Essex County Council: Blue Badge programme
By trialling three new messages with its Blue Badge customers, Essex County Council identified the most effective communication style for encouraging customers to apply via the web, rather than by post. The council then introduced the new messaging to its website, increasing the number of online Blue Badge applications from 31 to 56 per cent.
The redesign of the council's messaging following this randomised controlled trial is estimated to contribute to savings of around £51,000 for 2015-16.
Cheryl Arthur talks about Essex County Council's application of behavioural insights to help manage demand for blue badge renewals, encouraging residents to apply online.
30 January 2017