Multi-channel management: putting it into practice

ABSTRACT

Since the early nineties, governmental organizations have been using a variety of customer service channels. These channels have different characteristics and are used for communication, interaction, transaction and distribution of products and/or services. Among the traditional channels, like the front desk and the telephone, citizens and enterprises have access to digital channels like websites, e-mail and sms. Channel usage statistics indicate that citizens in general prefer the more expensive personal channels (desk and telephone) to the newer cost efficient digital channels.

INDEX TERMS

Primary Classification:
  J. Computer Applications
  J.1 ADMINISTRATIVE DATA PROCESSING
      Subjects: Government

Additional Classification:
  H. Information Systems
  H.5 INFORMATION INTERFACES AND PRESENTATION (I.7)
      H.5.3 Group and Organization Interfaces

General Terms:
Design, Human Factors