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Council Plan - Corporate Theme: Organisation

Corporate Theme: Organisation

Striving for Excellence

Wrexham County Borough Council is made up of 52 elected Members and is led by a cross-party Executive Board who are supported and held to account by five Scrutiny Committees. The Senior Management Team is one of the smallest and most cost effective management structures in Wales.

Services are currently provided and enabled by around 6,000 members of staff, but in line with the streamlining of managers this number has reduced as the Council has reshaped services and continues to become a leaner organisation in order to tackle the funding pressures we face.

Priority Outcomes

The Wrexham Context

Each year, the Auditor General for Wales reports on how well Welsh councils are planning for improvement and delivering their services.

“The Council has made steady progress against many of its improvement objectives, but outcomes for citizens are not consistently improving at a corresponding rate. The Council has improved its self-evaluation for the majority of its improvement priorities and data quality arrangements are more robust. The majority of the Council’s arrangements to plan and support improvement remain robust and are becoming more streamlined and efficient. The Council is well placed to make arrangements to secure continuous improvement for 2014-15”

How this theme was developed

This priority theme reflects the Council’s Organisational Development and Workforce Strategy, as well as the customer focus and consultation & engagement strategies.

The Council should ‘listen to [local people] and take notice of what they hear’

What are the key issues for Wrexham’ Survey respondent

Online services mean I can deal with the Council when I want to’

‘Your council, your area’ survey respondent

The opportunity to influence decisions was a key issue for improvement highlighted by survey respondents, as well as one that has been raised by regulators.

The Council should ‘value and support its staff’

‘What are the key issues for Wrexham’ Survey respondent

O1 – Engaged and Satisfied Customers

Over seven thousand people contact Wrexham County Borough Council each working day for advice and information, to request services or to report problems. We recognise that the standard of customer service customers receive will influence their view of the Council and potentially of Wrexham the place. We also recognise that customer’s expectations are rising at a time when all Councils are striving for efficiencies.

We aim to address these challenges by making the best use of innovative technology to deliver quality, cost effective services. We will invest in our on line services creating a 24 hour Council, transform our services to make them simple to deliver and easy for customers to access and we will maximise the use of social media.

We will improve the way we learn from customer feedback, both positive and negative, and use this to improve services. We will also invest in our staff, ensuring they have the skills and knowledge to support customers and resolve queries at the point of contact wherever possible.

We will improve the way we engage with local people to understand their opinions, needs and preferences and use this information to plan and deliver effective, efficient and inclusive services.  The 2013 National Survey for Wales found that only 25% of respondents in Wrexham feel they can influence decisions affecting the local area.  We will strive to improve the way we understand and respond to citizens so that people feel they can have a genuine influence on the local decisions that affect them.

We will monitor our success through:

Outcome Indicator Comparison (Wrexham 2013/14) Wrexham 2014/15 Target 2015/16
Improve: Customer satisfaction with all Council services39 72% 75% 78%
Improve: Percentage of people in Wrexham who feel the Authority provides high quality services 51%



Sustain: Percentage of customers who feel it is easy to access Council services 99% 96% 95%
Increase: Grow the percentage of customers who are signed up to an on-line self-service account 5% 13% 15%
Sustain: Percentage of local people who feel that they can influence decisions affecting the local area 25%40 28% 28%

We will achieve this by:

39 Customer satisfaction measures satisfaction with services offered through the Contact Centre. The number of services provided through the centre has increased significantly over the last year and this has led to fluctuations in satisfaction levels, ranging from 65% to 82% in different quarters but averaging 75% across the year. The target set reflects an ambition to make – and sustain – a significant improvement in these figures

40 National survey for Wales 2012/13 results published on Stats Wales in May 2013 (sample size 600)

O2 – Creating the Conditions for Success

Wrexham County Borough Council works to ensure that the people of Wrexham are supported to fulfil their potential and to prosper, but must do so whilst reshaping services to meet the unprecedented financial challenges ahead whilst prioritizing the most vulnerable. To achieve this will require a leaner organisation, and employees who do their best work and ‘go the extra mile’ to deliver required services. We will reduce in size as an organization, but as we do we will continue to invest in our staff and their potential, both through specific training and our recently created organizational development resource. We want our employees to have jobs that are worthwhile, jobs that inspire them and to understand how what they do contributes to the success of the authority.

To build an authority that delivers positive results again and again we nurture an organisation where employees feel valued. Feedback and challenge are seen as healthy processes and there is a commitment to listen and respond.

Good leaders create the environment for employees to be innovative in how we improve what we do and the outcomes we deliver for the people of Wrexham. In short, we create a passion within the Council for customer service within Wrexham. Employees understand their unique contribution to the Council and this inspires change, creativity and innovation.

We will monitor our success through:

Outcome Indicator Comparison Wrexham 2014/15 Target 2015/16
Sustain: Level of staff engagement (Amalgamation of employee engagement measures taken from the new staff survey) 64% 61% 61%
Stretch: Percentage of staff due to receive a PRCD41 who received one 85%42 92.9% 100%
Improve: The percentage of employees responding positively that ‘I have the opportunity to develop and improve to my full potential’ 50%
49% 51%

We will achieve this by:

41 PRCD is the Council’s staff appraisal process –the Performance Review and Career Development process

42 This is taken from the 2013 Employee Survey which asked all staff if they had received an annual PRCD. However, posts such as school crossing patrols, escorts, caterers and repair trades are not covered by the PRCD scheme