What can tenant insight help you achieve Gez Kinsella, HouseMark 23 & 31 January 2014
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!
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