How the West Midlands Police Doubled Digital Adoption in 30 Days

Budgets were shrinking. Crime was on the rise. The West Midlands Police (WMP) had to do more with less. One major challenge was shortening officer response time for serious crimes. One key solution was to shift reporting demand away from the call center and get the public to report non-serious crimes online, instead of by phone. But this meant changing the attitudes of the neighborhood police officers, who didn't think much of WMP's website. So WMP, Accenture, and Cognician designed a 30-day challenge around an objective that had great meaning for the officers – a small change in their behavior would give them more time to focus on real policing matters.

The Let's Get Digital 30-day challenge gave officers tasks to build their confidence in online channels and activated them to engage with members of the public to change their reporting preferences. Officers reflected on the shift in their own mindsets throughout the program and shared thousands of insights about the positive response from the public. After remaining static for more than a year, the number of crimes reported online doubled in the first month and doubled again shortly after.  Alice O'Neil, a change practitioner at WMP, summed up the impact when she said, "The culture change and behavior change is there. People are thinking digital before 101. That is their immediate default now."

What experiences could you give to an audience, which would build the confidence they need to take action?

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