Redbridge Council is aiming to more than double its customer satisfaction rate, targeting over 60% from the current 34% as part of its ambitious Customer Experience Programme. This initiative, which seeks to significantly enhance how residents interact with council services, was a key topic at a recent Strategy and Resources Policy Development Committee meeting.
The programme has already seen the successful launch of the Redbridge Improved Website in September 2025. Developed over 18 months, the new platform boasts a refreshed content strategy and an AI-powered search function, contributing to a year-on-year increase in website visits to 1.4 million.
While overall customer satisfaction has seen a rise from 27% to 34% according to GovMatrix ratings, the council is focused on further boosting digital self-service options. A slight increase in calls to the customer contact centre has been noted, attributed to higher website traffic and the introduction of new reporting tools. However, the council views this as an opportunity to redirect resources towards handling more complex resident queries.
Significant improvements are already evident in specific service areas. The housing section of the website, for instance, has experienced a 54% reduction in calls, a direct result of enhanced content and improved usability. Furthermore, the Love Clean Streets app, launched to facilitate resident reporting, has processed over 11,000 reports since 2023 and has garnered positive feedback for its responsiveness and the ability for users to track the resolution of their reported issues.
Looking ahead, the council plans to implement further automation in high-demand areas such as council tax, schools, and housing. Continuous improvement of web content is also a priority, particularly during peak service periods. A key objective is to achieve a 50% reduction in phone calls to the contact centre across five core service areas.
To effectively measure the programme's success, Redbridge Council is developing a comprehensive dashboard. This tool will integrate various data points, including customer satisfaction ratings, complaint volumes, call statistics, and web analytics. Beyond customer satisfaction, the council will monitor service data and system improvements on a month-on-month and year-on-year basis, with a particular focus during peak service times. Call data and web analytics will be integral to this dashboard.
Agreed action points from the meeting include a detailed analysis of the correlation between app reports and casework data, addressing any technical issues with the Love Clean Streets app, and ensuring robust inter-departmental collaboration to manage service pressures effectively. Further details on the committee's discussions can be found in the Public reports pack, and draft minutes are also available.
