How can we get insights from unstructured enquiry data? In this post I talk about one approach to this question using the Student Immigration Service as a case study.

Since the spring, our team has been working with the Enquiry Management Team to update website content to answer the questions prospective students are emailing about.

It’s a little over a year since we delivered our first user-centred enhancement project and I’ve been looking at analytics to dig deeper into how we’ve influenced website visitor behaviour to reduce unnecessary email enquiries. Analysis shows we influenced over 25% to self serve rather than make an enquiry.

It’s just over six months since our collaboration with the Fees Service delivered an overhaul to how they present their services online. Yesterday we had our second quarterly check-in with them and learned how trends in enquiries have significantly improved.

To have a successful digital service, we need to continuously close the loop between what our users need and what we’re actually publishing. Enquiry analysis can help us do that.