Customer Access Improvement service

The Website take-up service is based on information collected through a short exit survey added to participating authorities' websites and launched as every fifth visitor leaves the site.

Visitors are asked for information about themselves, the services or information they were seeking, their degree of satisfaction, and suggestions for improving the website. The survey asks sixteen questions and takes around two minutes to complete.

Supporting software collects the answers and analyses results, allowing subscribers to look at findings from their own website and compare them with findings from the rest of the subscriber group.

As well as information from individual visits, subscribers get data on the total number of unique visitors to their sites. The service enables subscribers to:

• measure take-up of their website overall and by local residents and compare this with other, similar local authorities
• identify instances where users have been unable to find the information they were seeking, leading to potential 'avoidable contacts' with other channels
• measure satisfaction with their website and the likelihood of visitors returning, and compare this with other similar local authorities
• obtain free text comments back from users that can be invaluable for improving the website
• assess opportunities for switching service users to the website from more expensive-to-serve channels