Evidence-based Behaviour Change

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social housing   

New research findings show how Universal Credit is impacting tenant’s behaviour.


The latest findings from a data science project by Behavioural Insights consultancy Collaborative Change, show in detail how tenants are struggling with Universal Credit.

Key findings

  • Average tenant arrears increase by £300
  • Three-fold increase in number of NOSPs
  • Between £60k and £130k total increase in arrears per 1000 tenants
  • Providers typically only 9% of the way through the number of UC claimants they will have to deal with between now and March 2022

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We added one sentence to a letter and increased rent payments by 9%


Over the last 2 years we have been working with Social Housing providers across the UK to explore how the application of behavioural insights could increase revenue and reduce costs.

In line with our commitment to evidence-based practice, we encourage the use of randomised controlled trials (RCTs) wherever possible. This case study showcases an RCT that resulted in a 9% increase in rent payments, simply by adding on extra sentence to a letter.

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We simplified a letter and increased customer engagement by 24%


Over the last 2 years we have been working with Social Housing providers across the UK to explore how the application of behavioural insights could increase revenue and reduce costs.

In line with our commitment to evidence-based practice, we encourage the use of randomised controlled trials (RCTs) wherever possible. This case study showcases an RCT that triggered a 24% increase in customer engagement, just by simplifying the layout of a letter and reducing cognitive friction.

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Collaborative Change 20 Limefield, Whalley, Lancashire BB7 9RJ Contact: stevenj@collaborativechange.org.uk // 0771 924 2795
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