Rebuilding Digital Confidence with Customer Insight

Redbridge Council serves more than 310,000 residents in one of London’s most diverse boroughs.

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However, with high volumes of emails and phone calls coming through every day, it became clear that the web content wasn’t helping people get what they needed.

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In 2024 alone, the site attracted over 8.5 million visits yet only a quarter of users rated their online experience as “Good”, compared with 46% for phone and 30% for email.

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Using GovMetric CX, Redbridge gathered more than 21,000 pieces of feedback from residents. Over half told us they had tried to self serve online before turning to traditional channels of communication, creating a cycle of avoidable contact at a time when services were already stretched.

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Councillor Helen Coomb, Cabinet Member for Resources and Transformation, said:

“This marks the beginning of a much bigger journey for Redbridge. We are committed to listening, improving, and consistently delivering a better experience for everyone."

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Armed with this insight, Redbridge launched a comprehensive content redesign, combining resident feedback with call centre data and web analytics. Council Tax was chosen as the first priority, leading to a series of improvements, including:

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• A refreshed landing page with clearer, simpler user journeys

• Streamlined content that managed user expectations and had a consistent tone of voice

• Removal of email addresses, phone numbers and PDFs

• Introduction of new online forms to support seamless end to end digital journeys

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This new approach has since been expanded to other high demand areas such as housing and parking.

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Emeran Saigol, Director of Customer Experience added:

“We’re strengthening how we communicate with residents, creating clearer ways for people to share their feedback, and designing services that truly fit around people’s lives”.

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And the results have been significant:

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• +8 percentage points increase in positive satisfaction across the website

• “Good” ratings rose from 14% (Jul–Sept) to 20% (Oct–Feb)

• Council Tax calls dropped by 12% month on month

• Work done between the service and the team have led to a reduction in calls into the council

• Council Tax pages saw an additional 30,000 views over the same period

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The transformation has also shifted organisational culture. Service teams now see customer feedback as central to content design, with a growing emphasis on accountability and consistency.

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By redesigning content around what residents actually need, Redbridge is empowering more residents to self serve successfully. GovMetric CX, supported by AI driven insight has ensured this transformation is not only impactful, but sustainable. This isn’t just digital improvement - it’s service transformation, led by resident insight.

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With Redbridge’s new Customer Experience strategy there is a simple goal: to make every interaction easier, clearer and more responsive.

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Through this strategy, the council is delivering customer experience initiatives designed to strengthen engagement with residents, improve communication and ensure services are shaped by resident feedback and insight.