The Need For Emotional Intelligence.
In the housing sector, where emotions often run high, emotional intelligence (EI) is an essential skill for any customer-facing role. Residents’ needs are complex, and frontline staff frequently find themselves managing both practical and emotional challenges in real-time. Without EI, we risk creating frustration on both sides of the conversation—residents feel unheard, and staff face burnout. It’s time to consider how embedding emotional intelligence into every level of our customer service operations can enhance satisfaction, improve efficiency, and ultimately deliver on our promises.
The Emotional Side of Housing
Housing is one of the most personal aspects of life. When residents report issues, they’re not just asking for repairs; they’re asking for peace of mind, safety, and dignity. That’s why customer service teams must not only be trained in technical skills but also in empathy, patience, and resilience. Emotional intelligence enables staff to connect with residents on a human level, making interactions smoother and outcomes more positive.
Supporting Middle Management - Delegation and Development
Middle managers play a vital role in creating a supportive workplace, bridging the gap between frontline staff and senior leadership. Yet, without the tools to manage stress and delegate effectively, middle managers are at high risk of burnout. By focusing on EI, we can empower managers to balance their own responsibilities while providing meaningful support to their teams. Delegating tasks thoughtfully—particularly those that can be automated or handled with minimal oversight—frees up time for managers to focus on more complex, resident-centric issues. This approach not only reduces their stress but also gives customer service staff the autonomy to build their own problem-solving skills.
The CEO’s Role - Maximising Value Through Emotional Intelligence
CEOs hold the power to embed EI throughout the organisation. By using EI training, they’re not only investing in team morale but also strengthening the association’s reputation and operational efficiency. Leaders can take inspiration from various wellbeing strategies, as discussed in Housing Sector Podcast Episode 15 - Advance Your Wellbeing with Marie Jenkins, to ensure that everyone in the team feels valued and equipped to manage the daily demands of their role. When staff members feel supported and empowered, they’re more likely to remain motivated and engaged, which has a direct impact on resident satisfaction and loyalty.
Benefits of Emotional Intelligence in Housing
Enhanced Resident Satisfaction: Residents who feel heard are more likely to trust their housing providers, leading to better communication and a proactive approach to reporting issues.
Reduced Burnout Among Staff: When staff members are equipped to handle emotional conversations with residents, they feel less overwhelmed, reducing turnover and absenteeism.
Efficient Operations: Middle management can focus on strategic improvements rather than managing constant crises, freeing up resources and improving overall workflow.
Stronger Leadership Impact: A CEO who leads with EI can inspire a culture of empathy and resilience, aligning the entire organization toward its mission.
Housing associations must view EI as more than a “soft skill.” By committing to a culture that values emotional intelligence, we’re not only supporting our staff but also enhancing the lives of the residents we serve.
Resources for Further Reading: