![](https://mail.rika.digital/images/New%20Case%20Studies/Devon%20CC/dcc%201.svg)# How Rika transformed Devon County Council’s fragmented data into a prioritised, measurable roadmap for digital self-service. Vertical - [Public Sector](https://mail.rika.digital/what-we-do#public-sector) Client - [Devon County Council](https://mail.rika.digital/what-we-do#Devon%20County%20Council) Capabilities - [Analytics](https://mail.rika.digital/what-we-do#reporting-and-analytics) - [Strategy](https://mail.rika.digital/what-we-do#strategy) Project Dates 2019 ## Facing 750,000+ annual calls and fragmented data across 50+ websites, Devon County Council engaged Rika to establish a complete picture of citizen touchpoints, uncover service improvement opportunities, and deliver an evidence-based roadmap for digital transformation. ### The Business challenge Devon County Council needed to understand how and why citizens engaged with its services, uncover where citizens struggled and define a prioritised, measurable programme of digital channel-shift. But the Council’s data was dispersed, fragmented and inconsistent. The Council’s strategic goal was to make services easier to use and more inclusive while increasing resident independence through self-service. To support these aims, Rika was engaged to deliver quantitative channel analysis, qualitative stakeholder insight, technical and governance assurance to create an evidence-based roadmap for channel shift and improved citizen outcomes. [![](https://mail.rika.digital/images/New%20Case%20Studies/Devon%20CC/2x/Hero%20-%20Devon%20County%20Council.png)](https://mail.rika.digital/images/New%20Case%20Studies/Devon%20CC/2x/Hero%20-%20Devon%20County%20Council.png) ### Objectives - Establish a comprehensive baseline of multi-channel customer demand, analysing volumes, topics, and journey patterns across all contact channels. - Identify and prioritise high-value opportunities for digital self-service and channel shift, evaluating each by impact, feasibility, and risk. - Develop interactive reporting and dashboards to enable DCC to monitor performance, track behavioural change, and measure success over time. - Deliver technical and data-governance assurance so operational analysis could proceed safely (including DPIA and formal Data Processing Agreements). - Present a Strategic Roadmap and tactical recommendations to drive the implementation of digital self-service across the council’s services portfolio. [ ![](https://mail.rika.digital/media/yootheme/cache/91/Cover%20-%20Hero%20-%20Devon%20County%20Council-9149fe63.png) ](https://mail.rika.digital/media/yootheme/cache/db/Cover%20-%20Hero%20-%20Devon%20County%20Council-db660b52.png) ### Insights Rika quickly identified some of the key pain-points that would later become crucial recommendations for prioritised digital transformation; - High volumes, concentrated demand; the call-centre handled over 0.75 million calls a year, with the web channel handling over 3 million sessions annually. High-volume clusters were Education, Family support and Roads & Transport - each an obvious candidate for improved digital capability. - A significant volume of call-centre activity was to resolve queries that could easily be delivered by digital self-service. - On-site search was heavily used but often unsuccessful (over 50% of searches resulted in users leaving the site), and navigation, nomenclature and content tended to reflect internal council language rather than user needs, driving further volumes to the call-centre. - Many high-volume services (schools, registrars, highways) had few online transaction opportunities, and poor accessibility and mobile UX were common problems. The web was being used as an information channel rather than a transactional hub. - Fragmented data & governance constraints meant analysts could not access some line-of-business systems and email/face-to-face contacts were poorly tracked. ### Approach Rika's approach was multifaceted and highly collaborative, using a mixed-methods discovery combining data engineering, qualitative research and governance: **Data collection and audit** across channels: Google Analytics (50+ sites, ~120 properties), Netcall call centre exports, Social media engagements across ~70 council accounts, live chat exports and the council’s own services inventory. These sources formed the evidence base for volume baselines, dashboards and the demand analysis. **Stakeholder engagement & fieldwork** including cross-functional workshops, 26 stakeholder interviews and a Customer Service Centre visit which included call listening, giving both operational and live user insight to complement the quantitative work. **Journey mapping & thematic analysis;** Rika mapped citizen journeys across channels to surface the points of friction and to quantify where self-service could realistically reduce contact volumes. The analysis combined behavioural data (site sessions, call types, chat volumes) with qualitative patterns from interviews and call-centre observations. **Dashboarding & technical support;** Rika designed and delivered baseline dashboards and improved analytics instrumentation (GTM and Analytics tagging, session recording and CSAT tooling) so future measurement would be robust and repeatable. ### Deliverables **Baseline dashboards & reporting roadmap;** live baseline dashboards and a roadmap for building cross-service dashboards, tied to proposed KPIs and measurement methods. **Analytics implementation** GTM/Analytics improvements and instrumentation so citizen journeys could be tracked and events visualised. **Operational tooling;** deployment of session recording and CSAT polling to capture qualitative signals and user sentiment. **Technical & governance artefacts;** a roadmap aligned to DCC’s Technical Design Authority and governance recommendations (taxonomy, demand analysis tooling) plus a completed DPIA / DPA workstream. **Final Strategic Report;** a full analysis, evidence and a prioritised roadmap. ### The Outcome Rika’s work converted disparate channel data into a practical, measurable plan for transformation. By identifying the highest-volume journeys, fixing analytics instrumentation and recommending a common taxonomy and governance, Rika gave DCC the tools to focus effort where it will most reduce avoidable contact and improve citizen experience. #### Fragmented data was transformed into a priority matrix and roadmap, identifying key services as the highest-value targets for improving digital-service capability. #### The foundation of operational measurement through analytics combined with session recording and CSAT gave the council a practical capability for tracking journeys and measuring the impact of interventions. #### Governance & feasibility recommendations were anchored to the council’s technical principles and included automation so dashboards could be sustained without heavy manual preparation. #### Stakeholder buy-in the combination of a cross-service engagement and fieldwork helped ensure recommendations were operationally realistic and fully-supported by the service teams. The result is a comprehensive roadmap for cost-effective channel shift and an operational foundation on which to deliver future digital services. ##### Related projects [ ![](https://mail.rika.digital/images/New%20Case%20Studies/Caterham/Hubspot/grid-cover-caterham-hubspot-implementation.jpg) Transforming customer relationships & lead management for Caterham cars with a custom HubSpot Enterprise CRM implementation. ](https://mail.rika.digital/success-stories/transforming-customer-relationships-lead-management-for-caterham-cars-with-a-custom-hubspot-enterprise-crm-implementation) [ ![](https://mail.rika.digital/images/New%20Case%20Studies/Finova/Index%20Cover-Finova%20BTL.png) How Rika helped Finova earn the attention of the UK's most hard-to-reach lending decision-makers ](https://mail.rika.digital/success-stories/how-rika-helped-finova-earn-the-attention-of-the-uks-most-hard-to-reach-lending-decision-makers) [ ![](https://mail.rika.digital/images/New%20Case%20Studies/Kenwood/Index%20Cover%20-%20Kenwood%20-1.png) Kenwood Kids Club - Building a digital community platform to inspire the next generation of home cooks. ](https://mail.rika.digital/success-stories/kenwood-kids-club-building-a-digital-community-platform-to-inspire-the-next-generation-of-home-cooks) [ ![](https://mail.rika.digital/images/New%20Case%20Studies/Swindon%20and%20Wiltshire%20Councils/Index%20cover%20-%20Wiltshire%20Council%20-%20Default.png) Digital Transformation for Swindon & Wiltshire Business Unit ](https://mail.rika.digital/success-stories/swlep-case-study) [ ![](https://mail.rika.digital/images/New%20Case%20Studies/Caterham/project-v.png) Driving the Future. Supporting Caterham’s Electric Vision. ](https://mail.rika.digital/success-stories/driving-the-future-supporting-caterhams-electric-vision-with-a-high-impact-digital-e) [ ![](https://mail.rika.digital/images/New%20Case%20Studies/Delphi/Group%204.png) Implementing a global multi-language web application for Delphi Autoparts built on cloud-based PaaS infrastructure. ](https://mail.rika.digital/success-stories/implementing-a-global-multi-language-web-application-for-delphi-autoparts-built-on-cloud-based-paas-infrastructure) [ ![](https://mail.rika.digital/images/New%20Case%20Studies/Cabolo/Index%20Cover%202%20-%20Cabolo.png) Finding the right customers before entering the market: how Rika took Cabolo from concept to launch ](https://mail.rika.digital/success-stories/finding-the-right-customers-before-entering-the-market-cabolo) [ ![](https://mail.rika.digital/images/New%20Case%20Studies/Caterham/AO/hero-grid-caterham-ao-campaign-acid-green.jpg) Establishing a memorable brand presence and generating high-intent leads for Caterham through an Always On digital campaign. ](https://mail.rika.digital/success-stories/establishing-a-memorable-brand-presence-and-generating-high-intent-leads-for-caterham-through-an-always-on-digital-campaign) [ ![](https://mail.rika.digital/images/New%20Case%20Studies/Finova/Index-cover-finova.jpg) How Rika's adaptive multi-channel campaign strategy drove high-intent marketing leads for Finova in an ultra-competitive fintech market. ](https://mail.rika.digital/success-stories/how-rikas-adaptive-multi-channel-campaign-strategy-drove-high-intent-marketing-leads-for-finova-in-an-ultra-competitive-fintech-market) [ ![](https://mail.rika.digital/images/New%20Case%20Studies/Swindon%20and%20Wiltshire%20Councils/Home-ed/hef%20-%20cover%20-%201.png) Empowering Home Educators: How Rika Delivered an Accessible and Innovative Careers Education Platform. ](https://mail.rika.digital/success-stories/empowering-home-educators-how-rika-delivered-an-accessible-and-innovative-careers-education-platform) [ ![Premium digital membership interface representing a private owner experience for a prestige automotive audience.](https://mail.rika.digital/images/Case-Studies/IndexRRpng.png) Launching a private digital membership experience for a prestige global automotive brand ](https://mail.rika.digital/success-stories/transforming-owner-engagement-for-a-prestige-automotive-brand) [ ![](https://mail.rika.digital/images/New%20Case%20Studies/Lastminute/index%20grid%20-%20Lastminute%20-%20Website%201.png) How Rika simplified content management and removed technical debt for lastminute.com by consolidating three platforms into one, unified corporate website. ](https://mail.rika.digital/success-stories/how-rika-simplified-content-management-and-removed-technical-debt-for-lastminute-com-by-consolidating-three-platforms-into-one-unified-corporate-website) [ ![](https://mail.rika.digital/images/New%20Case%20Studies/Kensignton/Website%20build/kmc-index-cover.png) Transforming a digital presence to drive business growth and customer engagement for Kensington Mortgages ](https://mail.rika.digital/success-stories/maximising-technology-investment-for-kensington-mortgages) [ ![](https://mail.rika.digital/images/New%20Case%20Studies/DeLonghi/Index%20Cover%20-%20Delonghi%20-%20Media%20Efficiency.png) Helping customers navigate complex product range, in-store and online. ](https://mail.rika.digital/success-stories/how-rika-transformed-devon-county-councils-fragmented-data-into-a-prioritised-measurable-roadmap-for-digital-self-service?view=article&id=90:delonghi-coffee-machine-selector&catid=12) [ ![](https://mail.rika.digital/images/New%20Case%20Studies/DeLonghi/DeLonghi-hero.png) Eight years of digital growth partnership with De’Longhi ](https://mail.rika.digital/success-stories/dl-case-study) [ ![](https://mail.rika.digital/images/New%20Case%20Studies/Devon%20CC/Index%20Cover%20-%20Devon%20CC.png) How Rika transformed Devon County Council’s fragmented data into a prioritised, measurable roadmap for digital self-service. ](https://mail.rika.digital/success-stories/how-rika-transformed-devon-county-councils-fragmented-data-into-a-prioritised-measurable-roadmap-for-digital-self-service) [ ![](https://mail.rika.digital/images/New%20Case%20Studies/BEVAS/GTM%20strategy%20&%20brand/index-cover-bevas-gtm-strategy-brand.jpg) Launching a functional beverage brand in Germany: Go-to-market strategy and multi-channel campaign execution for BEVAS. ](https://mail.rika.digital/success-stories/launching-a-functional-beverage-brand-in-germany-go-to-market-strategy-and-multi-channel-campaign-execution-for-bevas) [](#)[](#) ### Ready to work together? [Let's talk ](https://rika-web.typeform.com/to/QMW018) #### UK Office Summit House (Holborn) 12 Red Lion Square, London, UK WC1R 4HQ [ (+44) 020 3367 2170](tel:004402033672170) [ This email address is being protected from spambots. You need JavaScript enabled to view it. ](mailto:enquiries@rikadigital.com) #### Europe Office Remote-first Sofia, Shumen & Plovdiv, Bulgaria [ (+359) 0888 324 237](tel:00359888324237) [ This email address is being protected from spambots. You need JavaScript enabled to view it. ](mailto:enquiries@rikadigital.com) #### Accreditations Recommended by brands. Certified by the world’s leading MarTech and media vendors. [ ![](https://www.gstatic.com/partners/badge/images/2025/PartnerBadgeClickable.svg) ](https://www.google.com/partners/agency?id=2988159402) [ ![](https://mail.rika.digital/images/partners/meta.png) ](https://www.facebook.com/business/partner-directory/search?solution_type=campaign_management&id=1296516583880410§ion=overview) [ ![](https://mail.rika.digital/images/partners/SolutionPartnerTierBadges_sm.png) ](https://ecosystem.hubspot.com/no/marketplace/solutions/rikadigital-com) [ ![](https://mail.rika.digital/images/partners/Digital%20Agency%20Partner.png) ](https://www.progress.com/partners/partner-locator/details/rika-digital?partnerId=001a000001iovEyAAI) Rika is a trading name of JK Digital Consulting Limited, registered in England & Wales, No 9980411, VAT No GB 250 1028 61 [ Privacy & Cookies ](https://mail.rika.digital/privacy-policy) [ Terms of Business ](https://mail.rika.digital/terms-of-business) [ Careers ](https://mail.rika.digital/careers) [ Our Brand ](https://hubs.ly/H0d4tnq0) [ Our Partners ](https://mail.rika.digital/partners) - [](https://www.linkedin.com/company/6409277/admin/updates/) - [](https://www.instagram.com/RIKADigital) - [](https://www.youtube.com/@Rika-digital) [ ![](https://mail.rika.digital/media/yootheme/cache/7a/drum-logo-7aee4f4a.png) ](https://www.thedrum.com/profile/rika) [ ![Gold award Drum](https://mail.rika.digital/images/brand-assets/awards.svg) ](https://www.thedrum.com/awards-case-study/why-rika-lent-its-expertise-maturing-kensington-mortgages-digital-estate) [ ![](https://mail.rika.digital/media/yootheme/cache/b7/AWARDS%20BADGE-FINALIST-b7b0cc6d.png) ](https://thedrumawards.com/live/en/page/agency-business-nominations#/agency-business/2025/excellence-in-client-relations/rika-caterham-pure-simple-partnership-a-collaboration-at-its-strongest) ![](https://mail.rika.digital/images/logo-w.svg)