The Customer Intelligence Checklist

Following on from my posts a couple of months ago, I’ve outlined a few tips that you may find useful to help you to develop customer intelligence within your organisation:

1. Ensure that the customer intelligence objectives are in line the organisations strategic objectives. 

Customer intelligence objectives and strategic objectives shouldn’t be treated as two separate entities by the organisations. The customer intelligence objectives should form part of the strategic objectives. If they remain separate, they run a very high risk of being treated as abstract targets. It also means that they treated as an afterthought, with the findings likely to be overlooked and less resources available to develop customer intelligence. Get top level buy-in!

2. Demonstrate the benefits of the customer intelligence to the organisation.

So much energy can be expended on collating customer data and creating intelligence, that its successes as a result are not communicated effectively enough. Developing customer intelligence is a continuous process and the collection of customer data is usually on top of a persons ‘day job’. The inevitable ‘what on earth are we doing this information’ question will arise, so its vital that the improvements being done as a result of customer intelligence is regularly marketed to maintain buy-in. 

3. Justify the need for customer intelligence.

Cataloguing and measuring the successes as a result of customer intelligence is important to demonstrate its cost benefits to the organisation. Developing customer intelligence can be an expensive process for organisations, so you should be measuring the impact to justify the need for it. 

4. Plan ahead

The first step of customer intelligence is to be clear on the objectives behind developing it. By its nature, customer intelligence is meant to be a proactive process with an aim to achieve something for the organisation. You need to be aware of what the organisation wants to simply reacting to things that have already happened and risk the intelligence becoming out of date and irrelevant.

5. Use your customer intelligence.

Customer intelligence is about tailoring products and services for customers. It’s about improving the customer experience, so the organisation gives itself a better opportunity to identify and meet their needs and preferences. The organisation’s customer intelligence process needs to be built into its customer strategy to ensure that its customer groups are identifiable and that their needs and preferences are regularly identified and affirmed.

6. Customer intelligence doesn’t stand alone
Customer intelligence related work should not be treated in isolation. Compare it to previous information and outcomes. Use it alongside benchmarking information and market intelligence to develop a better a better competitive advantage for the organisation (Grimes, 2009).

Ok well that’s it for today..... Next time: a crowdsourcing software review!

References

GRIMES, N., 2009. The nine steps to best practice customer insight, My Customer.Com. [online] Available at: <http://www.mycustomer.com/topic/customer-intelligence/best-practice-insight-what-essential-invisible-eye> [cited 30 October 2011].

A brief history of social housing

Carrying on from my previous post about what is social housing?, I'm doing this follow up on how social housing has developed over the years. 

A whistle stop tour of social housing

Social housing has existed in England since 1890’s, in fact much longer before then in one form or another. It really took off with the Housing and Town Planning Act in 1919 making it law for Local Authorities to provide council housing. The Liberal Democrat government at the time initiated the first sustained effort to provide low cost affordable housing. They set a highly ambitious target to build 500,000 homes and failed miserably building only around half this number during their time in power. The subsequent Conservative and Labour governments shifted the focus on to private housing. Home building didn’t stop in the period up to the second world war with another 580,000 homes built, but it was after the second world war that social housing really soared with over a million homes built, four fifths of which were ‘council housing’(Shapely, n.d.; Wheeler, 2011).

The subsequent decades saw a shift towards replacing slum housing, rehousing people into ‘gleaming’ high rise towers and out of town overspill estates spurred on by the lack of land available in the central council areas. This new promised land turned out to be pretty bleak with problems rooted in poor design and substandard construction, as well as a lack of consultation about what people wanted by the town planners (Shapely, n.d.; Wheeler, 2011).

This changed in the late sixties, with council tenants becoming frustrated with the poor housing conditions and with their opinions overlooked began to organise themselves. Tenant groups sprang up in different parts of the country to object to the housing conditions being imposed on people, with limited success. Ultimately the Local Authorities realised that they were losing public confidence and as a result, a few began to develop tenant participation schemes with the very first tenant participation handbook developed in the mid seventies (Shapely, n.d.).

The Eighties ushered a resurgence in social housing, with the Conservative government, exploring alternatives to council housing, supporting initiatives with grants and encouraging private finance in the sector. This was the ideal opportunity for not for profit housing associations to invest into the sector by tapping into finance not traditionally available to the government This period also saw ‘right to buy’ take off with over 2 million council homes sold to tenants from the 1980’s to the present day. This sale of council housing highlighted the need for increased social housing, with housing waiting lists feeling the strain. The 1998 Housing Act helped create the present system, supporting housing associations in attracting investment and making it easier for them to collect rent for people entitled to housing benefit (Heywood, 2010).

The two decades since have seen local authorities transfer council housing to large scale voluntary trusts to attract private finance to improve stock. In this period Housing associations have attracted finance to develop new homes and improve existing ones (Heywood, 2010).

The sector has experienced frequent changes in its regulatory regime over the past few years with the introduction of a new regulatory framework and the decommissioning of two principle housing bodies; the Audit Commission and the Tenant Services Authority by December 2011. This affects how RSL’s will be regulated in the future, “with the arrangements for housing inspections still unclear” (Inside Housing 2010).

The announcements in the comprehensive spending review announced in October 2010 have also affected the sector, with RSL’s capital budgets for affordable house building reduced by 60%. This means that 7,000 less homes will be built over the next four years (Inside Housing 2010; Ropke 2010). Changes to the housing benefit system coming into force in 2013 are also expected to affect RSL’s incomes because a high number of social housing tenants are economically disadvantaged and in receipt of housing benefit (Audit Commission, 2010; Parliament UK).

Like i said this was a brief look at social housing has developed to what it is today, feel free to discuss. You may want to have a look at one of my previous posts social housing 2.0, which outlines the direction I think the sector should be looking to move towards to improve its image. See you next time, when I'm starting my series of continuous improvement posts starting with customer intelligence.

References

AUDIT COMMISSION, 2010. Housing Inspections. [online] Available at: <http://www.audit-commission.gov.uk/housing/inspection/pages/default.aspx> [cited 30 October 2011].

HEYWOOD, A., 2010, Investing in Social Housing, A Guide to the Development of the Affordable Housing Sector, The Housing Finance Sector [online] Available at: <http://thfcorp.com/investing/THFC%20-%20Investing%20in%20Social%20Housing%20230510.pdf> [cited 30 October 2011].

INSIDE HOUSING, 2010. The year that changed social housing forever. [online] Available at: <http://www.insidehousing.co.uk/> [cited 30 October 2011].

PARLIAMENT UK. 2010. Impact of the changes to Housing Benefit announced in the June 2010 Budget. [online] Available at: <http://www.publications.parliament.uk/> [cited 30 October 2011].

SHAPELY, P., N.D., Social housing and tenant participation. [online] Available at: <http://www.historyandpolicy.org/papers/policy-paper-71.html>

WHEELER, B., 2011, What future for social housing?, BBC [online] Available at: <http://www.bbc.co.uk/news/uk-14380936> [cited 30 October 2011].

What is social housing?

I was halfway through working on my 'surveys' post on Digibored, when I realised that I’ve not actually described the social housing sector despite mentioning it frequently in this blog. So I’m course correcting and giving a short insight into what the social housing sector is. Digibored is about using technology and communication to improve and develop organisations. And I think it’s important to contextualise these topics, so I’m course correcting to set the scene for this blog.  

This post is a brief outline of what social housing is and I will be doing a follow up post on the history of social housing. Consider them my prequels to my earlier post called social housing 2.0.

So, what is social housing?

Simply put, social housing is housing usually owned by councils, housing association or other not for profit organisations such as cooperatives. These organisations provide affordable rental accommodation to vulnerable people and those on a low income (Directgov, n.d.; BBC, 2007).

Almost 1 in 5 people in England live in social housing. Traditionally social housing customers have experienced limited mobility due to demand for social housing exceeding supply. Because there is so much demand for social housing, it’s allocated according to need. Preference is given to the more vulnerable sectors of our society with a sliding scale used to rate housing need. The more points an applicant has on the rating system, the higher they are on the ‘housing list’ (Local Governments Association 2008; Shelter, 2011; Survey of English Housing 2008)

Who owns it?

Social housing is often perceived as ‘council housing’ by the average person, a point I picked up on in social housing 2.0, but in reality social housing is owned and managed by several different types of organisations. For example in central Manchester, there are 67,420 social housing properties. The following table highlights the different types of companies that own and manage these properties (stats taken from Housing Net)

Type of Organisation	Number of Properties Owned
Arms Length Management Organisations	29,029
Charities or Charitable Organisations	224
Co-operatives	203
Housing Associations	37,779
Other	185
Total	67,420

The majority of the stock is owned by Housing Associations and Arms Length Management Organisations, so this is the bit where I tell you what they are:

Housing Associations

Housing Associations also known as resident social landlords are usually not for profit organisations that own and manage properties acquired through local authority housing stock transfers and by developing properties. (Directgov).

Arms Length Management Organisations (ALMO’s)

ALMO’s are organisations created by local authorities to manage and improve its housing stock. The local authorities retain the ownership of the properties and the ALMO looks after the day-to-day management of the properties dealing with issues like repairs and rental queries.

So this is it! A very brief look at what social housing is. It’s a very broad subject and I’ve only tried to include things that help set a context for the blog. As I mentioned earlier, the next post is about the history of social housing… see you on the flip sideJ.

References

BBC, 2007, Q&A: Social housing. [online] [retrieved 28 October 2011] <http://news.bbc.co.uk/1/hi/uk_politics/6691927.stm>

 

COMMUNITIES & LOCAL GOVERNMENT, 2009. Survey of English Housing Preliminary Results 2007/08. [online] [retrieved 28 October 2011] <http://www.communities.gov.uk/publications/corporate/statistics/sehprelimresults0708>

DIRECTGOV. N.D., Housing Associations – what are they. [online] [retrieved 28 October 2011] <http://www.direct.gov.uk/en/HomeAndCommunity/Councilandhousingassociationhomes/Housingassociationhomes/DG_188384>

LOCAL GOVERNMENTS ASSOCIATION, 2008. COUNCILS AND THE HOUSING CRISIS: The potential impacts and knock-on effects of the credit crunch on councils and their housing role [online] [retrieved 28 October 2011] <http://www.lga.gov.uk/lga/aio/569196>

SHELTER, 2011, What is social housing,[online] [retrieved 28 October 2011] <http://england.shelter.org.uk/campaigns/housing_issues/Improving_social_housing/what_is_social_housing>

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STOCKPORT HOMES, 2010, What is an ALMO, [online] [retrieved 28 October 2011] <http://www.stockporthomes.org/main.cfm?type=WHATISANALMO>

How all of us are changing the web: Part 2

In my digibored post 'How all of us are changing the web: Part 1', I talked about User Generated Content (UGC) and Crowdsourcing and how we have used them to change the web as we know it today. This is a follow up; I’ve picked out a few common ways that we use UGC and crowdsourcing. There are plenty of others, but for digibored I only need a few to highlight my points. If you want a fuller list, wiki the terms.

1. Ratings and Reviews - UGC
2. Tagging Stuff - UGC
3. Citizen Science - Crowdsourcing
4. Citizen Media - Crowdsourcing

Ratings and Reviews

This is probably one of the most common forms of UGC. A lot of us shop online (figure here). I know personally, every time I make a purchase on Amazon or Ebay, I’m prompted to rate and review what I’ve bought. I know I often check user ratings because it’s damn confusing with the sheer number of similar products on offer. And it’s just not shopping when I use my local public library service, reserving books online, again I have the option to rate and review my loans. So what we think of our purchases are a vital resource in the online marketplace.

For example, a study by Comscore revealed that online user-generated reviews influence one in four of us when we are purchasing a product or service online (2007). That makes our ratings, our reviews very influential, in fact Williams & Co. add to this saying that:

1. “Research has shown that many people trust other people’s reviews more than they trust expert opinion”

2. “There is a strong relation between positive reviews of a product or service and satisfaction with sales” (2010, p118).

Tagging Stuff

Have you ever tagged something online? No, are you sure?

What about tagging people in one of your pictures on Facebook? Or how about retweeting posts and adding hashtags to entries, on Twitter? If you have done, then, you’ve generated content online.  

We can assign keywords to various content, whether that’s a document on a intranet, a blog, a picture or a video that we’ve uploaded. This started off as a metadata tagging where we could choose a preset word in an online database to describe an item to help it be found again when we search for it. It’s evolved into folksonomy, where we can tag something with our own words which is what we tend to on platforms like Flickr and YouTube (Vander Wal, 2007).

Point is that tagging helps us to find things easier online and in the case of twitter and other social networking sites, it allows us to recycle and reshare content (Huang et al., 2010).

Citizen Science

What is it about the worked ‘citizen’ it just makes me think of worker ants…

Talking of worker ants, the science research sector has successfully tapped into crowdsourcing to help create citizen science. We all get a chance to be scientists finally; putting to use that home lab kit you got as a present from your mum or dad when you were nine. Well, you get to use for something other than blowing up your bedroom …Sorry Mum…  

Anyway back to the topic, ‘Citizen Science’ is about the average person helping with research on a range of scientific subjects. For example, in some companies are using services Innocentive to place scientific challenges to an open audience and awarding a prize fee for the best solutions. We can also contribute by sharing our spare computing power to help create a free online open-source lab for researchers for things like cancer research etc. by downloading World Community Grid Software (Howe, 2006; The Marketer, 2011).

      Citizen Journalism

There’s that ‘citizen’ word again. This time it’s being used by the media. ‘Citizen Journalism’ has become an extremely popular and vital resource in today’s day and age. It lets us report events as they happen. Essentially, citizen journalism involves “a wide range of activities in which everyday people contribute information or commentary about news events” (Educause, 2007).
     

Citizen journalism is used by major news providers like the BBC and CNN, as well as amateur news sites such as Cyber Journalist as well as blogs and video sharing sites. In fact Twitter posts are the main source of information via the Google real-time service (Educause, 2007, Google, N.D.).

Richard Sambrook, a BBC journalist summed up the benefit of citizen journalism in 2009 saying that “when major events occur, the public can offer us as much new information as we are able to broadcast to them. From now on, news coverage is a partnership”

Lets sum up

I’ve told you four ways that I think have helped us all to change the web, its nots a complete list, its not meant to be. In fact UGC and crowdsourcing aren’t the only ways that we are making web better, but like I said in my last digibored post there are two drivers. There are not perfect, in fact they have a few flaws i.e.  citizen journalism has been criticised for accuracy. The stories posted on  the CNN’s citizen journalism site iReport site “are not edited, fact checked or screened before they are posted” Despite their flaws, UGC and crowdsourcing are helping us to improve the web and its us using our ability to create content online that is helping to change the web. 


Hey, if you wanna read more about crowdsourcing, check out 'Here Comes Everybody' by Clay Shirky. A lecturer at Manchester Metropolitan University recomended it to me and it really got me into this subject.

Next post -  I'm switching pace and topics with my next digibored post... see you next time!

References

CNN, n.d. CNN iReport. [online] Available at: <http://ireport.cnn.com/> [Accessed 15 February 2011].

COMSCORE, 2007. Online Consumer-Generated Reviews Have Significant Impact on Offline Purchase Behaviour. [online] Available at: <http://www.comscore.com/Press_Events/Press_Releases/2007/11/Online_Consumer_Reviews_Impact_Offline_Purchasing_Behavior> [Accessed 21 February 2011].

EDUCAUSE, 2007. 7 things you should know about citizen journalism. [online] Educause. Available at: http://net.educause.edu/ir/library/pdf/ELI7031.pdf [Accessed 23 February 2011].

Google, n.d. See what's new for Realtime Search.[online] Available at:  <http://www.google.com/landing/realtime/> [Accessed 24 February 2011].

HOWE, J., 2006b. The Rise of Crowdsourcing, wired magazine. [online] Available at:  <http://www.wired.com/wired/archive/14.06/crowds.html> [Accessed 21 February 2011].

HUANG, J., THORNTON, K.M. and Efthimiadis, E.N., 2010. Conversational Tagging in Twitter, HT’10, pp13–16, [online] Available at: http://jeffhuang.com/Final_TwitterTagging_HT10.pdf [Accessed 1 March 2011].

SAMBROOK, R., 2009. Citizen Journalism and the BBC, [online] Available at: <http://www.nieman.harvard.edu/reportsitem.aspx?id=100542> [Accessed 25 February 2011].

How all of us are changing the web: Part 1

As a 'digibored' person and an all round slow adopter, the fact that my presence on the web helps to develop it, hasn't completely escaped me. Sure I'm a little late to the party but I’m still contributing to the web by creating user generated content, in fact lots of us are!

Like it or not, we are a hot commodity, there's plenty of organisations and institutions that have clocked the impact users like us have on the web. And they are asking for our help to develop their businesses in a variety of ways.  So this week, I’m going to talk about how all of us are helping to change the web by creating user generated content and how companies are harnessing that change through crowdsourcing.  

Where do i begin?

Let’s start at looking at the web and what we could or couldn't do until recently. When I started surfing I was in the world of Web 1.0 it was a view only web, where information was pushed to users by a small number of content creators/experts. It was like jumping on a bus, where for the most part you let the driver tell you where you were going.  

Then shiny Web 2.0 came along, being driven by us. It’s enabled us to collaborate with one another other and make contributions to it. Services on this web are now our platform, with the likes Blogger, Facebook, Flickr, Twitter and YouTube encouraging us to create, recreate, mashup and share content. If user contribution and collaboration have made web 2.0 a possibility, User Generated Content and Crowdsourcing can be considered amongst its drivers (O'Reilly, 2005). (I'm not going to mention Web 3.0, I don't think we're there yet, we'll talk about it in another digibored post).

What’s User Generated Content (UGC)?

OECD defines UGC as “content made publicly available over the Internet, which reflects a certain amount of creative effort and which is created outside of professional routines and practices” (2007, p.4).

Clay Shirky (2010) reckons that we are changing the way we spend our free time, replacing passive participation in front of a TV by actively participating, creating content on the Internet. This cultural shift has increased our personal ambitions to express ourselves in a way TV cannot offer. So as a result, we are creating user generated content. Its not a new concept, people have created UGC pre-internet i.e. writing for the Newspaper reader sections and producing programming on public access channels on American cable television.

However on the ‘collaborative’ web, UGC has exploded, helped along by Technological, Social, Economic and Legal factors. Technological developments include faster online access, accessible software tools and an increase in UGC hosting websites have contributed to increase participation i.e. Blogger, YouTube etc. Social attitudes have also changed with the emergence of the ‘digital natives’ who have grown up with the Internet (Shirky, 2010; OECD, 2007).

Lower costs associated with UGC have helped to create new business models i.e. Threadless.com. Flexible approaches to copyright i.e. Creative Common licenses have also allowed easier adaptation and distribution of UGC (Howe, 2008; OECD, 2007).

So what’s crowdsourcing then?

Jeff Howe coined the term crowdsourcing in a 2006 article for Wired magazine. He says that’s crowdsourcing “represents the act of a company or institution once performed by employees and outsourcing it to an undefined (and generally large) network of people in the form of an open call…” (2006). 

He says that “Crowd-sourcing isn’t synonymous with user-generated content, but it often involves building a business around it” (2008, p.177). In essence, UGC refers to content created by users independently whereas crowdsourcing involves companies persuading the crowd to perform tasks traditionally done by employees.

So this was a look, albeit a brief one at UGC and Crowdsourcing, I’m aware that I’ve thrown a lot of definitions at you. There will be a part two to this blog entry, where I’ll outline four ways UGC and crowdsourcing have enhanced the way that we use the web.

References

HOWE, J., 2006, Crowdsourcing: A Definition. Crowdsourcing, [Blog] Available at:   <http://crowdsourcing.typepad.com/cs/2006/06/crowdsourcing_a.html> [Accessed 9 October 2011].

HOWE, J., 2008. Crowdsourcing, How the Power of the Crowd is Driving the Future of Business. London: Random House.

OECD, 2007. Participative Web: User-Created Content. [online] OECD. Available at: <http://www.oecd.org/dataoecd/57/14/38393115.pdf> [Accessed 10 October 2011].

O'Reilly, T., 2005, What is Web 2.0, [online] O'REILLY.COM. Available at: <http://oreilly.com/web2/archive/what-is-web-20.html> [Accessed 10 October 2011].

SHIRKY, C., 2010. Cognitive Surplus, Creativity and Genorisity in a Connected Age. London: Penguin.

Social Housing 2.0

Earlier this year the Chartered Institute of Housing ran a competition asking the question:

"How do we tackle the problem that the word ‘social’ is good when followed by ‘networking’ and bad when followed by ‘housing’?"

 The competition came and went and working in the social housing sector myself, it got me thinking, how can we use social media to improve the perceptions of social housing, so here's my 'entry' on digibored if you will, have a read and let me know what you think:

"Enter Social Housing 2.0: How we can use the power of our crowd to change perceptions of social housing"

‘Social networking’, is the current buzzword and as housing professionals we are getting LinkedIn in the sector with Facebook and Twitter impacting our personal lives. The genius behind social networking is that it places the ability to communicate easily at our fingertips. 

‘Social housing’, at its core is about offering affordable housing to vulnerable and economically disadvantaged people. Almost a fifth of people in England live in ‘social housing’. However this term brings up connotations of high-rises and run down areas and well it’s all ‘council housing’ innit to ‘Joe Bloggs’.  

To change perceptions we need to ask ourselves a couple of questions. Firstly, how ‘social’ is social housing? Well we may not always knock on a tenant’s door for a cuppa, but we do let tenants into ‘our house’, could you as a mortgage holder consult on your lenders governance and their service standards? Our tenants can. We work within our local communities, supporting local resident groups, promoting financial inclusion and reduce worklessness to build sustainable neighbourhoods, impacting whole communities not just our tenants.

Secondly, how networked are we? Do we talk to the right people in the right way at the right time?  The answer is no, despite being good communicators; we predominately just talk to our tenants and each other. Mr Jones at number 42 may ‘get us’ but we don’t really chat with Mr. Bloggs outside of our social housing universe.

So how do we change perceptions? The first step is acceptance, we need to accept that the term ‘social housing’ carries a negative perception and it’s time to refresh the concept, its time to rebrand… enter ‘Social Housing 2.0’. The second step is trust; trust in the power of our crowd which is a fifth of households in England.

Our tenants are our most enthusiastic advocates but on the whole, most of us are not providing the means to communicate their experiences and pride of being social housing tenants. Social networking places the world at people’s fingertips, but our sector isn’t taking advantage of these tools. We have been slow to introduce online services, and to adopt social networking, these services are seen as peripheral in most housing organisations.

We need to trust in our crowd to change perceptions by giving them a better voice to communicate the good and bad aspects of social housing. This is a courageous step for the sector but let’s seriously look at providing services at our customer’s fingertips to enable them to openly critique us. I don’t know if the term ‘Social Housing 2.0’ will be viewed as positive or negative but it will be powered by the honest view of our crowd and that’s how perceptions will change".

Well there you go, this is my entry, there's many way to lift perceptions of social housing, some people argue that we should follow more traditional media streams by developing better press links or launch television stations for social housing tenants. This is something I plan to explore in a future blog. I mentioned crowdsourcing in my 'entry' several times, so I’ll be talking about crowdsourcing as well as User Generated Content later this week. Thanks for reading...