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"More focused effort is needed if each organisation is to achieve the ambitions of channel shift that most councils rely upon to meet budgetary pressures without impacting frontline performance."

Derek Nott, PA Local Government expert

35% of council website users left frustrated

Local government's drive towards better customer service appears to have hit a speed bump on the information superhighway, as over a third of council website users claim to be frustrated by the design and navigation of the pages.

A poll conducted by Goss Interactive found that 35 per cent were left flummoxed by their local authority's site, with many giving up their hunt for information over the internet and telephoning the town hall instead, Local Government Executive reports.

The company's managing director Rob McCarthy said that this results in wasted resources for the council, as "valuable staff time" is taken up dealing with queries that citizens should ideally be able to resolve online. He added that "simple changes" such as implementing standard features like search and site maps can make a big difference in helping local authorities to deliver "exemplary customer service - and facilitate self-service - within the constraints of lower budgets and resources".

Earlier this year, Martha Lane Fox was appointed as the UK's new Digital Champion. She heads up a new Cabinet Office body, the Digital Public Services Unit, designed to establish an "open, interactive and personalised" portal where users can access a range of central and local government services.

Derek Nott, expert in Local Government at PA Consulting Group and Lisa Sweeney PA's customer service expert in Local Government commented:

"Council websites are focussed upon delivering information to residents and visitors but the approach tends to align to how the council sees itself rather than reflecting the needs of its customers. Designing websites from the outside-in and publishing service information in an accessible, easy to use format will go a considerable way to reducing unnecessary contact with council departments - saving costs and improving satisfaction.

However, even greater gains can be afforded through the development of true transactional capability - enabling users to search for what they need and complete a high degree of self service in satisfying individual needs. While in roads have been made, more focused effort needs to be invested if each organisation is to achieve the ambitions of channel shift that undoubtedly most councils rely upon to meet the pressing budgetary pressures without impacting frontline performance."

To learn more about how PA can help you with transform your customer service experience, please contact us now

Andrew Hooke

Government and public services consulting

35% of council website users left frustrated

Local government's drive towards better customer service appears to have hit a speed bump on the information superhighway, as over a third of council website users claim to be frustrated by the design and navigation of the pages.

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