As the UK population continues to grow, the demand for affordable and quality housing has become an important issue for many people. Housing associations play a critical role in providing affordable and quality homes for people to buy or rent from the private sector. In addition to providing homes, housing associations also offer a range of services to support residents' needs and create a positive experience for them.
In this blog post, we will explore the customer journey a resident has with housing associations, highlighting the most important moments to a resident that make them stay longer, and the importance of gathering feedback at these moments using digital surveys.
The Customer Journey of a Resident
The customer journey of a resident with a housing association begins before they even move in. The first interaction a resident has with a housing association is likely to be through their website or customer service team. At this stage, the housing association needs to provide clear and accurate information about their services and the homes they have available. If a resident has a positive experience at this stage, it sets the tone for their entire customer journey.
Once a resident moves in, they will have ongoing interactions with the housing association. These interactions can be broadly divided into two categories: transactional and relational. Transactional interactions are those that are necessary for the resident to receive the services they need, such as repairs, rent payments, and reporting issues. Relational interactions are those that are not directly related to the provision of services but are important for building a positive relationship between the resident and the housing association. Examples of relational interactions include community events, resident satisfaction, and communication about changes in policies or services.
The Importance of Positive Moments in the Customer Journey
Positive moments in the customer journey are critical to the success of the housing association. When residents have positive experiences, they are more likely to stay longer, recommend the housing association to others, and engage positively with the community. On the other hand, negative experiences can lead to dissatisfaction, disengagement, and even the decision to move out.
One of the most important positive moments in the customer journey is the move-in process. Moving can be a stressful experience, and a smooth move-in process can help set the tone for a positive relationship between the resident and the housing association. This includes not only providing a clean and well-maintained home but also providing clear and timely communication about move-in procedures and addressing any concerns or issues that may arise.
Another important moment in the customer journey is when a resident requests a repair. A quick and efficient response to repair requests is crucial for ensuring the safety and comfort of the resident. Additionally, providing regular updates on the progress of the repair and ensuring that the resident is satisfied with the result can help build trust and confidence in the housing association.
The Importance of Gathering Feedback Using Digital Surveys
Gathering feedback from residents is a critical component of creating a positive customer journey. Feedback helps housing associations understand the needs and concerns of their residents, identify areas for improvement, and build stronger relationships with the community. Digital surveys are an efficient and effective way to gather feedback from residents at various points in the customer journey.
In addition to gathering feedback at specific moments in the customer journey, digital surveys can also be used to gather ongoing feedback from residents. Regular surveys can help housing associations track resident satisfaction over time, identify areas for improvement, and demonstrate a commitment to resident engagement.