heart of everything we do. We want to use customer satisfaction to drive our business forward and deliver customer-focused services built on providing a great customer experience The Regulatory Framework for Social Housing April 2012 sets out the standards all social landlords should meet and is underpinned by the principles of co-regulation. Co-regulation is about landlords and tenants working together to design and deliver services to meet local needs. One tool which can help us to achieve this is Customer Insight. 2. Definitions Some definitions you might find helpful when using this document: 1. Customers and Residents individual or groups of tenants and/or leaseholders who use or access our services 2. Customer Experience the total of all the experiences a customer has of EKH 3. Expectation what residents expect from our services 4. Feedback reactions to our services from our customers 5. Perception what residents think about the services they currently get 6. Tenant profiling collecting and reviewing information about the characteristics of our residents 3. What is Customer Insight? 3.1. Customer insight is the use of data and information about our residents to develop a comprehensive understanding of their needs and expectations and applying this understanding to develop customer-focused services which demonstrate value for money Customer Insight is not the end result but a call to action. Customer Insight can be used to inform strategy and policy, to allocate resources, to manage performance, to market services, to change behaviours and to inform service design. 4. Our 2020 vision 4.1. The Customer Insight strategy supports the vision we want to achieve by 2020: Trusted by our residents, the Council and our staff to deliver a great and reliable service By 2020 we will understand our customers better and our business will be driven by customer satisfaction and a shared commitment to continually improve customer experience. 2

3 5. The challenges facing our residents 5.1. With the changes to welfare benefits and other challenges facing our residents it is vital that we know who our customers are and understand their needs We need to be able to identify those customer groups living in our homes that are or will be affected to enable us to help them respond to the challenges they face and target additional support at those who need it The Customer Insight strategy compliments and supports the delivery of our Welfare Reform strategy. 6. Our Customer Insight Strategy: Sets out our desired outcomes to reach our 2020 vision for customer insight Outlines the actions we need to take to achieve those outcomes* *Although actions are outlined here, some actions will need to be project based, supported by an in depth project brief. 7. How our engaged tenants have been involved in the strategy 7.1. At our first Engaged Tenant conference held in March 2015 tenants attended a presentation about Customer Insight and the benefits of using insight to help shape services At the second conference held in September engaged tenants took part workshops to learn about different customer insight tools and agree the top 3 customer insight priorities to support engaged tenants in their monitoring, scrutiny, and consultative activities: 1. Capturing customers experience of our services 2. Knowing who our residents are and understanding their needs 3. Measuring customer expectation 8. Desired outcomes and what success looks like 1. We are driven by customer satisfaction We listen to feedback from our customers and respond by providing better services. 2. Our services are designed around customer experience We use information about our customers to design services that get it right. 3. We know and understand our customers better We are able to help our customers respond to the challenges they face. 4. We capture the widest range of customer views We make intelligent, improved decisions based on evidence. 5. Customer insight is part of the culture at EKH Our staff and engaged tenants recognise and embrace the benefits of customer insight, using insight to ensure services are fit for purpose and continue to improve. 3

4 9. Customer Insight Infographic Our customer insight infographic supports the strategy by setting out our key outcomes in an easy to read, engaging format. The infographic can be used to help staff, residents and other stakeholders understand the benefits of customer insight and how we re going to use it at East Kent Housing. 4

5 Customer Insight Action Plan Outcome 1. We are driven by customer satisfaction Our services are designed around customer experience We know and understand our customers better Action Review and improve the way we measure tenant and leaseholder satisfaction across the organisation Identify key indicators of satisfaction to be measured and reported on an ongoing basis Introduce ways to validate satisfaction data including data collected by contractors on our behalf Introduce qualitative research to complement our quantitative data to provide in-depth insight Review our approach to STAR and work with the councils to develop a more systematic approach Develop an EKH customer satisfaction toolkit Use profiling information to ask satisfaction questions using the communication method customers are most receptive to Identify ways to more effectively store, report and action the data we collect Develop a programme of customer journey mapping (CJM) to identify opportunities for innovation and improvement in service design and delivery Recruit and train mystery shoppers to reality check our services Centralise complaints and improve analysis and ensure learning is used to inform service improvement Explore with residents what right first time looks like Take advantage of the information we already collect about our residents to develop EKH customer profiles to enable us to identify who are customers are Use the single system to identify any gaps in the profiling information we hold Target date

6 4. We capture the widest range of customer views Customer Insight is part of the culture at EKH Take advantage of our interactive relationship with residents (including self-serve) to capture missing information Use profiling data to identify trends (in satisfaction, complaints etc.) to ensure services are fair and accessible to all Investigate ways to measure what resident s expect from our services (against what they think about the services they currently get) to help prioritise areas for improvement Develop ways to take advantage of our interactive relationship with residents to capture feedback Use CJM to identify the most appropriate points to collect customer feedback Investigate new technologies/methods for capturing data to ensure we engage all groups Develop ways to capture and make the most of the knowledge our staff have about our residents (and their opinions of our services) to identify improvements and inform service design Centralise CI activity to ensure consistency, reduce the risk of survey fatigue and to make sure feedback from our residents is used in meaningful ways Develop a customer insight report to ensure feedback from residents is an integral part our monitoring, scrutiny and service design arrangements Educate staff, residents and stakeholders about the benefits of using insight to shape services Develop an EKH CI toolkit to help support staff, engaged tenants and other stakeholders to use insight to monitor and improve services 6