What are the barriers to accessing digital services?
The research focused on building an in-depth understanding of:
- Why do customers phone?
- Why do they come in person?
- What are they trying to achieve?
- What are the barriers to digital services?
The original hypothesis was that customer barriers to digital engagement centred around two main factors, technological access and digital skills.
With over 66 days of research, we completed in-depth interviews with 83 citizens and shadowed 80 Council Customer Service phone calls. We quickly discovered that the digital barriers to access were only the tip of the iceberg…