Housing Digital’s latest micro-conference explored how good data is rocket fuel for driving a positive transformation in resident experience
We’re in an era when technology increasingly shapes everyday life, so it’s little wonder that social housing providers are turning to data to enhance resident experiences and streamline operations.
The sector faces a steep curve, however, as it shifts away from legacy systems, to make the most of what today’s technology and techniques can offer; sharing knowledge, then, is a must for housing professionals looking not only to deliver – but do so better.
That’s where Housing Digital‘s latest micro-conference, sponsored by Crimson, comes in. The event set out to showcase and explore how organisations are leveraging digital innovation, automation, and AI to improve customer service across the sector.
The event brought together experts from across the UK housing landscape, highlighting practical approaches to modernising services, boosting tenant satisfaction, and navigating the complex challenges of data management.
The conference –suitable entitled How Data can be Harnessed to Improve the Resident Experience – featured three key speakers: Ian Bobbett, chief data officer at Crimson; Steve Allcock, group business transformation director at Riverside; and Will Walker from Citizen Housing, formerly WM Housing.
Each guest speaker shared insights on harnessing data to transform housing services, from consolidating information and applying AI to improving customer journeys and modernising operations post-merger.
Data as the backbone of transformation
Bobbett opened the event with a compelling case for treating data as a strategic asset rather than a compliance obligation.
Drawing on his experience at Crimson, he emphasised the importance of consolidating data into a single platform to provide a 360-degree view of organisational operations. “Data quality underpins every digital initiative,” he said. “Poor data produces poor outcomes, particularly when deploying AI and machine learning applications.”
Bobbett highlighted practical steps for delivering value quickly, including assessing existing capabilities, prioritising use cases, and ensuring that staff are properly trained and engaged. He also stressed the need for robust governance and ethical frameworks, particularly when applying AI to sensitive tenant information.
Transparency and compliance with UK legislation, he noted, are central to maintaining trust while pursuing operational efficiency.
His session touched on automation’s potential to enhance tenant experiences, noting that AI and machine learning could reduce repetitive tasks and streamline service delivery. From automated appointment reminders to predictive maintenance alerts, these tools promise to free staff to focus on more complex and meaningful resident interactions.
Customer service transformation in practice
Allcock shared Riverside’s approach to improving customer service through the Brilliant at Basics programme. This initiative focuses on refining fundamental service processes, underpinned by a data-led approach to problem-solving.
“All improvements start with understanding the resident journey,” Allcock explained. “We mapped out complaints and repair services to identify friction points and reduce unnecessary delays.”
The programme relies on cross-functional collaboration and tools like Salesforce and Tableau to collect, analyse, and visualise data, enabling staff to make informed decisions quickly.
Allcock’s presentation also highlighted SMAPly, a web-based tool for creating and maintaining journey maps, which fosters collaboration and encourages iterative improvements.
Central to the programme is a commitment to understanding vulnerable customers and ensuring that service enhancements are inclusive, consistent across channels, and truly responsive to resident needs.
A practical example came from Railway Housing’s Railway On Tour initiative, presented by resident experience manager Lynn Fromme, who was attending the event. The project involved door-to-door engagement with residents across dispersed stock, gathering feedback directly and building personal connections.
Initiatives like this underline the importance of combining digital innovation with human interaction to create meaningful resident experiences.
Modernising services after a merger
Walker’s session offered a candid look at the challenges and opportunities of modernising services in the context of organisational change.
Citizen Housing, formed from multiple mergers in the West Midlands, faced diverse processes, disparate systems, and low customer satisfaction. Walker outlined how the organisation adopted a structured, data-driven approach to unify operations and improve resident experiences.
“Focusing on people, technology, data, and processes is key,” Walker said.
By upgrading the housing management system, overhauling contact centre technology, and cleansing and integrating critical datasets, Citizen has been able to streamline services and deliver more consistent, efficient interactions.
Automation and digital channels played a central role. Walker described the introduction of chatbots and voice bots alongside traditional call handling, enabling instant access to transactional data, reducing repetitive interactions, and improving overall service efficiency.
Outbound campaigns, for example for damp and mould treatments, have improved appointment attendance while reducing unnecessary visits.
The organisation’s implementation of Amazon Connect, supported by developer partner Incline, was highlighted as a complex but rewarding process. Extensive customer engagement – including workshops and a digital panel of 300-400 tenants – helped Citizen to identify pain points and design solutions aligned with resident needs.
While the initiative’s original vision extended to 2025, Walker emphasised a longer-term approach, with digital transformation and data management forming the backbone of a 10-year strategy.
Data management and digital engagement
A recurring theme across the conference was the challenge of data management. Walker noted that while customer data is comparatively easier to manage, asset and operational data remains complex due to variations across teams and legacy systems.
Ensuring different datasets – from repairs to planned works – can be integrated effectively is critical to driving operational efficiencies and improving resident satisfaction.
Digital engagement was another key area of discussion. Despite concerns about digital exclusion, many residents access services via smartphones, even without broadband at home. By providing multiple channels for engagement, housing providers can ensure inclusivity while encouraging digital adoption, a move that supports more responsive and efficient service delivery.
Overall, the micro-conference offered a rich exploration of how data-driven strategies can transform social housing. Presentations demonstrated that effective digital transformation is not just about adopting new technologies – it’s about combining people, processes, and data to create measurable improvements in resident experiences.
From automated services and AI-driven insights to journey mapping and post-merger integration, the event painted a clear picture: housing providers that embrace data responsibly and creatively can deliver services that are faster, more efficient, and genuinely centred on the people they serve.
The engaged discussions highlighted a critical evolution in social housing: the shift from reactive, siloed service delivery to proactive, data-informed decision-making.
To find out more about Housing Digital’s programme of microconferences visit here
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