The Future of Housing Associations - Embracing Digital Transformation
*Updated 10 March 2025*
Housing associations are facing unprecedented challenges. A severe housing shortage, an unpredictable market, and ongoing funding cuts mean that the pressure is higher than ever. To stay resilient, housing associations must embrace self-sufficiency—and digital transformation is key to making that happen.
The Digital Shift - Doing More with Less
With limited resources and tightening budgets, housing associations are beginning to recognise the power of digital solutions to streamline operations. One of the most effective ways to improve efficiency and tenant satisfaction is through self-service technology.
What is Self-Service?
Self-service technology allows customers to complete tasks independently—think of the supermarket self-checkout. Initially, these systems had their flaws (cue “Unexpected item in the bagging area”), but today, they’re an essential part of modern retail. Looking ahead, smartphone apps are poised to replace even self-checkouts, showing just how rapidly self-service tech is evolving.
Self-service is now making waves in other industries too. Chatbots, AI-powered customer service, and Web Real-Time Communications (WebRTC) are reducing response times and minimising the need for human intervention. For housing associations, this technology represents a major opportunity to enhance tenant interactions while reducing operational strain.
The Urgency of Digital Parity
Implementing self-service isn’t just a strategic option—it’s a necessity. Customer expectations have evolved, and people now expect seamless digital experiences across all industries, including housing.
Without effective self-service, tenants will experience frustration, leading to overloaded contact centres, increased complaints, and negative social media attention. Simply put, failing to modernise means falling behind.
The Best Self-Service Solutions for Housing Associations
A significant portion of tenant enquiries could be handled through self-service, freeing up contact centre agents to focus on more complex issues. Here are some key technologies that can help:
- WebRTC - Enhancing Customer Interactions - Many tenants prefer to interact online, yet they often have to leave a website to call customer service. WebRTC solutions, like WebCall, eliminate this issue by allowing tenants to connect with a representative directly from your website. This ensures a smoother, more efficient support experience.
With co-browsing capabilities, agents can assist vulnerable tenants with form submissions, repair requests, or housing applications. This bridges the gap between digital and human support, gradually empowering more tenants to navigate self-service solutions independently.
- Social Media Self-Service - Social media is a key part of the modern customer journey. Tenants use platforms like Twitter and Facebook to ask questions, lodge complaints, and—on occasion—offer praise. Monitoring and managing these interactions is crucial.
Our technology, SmartSOCIAL, tracks customer sentiment and engagement across social platforms. It integrates seamlessly with contact centre solutions and CRM systems, ensuring that no tenant request goes unnoticed. By leveraging AI-driven automation, housing associations can respond proactively, improving transparency and engagement.
The Growing Importance of Self-Service
Self-service is no longer optional—it’s essential for housing associations looking to reduce costs, enhance customer experience, and streamline operations. By adopting the right technologies, you can improve service efficiency, empower tenants, and focus on other critical areas of your organisation.
It’s time to take control of your digital transformation—because the future of housing is self-service.
