Tenant Satisfaction Measures Report 2023/24 - Summary
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How we selected our methodology
In 2020 we reviewed our overall customer survey methodology, introducing a mainly digital approach through the CX Feedback system. This was to bring additional ways to feedback but also to bring additional independence, assurance and flexibility for customers in a way that delivered value for money.
In 2023-24 a programme of service reviews has been underway to look at services from customers’ perspectives. Methodology selection has also considered how we can track customer satisfaction and the impact of any service improvements made.
Three core considerations underpinned the methodology selection:
- Enabling ongoing trend monitoring;
- Creating independence within the approach, for example reducing the chances of answers being led; and
- Offering the chance to feedback to as many customers as possible as part of our Customer Voice commitment.
The census approach was also selected based on the level of complexity and variable factors across the business. The decision not to offer an incentive was also based on the principle of independence.*
An alternative approach, such as a sample based approach, would have been selected based on a range of factors that include:
- Geographical factors with Wrekin Housing Group being based across Shropshire, Staffordshire and the Black Country;
- The National Housing Federation EDI toolkit indicates that our area population is 93% White ethnicity groups. In a different geographical area, a different methodology may have been selected, for example. Strong levels of data on ethnicity and age are held.
- Whilst there is some variation in the types of home we own, we have a small number of complex, high-rise buildings, for example.
If any change occurs relating to these factors then our approach would be reviewed also, as we do each year.
Outline of approach
Each month on a rolling basis, lead tenants whose tenancy started in that month are sent an invitation to complete the surveys. This means the widest range of customers are asked for their opinion, whilst recognising this requires a mobile/email address being available and up to date. This approach also ensures there is minimal leading within the process as customers choose to complete the survey, and their answers.
In reviewing the approach for 2023-24 we decided to introduce 600 telephone surveys by a market research company, Pexel. The use of an external partner was to ensure independence and expertise whilst recognising that for customers who have sight problems or dyslexia that the previous approach relied upon someone reading the survey. Pexel were selected as a partner of CX Feedback with both having expertise in Market Research and adhering to the Market Research Code. The telephone surveys were targeted to groups who had returned fewer surveys, such as customers in the younger age groups.
The survey approach is designed and delivered by the Customer Voice and Value Team who lead on customer insight across the business. The Customer Insight Team has extensive experience of research and further expertise can be drawn upon from CX Feedback colleagues. The Business Insight and Analysis Team’s data expertise has underpinned the approach to system generated measures, in particular.
The approach for 2023-24 has seen 1,553 surveys returned with the majority by SMS. At present we intend to continue with the same methodology whilst also considering changes if the level of surveys declined for particular customer groups, for example.
Representativeness of responses
At the end of each quarter, we have reviewed the representativeness of responses against the surveys completed and our wider customer base.
At the end of 2023 – 24 the representativeness of ethnicity is as follows with results unweighted on this factor:
Ethnic category | Percentage of responses | Percentage of customer base | Population |
White: British White: Irish White: Other | 92.7% | 92.2% | 93% |
All other ethnic categories | 4.6% | 4.9% | 7% |
Refused/unknown | 2.6% | 3% | 0% |
Total | 100% | 100% | 100% |
Property Type
Property type | Percentage of responses | Percentage of homes owned |
House | 49% | 55% |
Flat | 20% | 25% |
Bungalow | 24% | 19% |
Other | 6% | 1% (Maisonette) |
Total | 100% | 100% |
Age Group
Age group category | Percentage of responses | Percentage of customer base | Population |
16-24 | 2% | 2% | 12% |
25-34 | 10% | 12% | 16% |
35-44 | 14% | 17% | 15% |
45-54 | 16% | 17% | 17% |
55-64 | 19% | 17% | 16% |
65 and over | 38% | 35% | 24% |
Don’t know | | 0.6% | |
Total | 100% | 100% | 100% |
Weighting
In designing the 2023-24 approach, we recognised that it was likely that weighting would need to be applied to reflect variances in the levels of customers returning the surveys. In order to bring additional expertise, independence and assurance, this work was undertaken by CX Feedback on our behalf. The work has been explained and presented to our Executive Management Group and our Customer Committee also.
CX Feedback considered tenure type, property type and age group as the three factors where variation had been seen in terms of the numbers of surveys returned. Their advice was that age group was the key factor and would also take into consideration that younger age groups are more likely to live in houses, for example. Therefore our scores have been weighted on age group to the relevant tenant population percentages.
Our total relevant tenant population was 12,657 and 58 homes were excluded where adults with learning disabilities live in supported homes.
*In May 2024 we identified an issue that meant just over 1,000 customers had not been invited to complete the survey. An assessment on the impact of this has been considered and we have deemed that this did not have a material impact on results. This included asking those customers in May 2024 for their feedback. Changes were made to ensure this issue does not happen again.