How to Succeed with Multichannel Management: A Case Study of Cross-Organizational Collaboration Surrounding a Mandatory Self-Service Application for Danish Single Parents

Christian Østergaard Madsen, Pernille Kræmmergaard

    Research output: Journal Article or Conference Article in JournalJournal articleResearchpeer-review

    Abstract

    Citizens’ use of e-government channels is considered key to achieving savings from the digitization of the public sector. Channel choice studies have found that citizens use multiple channels in a service encounter and e-government channels supplement, rather than replace traditional channels. This interplay between traditional and e-government channels remains to be explained. There is also a lack of empirical knowledge of how government organizations can apply findings from user studies and migrate citizens online while simultaneously reducing traffic through traditional channels. Therefore the authors present a detailed longitudinal case study of how public authorities collaborated to create a multichannel strategy for a mandatory online self-service application for single parents. After the
    strategy was carried out there was an increase in the use of the application and a substantial reduction in calls. The authors offer contributions to the channel choice literature and recommendations on multichannel management to practitioners.
    Original languageEnglish
    JournalInternational Journal of Public Administration in the Digital Age
    Pages (from-to)94-110
    Number of pages23
    ISSN2334-4520
    DOIs
    Publication statusPublished - Jul 2016

    Keywords

    • case study
    • channel choice
    • e-government
    • mandatory channels
    • multichannel
    • offline traffic reduction
    • single parents

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