If you build it, will they come?
Changing customer behaviours to realise the benefits of electronic government
Delivering services over the Internet allows the public sector to improve its overall customer experience and create significant efficiencies. However, these benefits can be realised only if citizens as customers take up online service options. In this article we outline an interactive approach developed by PA Consulting Group that involves developing a service that is competitive against alternative channels, including elements of online strategy, service offer design and promotion to actively increase online take-up over time.
The benefits of delivering online services can be realised only if citizens/customers accept, engage with and use the Internet. PA’s approach to influencing customer behaviour in order to realise the benefits of online service delivery in the public sector is based on developing an offer to the customer that is more attractive than alternative channels such as over the counter or the telephone. This approach goes through a number of stages to develop a competitive, customer focused online service and then proactively manage take-up in the short, medium and long term.
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