Helping a major housing association better understand its customers
What was this about?
One of the largest housing associations in the country commissioned Public Perspectives to conduct research to better understand its shared owners, especially those that have recently purchased a new build property. This is because across the country shared owners tend to be less satisfied than social housing tenants with the services of housing providers.
How did we do it?
Prior quantitative research had previously identified the relatively lower levels of satisfaction. Consequently, qualitative research was chosen to unpack these survey findings and generate a deeper understanding. A series of focus groups and in-depth interviews were conducted with a diversity of shared owners, exploring their expectations and experiences across their customer journey.
What were the outcomes?
The reporting included presenting the findings in the form of personas and case studies to help bring them to life and allow the housing association to understand the experience of different types of customers and target its efforts. The findings highlighted specific issues and pain points that could lead to strategic and practical changes to improve the customer journey. This includes raising service levels to meet the higher expectations of shared owners for a differentiated experience to those of social housing tenants. These findings were presented to a senior management task group and have informed a new approach to service delivery with shared owners.