BDHT

 

Client

BDHT was formed in March 2004 by a transfer of council homes from Bromsgrove District Council. It is largest provider of affordable housing in the district, offering general needs housing, homes with support for older residents and hostels for homeless people.

 

Brief

BDHT asked The Bridge Group to research residents’ views of the organisation’s reputation, name and brand.  The Trust wanted to know if there was any need or demand to rebrand.  It also wanted to test customer responsiveness to potential for the Trust playing a wider community role, and offering services to other housing providers in the region.

 

Activity

We conducted telephone interviews and conferences, plus a focus group with a sample of residents to get their views.  We asked questions about people’s perceptions of the relationship between BDHT and the Council, satisfaction with BDHT services, the existing brand and opportunities to expand community services.

 

Residents told us that the BDHT name and logo was established and distinctive and that they understood the differences between the Trust and the Council.  Customers also clearly identified what they most liked and valued about BDHT and its services.  The attitude and manner of staff were almost universally praised, whilst compliance with customer care standards and some aspects of maintenance were highlighted as possible areas for improvement.

 

Customers were relaxed about BDHT providing services to other organisations, as long as this didn’t impact on the quality of support offered to existing residents.  People were keen to see BDHT play a wider role in the community (especially in tackling environmental problems like litter and traffic) and do more for both older and younger people.

 

We facilitated a half-day, Saturday workshop for BDHT’s Board to consider to the research findings and decide how they should affect the organisation’s strategic direction. 

 

This session included building with cardboard boxes and using creative thinking to imagine BDHT as both a piece of furniture and a car!  This all helped Board members to really think about and respond to what customers were saying.

 

Outcome

This research helped BDHT to consolidate its identity and assess its progress after four years in business.  The feedback from residents highlighted the BDHT features that people like most (a friendly, approachable organisation that’s good at the essentials and is working hard to improve).  The findings also gave some valuable direction to future strategic decisions on services and partnerships.  Time spent reflecting on who you are and what you’re doing is rarely wasted!

 

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