Pictured: Maintenance manager Karl Baker and Derby resident Shawn Linton

Derwent Living has published its 2011 customer report and this year, rather than a formal document filled with business jargon, it was designed in the style of a 1970s sports sticker book. 

The report, which is a requirement of the housing regulator in England and Wales, gives information on how the Derby-based housing provider is performing against a set of national standards and its own local offers. 

Local offers are service standards which were introduced in April 2011 after extensive consultation with the organisation's costumers. 

This year, the company wanted to try something that would capture the imagination of its customers whilst giving them the vital information about how the company is performing. The idea received positive feedback when it was first pitched to residents in the summer.

Peter McCormack, chief executive of Derwent Living said, "We are keen to engage with a wide range of customers including those who do not usually get involved. Consultation suggested that the sticker book style was both attractive and clear. We hope that people who don't normally look at our reports will find something of interest in it." 

The report has a different team for each of its six operating areas with customers and staff making up the featured players.  Managers give a brief "team talk" to outline what is being done to improve performance and customer service. 

Steve Atkin, marketing manager said "The sticker book idea gave us the chance to involve a wide range of people, including staff and residents. To increase the authenticity Belper Town Football Club allowed us to use their ground for photography.

"The report is designed to be easy and fun to read, whilst still providing clear and concise information. Customers can clearly see the level of service they are receiving in their area and compare it to the other areas in which we operate. We really want people to get something out of reading our annual report and not be turned off by jargon and rhetoric."