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.

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.

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.

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.

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.

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.

Find all materials from the event here.

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