Generational impact on Voice of the Resident Feedback

The UK is a diverse country with a range of different generations living in housing association properties. Each generation has their own set of priorities when it comes to customer service expectations, communication preferences, and expectations when it comes to housing. In this blog post, we will explore the different resident profiles by generation in the UK and highlight some differing expectations to keep in mind when analysing resident feedback.

Baby Boomers (born 1946-1964): Baby Boomers tend to value traditional forms of communication such as phone calls and face-to-face meetings. They also place a high value on customer service and expect quick responses to their queries. According to a study by Salesforce, 80% of Baby Boomers expect customer service to be quick and efficient. In terms of housing, they often prioritise security and the quality of communal areas such as gardens and leisure facilities. Within feedback data, Baby Boomers are likely to highlight issues regarding their surroundings, and complain about the effectiveness of service. These residents expect close loop feedback, and value knowing that someone is reading and reacting to their feedback.

Generation X (born 1965-1980): Generation X residents are generally comfortable with both traditional and digital forms of communication. They expect fast response times to their queries and tend to be highly motivated by price and value for money. According to a study by Mintel, 57% of Generation X renters say that affordability is their top priority when choosing a property. They also place a high value on the quality of housing, including the condition of the property and the availability of parking. Generation X is likely to share negative feedback when they perceive a difference between price and quality, while further becoming frustrated should queries or requests for service take too long. These residents are likely to frequently score lower on questions relating to service turn-around times.

Millennials (born 1981-1996): Millennials are the first generation to have grown up with digital technology, and as such, they tend to prefer digital communication channels such as email and social media. They also place a high value on convenience and expect housing associations to offer online services such as rent payments and maintenance requests. According to a study by JLL, 75% of Millennials say that they would prefer to live in a rental property that offers digital services such as online rent payments and maintenance requests. They also tend to prioritise sustainability and eco-friendliness in housing. Millennials are likely to seek omni-channel communication, becoming frustrated with call waiting times within contact centres, and preferring digital communication channels. Within resident feedback, these respondents are likely to be more responsive to digital feedback, and are likely to share rate digital interactions more favourably that those that require traditional means of interaction.

Generation Z (born 1997-2012): Generation Z residents are the youngest generation living in housing association properties. They are highly tech-savvy and expect seamless digital experiences when it comes to customer service and communication. According to a study by Accenture, 60% of Generation Z renters say that they would prefer to use an app to communicate with their housing association. They also tend to prioritise community and social spaces in housing, with 73% saying that they would prefer to live in a property with communal areas such as a gym or rooftop terrace. Generation Z residents are unlikely to contact housing associations via the contact centre, and are likely to complain should this method be required. These residents have a strong preference to digital communication, and expect a seamless experience.

Each generation has their own set of priorities when it comes to customer service expectations, communication preferences, and expectations when it comes to housing. Housing associations need to take these differences into account when developing their customer service strategies and communication channels. Further, when analysing voice of the resident data, it is important to view results through a generational lens to ensure that actionable insights are not lost within aggregated data.