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The communications function was busy but ineffective. High volumes of outbound contact, letters, texts, emails, were generating low response and high follow up demand. The same residents were being contacted repeatedly because the first contact hadn’t landed. Operationally this was creating significant hidden cost: staff time on repeat contact, residents frustrated by irrelevant or poorly timed communication, and a growing sense among residents that the organisation didn’t really understand them. Senior leaders knew the problem existed but had no evidence base for what was causing it or where to start.
Pulse & Pattern built a complete map of the organisation’s communication landscape, every channel, every message type, every resident segment and overlaid it against journey stage, household profile, and prior engagement history. The diagnosis was clear: the organisation was treating communication as a single activity rather than a relationship sensitive practice. The same message format was reaching a new resident in their first week and someone who had lived there for six years navigating a service issue. Channel preferences weren’t being honoured. Timing wasn’t accounting for what had just happened in the resident’s experience. The result was communication that felt institutional rather than human, and residents had learned to tune it out.
We redesigned the communication framework around four distinct resident profiles identified through the research, each with tailored channel selection, message tone, and timing logic. Engagement rates were tracked from day one of implementation. Within the first quarter, engagement across redesigned touchpoints reached 91%. First contact resolution improved significantly, driving a 34% reduction in repeat contact volumes and directly reducing operational cost. The communications team reported that the framework also made their own work easier, clearer briefs, clearer purpose, and measurable outcomes for the first time.
Resident Experience & VoC Lead
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