Pourquoi le service clientèle des associations de logement doit-il être ouvert à tous ?

Étant donné qu'elles s'adressent à une population très large, le service clientèle des associations de logement doit répondre à des besoins divers, notamment en soutenant certains des groupes les plus vulnérables de la société. Elles doivent également répondre aux critères de satisfaction des locataires fixés par l'autorité de régulation. Les associations de logement doivent donc se montrer plus ouvertes et s'engager auprès de leurs locataires et de leurs besoins.

Répondre à la diversité des besoins des associations de logement

Above all, housing associations need to adopt a people-centric approach when it comes to customer service. While every tenant is different, with their own individual needs, they all want their time to be valued by their service provider. Everyone wants their expectations met and their complaints listened to and acted on. Some residents may have conversation or language challenges. Others may have specific learning difficulties requiring more help in managing their lives. Some need additional support due to mental or physical disabilities or because of frailties such as mobility issues or hearing difficulties. And there will be tenants who are not confident with technology, preferring face-to-face or telephone interactions. Housing associations have a duty of care to provide the same level of service to everyone. And today’s tenants expect the same quality of service they experience when dealing with leading brands.

Comment la technologie contribue à renforcer la confiance

La technologie du service à la clientèle peut soutenir cette approche centrée sur les personnes de multiples façons :

Support Agents to Show Empathy and Understand Tenants’ Needs

L'expérience de l'agent est essentielle pour le service à la clientèle des associations de logement. Les agents doivent être capables de faire preuve d'empathie and understanding, especially when dealing with vulnerable customers. In this, training is key, but so is technology. Access to a comprehensive knowledge system can help agents find answers quickly, empowering them to resolve difficult customer issues, consistently. An AI-enabled knowledge service means even more time saving while promoting accuracy and accelerating agent onboarding. Unified Communications tools such as Microsoft Teams allow agents to easily collaborate and receive real-time advice and support from colleagues even when remote. Self-service technologies such as AI chatbots help by allowing customers to resolve simpler queries themselves, 24/7/365. This permits agents to dedicate more time to tenants who need added empathy and personal interaction.

Seamless Tenant Interactions Through Digital Channels and Self-Service

Aujourd'hui, de nombreux résidents souhaitent interagir numériquement to save time and make their lives easier. Housing associations must therefore have the right digital channels in place. These might include their own mobile app to cater to tenants’ all-round needs, or self-service chatbots to handle routine queries. Or it might involve deploying digital technology in specific instances such as sending proactive WhatsApp or SMS reminders about upcoming appointments. It’s crucial to consider that tenants with limited English proficiency also prefer digital interactions. This means there’s a responsibility to have digital resources available in other languages if the demand is there.

L'utilisation de l'IA pour la traduction des langues

AI technology allows housing associations to use digital channels to provide customer service in multiple languages, without employing additional staff. AI-supported instant translation lets customers and agents use text-based chat while each participant types in a different language. The customer asks questions in the language they are most comfortable in, and these are then instantly translated into English (for example) for the agent. The agent’s English responses in turn are instantly converted to the customer’s preferred language.

Choisir la vidéo pour être rassuré et polyvalent

La vidéo peut être un outil polyvalent pour le service clientèle des associations de logement. Certains locataires veulent être rassurés par voir un agent, rather than a disembodied voice at the end of the phone. Because it allows participants to use sign language, video can be the perfect alternative to the phone for those with hearing difficulties. For tenants with mobility issues video avoids the need to travel to “see” someone. And adding subtitles in different languages to instructional videos is an effective way of providing information and advice to people who don’t speak English.

Apprendre de la voix du client

Les associations de logement doivent fonder leur stratégie de service à la clientèle sur les souhaits et les préférences des clients. Cela signifie qu'elles doivent s'appuyer sur la prise de décision fondée sur les données rather than guesswork. An important aspect of this is collecting feedback and insights via Voice of the Customer programmes. For example, analysing customer service interactions (such as via call recording) can help to build up a picture of what customers want. Customer complaints too must be treated as valuable feedback to act on and learn from, not something to be defensive about. All of this can help housing associations tailor their service more effectively to ensure they are meeting customer needs.

Empowering Housing Associations with Remote Support Technology

La technologie permet aux associations de logement de fournir une assistance à distance aux clients vulnérables. Il peut s'agir, par exemple, de visites virtuelles régulières pour voir comment vont les locataires et d'appels vidéo avec les agents d'assistance pour leur permettre de signaler tout problème. En outre, la mise à disposition de ressources en ligne, telles que des vidéos d'instruction ou des formations, permet aux locataires d'accéder à l'information quand ils en ont besoin, ce qui peut éviter les visites à domicile.

Housing associations need to ensure that their customers are at the centre of everything they do. They must be able to meet tenants’ individual needs through a personalised approach built on understanding, empathy, and respect. To find out more about how to do this, read our guide: Guide du service à la clientèle des associations de logement.