Tenant profiling, communications, preferences and participation is a recurring theme for many housing associations, RSLs and ALMOs.
With vast amounts of valuable information in housing providers’ computer systems, harnessing the power that is contained within resident databases is key to the successful implementation and reporting of many of the wider housing initiatives being implemented today. Accessing this information can also deliver real value and help transform businesses; the seven points below are key to achieving these goals:
- Give front-line staff easy access to resident data: this means being able to log in from anywhere, look up records quickly, use simple on-screen analytical tools and get clear, relevant reports.
- The available data should focus on what matters most: personal profiles, preferences and engagement histories; statistical analysis of feedback; programme inputs, outputs, outcomes and impact evaluations.
- Profiling will help predict residents’ behaviour and needs: diversity data is of limited use and standard household classifications may help, but you need to identify your own key drivers.
- Target communications using residents’ preferred methods of contact: this can save money and resources, avoid irritating tenants, and achieve a more effective response.
- Target service delivery based on residents’ needs: focus limited resources on where they will have the greatest impact.
- Evaluate residents’ feedback: gives valuable insight, demonstrates ‘listening’, and can (must) be used to determine priorities, measure progress and report back to stakeholders.
- Monitoring support and other service interventions at personal and programme levels: essential for managing effectively, assessing the impact and evaluating the social return.
Alan Marshall is the managing director of Arena Partnership.
