Compliments card scheme helps to make rent payments regular

Irwell Valley Housing Association aims to persuade its tenants to pay their rent punctually and to minimise the cost of achieving this.

Ten years ago, Irwell Valley, not unlike other Registered Social Landlords, was experiencing problems with low payment levels of rent. 70 per cent of Irwell Valley tenants were classified as poor payers with the sums of money and cost to the Association substantial. In 1998 Irwell Valley became the first housing association to introduce a rewards and incentives scheme for its customers.

Gold Service has been a resounding success since its launch, so much so that it has been replicated by other public sector organisations and endorsed by Government. Irwell Valley residents can become Gold Service members by paying their rent on time and abiding by the terms of their tenancy agreement. For each week they do this, the association recognises their loyalty by giving them a Gold Service point worth £1. These are accumulated over the period of 12 months and the equivalent amount in cash-back is paid to members.

For many years the cash back was paid in the form of vouchers. As part of its regular appraisals of the scheme, the Association in consultation with residents agreed to extend the range of benefits with a combined customer membership and debit card to be introduced to mark 10 years of Gold Service.

Now it is paid through their personalised Gold Service membership card, an Irwell Valley branded Compliments debit card produced and managed by Capital Incentives & Motivation, the leading incentive and motivation consultants. Members’ points are credited to their Compliments Card at the end of November each year, after which members are able to spend the equivalent value at retailers participating in the Compliments Card scheme.

A Compliments Card was produced to match the branding of the Gold Service programme and not only do Gold Service members see the Compliments Card as a modern payment solution, but the range of retailers members are able to spend their loyalty payments with makes the card a rewarding solution for a wide demographic of members. Not only can the card be redeemed in many major high street names such as Debenhams, Selfridges, House of Fraser, Argos and many more, the online functionality of the card has added a new dimension not previously available to members.

Card holders receive a mini statement detailing how many points have been accumulated and the date the points are available for spending. This statement also shows how they could be in receipt of the full amount if they improve their behaviour over the subsequent 12 months.

Members can choose to spend or save the money accumulating on their cards. The Compliments Card also carries a helpline number, enabling the member to check the amount outstanding on their card. The same number can be used if the card is lost or stolen. An immediate stop will be put on the account and a new card issued. The introduction has greatly increased the range of retail outlets where the points can be redeemed as well as being more secure.

Nichola Shepard, Irwell Valley's Assistant Director, Policy says: "Capital Incentives & Motivation demonstrated they understood our brand and our commitment to raising customer service standards and expectations. The Compliments Card, which is currently issued to over 5,000 members, offers our Gold Service customers a wider range of options to spend their Gold Service cash back and will assist Irwell Valley in its drive to recruit new members.”

Derrick Hardman, Managing Director of Capital Incentives & Motivation (pictured), commented: “There is a vast number of public sector organisations from housing associations to the environment departments who want to influence the behaviour of the public to save them – and all of us indirectly through taxation  - vast sums. This example shows how incentives scheme linked to the Compliments Card can play a vital role in achieving major improvements.”