• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
Housing Technology logo

Housing Technology

Housing | IT | Telecoms | Business | Ecology

  • Free Subscription
  • Search Archive
  • Home
  • Research
  • Magazine
  • Events
  • Recruitment
  • Blog
  • On Demand
  • Contact
Home / Magazine Articles / Reducing on customer effort

Reducing on customer effort

Sir – Most businesses need to respond to the ever-increasing demands to deliver services ‘on the go’ to support customers’ busy lifestyles and their increasing reliance on and love affair with technology. Housing is having to respond to this evolution as welfare reform ups the ante around digital inclusion.

At Home Group, we know we need to respond quickly and to balance that with gaining a real understanding of customers’ voices regarding channel development. It’s important that we deliver easy-to-do business processes which offer choice and flexibility, while maintaining the capability to build sustainable relationships.

Our channel strategy is being informed by testing different channel scenarios and asking customers through an in-depth survey to establish what their preferences are and what their future needs might look like.

Our channel shift needs to respond to customer demand for online options, respond to growth in on-the-go technology, such as smartphones, and the ability for customers to become more self-sufficient through knowledge-driven, self-serve solutions.

In simple terms from a customer perspective, it boils down to:

  • I need to know: self-serve information;
  • I need to do: intelligence-driven self-serve diagnostic and fulfilment;
  • I need to fix: speak face-to-face or with a multi-channel adviser via phone, web chat or social media.

This supports a move to new, lower cost channels and the VFM agenda. An integrated channel service creates a smoother customer journey and the ability to have a single feedback funnel across all the applications, therefore strengthening and joining up the customer voice.

The ability to sift out ‘noise’ and focus on key issues is achieved by having real-time data analysis. This makes organisations more responsive and flexible by identifying big-ticket items and drilling down to the root cause, rather than the symptom, which is more resource efficient.

It’s much more about low customer effort than it is about just responding to customer preference. Without low effort, preference has the real risk of turning into dissatisfaction.

Donna Middleton, Director of Customer Experience, Home Group

See More On:

  • Housing Association: Home Group
  • Topic: Customer Management
  • Publication Date: 040 - July 2014
  • Type: Letters

Primary Sidebar

Most Recent Articles

  • Free cyber-defence tools from NCSC
  • Learning from history
  • Grand Union Housing gets connected with Aico HomeLink
  • The silences in the system: Predicting and preventing damp and mould
  • Looking back and to the future: Cyberthreats in social housing
  • Hyde signs repairs contract with Totalmobile
  • Fuelling high performance automation
  • Morgan Sindall’s Carbon Zero decarbonisation tool
  • An ethical approach to arrears
  • Housing and the ever-evolving workplace
  • Supporting residents with home safety risks
  • Less innovation & more service design at RHP
  • Ateb Group outsources IT help desks to Central Networks
  • Capital Letters partners with Evo Digital to tackle homelessness
  • Calico appoints M247 for digital transformation
  • 24/7 care requires 24/7 technology
  • Govtech trends for 2023
  • Are you ready for business process automation?
  • Lincoln council moves to the cloud with Civica
  • Why do IT business improvement projects fail?
  • Flagship and Ebrik launch augmented reality app
  • Following the golden thread
  • Setting the standard for carbon-monoxide protection
  • The business case for data
  • Digital twins – When, not if…
  • Using data to build communities
  • The cyber-security jigsaw’s missing piece – Managed detection & response
  • Cyber-security challenges in housing
  • Digitalising retrofits with SHDF & HomeLink
  • Tips for improving care and support

Footer

Housing Technology
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
  • Contact
  • Free Subscription
  • Book an event
  • Blog
  • Search All Articles
  • Research
  • Update Your Subscription
  • Privacy Policy

Welcome to the housing Technology – Trusted Information For Business Professionals in HOusing

Housing Technology is the leading technology information service for the UK housing sector and local governments. We have always believed in the fundamental importance of how the UK’s social housing providers use technology to improve their tenants’ lives.

Subscribe to Housing Technology to gain market-leading research, unsurpassed peer networking opportunities and a greater understanding of your role to transform your business.

Copyright © The Intelligent Business Company 2022 | Terms and Conditions | Privacy Policy
Housing Technology is published by the The Intelligent Business Company. A company with limited liability. Registered in England No. 4958057 | Vat Registion No. 833 0069 55.

Registered Business Address: Hoppingwood Farm, Robin Hood Way, London, SW20 0AB | Telephone: +44 (0) 20 8336 2293

htc23 pop banner