ACCESS MANAGEMENT STRATEGY 2.0 City of Aarhus 2014 - 2017
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Channel Strategy 2.0 – City of Aarhus 2014 - 2017 Culture and Citizens’ Services, City of Aarhus 2014 Layout ITK Design, Jan Thomassen Print and copies LaserTryk.dk A/S · 500 examples
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PURPOSE BACKGROUND VISION FOCUS AREAS CHANNELS IMPLEMENTATION
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PURPOSE
BACKGROUND
Channel Strategy 2.0 replaces Channel Strategy 2010-2012 and is to ensure that the City of Aarhus employs the most cost-efficient and appropriate access channels for inquiries and applications from citizens, associations and businesses. Moreover, Channel Strategy 2.0 will contribute to encouraging more citizens to embrace the digitisation of the municipal services, among other things through strategic partnerships, information campaigns and by demanding that citizens make use of the digital access points.
Channel Strategy 2.0 addresses some of the opportunities open to the City of Aarhus as well as the challenges it will be facing in the coming years, including. »» Budgetary constraints and demands for greater efficiency and the reconsideration of priorities. »» The Danish national eGovernment strategy, stipulating among other things that from 2015 80% of all applications and correspondence from citizens must be submitted via digital self-service solutions, resulting in savings through efficiency increases in the municipal administration from 2015. »» Legislation on mandatory digital self-service, under which mandatory digital self-service solutions must be introduced in an increasing number of areas in the 2013-2015 period, and the Danish Public Digital Post Act, under which it is mandatory for all citizens and businesses to be able to receive digital post from the public authorities. 5
VISION Channel Strategy 2.0 must: »» Ensure that the City of Aarhus, in its communications with citizens, associations and businesses, make use of the best and most cost-efficient access channels. »» Ensure interactivity between the access channels. »» Strengthen quality and satisfaction with the municipal services. »» Strengthen the degree of digitisation and dialogue with citizens, associations and businesses. »» Encourage more citizens to embrace the digital developments, and to serve themselves online.
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THE STRATEGY’S 11 MANDATORY FOCUS AREAS 1. All written communications from the City of Aarhus must be sent digitally to citizens, associations and businesses. 2. ‘My Page’ at borger.dk must be the citizens’ point of access to an up-to-date overview of their communications with the City of Aarhus. 3. The access channels which the City of Aarhus wants citizens, businesses and associations to use must be user-friendly. 4. A contact centre must provide self-service support outside normal opening hours. 5. Self-service solutions must run on mobile devices (e.g. smartphones and tablets), and if expedient, the social media must be used to communicate with citizens.
7. An action plan must be drawn up for efficient telephone services in the City of Aarhus. 8. Access patterns must be monitored to document the use of the various access channels. 9. The City of Aarhus must communicate clearly and positively about ways in which citizens may contact the municipal administration as well as the expected service level and processing times. 10. Service culture: Citizens and businesses must feel that they are receiving a good service when contacting the City of Aarhus. 11. Internal focus on digitisation via training of managers and employees.
6. Special efforts must be made to include citizens who are unfamiliar with digital technologies, e.g. through dialogue and involvement.
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CHANNELS For each access area, a primary access channel and a secondary access must be identified. Enquiries are divided into three categories: Information is one-way communication, e.g. via websites, advertising and brochures.
Interaction is two-way communication, e.g. oral and written dialogue Transactions are enquiries which involve citizens providing information which results in changes to their status.
PRIMARY, SECONDARY AND INEXPEDIANT ACCESS CHANNELS Primary channel
Secondary channel
Inexpediant channels
Information
arhus.dk, borger.dk or virk.dk
Telephone
Letter, e-mail and enquiry in person
Interaction
My Page or telephone
Digital post
Letter, e-mail and enquiry in person
Transaction
Digital self-service solution at aarhus.dk, borger.dk or virk.dk
Assisted self-service, telephone, possibly personal service if stipulated by law or by agreement
Letter or e-mail
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IMPLEMENTATION Channel Strategy 2.0 is a framework strategy; specific initiatives are decided and implemented by the various municipal departments. The municipal departments decide their own targets and activities. The municipal departments are bound by the general objectives and are obliged to work together on interdepartmental and infrastructural initiatives, e.g. »» Digital Post. »» Borger.dk and virk.dk. »» Self-service on municipal website. »» Basic data/open data. »» Businesses as target group.
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NOTES