4. Customer Satisfaction
• The Leadership Factor
• Currently – 4 areas
• By August – 3 more areas
• Annual Environmental Survey
• Over 10,000 interviews
• Good Customer Satisfaction – ability to
compare across THG
5. Definition
Social marketing is the systematic application
of marketing, along with other concepts and
techniques, to achieve specific behavioural
goals for a social good.
Can we ‘nudge’ customers towards doing the
right thing?
7. Why would we want to change
behaviours?
• Are we wasting resources communicating
everything to everyone?
• Are customers engaging with us?
• What is going on in the world?
• What challenges do we have ahead of us?
• Can we do it better / Cheaper?
Are we just communicating the
same thing the same way?
8. Customer Behaviours – Rent Income
Management
• Pay their rent on time.
• Keep to arrangements when made.
• Turn up for appointments.
• Read letters before ringing us (some say to
contact HB section first)
• Respond to letters and visits.
• Keep us updated regarding changes in
circumstances.
• Listen and act on the information we give them.
• Engage with us.
9. Nudge, Nudge
• Nudge the customer towards/away from
• Motivate away from/towards
• Get that change in behaviour
• Good for the customer, good for us
10. How?
• Customer Insight – a deeper understanding
• What motivates our customers?
• Understand Customer Behaviours- norms?
• Apply Customer Segmentation – not one size
fits all
• Apply mix of intervention/marketing to get
the change in behaviour
11. Segmentation – Come Again?!
• To develop a tailored approach (service,
communication) to different types of
customers.
• Using Customer Profile (demographic)
• Where people live (geographic)
• How people access
(transactional/behavioural)
• Why people behave in different ways
(Psychographic)
13. Helena Homes – Segmentation
Business Outcomes
• 8 customer Segments
• Understood what vulnerability means to customers
• Targeted messages on Money Matters and Tenancy Support
• Relaunch of customer Magazine (3 versions – older
customers, families, single tenancies)
• Using SMS on target groups who benefit on welfare
benefits advice and financial inclusion
• Using new telephone software to understand who contacts
for what and when
• Data sharing protocol with Fire to target checks on those
customers who would benefit the most
14. What we do, Who we are!
1. People follow the herd
2. People are loss averse
3. Habits are important
4. People are motivated to do the right thing
5. People’s self-expectations influence how they
behave
6. People are lazy
7. People are really bad at adding up
8. People need to feel involved to make a change.
20. Future Campaigns
• People are paid benefits directly
• Can customers Budget?
• Will customers prioritise rent first?
• Online applications
• Risk to Income
21. • Financial Profile
• Transactional History
• Geography
• Behavioural Insight
• Communication Preference
• SEGMENT
• Communicate and Motivate
