What can tenant insight help you achieve pdfs/Presentations/Tenant... · 2014-01-13 · Business Intelligence software Welfare Reform Tracker (Qlikview) • –built an application

What can tenant insight help you

achieve Gez Kinsella, HouseMark

23 & 31 January 2014

Content

• Tenant insight - why is it important?

• Making insight work – the steps and the barriers

• The data – what you’ve got, what you need and the gap

• Some examples

Why tenant insight is important?

• Reflects the shift from a rules/rights culture to a

service culture

• Rising customer expectations – adding value

• Localism

• Self-regulation

• Responding to policy – WR, tenure reform

Making tenant insight work?

Tenant Insight –

A Toolkit for Landlords

1.Create the right

culture

2. Set your objectives 3. Consider what

information you need

to collect

4. Review what

info is already

available

5. Collect

add. info

6. Understand

the info

7. Use the insight

to take action

8. Assess

the impact

9. Embed the

approach

The building blocks to success

Turning information in to insight - the barriers

• Capture

• Store & retrieve

• Update

• Use

The challenge of welfare reform - the data

– what's needed?

• Property types, rent levels

• Household composition: • Age

• Children (sex/age)

• Non-dependents

• Benefits/earnings • Including non-dependents

• Other information • Bank accounts

• Internet access

• Communications preferences

The data - what you’ve already got?

• CRM & housing management systems data

• Basic tenant information (eg CORE) – demographics

• Profiling information (communication needs,

vulnerability, diversity)

• Staff and stakeholders knowledge

• External data:

• ONS data

• DWP statistics

• LA – HB departments & other intelligence

• Census, other external data

• Data warehouse

The data - what’s missing?

• Starting from a low baseline

• Data required – not traditionally collected • Household composition

• Income sources

• Bank account

Some examples

City West Housing Trust –

segmentation

• Customers are going to be impacted

differently by WR

• Segmentation – better monitoring/management and

targeting

• Segments: • Arrears behaviour

• Income/expenditure

• Segments integrated into Welfare Reform Tracker

BETTER OFF

TIGHT BUDGET

STRUGGLERS COPERS

Arrears behaviour

Income/Expenditure

X

X

X

X X

X

X

X

X

X X

X

HIGH RISK

MEDIUM RISK

MEDIUM RISK

LOW RISK

Welfare Reform Dashboard

• Summarises key impacts, trends and figures on

Welfare Reform

• Shows impact overall City West level, Area and

Neighbourhood

• Used by Neighbourhood Officers to inform visits

and Marketing for Customer communications

(e.g. newsletters) and general staff

communication (e.g. intranet)

Welfare Reform Tracker

(Qlikview) • Business Intelligence software – built an application

solely on Welfare Reform

• Shows everything you need to know

• Mapping data capability and interrogate to

unprecedented levels

• Any selection picked provides customer detail and

addresses> target communication and visits to have the

most impact

Paradigm Housing

• Profiling - one of a number of tools to

understand our customers

• Looks at census based info to support core

service delivery

• Capturing profiling data pretty much embedded

• Set targets for the collection of the final

percentage of customers

• Provide free home contents insurance to tenants

– profiling had shown that almost half of our

tenants did not have insurance

• ‘How to’ handbooks….

• Profile your customers

• Analyse data

• Carry out surveys

http://www.northumberland.gov.uk/Default.aspx

?page=15819

Beyond profiling

• Better information

– Integrating different sources of data

– Accessing external data

– Segmentation

– Customer research

• Better analysis

– Increased flexibility

– Ad-hoc reporting – more data interrogation

– GIS

There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don't know. But there are also unknown unknowns. There are things we don't know we don't know.

Donald Rumsfeld

Making sense of it all!

gez.kinsella@housemark.co.uk

Mob. 0796 269 8499