How to Migrate Citizens Online and Reduce Traffic on Traditional Channels Through Multichannel Management: A Case Study of Cross-Organizational Collaboration Surrounding a Mandatory Self-Service Application

E-government channels are a key to achieving economic savings from public digitization. Citizens tend to use multiple channels in a service encounter and often use e-government channels as a supplement instead of replacing traditional channels. There is a lack of knowledge regarding how government organizations apply findings from user studies to migrate citizens online while reducing traffic through traditional channels. The authors present a case study on how public authorities collaborate to create a multichannel strategy for an online application for single parents. After the multichannel strategy was implemented, there was an increase in the use of the application and a reduction in telephone calls. The authors wrote this chapter to contribute to channel choice and multichannel management literature. How to Migrate Citizens Online and Reduce Traffic on Traditional Channels Through Multichannel Management: A Case Study of Cross-Organizational Collaboration Surrounding a Mandatory Self-Service Application

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