I need to assess the impact on customers of proposed service changes but my data is poor or incomplete…
Social housing organisations, perhaps now more than ever, are faced with a need to make tough and challenging decisions about service delivery. They need to understand and assess the impact on their tenant communities of changes to, or withdrawal of, services. In order to do so, they need accurate customer data that enables customers and their behaviours and propensities to be fully understood. This then helps to inform decision making, minimising adverse or unforeseen impacts, and efficiently managing change in a way that is sympathetic to those most affected.
However, accurate data on customers is not easy to come by using internal data sources such as housing management systems. When consulting with organisations in the sector, it is not uncommon to be told that data quality is not as good as it should be, and data is often held in a variety of different systems. Profiling information is often incomplete and perhaps only covers 20-30% of the customer base. Programmes of work to undertake regular updates often struggle to deliver results due to poor completion rates and the length of time actually required to get the information. Many organisations are now ensuring, as new tenancies start, that a profiling survey is completed. This is then the subject of periodic review, ensuring information is kept up to date and accurately reflects the tenant’s circumstances. But what about the rest of the data?
One common problem is that internal customer data is often held in multiple different, disparate and unconnected systems. Methods available to cross-reference and combine data can be expensive to implement, be difficult to maintain and require specialist knowledge, for example, data warehousing. Finding a simple way of combining all internal data sources, and augmenting this with the wealth of external information available, can bring incredible benefit to an organisation.
There are many external data sources available that can complement and enhance an organisations internal data. In this feature, we focus on Experian MOSAIC data and explore how it can be used within a social housing organisation to address both the challenges of data quality, and to help answer questions about the potential impact of issues facing the sector.
So what is MOSAIC?
MOSAIC data provides you with a picture of the people within the communities you serve. Over 850 million pieces of information, across 450 different data points, are condensed using the latest analytical techniques to identify 15 summary groups and 66 detailed types that are easy to interpret and understand. For example, the group “Bus route renters” are typically aged 25-40, live alone or share and rent lower value single bedroom flats close to main roads and away from central amenities.
Clearview take your pre-existing customer data and append MOSAIC group types to every matching person or household in your community. This process will enable the segmentation of customers into the group type personas used within MOSAIC. At a stroke you will have a comprehensive collection of modelled data matched to your pre-existing tenant data, enabling an assessment of accuracy and expanding upon the insight available. For example, you will be able to identify the propensity for there to be children at an address, the household income and age bands for residents along with their attitude to the Internet and technology adoption. Unique insight that you may not be able to get from internal data sources.
Personalised communication channels
You can use MOSAIC to understand how best to interact with your different communities, improving engagement with those who are traditionally hard to reach and encouraging those who can help themselves to do so, thereby increasing efficiency and effectiveness as a result of better understanding. MOSAIC highlights the preferred communication channels and types of the customer segments to inform marketing and communication efforts. For example, identifying that 90% of your tenants have a propensity to use Facebook but you don’t have a Facebook presence may be something to explore.
Digital inclusion and channel shift
Anyone who has a propensity to embrace technology, who is already using Facebook, twitter or shopping online are potentially good candidates for rapid adoption of digital services. MOSAIC enables you to identify those already using digital channels, and therefore what opportunities there are for delivering online services to those who demand them. This, in turn, will also allow you to concentrate on intensive support for those who may need it.
Right to buy and pay to stay
MOSAIC data can help identify those tenants who may have an appropriate level of income, that would put them into a target group of interest for such regulatory changes. MOSAIC allows you to identify individuals, or households, falling into each income groups thus enabling a focus of internal resources on those affected by such initiatives.
People with low-incomes, and who are particularly unwilling to respond to traditional marketing, would typically be considered a risk for fuel poverty. Especially if they are being housed in properties that have not been maintained to the highest fuel efficiency standards or are in rural areas where temperatures may drop to lower levels. MOSAIC allows you to identify low-income groups and also those with a propensity to ignore traditional marketing. In turn this will help to identify the most appropriate communication methods for these groups helping to ensure full support is delivered in a timely and efficient manner.
How can Clearview help?
We can help you to collect and combine customer data from a variety of internal data sources and augment it with many external data sets including MOSAIC. We can also provide the tools that allow anyone in your organisation to have a single view of all your customer information,and additionally provide the analytics tools to generate compelling and informative visualisations. This enablesthose who need access to the information to get it in a format and way that suits them best
Find out more at one of our upcoming customer insight webinars.