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Customer Profiling

Peabody had a requirement to improve the quantity and quality of diversity data about their customers. Mpathy Plus was appointed to manage a programme designed to collect this data.

Specifically, Mpathy Plus designed the process, produced the resulting scripts and then managed the calling process and data-collection and reported back to Peabody.
The process and scripts were devised following consultative meetings with Peabody to clarify the questions, the data format and potential answers. These were all agreed by Peabody at the start of the project. Mpathy Plus also suggested collecting other useful data during the calling process, including preferred contact numbers and e-mail addresses.
Up to four calls were made in an attempt to speak directly to each named tenant before asking them questions. The results were very impressive with 75% of tenants contacted completing all of the questions. This was, of course, optional but tenants were incentivised by inclusion into a prize draw for shopping vouchers.
 

Collected data was returned to Peabody in a secure format each week along with an update report. Mpathy Plus were also able to provide details about tenants they were unable to contact because of wrong numbers, address moves or because they were non-English speaking. Peabody followed these up after the project.
 

Of particular value was the additional data collected during the calls. Peabody tenants were able to make various comments which were subsequently passed on to Peabody for action. Some of these simply required speaking to someone about an outstanding matter while others related to new issues.
 

The calls themselves were made by Maygenta, partners of Mpathy Plus, which operates a home-worker service that enables their staff to provide a flexible, high-quality, cost-effective service compared to traditional outsourcing organisations. A high volume of activity was undertaken within a two-month period and training was, of course, essential to ensure that the staff involved were aware of the background to the project and Peabody as an organisation.
 

Sandra Skeete, Peabody Customer Services Director, said, “We were very pleased with the way that Mpathy Plus undertook this project. They added real value by understanding how to maximise the time and make best use of the data. They had the experience to design cost effective scripts and processes that were successful with our customers.”