Liz Paul, member of the Housing Insights Group[1] and Research and Insight Manager at Orbit, explains why Tenant Satisfaction scores must be interpreted in their context if they are to successfully drive the genuine customer-focused change the sector is looking for….
“Good data and insight are absolutely critical to any organisation looking to improve their services and ensure that they deliver what their customers value most. This has never been more important to those in the social housing sector than now, who are being called upon to demonstrate that they are truly putting the customer at the heart of their actions.
“Not only is the introduction of Tenant Satisfaction Measures one of the important drivers in ensuring the sector becomes more transparent, but it also provides the insights needed from which to shape services through the lens of the customer.
“However, as with any research and insight, it’s important that it’s collected, analysed and shared in the most open, fair and balanced way possible, if we are to glean its true value.
“This is why at the Housing Insights Group, a group of us decided to share our TSM data and collaborate together to gain a deeper understanding of what’s driving customer satisfaction and where lessons can be learnt, and improvements made.
“Collectively, we’ve analysed over 15,000 pieces of data from members of the group, which includes Abri, Aster, Home Group, Orbit, Platform, Riverside, SNG and Stonewater, to understand how the TSM questions, method, location, customer traits, and property types all impact overall satisfaction scores.
“The analysis revealed that customer age, gender, and location can all influence the overall score. For example, for social renters, older customers are generally more satisfied, with scores experiencing up to a 6% average uplift for those respondents aged over 55 with the uplift increasing further for older age bands; male respondents can contribute an average 3% uplift; and those living in South West and Yorkshire & Humber are the most satisfied, generating a potential average 5% to 6% uplift. Property size, type and length of occupancy all also impact the outcome. These are collective findings, there will be variances at an individual provider level.
“Survey method was also found to impact overall scores with colleague facilitated surveys attracting the highest scores and surveys conducted online attracting lowest scores.
“For Shared Owners, younger customers are more satisfied, with an average 9% uplift for those aged under 34; and respondents living in South East and South West are likely to be most satisfied with an average 4% to 6% uplift. For this group surveys conducted by phone were also more likely to return higher scores, compared to those conducted online or by email, in some cases up to an average 20% differential.
“So, what does this tell us? As with any research it’s important to consider the findings in context. We must recognise that there are factors which can influence overall satisfaction, both positively and negatively, and these must be taken into consideration when interpreting results to ensure we are shaping our next steps from the most accurate and fully informed point possible.
“Qualifying and follow up research is also vital if the sector is to gain the in-depth insight needed to drive informed and meaningful change for customers.
“At the Housing Insights Group we are supportive of TSMs and recognise the importance of data and insights in being able to deliver service improvements, which is why we want to ensure they are interpreted within context.
“We were pleased to recently share the findings of the Group with the Regulator of Social Housing and to discuss how these insights may aid understanding and interpretation of results across the sector.
“Only through collaboration and shared understanding can we begin to draw out the true potential value that TSMs can deliver in helping the sector to deliver for its customers. We look forward to continuing to collaborate both as a group and to share insights with stakeholders including our customers and the Regulator.”