A new book from the Chartered Institute of Housing (CIH) will help housing organisations understand the current and future needs of their customers and how to target their resources more effectively.

The book, 'Housing and the Customer', argues that a more customer-based approach can help organisations deliver more efficient services and better meet tenants’ needs.

John Perry, CIH Policy Advisor said: "The new government is urging social landlords to be much closer to their customers and is taking away many of the regulatory requirements, so that landlords just have to get on and do it! This book helps housing professionals understand why the customer should be at the centre of their thinking, and how ideas about getting closer to the customer have developed in other fields, including commercial ones."

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Nicola Winn, Managing Director at housing specialist communications agency The Bridge Group, who co-authored chapters on branding, communications and marketing, said: "People in every job need to think about how they communicate their brand, their reputation and the service they provide. This is no different if you are in the business of providing homes to people. Participating in the book was a great opportunity to encourage housing practitioners to consider the importance of how they can effectively get their messages across, and to think about how what they say affects how their organisation is viewed."

(CD)