Brendan Sarsfield, former CEO of Peabody housing association and strategic advisor at NEC Software Solutions, explores how it’s not just access to technology that’s the barrier to digital inclusion.

Improving digital dialogue

Social housing tenants represent a broad spectrum of society and not all are digitally confident. As the digital journey in housing ramps up, it’s vital customers feel happy to use the technology and trust any issues they raise will be actioned and resolved – not get lost in a digital blackhole.

Many tenants are grappling with complex needs that require the more personal and empathetic approach that’s not possible to replicate at the click of a button. Technology doesn’t do nuance.

So, how can housing providers balance making the most of digital capability whilst not excluding some tenants? One way is to build better insight into a joined-up system so tenants don’t feel they’re overlooked, they and their problems matter, and they’re not dealing with a ‘faceless’ organisation. ‘Computer says no’ is seldom funny in real life.

Context delivers a more holistic approach

It’s not possible to capture the emotional, physical and social context within a mandatory field in a form for a change of housing, repair request or notification of anti-social behaviour. Social housing tenants are often dealing with acute issues and reaching out for support during challenging times – therefore, their digital experience shouldn’t look the same as those of a bank or online retailer, which is a far more sterile and straightforward process.

It’s important for housing providers to make this distinction as it needs a more integrated communication approach than simply providing a myriad of ways for tenants to contact them. If tenants don’t believe they’ll be seen and heard, then they won’t engage however good the technology is, which will erode trust and damage the relationship.

Rehumanising relationships

A lasting and successful relationship between tenants and housing providers is built on two-way communication. We’re a social species, who need to feel listened to and visible. No-one likes to feel they’re just another number in the system, which is why digitalisation is as much about people as processes.

Contextualising the data picture will reveal the personal stories behind it and foster deeper understanding. Making greater use of the technology to create a richer insight of tenants’ ‘pain points’ and adopting a more hybrid blend of human and tech approach will better support those requiring tailored assistance, as well as encouraging those who feel digitally left behind to start to trust in the technology.

Harnessing the technology to do the heavy lifting by automating services or using AI to spot patterns to anticipate issues and prevent problems can free up staff to have more direct contact with those who feel less digitally included, so they feel more empowered and supported.

A joined-up communication system affords housing officers the unified view they need to take informed decisions and timely actions, and as a result tenants feel more supported and confident that the organisation has the right mechanisms in place to keep them safe and happy in their homes.

Brendan Sarsfield is the former CEO of Peabody housing association and is now strategic advisor at NEC Software Solutions