Mediaworks Unveils New Digital Experience for Home Group

by Natasha Christou Digital Marketing Consultant

Award-winning digital marketing agency, Mediaworks, has completed a year-long project with Home Group, the UK’s leading provider of high-quality housing, health, and social care to deliver a new digital experience.

The project set out to deliver accessible and personalised online content to Home Group’s customer groups, enabling them to quickly find the information they are looking for through online search and complete their transactions online.

At the heart of the project was the redesign and optimisation of their website, www.homegroup.org.uk. It was developed in close consultation with the housing association’s customer groups to create an improved online experience.

Jo Hamilton, Head of Digital at Home Group, said: “This was a strategically-significant investment for Home Group. The project set out to relaunch our online experience to encourage our stakeholders to adopt our digital channels and prioritise high-volume enquiries so they could easily be found through online search and answered through an intuitive experience.

“Home Group works with various customer types, from tenants, to suppliers, to NHS commissioners. Core to this was reducing the workload of repetitive queries to our support teams so we could allow our people to focus more time on customers who are in greater need of help and support. Mediaworks is a fantastic partner to consult with. Their breadth of expertise and design with data approach allowed us to better guide our customers towards self-serve methods.”

Mediaworks was appointed by Home Group after a competitive tender process early last year. The project started with extensive user research to understand the website’s users, with focus groups conducted with key customer groups across the United Kingdom.

Brett Jacobson, Chief Executive Officer at Mediaworks, said: “It has been fantastic to work with Home Group on this project. They are a progressive organisation that has placed their customers at the heart of everything they do.

“One of the greatest hidden costs faced by many organisations is managing recurring queries. Helping your customers to quickly answer a question by simply typing it into their phone can save an organisation thousands of hours of support time and deliver a fantastic customer experience. When you’re a not-for-profit organisation, freeing up your people’s resource to give them a more dedicated focus to support vulnerable groups is more important than it ever has been.”

Other key features include personalisation tools which deliver user-specific content for visitors to the website dependent on where in the UK they logged on from. Improved navigation was also implemented to provide a more efficient service for both stakeholders and customers.

Mediaworks has continued to deliver digital solutions for the housing sector throughout 2020, partnering with Northern Housing Consortium and acquiring housing clients across the country, including Home Group and Believe Housing.