Nudging customers in an Omni-channel

worldTracey Elliott, Project ManagerJonathan Creaser, Head of ICT

Who we are

• The RHP Group is made up of two registered social landlords – parent association RHP, and Co-op Homes, based in Teddington.

• We own and manage over 10,000 properties in South West London.

• We are focused on providing excellent customer service.

Recognition

Awarded Employer of the Year at the European Call Centre & Customer Service Awards 2013.

Best Companies and The Sunday Times celebrate the best workplaces in the UK.

RHP was voted No.5 in 2012.

RHP has been awarded the Investors in People (IIP) Gold accreditation, meaning we are in the top 1% of the 25,000 companies who have IIP

status.

Our customers and their future housing needs #1

• Part of strategic review Demand for re-housing, including type of

housing required from existing customers. Levels of under-occupation and over-crowding. Income/benefit levels of customers. Assessment of how much existing customers

can afford to pay for housing. Identification of the main housing issues and

concerns of current customers.

Our customers and their future housing needs #2

• The simple story Demand for affordable housing continues to

exceed demand. Over 400 children will turn 18 in next 5 years. 23 households were identified as seriously

over crowded. 450 households affected by the ‘bedroom tax’. 1 in 3 households do not have anyone in

employment.

Our customers and their future housing needs #3

61% of our tenants receive full or partial HB. The majority of our tenants will never be able

to afford to move out of social housing. 1 in 5 customers are currently in rent arrears. 1 in 10 customers do not have a bank account.

Our customers and their future housing needs #4

• Four key themes Condition of property. Quality of caretaking and grounds

maintenance. Living safely. Concern about not being able to afford homes

with planned benefit changes.

Our customers and their future housing needs #5

• Changing landscape Relationship with customers. Communication with customers. Reliance on digital channels as a method of

communication. Requirement for technology skills.

Video #1

http://vimeo.com/85448717

The self-service platform #1

• Microsoft Dynamics CRM 2013 Simplify – simplify and standardise our

processes for contact management, ensuring a consistent outcome every time for all our customers.

Improve – replace our out-dated contact management and case management system to enhance customer service delivery and improve the experience of our customers as well as give ourselves the right tools to do the job more easily.

Accomplish – be customer and industry recognised for customer service excellence.

The self-service platform #2

Our self-service journey2003 Payments, rent statement, logging of complaints and

repairs.

2005 View repairs and complaints history.

2011 Repairs booking.

2012 Homechoice - Choice based lettings, Fire risk assessments, Gas servicing booking.

2014 My Home Online - view of what’s happening in next 5 years.

2015 Website refresh.

Video #2

http://vimeo.com/85450835

Making RHP easy to do business with #1

• Our 5 year corporate strategy Omnichannel is inextricably linked to our

business. To be the best service provider in the UK

means being easy to do business with.

Making RHP easy to do business with #2

Making RHP easy to do business with #3

Currently we receive a lot of contact that is of no value to our customers and no value to our business.

Inefficiency is the biggest reason for preventable, valueless contact.

We need to first ensure our existing systems are easy to use in order to successfully reduce inefficient contact.

Customer behaviour and expectations are shifting to digital first for transactional contact.

Webchat and Mobile apps are growing channels for customer service.

Making RHP easy to do business with #4

Offering alternative contact channels would provide customers more choice and convenience.

Mobile internet channels best suit our customers’ preferences and access.

Many businesses are seeing significant savings by shifting to online self-service.

By shifting transactional contact to online RHP could reduce staffing costs and increase time to handle valuable contact.

Making RHP easy to do business with #5

One-point data entry and view is multi-use and accessible to all

employees and customersCustomers only give us information once;

employees record and view all information in one place .

We’re consistently trusted and seamless across all channels

Our tone of voice, service style, and process efficiency is consistent across the end-to-end

customer experience.

We proactively eliminate valueless contact

We identify contact causes that are of no value to our customers or RHP and take proactive

action to eliminate these .

Our preferred channel is also our customers’ preferred channel

Customers benefit from the channel we nudge them to, and they understand why we’ve done

that.

Our default offering is self-service for transactional contacts. We will

offer personal service for complex issues

Complex issues are those where an investment, decision process or policy is needed.

We’re constantly building relationships with our customersWe’re always using the information we gain

about our customers to tailor their experiences to suit them.

1 2 3

4 5 6

Making RHP easy to do business with #6

• Challenges e-first mentality (converting employees and

customers to digital). Getting more customers online. We answer the phone very quickly! Why go

online? Developing social media. Big investment and having the resources to

build the platforms and put together the content – for instance, Video.

Rapidly changing landscape. External environment – Universal Credit.

Video #3

http://vimeo.com/85475140

Questions

AQjonathan.creaser@rhp.org.uk

tracey.elliott@rhp.org.uk

@RHP_UK