Better and more efficient online services have been shown to improve the reputation of councils and can release significant efficiency savings - through use of the most cost effective channels and by reducing avoidable contact; a measure now included in the National Indicator set.

Developing and then implementing a Channel Migration Strategy will help achieve efficiency savings, reduce avoidable contact, demonstrate Value for Money and deliver the government’s vision for transformational government, which is based around: 

• Services designed around the citizen

• Releasing efficiencies by standardisation, simplification and sharing

• Improving local government’s professionalism in delivery of ICT–enabled change through finding the resources, getting the relationships right, and managing the change

Today’s customers use a mix of traditional and electronic channels when accessing services and whilst analysis shows they will generally use different channels to access different services, they often migrate between channels according to their circumstances at the time.

The factors which the customer uses to determine their choice of channel may not be the same factors that councils value and in order to deliver a project that successfully exploits all of the channels available, customer preferences as well as council needs should be analysed.

Different channels provide greater choice for customers. Understanding the needs and preferences of customers is essential if different channels are to be successfully exploited by councils. Demanding customers will seek services that are accessible and easy to use.  

Customer preferences vary considerably by age, socio-demographic group, and location. Universal preferences cannot be assumed and therefore, to ensure accessibility, and inclination to use a channel, customer preferences in relation to the services and the types of transactions required needs to be identified 

Private sector experience of multi-channel access has shown that traditional channels still play a significant role in facilitating the uptake of new electronic channels. Many new channels therefore are seen not as replacement channels but complementary.  

Promoting online council services has been shown to improve the reputation of councils, and encouraging more customers to go online can potentially help release significant efficiency gains for reinvestment elsewhere in front-line service delivery, thus leading to improved customer services.

In our experience there are a number of key points that councils should consider when developing a strategy, these key points are shown in the navigation link on the left menu.

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