According to the latest findings from our latest Pulse Survey, landlords conducting rolling regulatory surveys with regular sentiment analysis are reporting tenant satisfaction levels 9% higher than those using single annual surveys.

The Pulse Survey, which collected and analysed data from 157 UK social housing landlords over May 2024, highlighted that conducting regular temperature checks on tenant sentiment is delivering an improved understanding of tenant needs and preferences – often revealing opportunities for enhancing the customer experience.

Our research indicates these factors are contributing to a 1.2% year-on-year improvement in satisfaction, with a 76.6% median result in May scoring higher than the sector-wide annual result (69.4%), which we revealed in our year-end Tenant Satisfaction Measures (TSM) report last month.

However, the Pulse Survey also identifies a pattern of dissatisfaction with the digitalisation of repairs services. Our latest analysis indicates that over a third (36%) of landlords that have made the shift to digital are seeing an increase in call volumes of over 5%, as tenants seek resolution through multiple channels, resulting in longer wait times and lower satisfaction rates.

The TSM data shows that dissatisfaction with repair times and the impact of talent shortages on meeting completion targets indicate that without additional measures in place, a digital-by-default approach for repairs is unlikely to improve tenant perceptions.

Jonathan Cox, our director of data and business intelligence, said: “Rolling surveys highlight the need for long-term planning and strategic investment in sentiment mapping. Regular tenant surveys provide early warnings for service failures, offering a good return on investment. Landlords need a holistic view of the customer experience to understand satisfaction drivers and strategically improve tenant perception.”

“Regarding digitalisation, our UK service reviews identified key steps to enhance repair services with a multi-channel approach. Landlords should use data analysis to measure service demand by considering seasonality, stock, and resources. This can be enhanced further by engaging tenants to assess demand drivers and co-design improvements. Additionally, landlords should review communications to ensure all contact aligns with customers’ needs and preferences, improving the overall customer experience.”

Other key findings in this month’s Pulse Report include:

  • Although vacancy rates are at their lowest since 2021, re-let times are lagging, with the average extending to around seven weeks.
  • The staffing crisis is linked to culture and complexity, with significant challenges in recruiting skilled staff, and the gap between local authority and housing association staffing KPIs closing.
  • Voluntary staff turnover at 0.83% for housing associations and 0.48% for local authorities.
  • Working days lost to sickness absence at 2.99% for housing associations and 4.12% for local authorities.

Our findings clearly indicate that a proactive approach, underpinned by continuous sentiment analysis and strategic planning, is crucial for improving tenant satisfaction. The transition towards digital repairs services requires a balanced approach that aligns with tenant preferences to ensure a positive customer experience.

Housemark provides UK social housing associations with valuable insights to make data-driven decisions and enhance organisational performance. If you’re a member and would like to take part in next month’s Pulse and receive your bespoke report, please contact us at data@housemark.co.uk.

If you would like to learn more about Housemark membership and its benefits click here or contact our team.