Housing Association Rochdale is a housing association based in Amsterdam. Its 400 employees are kept busy every day with the rental, management and maintenance of nearly 40,000 homes in Amsterdam and the surrounding area. Rochdale makes at least 75% of these homes available to low-income households.
In 2013 Rochdale acquired Tracebuzz along with KANA’s customer tracking system. “The old monitoring system was used extensively but was not particularly handy” says Truus Harkes, communication adviser to Rochdale Housing Association since 1998. Truus has always been involved in online communication. At first, this mostly happened through the website. Since 2011 this is also happening through social media. “When we first saw Tracebuzz, we were very amazed about it. We didn’t know that a monitoring tool could be so simple!”
It is important for a housing situation to listen first, and then to engage in a dialogue with its customers. “Good service provision and active contact with our customers and stakeholders”, is a key aim of the organization, says Truus. Sometimes the picture that other people have of you is not what you expect. By starting a dialogue we can gain insight into what people are really thinking about our organization. Last year Rochdale achieved a high score in the ranking of corporations that are really active on social media. Since we have been using the services of Tracebuzz, Rochdale has been developing, “We become aware of any buzz about us and we gain a picture of what that buzz relates to in the long term.”
The way that monitoring occurs has also undergone considerable development; Mohamed of Tracebuzz gives a lot of advice and offers practical support to Nico de Leeuw, Rochdale’s media specialist. Nico is very pleased with this unconditional assistance and finds it instructive. He regards Tracebuzz as not just an exceptionally useful instrument for dealing with complaints, but also for carrying out a good analysis of what people are saying about you, both online and in the print media.
“If you want a report, you press the button and you can get to work. That is what I call looking at things from the client’s perspective!” Above all it is important to react in the case of negative messaging. “If dissatisfied people join together, it can destroy your organization”, says Nico de Leeuw.
|Good guidance. Super service|
|The ability to oversee multiple channels easily in one tool|
|Managing conversations in a professional manner|
If you want a report, you press the button and you can get to work. That is what I call looking at things from the client’s perspective!
Nico de Leeuw,