Steering on customer perceived value

1. Steering on customer perceived value Tools forcustomer-oriented asset management by Dutch Housing Associations Jos Smeets

2. Steering on customer perceived valueTools forcustomer-oriented asset management by Dutch Housing Associations • Introduction • Paradigm and paradigm shift • Customer perceived value and tenant satisfaction • Asset management • tenant satisfaction: a strategic steering variable? • The dilemmas • Evaluation Department of Architecture, Building and Planning

3. Steering on customer perceived valueTools forcustomer-oriented asset management by Dutch Housing Associations Introduction Shift from a supply-driventowards customerorientedapproachcanbeseen as a paradigm shift. How to steeroncustomerpercievedvalue? Customeroriented≠ customerdriven. ERES 2010 Milano Department of Architecture, Building and Planning

4. Steering on customer perceived valueTools forcustomer-oriented asset management by Dutch Housing Associations Paradigm and paradigmshift A newparadigm: lookingfrom a different angel youcansee a different reality lookingfrom the viewpoint of the customernewinsights are possible Department of Architecture, Building and Planning

5. Steering on customer perceived valueTools forcustomer-oriented asset management by Dutch Housing Associations Paradigm and paradigmshift A paradigm shift follows a dynamicscheme: Crisis: housing system of 80ties collapses. Incubation: management an marketing. Diffusion: bypositiveexperience of early adapters Support: by the community of practioners Department of Architecture, Building and Planning

6. Steering on customer perceived valueTools forcustomer-oriented asset management by Dutch Housing Associations Customerperceivedvalue and tenant satisfaction The creation of value for the customer is the main target in this approach. Because a dwelling is a high involvement product , value is created during the use of it. Or value is created, will be decided by the customer himself. The assumption is that by creating customer value the tenant will be satisfied. Quality of products is one of the determinants of satisfaction. Value is a moderating factor between quality and product. Department of Architecture, Building and Planning

7. Steering on customer perceived valueTools forcustomer-oriented asset management by Dutch Housing Associations Customer perceived value and tenant satisfaction costs coordination & synchonization satisfaction loyal benefits efforts dwelling quality customer perceived value yes no yes no disloyal Department of Architecture, Building and Planning

8. .23 .32 .38 related problems security proximity amenities & Noise / stench convieniences indoor climate maintenance accessibility appearance appearance water outlet lockability residents - joint use security security lighting layout drug size .61 .82 .70 .71 .59 .61 .55 .75 .61 .73 .66 .45 .51 .60 .68 .61 .51 .27 living semi - public dwelling environment spaces . 83 .76 . 73 living situation Steering on customer perceived valueTools forcustomer-oriented asset management by Dutch Housing Associations .23 .23 .32 .32 .38 .38 A bundle of quality features creates value for the customer related problems related problems security security proximity amenities proximity amenities & & Noise / stench Noise / stench indoor climate indoor climate convieniences convieniences maintenance maintenance accessibility accessibility appearance appearance appearance appearance water outlet water outlet lockability lockability residents residents - - joint use joint use security security security security lighting lighting layout layout drug drug size size .70 Statistical analysis by Structural Equation Modeling . .61 .82 .71 .71 .59 .59 .61 .56 .75 .75 .60 .73 .73 . .67 .50 .52 .60 .69 .61 .51 .27 living living semi semi - - public public dwelling dwelling environment environment spaces spaces .84 .77 .72 .65 intention to recommend living environment living living situation situation .- .23 intention to stay Department of Architecture, Building and Planning

9. Steering on customer perceived valueTools forcustomer-oriented asset management by Dutch Housing Associations Tenants’ satisfaction: a strategic steering variable? Steering on customer value alone is not advisable, because not al satisfied tenant are loyal. Lettability is also a factor that should be taken into account . Hostage 5% Apostle 70% Department of Architecture, Building and Planning

10. Steering on customer perceived valueTools forcustomer-oriented asset management by Dutch Housing Associations Asset management Ensures that the housing stock meets present and future needs and standards of residents in an efficient way, taking into account the objectives of the housing manager and the conditions set by the government. It offers a housing organization methods and tools to formulate strategic options and makes strategic choices in regard to there estates. Options: Department of Architecture, Building and Planning

11. Steering on customer perceived valueTools forcustomer-oriented asset management by Dutch Housing Associations Tenants’ satisfaction: one of the operational variables togetherwithlettability and valuefor money. Department of Architecture, Building and Planning

12. Steering on customer perceived valueTools forcustomer-oriented asset management by Dutch Housing Associations From generic to specific strategies In addition, to achieve a choice of a specific strategy for an estate the remaining life span of the dwelling should be taken into account < 5 year, 5-15 year, > 15 year Department of Architecture, Building and Planning

13. Steering on customer perceived valueTools forcustomer-oriented asset management by Dutch Housing Associations Department of Architecture, Building and Planning

14. Steering on customer perceived valueTools forcustomer-oriented asset management by Dutch Housing Associations Dilemmas 1. Defining the housingsituation in a restrictedsenseor a broaderway 2. Managing a geographicalfixedestateor facilitatingdynamictenants 3. Labellingdwellingsforspecificgroupsor offeringfreedom of choice Department of Architecture, Building and Planning

15. Steering on customer perceived valueTools forcustomer-oriented asset management by Dutch Housing Associations Dilemmas 4. Focusingon a narroworbroad target group 5. Servicingcostumersor managing stakeholders 6. Steering oncustomerpercievedvalueoron technicallifespan 7. Managing assetsornetworkmangement Department of Architecture, Building and Planning

16. Steering on customer perceived valueTools forcustomer-oriented asset management by Dutch Housing Associations Evaluation To create customer perceived value in the future a housing association has to undergo a twofold process of internal reorganization and external cooperation. A re-design of the internal structure is not enough. H.A. should also pay attention to their stakeholders outside the organization. Department of Architecture, Building and Planning

17. Steering on customer perceived valueTools forcustomer-oriented asset management by Dutch Housing Associations Thanks for your attention Remarks? Questions? Department of Architecture, Building and Planning