Nudging customers in an Omni-channel world

1. Nudging customers in an Omni-channel world Tracey Elliott, Project Manager Jonathan Creaser, Head of ICT

2. Who we are • The RHP Group is made up of two registered social landlords – parent association RHP, and Co-op Homes, based in Teddington. • We own and manage over 10,000 properties in South West London. • We are focused on providing excellent customer service.

3. Recognition Best Companies and The Sunday Times celebrate the best workplaces in the UK. RHP was voted No.5 in 2012. Awarded Employer of the Year at the European Call Centre & Customer Service Awards 2013. RHP has been awarded the Investors in People (IIP) Gold accreditation, meaning we are in the top 1% of the 25,000 companies who have IIP status.

4. Our customers and their future housing needs #1 • Part of strategic review • Demand for re-housing, including type of housing required from existing customers. • Levels of under-occupation and over-crowding. • Income/benefit levels of customers. • Assessment of how much existing customers can afford to pay for housing. • Identification of the main housing issues and concerns of current customers.

5. Our customers and their future housing needs #2 • The simple story • Demand for affordable housing continues to exceed demand. • Over 400 children will turn 18 in next 5 years. • 23 households were identified as seriously over crowded. • 450 households affected by the ‘bedroom tax’. • 1 in 3 households do not have anyone in employment.

6. Our customers and their future housing needs #3 • 61% of our tenants receive full or partial HB. • The majority of our tenants will never be able to afford to move out of social housing. • 1 in 5 customers are currently in rent arrears. • 1 in 10 customers do not have a bank account.

7. Our customers and their future housing needs #4 • Four key themes • Condition of property. • Quality of caretaking and grounds maintenance. • Living safely. • Concern about not being able to afford homes with planned benefit changes.

8. Our customers and their future housing needs #5 • Changing landscape • Relationship with customers. • Communication with customers. • Reliance on digital channels as a method of communication. • Requirement for technology skills.

9. Video #1 http://vimeo.com/85448717

10. The self-service platform #1 • Microsoft Dynamics CRM 2013 • Simplify – simplify and standardise our processes for contact management, ensuring a consistent outcome every time for all our customers. • Improve – replace our out-dated contact management and case management system to enhance customer service delivery and improve the experience of our customers as well as give ourselves the right tools to do the job more easily. • Accomplish – be customer and industry recognised for customer service excellence.

11. The self-service platform #2

12. Video #2 http://vimeo.com/85450835

13. Making RHP easy to do business with #1 • Our 5 year corporate strategy • Omnichannelis inextricably linked to our business. • To be the best service provider in the UK means being easy to do business with.

14. Making RHP easy to do business with #2

15. Making RHP easy to do business with #3 • Currently we receive a lot of contact that is of no value to our customers and no value to our business. • Inefficiency is the biggest reason for preventable, valueless contact. • We need to first ensure our existing systems are easy to use in order to successfully reduce inefficient contact. • Customer behaviour and expectations are shifting to digital first for transactional contact. • Webchat and Mobile apps are growing channels for customer service.

16. Making RHP easy to do business with #4 • Offering alternative contact channels would provide customers more choice and convenience. • Mobile internet channels best suit our customers’ preferences and access. • Many businesses are seeing significant savings by shifting to online self-service. • By shifting transactional contact to online RHP could reduce staffing costs and increase time to handle valuable contact.

17. Making RHP easy to do business with #5 1 2 3 One-point data entry and view is multi-use and accessible to all employees and customers Customers only give us information once; employees record and view all information in one place . We’re consistently trusted and seamless across all channels Our tone of voice, service style, and process efficiency is consistent across the end-to-end customer experience. We proactively eliminate valueless contact We identify contact causes that are of no value to our customers or RHP and take proactive action to eliminate these . 4 5 6 Our preferred channel is also our customers’ preferred channel Customers benefit from the channel we nudge them to, and they understand why we’ve done that. Our default offering is self-service for transactional contacts. We will offer personal service for complex issues Complex issues are those where an investment, decision process or policy is needed. We’re constantly building relationships with our customers We’re always using the information we gain about our customers to tailor their experiences to suit them.

18. Making RHP easy to do business with #6 • Challenges • e-first mentality (converting employees and customers to digital). • Getting more customers online. • We answer the phone very quickly! Why go online? • Developing social media. • Big investment and having the resources to build the platforms and put together the content – for instance, Video. • Rapidly changing landscape. • External environment – Universal Credit.

19. Video #3 http://vimeo.com/85475140

20. Questions Q A jonathan.creaser@rhp.org.uk tracey.elliott@rhp.org.uk @RHP_UK