digital engagement and insights in a housing association
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
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
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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
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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 – 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