or LinkedIn here https://uk.linkedin.com/in/tonysmiththathousingitguy
When looking to improve use of digital channels and self-service, its always essential as a starting point, to know what mix of interactions we have from customers, as a starting point. You are inside, looking out.
I will use the noun ‘customers’, that might be tenants, leaseholders, factors, shared owners and others. These all consume a service and should be treated with the respect that any supplier should provide for them. In everyday life I get agitated when landlords do not see the world that way and ‘customers’ get a raw deal and lack of respect.
I work with many organisations looking to digitise. One of my first questions is often, “what mix of interactions do you receive currently”?
That can be a very difficult question to ask. Could you answer it?
That starting point, enables areas to digitise to be identified. If an organisation already has CRM and uses it throughout the whole business, that may be an easier task. The challenge to that is most often cultural, not an ICT one. Understanding the mix now, is a great starting point to examine alternatives. Here are some hypothetical splits, that will not be too off the mark annually, for many typical housing associations, with minimal digitisation currently.
- Office visits 8%
- Phone calls 29%
- Home visits 11%
- Emails & letters 12%
- SMS 15%
- Payments 19%
- Misc’ or uncategorised 6%
All of the above might well also split into team tasks, from logging repairs, taking payments, responding to queries, complaints, (compliments), ASB, letting issues etc.
This is ground zero of your organisations digital journey. Without this, it is impossible to monitor progress and improvement. Once we have the stats as at now, its essential the management team agrees a target for digital transformation. I always despair a little, when the answer back from management is ‘Just a bit more Tony’. Pick a number and lets aim for that, exceed it and then congratulate everyone afterwards.
In my experience, only by having targets, will we be successful. That’s because moving to a digital mindset is 25% an ICT problem and 75% a transformational cultural change. The former is essential and enables the latter. Never confuse these estimates, but get both right, to improve internal efficiency and also customer service and satisfaction, achieving more with less.
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Grand Funk Railroad – Inside Looking Out.
(c) Tony Smith, Acutance Consulting www.acutanceconsulting.co.uk 07854-655009
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