How to Succeed with Multichannel Management:: A Case Study of Cross-Organizational Collaboration Surrounding a Mandatory Self-Service Application for Danish Single Parents

Citizens’ use of e-government channels is considered key to achieving savings from the digitization of the public sector. Channel choice studies have found that citizens use multiple channels in a service encounter and e-government channels supplement, rather than replace traditional channels. This interplay between traditional and e-government channels remains to be explained. There is also a lack of empirical knowledge of how government organizations can apply findings from user studies and migrate citizens online while simultaneously reducing traffic through traditional channels. Therefore the authors present a detailed longitudinal case study of how public authorities collaborated to create a multichannel strategy for a mandatory online self-service application for single parents. After the
strategy was carried out there was an increase in the use of the application and a substantial reduction in calls. The authors offer contributions to the channel choice literature and recommendations on multichannel management to practitioners.