Let’s first take a moment to recognise that people are complex. Human behaviour is influenced by so many different things, and everyone is built uniquely. Imagine trying to capture and create a master list of all the distinct personalities and behaviours – we’d be there forever and still miss lots because you just don’t know what you don’t know. Appealing to each of these individual traits will be hard to get it right every time unless you have the gift of being a mind reader and knowing what’s coming before you experience it.

However what we can do is look more broadly by using generic personality mapping tools to help guide you.  A great starting point is looking to understand the behaviours your tenants display as their way of expressing a need:

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But managing customer relationships isn’t what it used to be! There has been a revolution in techniques and technologies which has meant customer service has moved on at a supersonic rate. Inside housing evidence that customer engagement is not just a tick box exercise to simply demonstrate you are working through a to-do list and being compliant; they clearly demonstrate that meaningful customer engagement improves business performance.

At the same time that technology has improved to help push out information, customer needs and demands are now far out there, and expectations are high. Uncovering these insights forms the basis of the strategy for creating engagement.

Given engagement is a specialism in its own right, how do you connect with residents on an emotional level and improve customer engagement? Here are a few starting points:

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It’s been 40 years since UK inflation was this high. Office for National Statistics reported that the annual rate reached 9.4% in June, up from 9.1% in May. Soaring food and fuel prices were largely behind the increase. Unfortunately, the rest of the year isn’t looking promising as the inflation forecast is due to peak in October.

According to Housing Sector Survey 2022, the cost of living crisis was voted the second highest challenge for the sector, with concerns about residents’ wellbeing and financial impact on rent arrears being the most important. So how can housing association providers support their customers during these tough times?

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Segmentation is different to targeting, although they can be closely linked. Targeting is the action of looking at an already defined market segment and developing a strategy specifically for them.

Let’s be clear segmentation shouldn’t be seen as the be-all and end-all of marketing activity. Nor must it ever be used to discriminate or eliminate customers; more so it’s about being inclusive by recognising that your audience are all unique and at different points of their journey with you. Understanding where they are on this journey and then providing guidance that’s relevant and meaningful at that moment in time, will lead to engagement and building trust. Grand Union Housing identified this clearly at Housing 2022 – a takeaway that got a positive reaction from the audience attending.

By reviewing your data, you can create clusters based on specific criteria related to an individual’s age, income, subjects of interest and behaviours. Not all criteria will be right for your business, so you need to consider the actions you require, the messaging you need to get across and how this impacts your customers. When you start delving into segmentation techniques, you learn more about your customer’s core values and what will ultimately attract them to engage with you. Marketers have witnessed a 760% increase in revenue by segmenting their email campaigns, so investing time in segmentation can be seriously worthwhile.

We’re going to explore the different types of market segmentation and how to use market segmentation effectively so you can develop those #RewardingRelationships with your customers. 

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We’ve got 10 tips to share with you on how you can increase your resident’s satisfaction and improve your relationships with them.

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A good resident experience is about establishing good quality relationships, and those relationships are driven by trust. This trust will encourage your residents to feel more comfortable and confident in managing their homes with you. Your residents are then no longer just your customers but become trusted partners in looking after the housing and neighbourhood assets.

Recognising these trusted and loyal partners will help you strengthen the relationships and take your resident experience to the next level.

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