As customer needs change and their expectations increase, associations will have to respond to and meet these changes without additional resources. This can be challenging for all organisations but particularly for smaller associations operating in a climate of restricted rent increases, efficiency gains and increasing competition. However, the penalties for failing to rise to the challenge is the potential loss of existing customers, difficulty in attracting new customers and an increase in customer dissatisfaction.

As a subsidiary of the Sanctuary Housing Group, ASRA Midlands is in a much better position to respond to this challenge by offering customers:

• Better value for money in the services provided
  
  
• Increased mobility to relocate to property in other parts of the country
  
  
• An increase in the number of homes available for local people
  
  
• Increased product choice
  
  
• Choice of a wider range of services
  
  
• New and creative ways of delivering services through the use of new technologies.