National Highways x GovMetric
Turn Feedback into Future-Ready Solutions
When customer expectations are at an all-time high, delivering seamless, data-driven experiences is the ultimate strategy for staying ahead.
Since 2019, GovMetric worked with National Highways by harnessing real-time data and customer feedback to drive customer service improvements, recognise individuals and make improved strategic decisions. From reshaping how millions of drivers experience the nation’s roads to driving meaningful operational changes, this collaboration showcases the incredible power of innovation when it’s fuelled by customer insight.
The Journey Begins
2019
GovMetric has powered National Highways’ ECHO (Every Customer Has an Opinion) programme, enabling the capture and analysis of customer feedback across various service interactions. This partnership has provided the insights needed to drive meaningful improvements for road users.
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The first step in this was the Traffic Officer survey in November 2019, which revealed regional differences in customer satisfaction and produced the first insights into how customers feel when they contact National Highways from the roadside. The success of the Traffic Officer survey quickly led to the roll out of ECHO across all contact channels.
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Using these insights, National Highways quickly made targeted improvements across the strategic road network they manage, demonstrating how data-driven decisions can transform service delivery right from the start.
Better information provision
2020
In early 2020 National Highways were using a Traffic England Live app to make real-time traffic updates available to everyone to help make journey planning easier and support smoother travelling experiences.
This has since developed into a wider initiative providing this information directly to wayfinding services which road users use for journey planning and navigation.
Real-Time Geo-located Feedback
Recognising the need for immediate insights, GovMetric worked with National Highways to create a tool that could capture geo-located feedback on major infrastructure projects. This led to the creation of GovMetric’s CX Maps.
Customers using the strategic road network can now share instant thoughts on major road projects, and as direct result of your input, National Highways altered the layout of the roadworks and signage on the M56 and M6 projects to help customers feel safer and make diversion routes clearer.
They have also improved communication with local communities by addressing themes from ECHO in their newsletters and held an extra community event on the A47 project in response to feedback raised through CX Maps. These changes directly improved safety and customer experience on the road.
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Connecting Systems for Seamless Feedback
2021
In 2021, National Highways challenged GovMetric to link their CRM (customer relationship management) data with GovMetric’s campaign system for automated survey distribution.
This innovation streamlined the feedback process and reduced the need for manual interventions.
Adapting to Evolving Needs
2023
GovMetric has consistently delivered innovative solutions to help National Highways overcome challenges.
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GovMetric developed a data splitter within its campaign system to enable National Highways to introduce a new complaints survey without altering their existing CRM setup. Launched in October 2023, this innovation allowed for seamless integration and deployment, enhancing complaint feedback processes and significantly improving first-contact resolution rates.
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The result? Better responses to customers. It has also contributed to fewer escalations (Stage 1 to Stage 2) and informed a review of the complaints process.
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Five Years of Progress
2024
By August 2024, five years after launching the first Traffic Officer survey, it was time to expand the scope.
The survey now captures feedback from across many customer service experiences with National Highways, including breakdown incidents, and integrates with central telephony and control systems. All channels have seen increases over time.
This progress underscores the partnership’s commitment to continuous improvement, ensuring that data remains at the heart of operational advancements and customer satisfaction.
It’s Not Just Numbers
At the core of GovMetric’s work with National Highways is a commitment to delivering data-driven innovation, enabling a deeper understanding of customer needs and building trust through actionable insights. Through bespoke integrations, advanced analytics, and refined customer interaction strategies, this collaboration consistently sets new standards for public service delivery. It’s a reminder that data isn’t just numbers - it’s the key to creating meaningful, lasting engagement.
Whether you’re looking to improve customer experiences, streamline operations, or innovate your service delivery, the journey starts with listening to your customers. Explore how data-driven insights can transform your organisation and set new standards in your industry.
