How to Migrate Citizens Online and Reduce Traffic on Traditional Channels Through Multichannel Management: A Case Study of Cross-Organizational Collaboration Surrounding a Mandatory Self-Service Application

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Author(s): Christian Østergaard Madsen (ITU, Denmark)and Pernille Kræmmergaard (Digitaliseringsinstituttet, Denmark)
Copyright: 2018
Pages: 22
Source title: Innovative Perspectives on Public Administration in the Digital Age
Source Author(s)/Editor(s): Aroon P. Manoharan (University of Massachusetts – Boston, USA)and James McQuiston (Kent State University, USA)
DOI: 10.4018/978-1-5225-5966-5.ch007

Keywords: Electronic Government / Government & Law / Information Science Reference

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Abstract

E-government channels are a key to achieving economic savings from public digitization. Citizens tend to use multiple channels in a service encounter and often use e-government channels as a supplement instead of replacing traditional channels. There is a lack of knowledge regarding how government organizations apply findings from user studies to migrate citizens online while reducing traffic through traditional channels. The authors present a case study on how public authorities collaborate to create a multichannel strategy for an online application for single parents. After the multichannel strategy was implemented, there was an increase in the use of the application and a reduction in telephone calls. The authors wrote this chapter to contribute to channel choice and multichannel management literature.

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How to Migrate Citizens Online and Reduce Traffic on Traditional Channels Through Multichannel Management: A Case Study of Cross-Organizational Collaboration Surrounding a Mandatory Self-Service Application

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