Feedback management overview

The secret to understanding tenants' needs, wants and concerns is to make the most of customer feedback. That means not only collecting feedback, but also managing and acting upon that feedback to improve a housing organisation's overall product and service offering. Tenant feedback comes from a growing number of channels, including in-person, telephone, comment cards, surveys, email, Web, social networking, mobile devices, and more. In addition, a number of individuals and departments within a housing organisation may be collecting targeted customer feedback, and in a variety of campaign formats. For example, marketing may be conducting Web-based awareness surveys, anti-social behaviour coordinators may be conducting focus groups, the contact centre may be collecting customer feedback from the support line, etc. The challenge this creates is to be continually aware of what feedback is being captured, who is capturing it, where it is being stored, who is responsible for following up on it and, most importantly, how the information will be used to improve customer relationships. Civica Cx Housing facilitates the collection and management of all customer feedback, both positive and negative, in a centralised database, providing housing organisations with full access to technology-driven, real-time 'voice of the customer' feedback. This solution not only supports the ongoing collection of customer feedback through multiple channels but also the timely analysis and resolution of repeat complaints and concerns. The feedback management module underpins a number of customer care opportunities:

To become a customer advocate - Being in a position to rapidly respond to customer feedback and keeping potential complainants informed about the ongoing status of their issues and requests is key to a successful partnership between the housing organisation and its tenants.
Continual process improvement - The ability to track, measure and monitor customer feedback response times and continually work to improve them, thus turning customer feedback into customer insight.
Communication transparency with stakeholders - To openly share with employees actionable insights gained through direct customer feedback, and to conduct post-mortem meetings to identify potential areas for improvement.
Customer engagement - Building strong and lasting relationships with tenants, making it easy to submit feedback at every interaction point and regularly monitor their needs and concerns, as well as informing them when one of their suggestions has been adopted.
Integrating customer feedback into the business - Ensuring that valid customer feedback is incorporated into the housing organisation's strategic goals, and devising mechanisms by which employees are acknowledged for providing positive customer service, identified through formal compliments.

In line with a housing organisation's customer care policy, any number of stages can be defined within Civica Cx Housing to support staff members in the consistent and logical progression of all types of customer feedback that are likely to be encountered within the realms of a social housing provider, both positive and negative. Any number of tasks - discrete actions - can then be linked to each sequential stage to define the resolution path from receipt of the initial feedback right through to a successful outcome.

Separate help articles have been created for each key aspect of feedback management, including: