Every customer has an opinion


We’re building better relationships with our customers, and part of this is helping them to quickly and easily tell us about their experience of using our services. In 2019, we started using a real-time feedback tool called ECHO, which stands for Every Customer Has an Opinion. We’re using ECHO to drive customer service improvements; from enhancing digital services like our website, to learning more about how our customers feel after they’ve been assisted by traffic officers at the roadside.

The initiative   

We’re now using ECHO to learn how we can improve customer experiences of our major road projects. The feedback tool is being trialled on projects such as our £61 million upgrade of the A46 Binley junction in Coventry, and can be found on the scheme webpage. This map-based version of the tool enables motorists, residents and businesses to pin-point issues and share their thoughts on the project.

The results   

Our customers can submit comments through ECHO at any time, and the interactive map and feedback form for road projects are quick and simple to use. This is making it easier for our customers to get involved in conversations about our work so that their views are heard.

Every customer has an opinion

ECHO in numbers

  • We’ve used over 20,000 responses gathered from ECHO since its launch to make our services better.
  • 10 of our major road projects now use the ECHO feedback tool.
  • We’re aiming to roll out ECHO to all 40 of our major road projects by March 2022.