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1 Driving up Take-up of eGovernment Services Charles Lowe +44 7860 619424.

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Presentation on theme: "1 Driving up Take-up of eGovernment Services Charles Lowe +44 7860 619424."— Presentation transcript:

1 1 Driving up Take-up of eGovernment Services Charles Lowe +44 7860 619424

2 2 Context  Vast sums spent on eGov in the EU  Elusive benefits  Additional cost of new channels unacceptable without significant take-up  Recent commitments – eg Germany, Netherlands, UK  How to get people to use the service? © Charles Lowe Consulting Ltd.

3 3 What is high take-up? “Regular, proper & full use of the application by the majority of the target population, in such a way as to benefit both user and provider” © Charles Lowe Consulting Ltd.

4 4 UK Public Sector Reviews  Create world-class buying agencies  Rationalise inspection & regulation  One-stop high street network  Integrated, shared back-office  Compulsory use of eGov by the ‘eCapable’  Increase use of intermediaries  Reduce paperwork  Create conditions for cross-Departmental project work Overall aim to save 2.5% cost p.a. across public sector © Charles Lowe Consulting Ltd.

5 5 “Canada, for example, recently conducted a comparison of channel costs per transaction that showed the cost savings from online service are significant. Its survey showed that an in-person transaction costs the government Can$44, a mail transaction costs Can$38 and a telephone (agent) transaction costs Can$8. In contrast, an online transaction costs less than Can$1” Accenture egov Report 2004 © Charles Lowe Consulting Ltd.

6 6 Bad service vs benefit  Only masochists put up with bad service unless the perceived benefits are overwhelming  Case study – Tesco Finance  Case study – Ikea  Case study – Bank teller machines  Case study – Daily milk deliveries  Case study – eTickets People won’t use a service unless it’s good. Organisations only save money if people use the service. © Charles Lowe Consulting Ltd.

7 7 Enhancing processes to promote use © Charles Lowe Consulting Ltd.

8 8 Two types of factor affect take-up  Necessary Conditions -Need to be there in order for people to be prepared to use eGovernment -Will not in themselves stimulate massive usage  Quality of Service -Can drive massive take-up -The more, the better -Need Necessary Conditions in place -Saving time & money most important!. © Charles Lowe Consulting Ltd.

9 9 Necessary Conditions © Charles Lowe Consulting Ltd.

10 10 Infrastructure  Need connection & need to know how to use it  Vital until exceed required bandwidth -eg early days of broadband Awareness & Acceptance  Need to know service exists  Need to accept it can deliver  Perhaps least recognised in importance. © Charles Lowe Consulting Ltd.

11 11 Trust & authentication  Vital Necessary Condition but no correlation with take-up, once the threshold has been passed  PKI commercial model still flawed  What do you really need it for - how many people want to pay my tax bill?  Encouraged by corporate interests?  Design processes to avoid need for excessive security -eg Belgium, Sweden. € © Charles Lowe Consulting Ltd.

12 12 Contrasting UK surveys  Citizens: “I would prefer not to use the Internet for public services because it is not secure”  34% agreed -ICM/Hedra poll December 2002  Senior UK public sector employees: “security concerns are impeding the public take-up of electronic services”  57% agreed -eGovernment Bulletin April 2003. © Charles Lowe Consulting Ltd.

13 13 Process & Legal Obstacles  New types of customer-centric product deliverable require cross-cutting cooperation  Different delivery structures require process changes  Often need legal changes too  Champion essential  BundOnline – new services online first  Belgium – social security, personalised retirement, vehicle registration. © Charles Lowe Consulting Ltd.

14 14 Repellers  Major turn-offs  Credit cards  Greater scrutiny…  …& crashing sites. © Charles Lowe Consulting Ltd.

15 15 Quality of Service © Charles Lowe Consulting Ltd.

16 16 Help users to find what they want…  Up to six layers of Government gives UK 2643 websites, other EC countries many more  Why should citizens know the details of their local authority? -What if they are on holiday?  UK location/postcode-driven portal:  …and cobranded content (eg CDC’s work with in Agen & Niort etc.) © Charles Lowe Consulting Ltd.

17 17 …then give them the content they seek  Be customer centric!  Legacy of original eGov programmes = fiscal, what government wanted  UK Planning Directorate delays emails so paper gets there the same time  Healthcare appointments vs tax returns (Gartner Dataquest, 2001)  Online claims for UK’s Child Tax Credit and Working Tax Credit proves how good content changes take-up  Deliver cross-cutting services not available on other channels. © Charles Lowe Consulting Ltd.

18 18 …align with the culture  Some things that one culture can accept but not another…  eg government completed tax returns…  …paying for parking online as well as parking fines…  …use of intermediaries in Denmark vs. Italy. © Charles Lowe Consulting Ltd.

19 19 …provide alternative channels  Intermediaries are a much better focus for specific campaigns  Include voluntary sector  Serious security acceptable  Holistic services  Rent trustworthiness  May absorb costs  Italian, French tax returns, Bremen legal services  …and finally, don’t forget DTV, the phone. © Charles Lowe Consulting Ltd.

20 20 …communicate effectively  Many examples of failed eGov advertising, eg in France, Canada & UK  Issues: 1.Premature marketing 2.Browsing vs. doing 3.On-line products deliverable half-built  Advertising of good products to those who will use them works well -eg legal services in Bremen, & property tax payment in portal © Charles Lowe Consulting Ltd.

21 21 …finally make it all worthwhile  eGov will save money &/or time, so why not share significant benefits with users?  France – Adele  Belgium – virtual administration  UK – Oyster card  Still more common elsewhere in the World  “Just think what the papers would say”  Can make up for some poor service. © Charles Lowe Consulting Ltd.

22 22 In conclusion…  Governments save money through eGov usage  People will only use eGov if the service is higher than for other channels  Government still has a long way to go to recognise the key elements of good eGov service  Here are my suggested ten steps… © Charles Lowe Consulting Ltd.

23 23 The Ten Steps Appropriate access security Be seen to be trustworthy Organisational change Easy to find services Research attractive content New/cross-cutting services Alternative payment methods Other channels Advertise fit for purpose Share benefits Minimise the level of access security you need Be seen to be appropriately trustworthy by users Accept that the hard part is organisation al change Make it easy for users to find the services they want Research the most attractive content; prioritise delivery …look for services that work best electronically Provide alternative payment methods to credit cards Consider other channels for delivery of eGovernment services Only advertise services that are fit for purpose; target advertising carefully Share benefits with users © Charles Lowe Consulting Ltd.

24 24 What better summary? (ICM/Hedra poll, UK, December 2002) Q3. Agreement with statements in respect of your attitude to using the Internet to obtain public services. I would use the Internet more for public services if government websites were better designed/easier to use Agree53% Disagree31% Don't know 16% I would use the Internet more if it saved me money Agree81% Disagree17% Don't know 2% I would prefer not to use the Internet for public services because it is not secure Agree34% Disagree58% Don't know 8% Design important Not in the culture? Security is only part of the issue

25 25 +44 7860 6219424 Thank you

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