Customer Insight Seminar
Chartered Institute of Housing 3 September 2013 at 3.30 pm
De Montfort University, Leicester
Claire Higgins Director of Operations
Cross Keys Homes, Peterborough
Cross Keys Homes took over the management of the housing stock
from Peterborough City Council on October 4, 2004 and are Peterborough’s largest housing association
We manage over 10,500 properties providing homes for tenants, older people, shared owners and leaseholders and lease over 70 shop units, rent out garages and manage temporary accommodation.
Turnover of £40m pa 250 employees Area with high levels of deprivation – several SOA’s with top 10% in
the country Life expectancy 10 years less in some areas Highest unemployment in East Anglia (5%) 25% under 24s out of work Low educational attainment historically 66% on benefits (full and partial)
Cross Keys Homes – Who are we?
The practicalities How we did it What data we are collecting and how we are using it
WHO – demographic data WHAT – behavioural data WHY – attitudinal data Listening and learning
Discussion
Cross Keys Homes resident census project
"The danger is that if housing providers don't get to know who their tenants are, then they may not meet
everyone's needs“ David Pipe, CIH, July 2011
How we did it
Formic provide the software “Fusion “ to create,
complete and upload the census to QLx which is our housing management system.
Invu allows the viewing of the completed census as
was done on the day, this is a blueprint as such
Alto Digital are the re-seller and all licenses are
through them. They also completed the initial set-up and configuration.
QlikView software used to analyse the data that has
been collected via the census, e.g. user friendly dashboards
Began census project in 2011 Visited 100% of customers using remote laptop technology to
capture data, looking at: Employment status State benefit claimants Bank account availability Literacy / Numeracy Mobile phone usage / Broadband connectivity Health matters Skills gaps
Insight driven service offer: Identified 275 tenants affected by under-occupation measures
to target down-sizing options Targeted support to help tenants set up bank accounts Introduced a laptop loan scheme to support digital inclusion Introduced payment of rent via phone apps
Background
What data should be gathered? Tenant circumstances – household size, number and age of children Geographical trends – neighbourhood effects of welfare reform Are specific groups likely to be disproportionately affected e.g. large
families, people with disabilities, BME groups Overlapping impacts – some households will be affected by more
than one welfare reform measure Up-to-date stock information (including size) How many tenants are under-occupying and by how much Who will be affected by the benefits cap Households in work and out of work Digital inclusion or exclusion Preferred rent payment options Preferred methods of communication Protecting tenants from loan sharks
Background
An evolutionary step from the tenant verification visit. Focus shift to customer insight from data collection. Investment in technology and software to underpin efficient
working practice and to maximise data capture and utilisation.
Data to inform service development and planning. Data to be mainstreamed to become a day to day tool for
managers and front line staff.
Journey map
“One of the first things we learned from the demonstration project was that
landlords did not know as much as they might have thought about their tenants.” Lord David Freud, Inside Housing, 21 June 2013
Everything nearly! Under occupation Overcrowding Aspirations Income levels and sources Disabilities Economic status Household composition
What is covered?
Satisfaction with: Landlord Home Neighbourhood Neighbours Facilities
Emerging themes: Internet access/PC ownership Mobile phone ownership Mythbusting - employment Benefit dependency levels Occupation levels Support needs, adaptations, etc
Household composition
Data based on surveys
from 2200 households
“connect with us refresh”
2012/13
One adult under 60 23%
One adult aged 60 or over 12%
One parent family with child/ren at least one
under 16 22%
Two Adults under 60 9%
Two Adults at least one 60 or over
7%
Two parent family with child/ren at least one
under 16 15%
Three or more adults 16 or over
6% Other
6%
Economic status
Data based on surveys
from 2200 households
“connect with us refresh”
2012/13
Full Time Work 14.39%
Part Time Work 11.30%
Part-time Student 1.27%
Gov training/New Deal 0.19%
Job Seeker 16.60%
Not in Emp, Edu or Training 0.84%
Long Term Sick\Disabled
16.88%
Not Seeking Work 17.39%
Retired 15.52%
Other 5.63%
Economic status contd.
Data based on surveys
from 2200 households
“connect with us refresh”
2012/13
Full Time Work 14.07%
Part time work 6.54%
Full-time education at school , college or
university 1.51%
Part Time student 3.73%
Government training/new deal
0.33%
Job Seeker 9.16%
Not in Emp, Edu or Training 0.92%
Long Term Sick\Disabled 7.07%
Not Seeking Work 11.45%
Retired 8.51%
Child<16 29.32%
Other 7.40%
Sources of income (all from state benefits/pensions)
Data based on surveys
from 2200 households
“connect with us refresh”
2012/13
No 34%
Yes 66%
Sources of income (Partly from state benefits/pension)
Data based on surveys
from 2200 households
“connect with us refresh”
2012/13
No 86%
Yes 14%
Sources of income (Working)
Data based on surveys
from 2200 households
“connect with us refresh”
2012/13
No 78%
Yes 22%
Sources of income (Occupational pension)
Data based on surveys
from 2200 households
“connect with us refresh”
2012/13
No 97%
Yes 3%
Payment method (Rent)
Data based on surveys
from 2200 households
“connect with us refresh”
2012/13
By post/cheque 1%
Cash 54%
Credit card/bill pay 9%
Direct debit 20%
Internet 10%
Pay zone 3%
Standing order 3%
Tenants with bank accounts
Data based on surveys
from 2200 households
“connect with us refresh”
2012/13
Yes 95%
No 5%
Homes with broadband
Data based on surveys
from 2200 households
“connect with us refresh”
2012/13
No 40%
Yes 60%
Nationality (tenant 1 & 2)
Data based on surveys
from 2200 households
“connect with us refresh”
2012/13
UK National Resident, 1779, 92.27%
Any other country, 23, 1.19%
Lithuania , 21, 1.09%
Poland, 20, 1.04%
Portugal, 20, 1.04%
Slovakia, 18, 0.93%
Afghanistan, 11, 0.57% Iraq, 8, 0.41%
Latvia, 7, 0.36% India, 6, 0.31%
Pakistan, 4, 0.21% Czech Republic, 3, 0.16%
Italy, 3, 0.16%
Hungary , 2, 0.10%
Other European, 2, 0.10%
UK National Resident Returning, 1, 0.05%
Dissatisfac
tion with
Neighbour
hoods
Dissatisfac
tion with
facilities
for younger
people
City wide breakdown
Dissatisfaction with
neighbours
Dissatisfaction with facilities for younger
people
Dissatisfaction with
Neighbourhoods
City wide breakdown
For example • Aids and adaptations • Involving residents – new approaches • ASB
Data analysis has been directly utilised • Local offers • Downsizing • Patch profiling for Neighbourhood Managers
Provided a valuable resource for impact analysis of government reform agenda
• Tenancy sustainability manager • CSR • Localism • Welfare reform
Service design and planning
Outputs have been mainstreamed throughout CKH
Informing baseline positions for projects
Planning - Herlington
• Drilling into demographics: age bands, children and young people, disabilities, economic status.
• Enabled direct link to delivery of projects to target relevant resources.
• Tap into anyone expressing interest in being involved.
• Able to establish successes of outcomes, by measuring satisfaction with area, neighbourhood, facilities, who became involved as a result.
Understanding our customers – Patch profiling
• Enabling NM’s to inform where to begin the next round of census
• Prioritising and targeting groups of specific tenants for any number of reasons:
• Working 4 u referrals/NEETS
• Troubled families
• Matching under and over occupation
• Mainstreaming focus groups and local offers
looking at satisfaction levels
Staff awareness
• NMs identified 20% of their patch for the refresh (2012/13)
• The refresh involved more office checks before
the visits, which will focus on mitigating the impact of welfare reform, tenancy and benefit fraud, fuel poverty, financial exclusion etc.
Census refresh
Early intervention • Financial capability support • Training/work programmes – tailored assistance • Literacy and numeracy • Proactive approach – tenancy sustainability
manager Downsizing – The statistics* • 202 Households moved • Released 604 bedrooms • 1208 bed spaces made available to households in
need • 140 of people who downsized were of working age
(69.3%) • Trends identify that people downsize within their
current area of residence (117 out of 202 – 58%) *as at July 2013
Welfare reform & Downsizing
• Over 1000 tenants have been contacted regarding Employment and Education advice with many referrals to the working 4 you scheme.
• Over 250 have been contacted regarding Improving Health advice to which some
tenants have been successful in reducing or stopping smoking. • Over 160 tenants have been contacted who have a need for Disabled Adaptation
with direct actions taking place eg the installation of grab rails. • Over 200 tenants have been contacted regarding a concern that they have with
anti-social behaviour which could have been unreported.
Outcomes
• Over 2100 tenants have expressed an interest in becoming
involved from attending an area panel, becoming a member of the scrutiny panel or a key virtual email contact.