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MCR City were under increasing regulatory pressure to demonstrate tenant satisfaction performance against the Regulator of Social Housing’s Tenant Satisfaction Measures. They were gathering data, but the data wasn’t telling them anything useful. Survey response rates sat below 20%, the feedback they did receive was surfacelevel, and there was no way to connect satisfaction scores back to specific service interactions. The board wanted evidence of improvement. The team couldn’t produce it because they didn’t know what was driving the numbers in the first place.
We audited every feedback touchpoint across the resident lifecycle and cross referenced them with the actual journey map when residents were being contacted, what had just happened to them, and whether the timing made any psychological sense. The finding was consistent: the vast majority of feedback requests were landing at moments of low emotional salience, times when nothing significant had happened and residents had no particular reason to engage. Meanwhile, the highest impact moment, repairs completed, complaints resolved, rent increases communicated, were passing entirely without any feedback capture. Focus groups revealed a deeper issue: residents didn’t believe their feedback changed anything. That belief, once established, suppresses response rates far more than survey design ever could.
We redesigned the feedback architecture around eight high salience moments in the resident journey, with channel and tone calibrated to what had just happened in the resident’s experience. Critically, we built in visible loop closing at every stage, specific communication back to residents about what their feedback had led to. Within 3 months of using Pulse & Pattern response rates rose to 54% within 60 days. More significantly, the quality of responses transformed: residents began providing specific, usable insight rather than binary scores. MCR City’s leadership team can now attribute satisfaction movement to specific service changes, something they previously had no mechanism to do. Scores improved across six of eight tracked service categories in the first full cycle post implementation.
Head of Resident Experience & Operations, MCR City Stays
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