Wednesday 16 April 2008
Following the publication of the Local Government White Paper, local authorities were advised to improve citizen engagement, increase the role of frontline Councillors and work collectively with partners to improve service planning and delivery. In response to this and to further improve customer service and satisfaction, Tunbridge Wells developed a new model of engagement that met all these aims and more.
During 2007, Tunbridge Wells Borough Council piloted a programme called 'Ward Walks.' This involved Councillors and Council staff working in pairs to interview residents about their local area and the services provided. Two areas were chosen to pilot the programme and over 1,200 households were targeted through a postcard drop, which advertised the dates and times interviewers would be in their neighbourhood.
The Ward Walks pilot differed greatly to the usual type of consultation carried out with residents. The questionnaire needed to be user friendly for interviewers and a greater level of support and preparation was required to ensure the programme ran smoothly, whilst taking the experience and health and safety of those interviewing into account. T-shirts and name badges were also designed to make interviewers more identifiable to residents.
The Council specifically commissioned Ipsos MORI, known for their experience in carrying out highly reputable research of this nature, to play a significant role in the planning of the programme. Ipsos MORI researchers used their expertise to design a questionnaire that met with the proposal requirements, and they visited the Council for one day to coach staff and councillors on interviewing best practice. This helped to prepare interviewers, put them at ease and discuss the practicalities in more detail.
Over 250 interviews were completed within two weeks and a number of urgent issues were raised. These issues were circulated to the appropriate officers and agencies who were given three weeks in which to acknowledge and respond. Community feedback sessions were also held with partner agencies to inform residents of the results and give them the opportunity to talk directly with these agencies about their concerns.
Positive comments were received about the programme from both residents and interviewers; 'This sort of consultation is excellent. It lets you get your point of view across' (local resident) and 'Really good to get out there and speak to residents' (Council officer). Following the success of the pilot, the programme is now due to be rolled out across the borough.