Setting the scene
Mustard have run Curo’s customer satisfaction tracker for three years, helping the housing association to identify strengths and weaknesses in its customer journey and develop new initiatives to improve customer satisfaction.
Curo is a housing association servicing 10,000 homes across Bristol and Bath. Having run a customer satisfaction programme for a number of years, Curo were facing a number of frustrations with their existing programme.
Curo were doing a lot of analysis internally, which was impacting how quickly insight could be delivered. There were also struggles with disseminating the insight throughout the organisation, putting in to question its value. Finally, the entire programme had become too cumbersome, with conflicting methodologies and overly long questionnaires.
As a result they were looking for a complete review of the programme.
What we did
Mustard’s recommendation to Curo was one that addressed the root of the problem: Curo were receiving a lot of information and they were struggling to disseminate it to the wider organisation. To tackle this, Mustard outlined a plan whereby Curo were able to ‘self-serve’ much of the key information they needed, whilst the core responsibility for insight and its dissemination throughout Curo became Mustard’s.
Mustard designed simplified questionnaires that flowed in a more logical format and were consistently structured across services, to allow for more sophisticated analysis.
200 monthly telephone surveys were conducted with tenants across a range of service touch points, managed by Mustard, and a secure web-based portal allowed the service teams to monitor results in real time as interviews were completed.
Finally, every six months, Mustard ran immersion workshops with each of the service teams to immerse them in the research and develop action-plans.
Insight is now being used at all levels of the organisation, and the immersion workshops have enabled the teams to understand what it is the customers expect of them and develop plans that can address their customers’ key concerns and make a tangible difference to their lives. Thereby fulfilling their vision of becoming a “modern, customer-driven, ethical business, which makes a positive contribution to people and places.”
“At Curo we want to understand what our customers think and why, and over the past two years Mustard have really helped us do just that. They’ve helped us design an approach which means we get consistent, structured feedback of a high quality. More importantly, as well as just understanding how satisfied customers are, they’ve helped us understand why, and what we can do about it.”