1 driving up take-up of egovernment services charles lowe [email protected] +44 7860...

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Driving up Take-up of Driving up Take-up of eGovernment ServiceseGovernment Services

Charles LoweCharles Lowe

[email protected]@btinternet.com

+44 7860 619424+44 7860 619424

mailto:[email protected]

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ContextContext

Vast sums spent on eGov in the Vast sums spent on eGov in the EUEU

Elusive benefitsElusive benefits Additional cost of new channels Additional cost of new channels

unacceptable without significant unacceptable without significant take-uptake-up

Recent commitments – eg Recent commitments – eg Germany, Netherlands, UKGermany, Netherlands, UK

How to get people to use the How to get people to use the service?service?

© Charles Lowe Consulting Ltd.

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What is high take-up?What is high take-up?

““Regular, proper & full use of the Regular, proper & full use of the application by the majority of the application by the majority of the target population, in such a way as target population, in such a way as to benefit both user and provider” to benefit both user and provider”


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UK Public Sector ReviewsUK Public Sector Reviews

Create world-class buying agenciesCreate world-class buying agencies Rationalise inspection & regulationRationalise inspection & regulation One-stop high street networkOne-stop high street network Integrated, shared back-officeIntegrated, shared back-office Compulsory use of eGov by the ‘eCapable’Compulsory use of eGov by the ‘eCapable’ Increase use of intermediariesIncrease use of intermediaries Reduce paperworkReduce paperwork Create conditions for cross-Departmental project Create conditions for cross-Departmental project

workwork

Overall aim to save 2.5%

cost p.a. across public sector


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“Canada, for example, recently conducted a comparison of channel costs per transaction that showed the cost savings from online service are significant. Its survey showed that an in-person transaction costs the government Can$44, a mail transaction costs Can$38 and a telephone (agent) transaction costs Can$8. In contrast, an online transaction costs less than Can$1”

Accenture egov Report 2004


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Bad service vs benefitBad service vs benefit

Only masochists put up with bad Only masochists put up with bad service unless the perceived service unless the perceived benefits are overwhelmingbenefits are overwhelming

Case study – Tesco FinanceCase study – Tesco Finance Case study – IkeaCase study – Ikea Case study – Bank teller machinesCase study – Bank teller machines Case study – Daily milk deliveriesCase study – Daily milk deliveries Case study – eTickets Case study – eTickets

People won’t use a service unless

it’s good. Organisations only save

money if people use the service.


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Enhancing processes to Enhancing processes to

promote usepromote use


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Two types of factor affect take-upTwo types of factor affect take-up

Necessary ConditionsNecessary Conditions

- Need to be there in order for people Need to be there in order for people to be prepared to use eGovernmentto be prepared to use eGovernment

- Will not in themselves stimulate Will not in themselves stimulate massive usage massive usage

Quality of Service Quality of Service

- Can drive massive take-upCan drive massive take-up

- The more, the betterThe more, the better

- Need Necessary Conditions in placeNeed Necessary Conditions in place

- Saving time & money most Saving time & money most important!. important!.


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Necessary ConditionsNecessary Conditions


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InfrastructureInfrastructure Need connection & need to know how to use it Need connection & need to know how to use it Vital until exceed required bandwidthVital until exceed required bandwidth

- eg early days of broadbandeg early days of broadband

Awareness & AcceptanceAwareness & Acceptance

Need to know service existsNeed to know service exists Need to accept it can deliverNeed to accept it can deliver Perhaps least recognised in importance.Perhaps least recognised in importance.


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Trust & authenticationTrust & authentication

Vital Necessary Condition but no Vital Necessary Condition but no correlation with take-up, once the correlation with take-up, once the threshold has been passedthreshold has been passed

PKI commercial model still flawedPKI commercial model still flawed What do you really need it for - how What do you really need it for - how

many people want to pay my tax many people want to pay my tax bill?bill?

Encouraged by corporate interests?Encouraged by corporate interests? Design processes to avoid need for Design processes to avoid need for

excessive securityexcessive security- eg Belgium, Sweden.eg Belgium, Sweden.

€


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Contrasting UK surveysContrasting UK surveys

Citizens: “ICitizens: “I would prefer not to use the would prefer not to use the Internet for public services because it is not Internet for public services because it is not secure” secure”

34% agreed34% agreed

- ICM/Hedra poll December 2002 ICM/Hedra poll December 2002 www.icmresearch.co.ukwww.icmresearch.co.uk

Senior UK public sector employees: Senior UK public sector employees: “security concerns are impeding the public “security concerns are impeding the public take-up of electronic services” take-up of electronic services”

57% agreed57% agreed

- eGovernment Bulletin April 2003.eGovernment Bulletin April 2003.


http://www.icmresearch.co.uk/

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Process & Legal ObstaclesProcess & Legal Obstacles

New types of customer-centric product deliverable New types of customer-centric product deliverable require cross-cutting cooperation require cross-cutting cooperation

Different delivery structures require process changesDifferent delivery structures require process changes Often need legal changes tooOften need legal changes too Champion essentialChampion essential BundOnline – new services online firstBundOnline – new services online first Belgium – social security, personalised retirement, Belgium – social security, personalised retirement,

vehicle registration.vehicle registration.


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RepellersRepellers

Major turn-offsMajor turn-offs Credit cards Credit cards Greater scrutiny…Greater scrutiny… ……& crashing sites.& crashing sites.


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Quality of ServiceQuality of Service


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Help users to find what they want…Help users to find what they want…

Up to six layers of Government Up to six layers of Government gives UK 2643 websites, other EC gives UK 2643 websites, other EC countries many morecountries many more

Why should citizens know the details Why should citizens know the details of their local authority?of their local authority?

- What if they are on holiday?What if they are on holiday? UK location/postcode-driven portal: UK location/postcode-driven portal:

www.ukvillages.co.ukwww.ukvillages.co.uk ……and cobranded content (eg CDC’s and cobranded content (eg CDC’s

work with work with www.service.public.frwww.service.public.fr in in Agen & Niort etc.)Agen & Niort etc.)


http://www.ukvillages.co.uk/

http://www.service.public.fr/

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……then give them the content they seekthen give them the content they seek

Be customer centric!Be customer centric! Legacy of original eGov programmes = Legacy of original eGov programmes =

fiscal, what government wantedfiscal, what government wanted UK Planning Directorate delays emails so UK Planning Directorate delays emails so

paper gets there the same timepaper gets there the same time Healthcare appointments vs tax returns Healthcare appointments vs tax returns

((Gartner Dataquest, 2001)Gartner Dataquest, 2001)

Online claims for UK’s Child Tax Credit and Online claims for UK’s Child Tax Credit and Working Tax Credit proves how good Working Tax Credit proves how good content changes take-upcontent changes take-up

Deliver cross-cutting services not available Deliver cross-cutting services not available on other channels.on other channels.


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……align with the culturealign with the culture

Some things that one culture can Some things that one culture can accept but not another…accept but not another…

eg government completed tax eg government completed tax returns…returns…

……paying for parking online as well paying for parking online as well as parking fines…as parking fines…

……use of intermediaries in use of intermediaries in Denmark vs. Italy.Denmark vs. Italy.


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……provide alternative channelsprovide alternative channels

Intermediaries are a much better Intermediaries are a much better focus for specific campaignsfocus for specific campaigns

Include voluntary sectorInclude voluntary sector Serious security acceptableSerious security acceptable Holistic servicesHolistic services Rent trustworthinessRent trustworthiness May absorb costsMay absorb costs Italian, French tax returns, Bremen Italian, French tax returns, Bremen

legal serviceslegal services ……and finally, don’t forget DTV, the and finally, don’t forget DTV, the

phone. phone.


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……communicate effectivelycommunicate effectively

Many examples of failed eGov Many examples of failed eGov advertising, eg in France, Canada & advertising, eg in France, Canada & UKUK

Issues:Issues:

1.1. Premature marketingPremature marketing

2.2. Browsing vs. doingBrowsing vs. doing

3.3. On-line products deliverable half-builtOn-line products deliverable half-built Advertising of good products to those Advertising of good products to those

who will use them works wellwho will use them works well

- eg legal services in Bremen, & eg legal services in Bremen, & property tax payment in Victoria.property tax payment in Victoria.

.com

portal


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……finally make it all worthwhilefinally make it all worthwhile

eGov will save money &/or time, so eGov will save money &/or time, so why not share significant benefits with why not share significant benefits with users?users?

France – AdeleFrance – Adele Belgium – virtual administrationBelgium – virtual administration UK – Oyster cardUK – Oyster card Still more common elsewhere in the Still more common elsewhere in the

WorldWorld ““Just think what the papers would Just think what the papers would

say” say” Can make up for Can make up for some some poor service.poor service.


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In conclusion…In conclusion…

Governments save money Governments save money through eGov usagethrough eGov usage

People will only use eGov if People will only use eGov if the service is higher than for the service is higher than for other channelsother channels

Government still has a long Government still has a long way to go to recognise the key way to go to recognise the key elements of good eGov elements of good eGov serviceservice

Here are my suggested ten Here are my suggested ten steps… steps…


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The Ten StepsThe Ten Steps

Appropriate access security

Be seen to be trustworthy

Organisational change

Easy to find services

Research attractive content

New/cross-cutting services

Alternative payment methods

Other channels

Advertise fit for purpose

Share benefits

Minimise the level of access

security you need

Be seen to be appropriately

trustworthy by users

Accept that the hard part

is organisation

al change

Make it easy for users to

find the services they

want

Research the most

attractive content; prioritise delivery

…look for services that

work best electronicall

y

Provide alternative payment

methods to credit cards

Consider other channels for delivery of

eGovernment services

Only advertise services that are fit for purpose;

target advertising

carefully

Share benefits

with users


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What better summary?What better summary?(ICM/Hedra poll, UK, December 2002)(ICM/Hedra poll, UK, December 2002)

Q3. Agreement with statements in respect of your attitude to using the Internet to Q3. Agreement with statements in respect of your attitude to using the Internet to obtain public services.obtain public services. I would use the Internet more for public services if government websites were I would use the Internet more for public services if government websites were better designed/easier to usebetter designed/easier to use

AgreeAgree 53%53%

DisagreeDisagree 31%31%

Don't knowDon't know 16%16%

I would use the Internet more if it saved me moneyI would use the Internet more if it saved me money

AgreeAgree 81%81%



I would prefer not to use the Internet for public services because it is not secureI would prefer not to use the Internet for public services because it is not secure

AgreeAgree 34%34%



Design important

Not in the culture?

Security is only part of the issue

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[email protected]@btinternet.com

+44 7860 6219424+44 7860 6219424

Thank youThank you

www.eu-forum.orgwww.eu-forum.org

1 driving up take-up of egovernment services charles lowe [email protected] +44 7860...

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use charles lowe consulting

online service

connection need

takeup necessary conditions

online transaction costs

office compulsory use

person transaction costs

mail transaction costs