GOSS urges Local Authorities to exploit self service web tools to gain efficiency savings

Published 26th July 2010

Findings from a survey by web specialist, GOSS Interactive, have revealed that over 40 per cent of visitors to council websites have resorted to calling councils directly in order to obtain the information or complete transactions, rather than using self service tools online.

Research[1] by SOCITM has identified that 4.4 million users per month fail to find the information they are looking for. SOCITM also estimates that this costs local authorities a staggering £11 million each month as citizens resort to using the phone and walk-in centres.

In the wake of the budget announcement, local councils need to maximise operational efficiencies – that includes running an effective website. Currently council sites are not providing the best possible service and this is costing councils money as users turn to helplines.

Call handling has significant financial implications and costs an average of £3.21 per call, compared to just 39p for an online service provision.

Rob McCarthy, Managing Director at GOSS Interactive says, “Recent studies have shown that the typical user will take only four seconds to decide if they will stay at a site and our survey highlighted the fact that if a visitor cannot get from A to B quickly and easily, then they will give up. It was clear from the findings that a lack of navigation and design were frustrating for users and ultimately prevents them carrying out specific tasks, which costs a considerable amount to the local authorities in question.

“In tough financial times local authorities can do more with less and by making the most of the web tools at their disposal, they can minimise the need for call handling and unnecessary expenditure. Using a simple site structure, effective site navigation, clear calls to action, and relevant content, councils can give visitors exactly what they are looking for.

“This can create a positive experience and ultimately keep them coming back, whilst achieving increased efficiency for councils” concludes McCarthy.

www.gossinteractive.com/online_efficiency

[1] Source: SOCITM, September 2009

ENDS

Notes to editors
The survey was conducted with 100 consumers online, using a tool called Surveymonkey. Full survey results available on request.

About GOSS Interactive
GOSS Interactive helps businesses and the public sector improve efficiencies through the delivery of services online. GOSS enables its customers to drive value from their website, provide the best customer service and keep costs per transaction to a minimum.
Through its Web Content Management system, GOSS iCM (intelligent Content Management), GOSS Interactive provides websites and the technology to maintain and enhance them, as well as online marketing and hosting services for websites, intranets, extranets and e-commerce tools.
GOSS Interactive supplies cost effective solutions to an impressive portfolio of central and local government authorities, as well as high-tech industries and professional services including Brittany Ferries, Virgin Trains, and GMTV.

@gossinteractive