1.6.4: Channel Shift Strategy
Map out a plan for the future desired channel mix. Other Information:
Once a clear channel audit has captured the current channel mix and cost base, it is important to map out a plan for the future
desired channel mix. Successful private-sector businesses are more effective at this than government. They understand that
each channel opens up different ways to create value for customers, so they differentiate services across channels. They also
take a hard-nosed approach to channel management, with customers being incentivised to use the channels that are most efficient
from a business point of view. And they realise that channel shift is a complicated process, which needs planning over a multi-year
period. Citizen service transformation programmes adopt a similar approach, setting out clear strategies for channel shift.
Typically though they recognise two distinct differences between the public and private sector: * First, government has an
obligation to provide services on a universal basis, so is not able to pick and choose which customers it will engage with
through different channels."Directed choice" towards cheaper channels is therefore the strategy selected for most citizen-facing
services (although a number of governments are increasingly looking to make Internet-only services the norm for businesses).
* Second, in terms of the online channel, government is in a unique position compared with any other online service provider.
Whereas an online bank or retailer is limited by the size of the online population in the market, a government can take action
significantly to increase that online population. "Digital inclusion" policies, aimed at increasing the proportion of citizens
who have access to and confidence in using online channels, are therefore an important part of government channel strategies
which would not normally be seen in their private-sector counterparts.
Indicator(s):
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