Research and Marketing Ltd was commissioned by Conwy County Borough Council (CCBC) to provide an evidence base for the formulation of an Access to Services Strategy and Action Plan. As part of the ongoing improvement agendas related to Best Value, Wales Programme for Improvement and E-Government, CCBC wanted to develop a more standardised, customer-centric and seamless approach to services.
Our research approach comprised the following elements:
Desk Research:
- Policy and Documentation Review: An analysis of documentation on the authority's strategies and policies related to improving communication with and service to its customers was undertaken.
- Best Practice Review: Examples of good practice in local authorities in the UK were identified and high profile initiatives studied, such as the establishment of dedicated call centres, the provision of 'contact centres' and 'one stop shops'.
Telephone Research and Data Analysis:
We were provided with the raw data of the Citizens ' Panel survey ' Conwy Consults. ' In addition, we used our in house CATI Unit and completed 50 telephone interviews with businesses within the CCBC area.
Focus Groups:
We conducted a focus group with members of the Citizen's Panel and facilitated a focus group with representatives of the Local Strategic Partnership. Representatives included WDA and ELWa; North Wales Police; Coleg Llandrillo; the voluntary sector and key trade organisations.
email / Electronic Survey:
A survey was distributed by e-mail and, where e-mail was not available, by paper-based questionnaire, involving over 3,500 of the authority's staff.
Interactive Workshops:
Discussions were held with members of staff and members of the Senior Management Team.
Face to Face Interviews:
In order to gauge attitudes, aspirations and constraints to service provision within the authority, we conducted 20 face-to-face interviews with key individuals, including the Chief Executive, members of the Corporate Management Team (CMT), Heads of Service and front line staff.
"We were kept informed at all stages with the progress and have been able to keep track without the need for calling formal planning meetings. This continual communication has been useful, enabling the review to remain focussed upon its original brief. I have no hesitation in approving the final report for onward consideration."
Rona Aldrich
Head of Library, Information and Culture Service.
