Housing Association case study

The Client

A national housing trust with over 19k homes had a requirement to improve the quantity and quality of diversity data about their customers.

All of the named tenants were to be telephoned and taken through the research questionnaire.

The survey questionnaire held many sensitive and personal questions, so great care needed to be applied to ensure that no offence was caused, particularly given that a high percentage of the tenants were elderly, disabled or single parents and from diverse ethnic backgrounds.

The Solution

Maygenta’s homeshored delivery model ensured that mature and professional researchers were selected who would be empathetic and able to fully explain the rationale of the survey whilst managing the call structure. It also ensured that flexible calling hours could be trialled to optimise productivity and ensured completion to a tight deadline.

Researchers worked in short shifts to ensure freshness and sometimes split shifts to optimise calling hours.

It was also important that training embraced the need to deal with tenants who might take the opportunity to discuss areas that were not related to the survey. The results target for completed surveys was exceeded with over 75% of the tenants completing all the questions. Additional information such as email address, preferred contact numbers was also obtained. Of particular value was the anecdotal data obtained throughout the calls.

The tenants were able to make various comments which were subsequently handed over to the client for action. Some of these simply required speaking to someone regarding an outstanding matter while others related to new issues which could have gone unknown for some time and created ill feeling. The homeshored solution ensured a flexible, high quality, cost effective service.

“We are very pleased with the way that the project was undertaken. They added real value by understanding how to maximise the time and make best use of the data. They had the experience to design cost effective scripts and processes that were successful with our customers”

Customer Service Director, UK Housing Association