Customer Feedback – Dos and Don’ts

As social landlords get savvier with their approaches to customer feedback it is essential that they focus on what to do with the information after it is collected, rather than just hoarding data.

In many ways gathering customer feedback is the most straightforward part of the process. You complete a repair/install a new bathroom, close off an ASB case, you then ask your customer what they thought of how you/your contractors did. It is using that feedback in a meaningful way that tends to be more problematic.

Typically there are three parallel needs relating to customer feedback. The first is to inform the organisation of the ‘health’ of a service that they are providing. The second ties into contract management (if the service is provided by an external company) and the third is to give voice to customer and links back to service improvement.

If your organisation simply wants a percentage figure then they can very easily get one, hell I’ll give it to you now, it’s 42. The issue is often that organisations fixate on improving the numbers rather than the service it relates to. A bit like having a Chancellor of the Exchequer who puts all efforts into reducing the deficit by cutting spending/selling off bits & pieces, instead of shoring up/diversifying the economy (which will have the same effect). Or a Prime Minister who believes that cutting off social housing and focusing just on home ownership will sort out our housing crisis. Short term this may lead to some success, if only marginally; adjusting what is measured, when or how can improve scores, but doesn’t address the underlying issues in service provision. To do this you need to put the voice of the customer in-front.

Lag to lead indicators

Often one of the main drawbacks in customer feedback programmes is the gap in the time between the service interaction and the surveying of that occurrence. This tends to stem from use of paper based surveys (stop them now!) or cold call telephone surveys. Whilst not invalid methodologies, these approaches mean that in terms of service improvement you’re chasing your tail somewhat. Issues with your services are picked up, but significantly after the fact. Whilst those at the coalface will feel the heat, you are firefighting rather than putting in place solutions that will resolve the issues at hand. What you need is feedback that flags up issues as and when they occur. This will allow you nip things in the bud instead of festering and developing weird and wonderful personalities. And as a consequence, improve the service you provide.

The ties that bind

So you have your data, it is nice, up to date and fresh, what do you do with it? Simple, be proactive and speak with (not talk to) your customers (both internal and external). You would be amazed at how responsive customers can be when you are proactive with the issues they have raised. Additionally by involving other parts of the business you facilate the engagement, and ultimately the buy-in, that will drive your customer feedback programme forward. Whilst it’s easy preaching to the converted, getting out there and getting the rest of your organisation on board showing is crucial. Your average bod won’t care about the ins and puts. Just how it can make their life easier and improve the service they provide. Show them how it does that and you’ve won half the battle.

Another obvious area to consider is working with your contractors (if you have them). No-one sets out to deliberately do a bad job, have a grown up conversation about what is wrong. Your ‘fresh’ lead time data can pull out trends. A sharp dip in satisfaction relating to a particular service area can be drawn out, tied to operational data/Performance Indicators (PIs) and an improvement plan put in place. Though whatever you do make sure not only the rest of the organisation knows what is going on, but also your customers. As ultimately changes to services will affect them more than anyone else, and it will help counter the ‘no one never tells me nothing’ troop (though there’s no helping some people).

So there you have it, better get cracking then.

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Hey you! Old Patronising Person, shut up.

So, Edwina Currie is alive. Who knew? Not me, alas her latest interjection into the world is as misguided as it is baffling. Called Hey Youngsters! No pension? No Home? No wonder. Look at you! The article is a middle class, public school going, Daily Mail believing wet dream. A ladies what lunch brigade tirade at the perceived ills of the ‘yoof’ of today. In short, it is 100% bollocks. Tell me Edwina, what the fudge is a gadfly way? I’m not as up with street parlance as I once was, so you will have to explain that to me, perhaps over a glass of Pinot Grigio at Les Chalets de la Serraz, so I can show you who skis in the French Alps (spoiler: it ain’t me and my mates).

It was odd reading your piece as I really couldn’t decide whether it was unintentional satire or an interesting insight into how far removed your ilk are from the travails of modern day lives for those of us under 30 and not living off a trust fund. I refuse to take seriously the opinion of anyone who found John Major sexually alluring. So you are immediately on the backfoot opinion-wise. But enough of your life choices, lets have a look at some of your arguments.

Firstly Louboutins and Manolo Blahniks!? What on God’s green Earth is a Manolo Blahniks? What do you think people under 30 spend their money on? Let me give you a hint, it’s rent for the most part. In the past year alone rents have risen by nearly 12%, and are set to rise further, potentially overtaking increases in house prices. Given that the majority of under 30s who aren’t living at their parent’s house (presumably getting moist over John Lewis’ latest magazine update by your logic) rent privately, we are unduly affected by such changes. This means an ever increasing proportion of income is being taken up by rent, and other household bills. Not by Lou-fucking-boutins purchases (I’m more of a Next man myself, their jeans are cracking value for money).

On the moving job bollocks you espoused. Yes you are right, many people have left behind the ‘stay with one employer all your life’ mantra and move jobs frequently. But this is not always through choice. If you haven’t noticed there has been a recession that has been painfully slow in sorting itself out. When the markets go tits up employers tend to be a bit more cautious in terms of hiring. Particularly when you are lower down the food chain (as most young people are) this results in fixed term contracts, zero hour contracts and in general being treated like cattle. Consequently, you tend to move job a lot more often, whether you like it or not. I myself, after graduating with a masters in 2012, only got my first permanent contract in 2015. At one point my ladyfriend was made redundant twice in a 6 month period. Between us we have had around 8 different positions in 5 different companies in 6 different cities/towns over the last 4 years. Trust me, neither of us wanted that.

I fully agree with you on contributions being a necessity in terms of paying for the welfare state. Having had jobs of one type or another since I was 18 I can assure you I’ve been more than paying my way in terms of taxes and national insurance (although I earned so little at one point I didn’t pay any tax, sorry). The same can be said of my mates. We must be a terrible shame for your misconceived visions of the youth of today. Paying our way, saving sensibly. Instead of passing the courvoisier we’re sharing the latest deals banks are offering on interest rates.

So in short, shut up Edwina or at least have the decency to do a Portillo and go make inane TV programs about Trains and/or Railways. I’ve got more pressing things to worry about than a patronising old muppet telling me that if I just rolled my sleeves up and graft everything will be OK, because I stopped believing in fairy-tales a long time ago. Your argument is as whimsical as having a Prime Minister that believes a house worth £250,000 (or £450,000 if you live in London) is affordable, trust me when I say it really goddamn isn’t.

*Update* I’ve edited some of this blog because 1 – spelling mistakes 2- a few points were, in hindsight, a bit close to the edge. Personal insults shouldn’t really be undertaken in any part of life. There’s enough crap out there without me adding to it.

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