Communication and service delivery in the public sector is increasingly digitised. The rise of all things digital brings immense benefits to customers and businesses, because it offers convenience and improved personalised services. Implementing digital technologies gives businesses the opportunity to redesign service delivery, reduce costs and increase staff productivity.
Channel Choice vs. Channel Shift in the Public Sector
In March 2017, the UK government published a policy paper outlining its digital strategy “to develop a world-leading digital economy that works for everyone.” In the future, where possible and necessary, private and public sector organisations will be digital by default.
As the head of marketing communication in a digital economy, you’re tasked with the challenge of integrating traditional and new communication channels to meet the instantaneous, customer-centric demands of the digital age.