The introduction of Tenant Satisfaction Measures (TSMs) by the Regulator of Social Housing in 2023 marked a turning point for landlords.
With 22 mandatory measures (10 derived from management information and 12 from tenant perception surveys), TSMs aim to enhance transparency and accountability while offering landlords an invaluable opportunity: to leverage meaningful resident feedback for transformative service improvements.
TSMs require landlords to gather data that is representative of their tenant population. This means considering factors like tenure, age, and ethnicity while selecting appropriate data collection methods. Whether opting for an annual survey or a rolling approach, the data must adhere to regulatory requirements and include the prescribed order, wording, and rating scales.
While meeting compliance from a regulatory perspective is crucial box tick, the real power of TSM surveys lies in their potential to go beyond the baseline requirements. By asking the right questions, targeting the right people, and using the right methods, landlords can transform static data into insights that can feed into strategic and tactical action.
Using research design to go beyond compliance
Early in my career in customer experience, I was taught that great, actionable customer research was all about asking the right questions, to the right people, in the right way. It’s an approach that has withstood the test of time and is a maxim I use to this day. But what does it mean, and how can it apply to something rigid as a regulatory survey?
Asking the right questions
Expanding on TSM questions or qualitatively probing existing ones can uncover the deeper “why” behind tenant scores. For example, asking tenants to elaborate on an overall satisfaction rating can reveal sentiment and pinpoint actionable areas for improvement. This granularity transforms feedback into a roadmap for meaningful change.
Reaching the right people
A robust sampling approach is critical. While census-based surveys can be effective for smaller populations, sample-based approaches can provide equally valid insights when designed carefully. Sub-segmentation, weighting, and maximising response rates are all key strategies to ensure data representativeness.
Using the right methods
The choice of data collection method—whether online, postal, telephone, or face-to-face—affects both response rates and insights. Tailoring methods to tenant preferences helps minimise non-response bias and ensures a more inclusive and accurate dataset.
Going beyond compliance with your analysis
Going beyond compliance with your analysis means not only understanding what tenants are saying but uncovering the deeper insights that drive meaningful change. By moving beyond surface-level data and embracing advanced analytical techniques, landlords can reveal the connections between tenant experiences and broader organisational performance. This deeper understanding empowers decision-makers to prioritise actions that create lasting impact, ensuring that every improvement is aligned with tenant needs and expectations.
Key driver analysis
Understanding the relationship between specific TSM questions and overall satisfaction can illuminate which areas have the greatest impact. For instance, repairs and complaint handling often exhibit high impact/low satisfaction—key areas for targeted improvement.
Sentiment analysis
Analysing comments alongside scores offers a nuanced understanding of tenant experiences. By identifying recurring themes and underlying sentiments, landlords can focus their efforts on areas that truly matter to tenants.
Going beyond compliance by maximising feedback
Although we might not think this at the time, the fact is that conducting research really is the easy part; that’s why most organisations undertake research, whether it is a regulatory requirement or not. What sets high-performing landlords apart is their ability to act on insights. Unfortunately, only 25% of organisations implement action plans based on feedback, and even fewer effectively communicate these actions to tenants. By closing the loop through clear communication, landlords can build trust and demonstrate a commitment to improvement.
TSMs are more than just a compliance exercise; they are a tool for driving real change. High-performing organisations consistently follow a disciplined process: collecting actionable data, engaging stakeholders, and taking measurable steps to enhance services. The smallest actions—when executed consistently—can make the greatest impact.
Tenant satisfaction measures offer a unique opportunity to not only meet regulatory requirements but also to foster meaningful tenant engagement and service transformation. By going beyond benchmarking, landlords can unlock the full potential of TSMs, turning insights into actions that resonate with tenants and improve overall satisfaction.
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