Omni-Channel Overtures Defining the Concept and Its Applicability in Public Sector Channel Management

Abstract

The channel landscape and citizens' channel behaviors are continuously evolving. This challenges how governments manage service delivery and their available service channels. To address these challenges, a new type of strategy has surfaced in the literature on private sector channel management; omnichannel management. But could the omni-channel concept be applied in the public sector context as well? More importantly: could it address the current challenges in the channel landscape? Currently no comprehensive studies exist that examine omni-channel management in a public sector setting. Therefore, we present relevant developments in the channel landscape and discuss how an omnichannel approach could be applied in the public sector.

What citizens experience and how omni-channel could help–insights from a building permit case

“…Identifying transparency as the leading concern during the transformation towards an omnichannel strategy for public administration is a big leap towards establishing actionable guidance for managers and officials. Whereas the previous literature based on statistical data or broad surveys suggested that a potential solution to the problems of many public agencies or municipalities might be omnichannel (Rey-Moreno and Medina-Molina, 2016;Wirtz and Langer, 2017;Pieterson, 2017), this study points to an issue that needs special attention: transparency. Since this has been extensively studied in past literature (Bendoly et al, 2005;Barwitz and Maas, 2018;Quach et al, 2016;Nussbaumer et al, 2012a), it is possible to establish guidance for enhancing transparency by means of an omnichannel approach.…”

“…ITP 37,2 directs the efforts providing a measurable quality for evaluation. Furthermore, because of its focus on a complex case (a building permit) and the consequent use of the citizen's perspective as the primary lens of analysis, this study complements previous insights which were based, primarily, on bird's-eye-view observations of channel choices and their usage (Rey-Moreno and Medina-Molina, 2016;Wirtz and Langer, 2017;Pieterson, 2017).…”

“…He too, provides evidence that the most difficult challenge to an omnichannel service provision is the simultaneous integration at various levels of organizational structure (service delivery processes, data, IT systems and organizational units). Pieterson's (2017) focus on public employment services impedes an assessment of the applicability of his findings to other public services, whether local or regional. Because of its broad scope (the whole European Union) the study provides an exhaustive report from the bird's-eye-view perspective but lacks details and practical guidance.…”

“…Finally, Pieterson (2017) offers an overview of the channel-choice literature in public services and of the strategies implemented in public employment services across Europe, indicating that there is an increasing interest in integrating or blending channels of service provision. He too, provides evidence that the most difficult challenge to an omnichannel service provision is the simultaneous integration at various levels of organizational structure (service delivery processes, data, IT systems and organizational units).…”

“…In retail, omnichannel is thus understood as a model integrating online and traditional channels in a way offering the consumer a genuine, seamless, personalized and integrated experience throughout all channels and contact points (Mirsch et al , 2016). It is based on transparency of transactional and behavioural data across channels (Rey-Morena and Medina-Molina, 2016; Pieterson, 2017). While multichannel strategies were driven by new technological possibilities and expectations that organizations do get to move with the times, omnichannel builds upon deep integration between the existing channels.…”