The Strategy and Resources Policy Development Committee met on Tuesday 2 December 2025 to discuss the performance of the newly launched Redbridge Improved website and to review the committee's work plan. The committee noted a significant increase in website traffic and customer satisfaction following the website's relaunch, alongside a decrease in calls to the customer contact centre.

Redbridge Improved Website Launch

The committee received a presentation on the performance of the Redbridge Improved website, which was relaunched approximately three months prior. Emran Saigol, Director of Digital Services and Community Safety, and Trisha Patel, Content Lead, detailed the extensive work undertaken to refresh the website's content and functionality, including the introduction of an AI search facility.

The data presented indicated a positive impact on resident engagement. Website traffic had increased to 1.4 million visits compared to 1.2 million in the same period last year, suggesting that residents are increasingly using online services to find information and complete tasks. Customer satisfaction, as measured by GovMetric, had risen by 34%, an improvement from the previous year's 27%.

A key outcome highlighted was the shift in service demand. Between September and November of the current year, website visits increased by 15%, while calls to the customer contact centre decreased by 10%. This trend was particularly evident in high-demand areas such as council tax, housing, and schools. For instance, housing-related calls saw a 54% decrease over three months, with a corresponding 6% monthly increase in website visits, attributed to improved content accessibility and online reporting features.

The website also incorporates the 'Recite Me' tool, which enhances accessibility by allowing users to customise their experience, including font sizes, colours, and language translations. In October, over 8,500 pages were viewed using this tool, with users viewing an average of 5.72 pages per session. The screen reader function was particularly popular, used to read aloud over 13,000 pieces of content. Councillors noted the impressive speed and accuracy of the translation capabilities, citing an instance where the website was translated into South Korean.

The 'Love Clean Streets' app, which allows residents to report issues such as fly-tipping, litter, and potholes, has also seen significant usage, with over 11,000 reports raised since its launch in 2023. The app's feature allowing users to track the progress of their reports has been well-received.

Looking ahead, plans are in place to further improve digital services. This includes implementing CRM automation for council tax inquiries, introducing new technology for school engagement, and using data and feedback to enhance access to housing services. The committee was informed that a comprehensive programme to transform the resident experience is on the cusp of launching, with a preview to be presented.

During the discussion, Councillor Tanweer Khan inquired about benchmarking customer satisfaction figures against other local authorities and commercial organisations. It was explained that while Redbridge includes data from areas like parking, which typically have lower satisfaction rates, the overall aim is to reach satisfaction levels exceeding 60%, comparable to commercial organisations. Councillor Khan also asked about the correlation between reports made via the 'Love Clean Streets' app and casework, with officers confirming that this data analysis is now possible and will be brought back to the committee.

Another councillor raised concerns about the ability to track reports made through the 'Love Clean Streets' app, noting that while emails are received, updates on completed work are not always visible. Officers acknowledged this as a reported issue and committed to investigating it.

The committee also discussed the balance between digital services and the need for human interaction, with assurances that the ability to speak to a human for specific services would remain. The effectiveness of the website over a full year, particularly during peak periods like council tax season, is still being assessed, with a focus on month-on-month improvements and year-on-year comparisons.

Strategy and Resources Work Plan

The committee reviewed the Strategy and Resources Work Plan for 2025-2026. The plan outlines topics to be discussed throughout the municipal year, including customer experience, digital transformation, and theme selection for future meetings. The committee noted that the output from workshops on customer experience would likely determine the topics for upcoming meetings. The next meeting was scheduled for 10 February 2026.