Channel choice complications: Exploring the multiplex nature of citizens' channel choices

In spite of massive investment and increased adoption of digital services, citizens continue to use traditional channels to interact with public organizations. The channel choice (CC) field of research tries to understand citizens’ interactions with public authorities to make the interaction more efficient and increase citizen satisfaction. However, most studies have been conducted either as surveys of hypothetical services or in experimental settings, leading to a lack of empirical data from actual use contexts. Therefore, we present the results of a sequential mixed methods study which combines observations of citizen-caseworker interaction in a call center, contextual interviews with callers, and a survey classifying topics from 10,000 telephone calls. We contribute to the CC field and practice with rich empirical data from studies of actual channel choices. Specifically, the study explores the multiplex nature of real-life CC and demonstrate how telephone calls can be part of a process, which occurs across both traditional and digital channels. Moreover, we identify problems, which cause telephone calls related to digital services, and classify these in two groups: information related problems and action related problems.