social marketing
TRANSCRIPT
Customer Satisfaction
• The Leadership Factor• Currently – 4 areas• By August – 3 more areas• Annual Environmental Survey• Over 10,000 interviews• Good Customer Satisfaction – ability to
compare across THG
Definition
Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioural goals for a social good.
Can we ‘nudge’ customers towards doing the right thing?
Why would we want to change behaviours?
• Are we wasting resources communicating everything to everyone?
• Are customers engaging with us?• What is going on in the world?• What challenges do we have ahead of us?• Can we do it better / Cheaper?
Are we just communicating the same thing the same way?
Customer Behaviours – Rent Income Management
• Pay their rent on time.• Keep to arrangements when made.• Turn up for appointments.• Read letters before ringing us (some say to contact HB
section first)• Respond to letters and visits.• Keep us updated regarding changes in circumstances.• Listen and act on the information we give them.• Engage with us.
Nudge, Nudge
• Nudge the customer towards/away from• Motivate away from/towards• Get that change in behaviour• Good for the customer, good for us
How?
• Customer Insight – a deeper understanding• What motivates our customers?• Understand Customer Behaviours- norms?• Apply Customer Segmentation – not one size
fits all• Apply mix of intervention/marketing to get the
change in behaviour
Segmentation – Come Again?!
• To develop a tailored approach (service, communication) to different types of customers.
• Using Customer Profile (demographic)• Where people live (geographic)• How people access (transactional/behavioural)• Why people behave in different ways
(Psychographic)
Helena Homes – Segmentation Business Outcomes
• 8 customer Segments• Understood what vulnerability means to customers• Targeted messages on Money Matters and Tenancy Support• Relaunch of customer Magazine (3 versions – older
customers, families, single tenancies)• Using SMS on target groups who benefit on welfare
benefits advice and financial inclusion• Using new telephone software to understand who contacts
for what and when• Data sharing protocol with Fire to target checks on those
customers who would benefit the most
What we do, Who we are!
1. People follow the herd2. People are loss averse3. Habits are important4. People are motivated to do the right thing5. People’s self-expectations influence how they
behave6. People are lazy7. People are really bad at adding up8. People need to feel involved to make a change.
Quick win 1
‘90% of customers pay their tax bill on time’UK Tax Office – 60% increase in collection
‘Following the herd’ (Cabinet Office)
Quick win 2
‘Pay your tax or lose your car’DVLA – 50% increase in collection
‘People are loss averse’ (Cabinet Office)
Quick Win 2 contd.
‘Pay your tax or lose your car’ pt 2
DVLA – further 33% increase in collection‘People are loss averse’ (Cabinet Office)
Future Campaigns
• People are paid benefits directly• Can customers Budget?• Will customers prioritise rent first?• Online applications• Risk to Income
• Financial Profile• Transactional History• Geography• Behavioural Insight• Communication Preference• SEGMENT• Communicate and Motivate