Feedback as a Force for Change - Watford Borough Council

Watford Borough Council is proof that when feedback is embedded, change follows. GovMetric CX has become the council’s central platform for capturing and acting on customer feedback across phone, web, and in-person channels.

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Every comment is triaged by the Customer Experience Team,who use it to guide service reviews, identify themes, and escalate concerns. Across-service Customer Experience Strategy Board, chaired by the CX Lead,ensures insight isn’t just collected - it’s acted on at pace and with accountability.

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“From the contact centre to senior leadership across the organisation, GovMetric has given us the tools, data, and confidence to act on what matters most to our residents.”

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📌 Examples of impact:

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• Faulty IVR scripts fixed after GovMetric highlighted call disconnections
• A disconnected number and unclear payment steps identified and resolved
• Mismatched instructions in election letters corrected for future voters
• Sensitive concerns around GDPR and vulnerable customers flagged early and acted on
• Feedback dashboards introduced in team meetings and one-to-ones, creating shared     accountability

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This culture shift has gone beyond quick fixes. Feedback trends are now monitored over time, helping managers spot systemic issues and shape service plans. In one case, customer comments revealed a long-standing process gap that once resolved saved hours of staff time every week.

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Frontline staff also feel the benefit: daily compliments are shared across teams, boosting morale and reinforcing positive behaviours, while negative comments are treated as opportunities for learning rather than criticism.

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Watford’s story shows what’s possible when every piece of feedback is treated as a catalyst for change - embedded from the front line to senior leadership and used to deliver better outcomes for both residents and staff.