Ideation and digital transformation in social housing

Let’s start with perhaps one of the most famous quotes related to innovation.

Steve Jobs once said,

"Innovation is the ability to see change as an opportunity - not a threat”

I believe that sums up innovation rather perfectly.

From the very first months of my career in social housing, I have been innovative. Perhaps not on the Henry Ford scale, but I do like to think I’ve played my part in a number of initiatives.

To be fair, I have been encouraged to be creative in my whole career, even from my very first job post university in the oil industry all those years ago. We had to come up with our own IT solutions. In those days you programmed everything yourself. Innovation is not new. However, innovation is simply not utilised in some sectors as it is as others. Although we have some great examples of innovation in our sector, we do need to embrace creativity and innovation a great deal more. But why? Is it just a trend, a fad, a word used by consultants to make money. I wish it was, but its’ not.

I’m a digital transformation consultant and thought leader who is aware of how technology can impact life in general and not just the sector I love and have dedicated the last 18 years to. I find, design, and implement digital strategies to better the overall business but most importantly the customer experience and I come across a great deal of landlords who know that technology and digital solutions can improve operations, customer service and overall service delivery, but it is one thing knowing this, it’s another bringing it into practice.

So, you want to be innovative in the world of digital?

Or maybe you don’t. Maybe you think it is a waste of time. My word of advice here is rather stark. You won’t survive! You will prolong your existence with the same old systems, manual workarounds, spreadsheets, whiteboards, T-card boards and so on. The ever-increasing efficiencies you need to deliver the best customer experience will not be gained by these. I’d bet my Elvis vinyl collection on it.

Let me give you an example from those very first days in social housing. I was brought into a landlord that was quite honestly behind the times. This is no joke, the chief executive thought he could get away with installing those free word processor packages you got on the CD on the front cover of PC magazines. ‘It saves money’ he said. Luckily a new leader joined, and the mentality changed overnight. Investment in IT was welcomed as was the ability to see ideas encouraged and then if verified as valuable, carried out through to completion.

The way we identified how to scope a new set of housing solutions and to improve the way staff worked and how to improve the customer experience from software was to hold a whole day workshop that I led with all staff, and I mean all staff.  All ideas were encouraged. No idea was a bad idea. All thoughts were welcome, and people made to feel valued. Executive team members were mixed with housing officers. Asset managers joined finance officers and so on. We ended up with a set of values, ideas and concepts that formed the basis of the type of housing management system we needed.

Did it work? Well, that landlord still has the same HMS supplier to this day. It has grown with the association; it has adapted with the times. We also heard from said systems supplier in that the approach we took was one of the best they had seen, really listening to staff, taking customers into account, and set it up nicely for success.

This approach is called Ideation

Ideation is the process of finding and generating new ideas that can be transformed into innovative solutions. The above story is a rather simple example of how innovation can work in our sector, but there are many more.

My take on ideation and digital innovation is based on the 10 ideals below. You can add your own, and be creative.

1.     No idea is a stupid idea.

2.     Involve as many people as you can. It’s an inclusive concept and the more ideas the better.

3.     Never assume.

4.     Always encourage.

5.     Be kind to those who are a little bit shy. I mean this. Sometimes the best ideas come from those you don’t expect.

6.     Have fun.

7.     Level the field. Nobody is more important than anyone else.

8.     Always be honest. If you know your customer service is not ideal, don’t pretend it is.

9.     Listen to customers/tenants.

10.   Seek criticism if constructive.

You can add your own and be creative. However, one thing you should never forget. Buy your staff some treats when doing workshops. My favourite is Pizza, but cakes will do.