Converting the non-believers

Are you an e-Gov user? Perhaps you’ve paid your personal tax online. Or maybe you’ve reported a change of address via digital channels. The EC’s eGovernment Action Plan 2011-2015 aims to have 80% of businesses and 50% of citizens making use of eGovernment services.
However, all is not going according to plan. The 2013 eGovernment Benchmark study conducted on behalf of the EC by Capgemini shows reluctance on the part of many users to engage with eGovernment services.
So who is refusing to join the digital revolution in public services? The eGovernment Benchmark survey asked representative panels of internet using citizens in each country if they had come into contact with government, for which service, and whether or not they used the online channel. The ensuring report identified the following four user (or non user) groups:
·       ‘Believers’ (33%): citizens who had used online public services, and would continue to do so;
·       ‘Drop-outs’ (13%): those who had used online public services, but did not intend to return;
·       ‘High potentials’ (16%): citizens who had not used online public services, but wanted to next time;
·       ‘Non-believers’ (38%): those who had not used online public services, and would not do so next time.
How do you convert more than a third of the internet population still refusing to use online government services, largely because they prefer face-to-face contact?
The 2013 report suggests that it will take a thorough re-think of how public services are organised, and of the extent to which governments can re-use data, to reduce burdens and deliver faster and better quality services. One recommendation is to re-design services with a life event approach; another is to increase levels of personalization.
User centricity will be key. It’s no surprise that those countries struggling to provide user-centric services also have more ‘non-believers’.
Download the 2013 eGovernment Benchmark report ‘Delivering the European Advantage’.

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