13: Channel Mapping
Carry out a mapping of existing delivery channels across government. Other Information:
A vital first step in developing a Channel Management Framework is to carry out a mapping of existing delivery channels across
government, and to put a cost to each transaction delivered through these channels based on standard industry assumptions.
Government service delivery organizations often do not have a clear and quantified understanding of which channels their customers
use, what the average and marginal costs of delivery through these channels is, or how service levels and customer satisfaction
vary by channel. When government organizations carry out a full channel mapping for the first time, a common finding is that
much customer contact between governments and citizens/businesses is: * unnecessary - because the user is struggling to find
the right place to get the service they need, resulting in multiple contacts before their need is finally resolved * hidden
and un-costed - because only some of these customer contacts are caught by existing management information systems. The rest
are just lost within the broader operational structure and budget of the organization. And when channel mapping is undertaken
at the whole-of-government level, it typically highlights significant duplication across government (for example: having multiple
high-street locations in the same town serving different government departments or agencies; thousands of contact telephone
numbers; hundreds or even thousands of web-sites). There is significant scope for delivering both cost savings and service
improvements by joining government services together through channels managed on a shared basis, and through channels managed
by private and voluntary sector intermediaries. This pattern is needed to inform development of a Channel Transformation Strategy.
Further details on how to set about Channel Mapping can be found in Part III(c) of the [TGF Primer].
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