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Voice of the Customer

The Local Government Association (LGA), the national voice of local government which works with councils to support, promote and improve local government, is using Confirmit to ensure it hits its business objectives.

The research team within the LGA provides customer insight and intelligence into the products and services that it provides to its members – which consists of over 350 local councils – and evidence for policy and improvement work.  The LGA works with its members to achieve a shared vision for local government by focusing its efforts to have real impact, to be bold and ambitious, and support councils to make a difference, to deliver and be trusted.

Five years ago, the LGA conducted paper surveys but as the organisation developed and priorities shifted, the need for ad hoc, smaller, faster online surveys grew. 

Jonathan Evans, Senior Analyst, LGA, explains: “In 2008 we decided to investigate new solutions that could support our changing research demands.  We had three crucial criteria: flexibility, compliance with Web Content Accessibility Guidelines and ease of questionnaire routing.  Confirmit ticked all the boxes then and continues to do so today.”

Flexibility means that the LGA has the ability to develop surveys within its own research team with no need for extra consultancy from Confirmit.  The ease of use and flexibility of the Confirmit solution was seen as a major advantage over the alternatives that the LGA evaluated.  Standards compliance was crucial but was not something that all companies provided.  And the potential to route respondents through questionnaires was essential to the LGA.  “We have to be able to adapt respondents’ path through questionnaires dependent on their answers to previous questions, or their characteristics, in order to provide a good user experience. We found that not all the suppliers we evaluated could do this for complicated filtering.” remarks Evans.

“We don’t believe there is a better solution than Confirmit when it comes to complex surveys, which makes it a useful tool for the LGA to use across its business,” comments Evans. “We have one survey that goes out to 3500 respondents and needs complex routing: Confirmit makes short work of this task and allows the team to develop the survey themselves, efficiently and effectively.”

As well as running customer satisfaction surveys, the LGA also runs an employee engagement programme and policy-based research to ensure that it is hitting its stated objectives as outlined in its annual business plan.

Tim Hannington, EVP, Confirmit, comments: “Our investment in the future of our products and services means that clients like the LGA can continue to fulfil the objectives they have for their customer and employee engagement programmes in the long term, as well as being able to take advantage of new advances in technology.” 

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