Case study · Local government · Technology

Campaign payments up 60% for the London Borough of Redbridge

The technology was fit for purpose. It had simply never been implemented to its full capability.

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London Borough of Redbridge
60%

Increase in campaign payments, from 28% to 45% of campaign value

London Borough of Redbridge
Filed underLocal governmentTechnology

The challenge

What Redbridge faced.

Redbridge had invested in digital channel technology for council tax collections and was not seeing the return.

The technology itself was fit for purpose. It had simply never been implemented to its full capability, and performance reporting was thin.

The solution

What we did.

We assessed the channels and the contact strategies running through them, and found the strategies were the problem rather than the tools.

We built new campaigns for new segments using data the council already held, introduced a champion and challenger framework so new strategies could be tested quickly, reworked the frequency, timing and duration of contact windows into an end to end strategy linked to the statutory process, built calling lists from resident behaviour, and set new measures for channel success.

The results

What changed.

60%Increase in campaign payments
£1:£518Channel cost to payment ratio
Upper quartileAfter twenty years in the second
  • Campaign payments up 60%, from 28% to 45% of campaign value.
  • A channel cost to payment ratio of £1:£518.
  • In 2020/21 Redbridge moved into the upper quartile of London authorities for council tax collection, after twenty years in the second quartile.
“The arum team bring a wealth of debt collection expertise to the public sector.”
Head of Revenues, London Borough of Redbridge

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