Redbridge: Reducing Failure Demand Through Citizen Insight

At SLACS 2025, Abbi Cole from Redbridge Council shared an honest look at the challenge they faced: only 25% of residents were satisfied with their online experience. With over 8.5 million website visits in a year, that dissatisfaction translated into pressure elsewhere - an estimated £250k in additional costs due to failure demand.

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But Redbridge didn’t just sit on the data - they acted on it. Using GovMetric CX, they gathered feedback across all channels and drilled into where things were going wrong.

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By reviewing citizen journeys, speaking to frontline teams, and analysing high-volume service areas, they identified key pain points - especially around parking, council tax, and benefits.

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The result? Simplified content, fewer dead ends, better-structured pages, and a growing library of online forms. This led to measurable improvements: reduced call volumes, rising satisfaction scores, and an 8-percentage point jump in positive web feedback.

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This boost in web satisfaction reflects a broader truth we’ve explored before better digital experiences aren’t just about convenience - they’re crucial for building trust, driving compliance, and reducing long-term service pressure as we highlighted here.

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It’s a great example of how citizen insight - when truly listened to - can help councils move from reactive firefighting to smarter, user-focused services.

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Find all materials from the event here.

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