new technologies tested during the health crisis
The COVID-19 pandemic forced social housing providers to experiment with unprecedented ways of staying close to their tenants. In a context where the economic model of social housing is struggling, digitalizing interactions opens up new avenues for operational efficiency and optimized costs. Is it possible to offer proactive service, personalize tenant interactions, cut costs, and boost customer service team productivity all at once? The digitalization of customer relationships is generating strong interest. The Federation of OPHs (Public Housing Offices) is encouraging social housing organizations to embrace the topic and pool their investments. Yet, it notes that 62% of offices have "low digital maturity" (Study conducted with 110 OPHs, presented in May 2019 at the FOPH Annual General Meeting in Le Mans). What’s more, only 20% of them plan to invest in digital upskilling by hiring specialized staff.
New technologies tested during the health crisis
Digitalization is already a reality for social housing tenants. In fact, 94% own a computer, 84% use a smartphone daily, and 54% want a dedicated app for managing their housing (Source: USH Report "Les HLM en chiffres 2019"). The health crisis amplified digital exchanges between social housing providers and tenants. Both sides clearly demonstrated a desire for digitalizing customer relationships. Digitizing interactions, such as filing and tracking complaints or reporting housing damage, has sparked interest on both sides. For some, this would be a first, while others are already there. Some organizations have gone further, creating digital platforms for exchange and mutual support among residents.
The challenges and opportunities of digitalization
Digitalizing customer relationships in rental management offers numerous potential benefits. The main one? Managing tenant requests and complaints through 24/7 accessible customer service channels, like chatbots. This strengthens the human connection and personalized service tenants expect. Additionally, to fund the digitalization of customer journeys, social housing providers can tap into the innovation support fund. One thing is certain: the upcoming digital transformation could profoundly reshape the sector’s economic model. A high-stakes revolution, a turn not to be missed.
