Better marketed:achieving success with take-up of online services
Produced by: Socitm Insight
The take-up of online services should be high on every council’s agenda as a way of improving customer satisfaction with services and at the same time achieving efficiency gains.
Context for website take-up
We explain why it is increasingly important to market online services in order to achieve payback on the investment in e-government particularly through efficiency and customer service gains. We also discuss the extent to which people are using online services generally, the range of government initiatives to drive take-up and some Socitm initiatives on take-up.
Overview of case studies
We have researched six service-specific case studies, covering schools admissions, recruitment, waste collection, planning, housing lettings and parking services. We have also researched two corporate cases studies: one concerns an internal communications campaign to raise awareness among its service managers of the need to develop and promote their services online, and the other concerns a publicity campaign to promote take-up of council online services.
What is clear from the case studies in this report is that significant take-up of council services online is achievable. We have found examples of high take-up across a range of different services run by a range of different types of council. However, a number of issues have emerged in researching the case studies which may help explain why progress with take-up of local government services online has been relatively modest in the UK, despite high levels of internet usage generally and the relative sophistication of e-services available across the board.
Last modified: 19th January 2010
Bassetlaw DC case study (204.22 KB PDF)
Colchester BC case study (53.52 KB PDF)
Fenland DC case study (18.94 KB PDF)
LB of Hillingdon case study (61.51 KB PDF)
Kennet DC case study (24.49 KB PDF)
Shropshire CC case study (77.74 KB PDF)
LB of Southwark case study (203.18 KB PDF)
Warwickshire case study (27.49 KB PDF)