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Choosing fewer channels

Public service channel options in an age of austerity

Choosing fewer channels


The Coalition Government has a policy of “digital by default”. New services can and should be built with self-service channels and automated service delivery from day one, enabling them to “leapfrog” directly to high quality and low cost outcomes. This strategy of making new services “designed for digital” is powerful, complementing incremental channel shift for existing services.

Key findings

Based on our experience of customer / channel strategy in the public sector, our paper proposes a blueprint for public bodies to use when considering their customer interactions.

The blueprint manages customer demand at source, steers customers towards the best means to serve themselves and reserves appropriate channels for those customers who are most vulnerable and in the most need.

Successful public bodies will use customer service transformation as a means to deliver more for less over the coming years, and will find that their operating costs remain sustainably lower as a result.


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