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Customer insight

We are committed to an informed understanding of who our customers are, what they need, want and think about us.

Using the wealth of data, contact and feedback information we have from our customers, insight helps us put customers at the heart of everything we do and deliver customer-focused, tailored, cost-effective, and cost-effective services.



Progress Housing Group (the Group) defines customer insight as the understanding of who our customers are, what they need, want and think about the Group and its services. It considers how all of these things are changing now and into the future.

This can vary depending on the insight and how it is being gathered, the following is a list of likely teams:

  • Business Intelligence Analyst Team
  • Customers and colleagues
  • Communications and Marketing Team
  • Operational Teams
  • Customer Voice Team

To gather customer insight, we can do this directly and indirectly with customers. Below is a list of insight tools used.

  • Focus groups - this is when groups of tenants, customers and/or colleagues are brought together to look at a particular topic/ service area.

  • Perception survey - a survey conducted annually to current tenants to evaluate the importance and satisfaction with Progress Housing Group. This is delivered by a variety of methods to ensure all tenants have an opportunity to take part.

  • Transactional surveys - a survey which is sent after a specific service has been used such as repairs, financial inclusion, aids and adaptations etc.

  • Empathy mapping - is a collaborative tool used to gain deeper insight into how tenants/customers think and feel about particular topics.

  • Journey mapping - tells the story of the tenant/customer experience with a particular service, for example from initial contact regarding a repair to this being completed.

  • System behavioural analysis/segmentation - uses available system data to understand patterns of behaviour with different service users. For example, using system data to identify types of tenants who are more likely to need additional financial support.

  • T-Bar mapping - a visual solution drawing, ‘name it, draw it, describe it’ to help tenants, customers and/or colleagues evaluate if an idea would be feasible or not.

  • Game storming - the use of game-based workshop tools to encourage imaginative exploration of key issues and the creative development of solutions.

  • Ketso - an engagement tool which acts as a prompt to evaluate and develop solutions to particular topics.

  • Thematic analysis - is a form of analysis used to identify common patterns/themes across qualitative data sources. For example, good or bad communication could be a common theme across several services.

  • Service area surveys - all service area satisfaction surveys include commentary boxes enabling us to complete thematic analysis on particular services.

  • Community chats - using demographic analysis to highlight the key areas where community chats should take place. Identified behavioural analysis in the community to focus door surveys.

  • Customer Promises  - focus groups with tenants co-created the promises, ensuring the key words important to tenants were included.

  • Undertake the new Consumer Metric survey for all low-cost home rental tenants.

  • Continue to embed customer insight across the Group.

  • Review the 2021 National Census data.

  • Undertake segmentation analysis for RWP.

  • Improve the availability of our equality, diversity and inclusion data.

  • Research other tools to be used to gain customer insight.