Multi-channel distribution and integrated communication€¦ · Westholm: Multi-Channel...

Multi-channel distribution and integrated communication

Dr. Hilmar Westholm

Institute for Information Management Bremen GmbH(ifib) at the University of Bremen

E-Government Academy 9 - Kortrijk, 28th March 2006

Westholm: Multi-Channel Communication

Content

• Understanding, objectives and tasks of „media integration“ and „multi-channel distribution“

• Integrated use of various functions of the media • Target group-related and issue-related delivery

channels and media (with examples)• Relevance of channels and means of communication

for service delivery & communication• Conclusions & theses


Multi channeldistribution

• Term from marketing: How to sell products via different channels, e.g. shop, catalogue, internet, etc.

Translated to governmental processes:• How to deliver public services („products“) in a target

group-oriented way, e.g. at the counter in an agency, via an agent, via postal mail, via telephone, via the internet(portal, email…);

• also combination of channels between different steps of a business process;

• citizens have to use specific services;• contrary to the business sector, government has to reach

every citizen!


Example of a governmental„business process“

Backoffice (only

government)

production

booking

preparation

archiving

Frontoffice(government &

clients)

consultancy

input

payment

notification(result)


Delivery channels

Agencies & agents

Telephone, callcentre

Internet, radio, (iD)TV

Letter, fax &print media


Multi-channel distributionin E-Government

Backoffice (only

government)

production

booking

preparation

archiving

Frontoffice(government &

clients)

consultancy

input

payment

notification(result)

Delivery channels

Agencies & agents

Telephone / Callcentre

Internet, radio, (iD)TV

Letter, fax &print media


Integrated communicationof / with the media

• Term from public relations work: Implementation of a marketing activity by a constant advertising ideacombining content & form and media

Translated to governmental processes:• Mainly for processes to involve citizens in „voluntary“

activities (such as formal and informal participation in planning to strengthen democracy);

• Target group driven;• Extending the scope to a broader public• Directing existing public (target groups) to another

target medium


Objectives and tasks of media integration and multi-channel distribution

Backoffice:

• Usage of a single database for various delivery channels, avoidance of media-breaks (increase of backend productivity and effectiveness)

Frontoffice:

• Reaching different target groups (focus on the usersand their interests/behavior/benefits),

• Using the advantages of the different media to reachthe public


Integrated use of variousfunctions of the media

• The different media fullfil diverse userdemands

• The different media are used in various ways

• The different media have various effects

• The different media have to be employeddifferently for distinguished purposesdepending on whether we speak about offersof participation or service delivery


Beneficial potentialsof the media print, TV and internet

Print(newspaper)

• Surveillance

• Breadth of information

• Depth of information(background)

TV• Mainly medium

forentertainment

• Surveillance

• Spotlight information

• Being there –emotional sharing

Internet (WWW)

• (Surveillance)• Networking,

communication• Medium for

enquiry• Consolidation

of content


evoice‘s grid to assess themulti-media dialogue approach

………Street worker/ …

10-19 youngpeople –target groups

……SMS / Letter…People withdisabilities

…iDTV?…Internet / …19-30 single

………Radio / SMS / school events

10-19 youngpeople „grey“

………radio / SMS / (school) events /

10-19 youngpeople ABC1

…Volunteerhelper

Attendmeetings

Submitsuggestions

Respond to consultation

Types of participation/ Target group

Target group-relatedand issue-relateddelivery channels and media


Multi-Channel Distribution exemplified by a questionnaire

Mass or group medium

Local newspaper

Internet with questionnaire

Letter with questionnaire

1st week 3rd week ~20th week5th week

Multi-Channel-communikation of

identical content

Synthesis, interpretation

Legend:Media integration

Non-medialcommunication: presence-

based proceduresMedia for individual communication

Streetworker with questionnaire

Local newspaper Local newspaper


target group sportsmen

Non-medialcommunication:

presence-based procedures

mass media

media of individual communication

Online Forum

1st week ~##. month20th week

kick-off startleap consultation

Press, e.g. dailynewspaper

mentors m m mm m m

Event target group senior citizensEvent target group youngsters

inspection

Event target group youngsters

offe

rsfo

rall

offe

rsfo

rce

rtain

grou

ps

Leaflet process

Ref. Mass media / Mass mediaReport mass media on presence-based event

Ref. Mass media on presence-based event

Email-Newsletter

internet platformLeaflet Forum

Legend:

Integratedcommunication


Relevance of channels and meansof communication for servicedelivery & communication

Service delivery• Face-to-face: Counter• Telephone / Call Center• Internet: Email, Newsletter• Internet: Portal• TV, iDTV, Videotex• Radio• Postal Mail• Newspapers

Communication• F2f: Meetings, households…

• Telephone / SMS

• Internet: Email-Newsletter• Internet: Portal• TV, iDTV, Videotex

• Radio

• Postal Mail

• Newspapers


Conclusions & theses

• Vertical combination of channels is more useful thansimultaneous delivery of same content – strength of one channel can even out weakness of otherchannel(s).

• Delivery channels have to be handled like newproducts on the market: high demand cannot bepredicted.

• Contrary to the business sector, choice of channelsfor government is not only a question of costs & benefits but depends on the purpose and the targetgroups.


Thanks for your attention!

Dr. Hilmar WestholmInstitut für

Informationsmanagement Bremen GmbH

[email protected]

www.evoice-eu.net

©bu

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