Digital Engagement and Insights in a Housing Association

Post on 09-May-2015

178 views 0 download

description

The Chartered Institute of Housing ran an event on using tenant insight and customer profiling to drive organisation's business strategies (31 Jan 2014). I presented a session on how the digital layer sits on top of traditional "segmentation and insight" studies.

Transcript of Digital Engagement and Insights in a Housing Association

ONLINE ENGAGEMENT & CUSTOMER PROFILING

Jayne HilditchCorporate Services Director

CUSTOMER PROFILING : 2010

ADDING A DIGITAL LAYER: 2013 +

CUSTOMER PROFILING : 2010

PROFILING IN 2010 : SEGMENTATION EXERCISE

One size fits allIndividually

tailored servicesServices tailored

by segment

Cost Satisfaction Cost Satisfaction Cost Satisfaction

APRIL 11, 2023 5

APRIL 11, 2023 6

HEALTH WARNING:

BEWARE THE LABELLING

THE CLUSTERS :

Full Time Singles

Full Time Families Older

Carers & Unable to WorkStruggling Singles

Struggling Families

Poorly Understood

Category Full Time Unemployed Lower Income Not working Excluded Total

Young Adults No Kids 110 197 107 33 30 477Young Family 231 484 199 31 36 981

Middle Aged No Kids 350 234 152 133 35 904

Middle Aged Family 141 179 117 31 11 479

Older 112 96 89 325 22 644Multiple Generations 272 230 122 19 4 647

Excluded 9 8 7 5 824 853

Total 1225 1428 793 577 962 4985

CUSTOMER ENGAGEMENT & PROFILING : 2013+

There’s a digital layer to add

ONLINE CUSTOMER SERVICES

Customer services

Corporate brochure-ware

ONLINE CUSTOMER SERVICES

Customer services

Corporate brochure-ware

ONLINE CUSTOMER SERVICES

So good that people choose to use them.

Real time dataRent & service chargesMake a paymentRepairs: reporting, progress, historyCommon parts repairs alertsUpdating contact details

APRIL 11, 2023 12

APRIL 11, 2023 13

IF THERE’S DATA, LETS USE IT.

IF THERE ARE JUST OPINIONS, LETS USE MINE.

ONLINE CUSTOMER SERVICES: INSIGHTS

We need to IF and HOW people are using it.

So we can iterate and keep improving the service

ONLINE CUSTOMER SERVICES: INSIGHT DATA (1/2)

▸How many sign up?

▸How many use it after sign up?

▸How frequently do people log in?

▸How long do they spend on the site?

▸What are the user journeys like?

▸Are the exit points what we expect?

ONLINE CUSTOMER SERVICES: INSIGHTS DATA (2/2)

▸Mobile or fixed device?

▸What browsers are used?

▸What time of day?

▸Social-shares

▸Phone call volumes

COMMUNICATION AND ENGAGEMENT

FACEBOOK – THE STORY SO FAR…

▸One TVH page▸Daily posts – mix of announcements, fun, local alerts▸Monitored 9am – 5pm▸Led by Community Engagement Team

FACEBOOK

FACEBOOK – THE STORY SO FAR…

▸Engagement – but not enough yet.▸Challenging Qs – which we’ve answered.▸Service requests – which we’ve re-routed▸Feedback – which we’ve enjoyed.▸And some that we haven’t : some abusive

personal attacks – which we’ve blocked

FUTURISING: CUSTOMER SERVICE IN PUBLIC

FACEBOOK…. IN THE PIPELINE

Pilot: Pages for our bigger NHS accommodation schemes

▸ Relevant for the customer

▸ More interaction

▸ “Please like our page”. So what?

▸ The effect of Edge Rank

THE FACEBOOK INVERSION?

Please like our page

(why should I? WIIFM?)

✔We like your page

Support local community anchors to set up their own

facebook pages that the Landlord interacts with.

THE FACEBOOK INVERSION ?

▸Real, authentic,▸Bottom up, not top-down▸Skills development in communities: tech,

community organisers▸Skills development for HAs: online

communities

FACEBOOK… WHAT NEXT ?

FACEBOOK… CRYSTAL BALL GAZING

▸Look to the kids language: “facebook me” ▸The facebook phone – making voice calls▸Updating contact details:Mobile phoneEmail Facebook Twitter~ Landline

MOBILE, MOBILE, MOBILE

DIGITAL EXCLUSION…

FINAL THOUGHTS (1/2)

▸The old clusters are still real & useful▸There’s a new digital layer to add▸Digital layer focus on trends; not stored in customer records▸Data trumps opinion

FINAL THOUGHTS (2/2)

▸Mobile, mobile, mobile▸Facebook: Its not about liking our page.▸WIIFM▸Don’t forget the Cuttleslowe Wall : Digital Exclusion