BMG Research last week attended a Chartered Institute of Housing event on tenant insight and customer profiling. This event sought to examine the benefits of fully understanding the needs and characteristics of tenants in order to enhance service delivery, communications and commercial effectiveness. Recent experiences with welfare reform have in many instances highlighted gaps in tenant profile information. Examples were provided about how these gaps can be filled, the best practice for doing so and the resulting benefits that can be achieved. The discussions acknowledged the various challenges of developing and enhancing tenant insight which included identifying and merging disparate data source within an organisation, using appropriate statistical techniques in ‘big data’ and data protection concerns and compliance. However, the consensus among speakers was that the combination of further future welfare reform, rising customer expectations and a more service orientated culture within the sector would require such challenges to be addressed.
Details of some of the presentations given at this interesting and thought provoking event can be found by following this link.