Public Administration has a long history of inefficient service delivery to citizens causing low customer satisfaction because of bureaucracy and queue times. Digital channels are an opportunity to enhance services and citizen experience when interacting with PA. While digital channels can improve services through cost efficiency, less bureaucracy and more simplicity, there are barriers that prevent their implementation: citizen’s resistance to the change, the lack of digital skills that prevents accessing the service through digital channels, and digital divide. Italy has issues in all these factors compared to European average. While private organisations can still target the segments of customers that are willing to use digital channels, PA has a duty to serve all the population and cannot shut down a traditional channel if not all citizens can access digital ones. The objective of the study is to analyse the case of a successful multichannel strategy of PA, highlighting how its strategical implementation can help the process and increase the diffusion and usage of e-government services. To do so, the multichannel strategy of the Municipality of Milan regarding the delivery of registry certificates is analysed. The literature study covers the studies of e-government, citizen choice and multichannel strategies adopted. The case shows how a multichannel strategy can successfully support the increase of the usage of digital channels, exploiting the interdependencies amongst them, and how they reduce the digital divide impact through the delegation of the service to newsstands. These businesses are in fact already trained in service delivery, have access to the elderly segment of the population and they are well distributed across Milan. To understand the benefits of this strategy, authorised newsagents have been interviewed through a semi-structured interview. The results of the study show an increase of benefits for all the stakeholders, resulting in increased citizen satisfaction, new business opportunities for newsagents, and a reduction of non-value-added activities for PA, which can reallocate the resources dedicated to this service to more complex activities.
La Pubblica Amministrazione ha una lunga storia di inefficiente erogazione di servizi ai cittadini, che causa una bassa soddisfazione dovuta alla burocrazia e ai tempi di attesa. I canali digitali sono un'opportunità per migliorare i servizi e l'esperienza dei cittadini nell’interazione con la PA. Mentre i canali digitali possono migliorare i servizi attraverso l'efficienza dei costi, minore burocrazia e più semplicità, ci sono ostacoli che ne impediscono l'attuazione: la resistenza al cambiamento, la mancanza di competenze digitali, e il digital divide. L'Italia ha problemi sotto tutti questi aspetti rispetto all’Europa. Mentre le aziende possono rivolgersi esclusivamente a segmenti di clienti disposti a utilizzare i canali digitali, la PA ha il dovere di servire tutta la popolazione e non può chiudere un canale tradizionale se non tutti i cittadini possono accedere a quelli digitali. L'obiettivo dello studio è analizzare il caso di una strategia multicanale di successo della PA, evidenziando come la sua implementazione strategica possa aiutare il processo e aumentare l’utilizzo dei servizi digitali. A tal fine viene analizzata la strategia multicanale del Comune di Milano in merito alla consegna dei certificati anagrafici. Lo studio della letteratura copre gli studi sull'e-government, la citizen choice e le strategie multicanale. Il caso mostra come una strategia multicanale possa supportare l'aumento dell'utilizzo dei canali digitali, sfruttando le interdipendenze tra i canali e come arginare il digital divide attraverso la delega del servizio alle edicole. Queste imprese infatti sono già formate all'erogazione dei servizi, hanno accesso alla fascia di popolazione anziana e sono distribuite su tutta la città. Per comprendere i vantaggi della strategia, le edicole autorizzate sono state intervistate attraverso un'intervista semi-strutturata. I risultati dello studio mostrano un aumento dei benefici per tutti gli stakeholder, con conseguente soddisfazione dei cittadini, nuove opportunità di business per le edicole, e una riduzione delle attività a non valore aggiunto per la PA, che può riallocare le risorse dedicate a questo servizio ad attività più complesse.
Implementation of e-government services : a qualitative analysis of Milan municipality's multichannel delivery of registry certificates
CONCA, MATTEO ANGELO
2019/2020
Abstract
Public Administration has a long history of inefficient service delivery to citizens causing low customer satisfaction because of bureaucracy and queue times. Digital channels are an opportunity to enhance services and citizen experience when interacting with PA. While digital channels can improve services through cost efficiency, less bureaucracy and more simplicity, there are barriers that prevent their implementation: citizen’s resistance to the change, the lack of digital skills that prevents accessing the service through digital channels, and digital divide. Italy has issues in all these factors compared to European average. While private organisations can still target the segments of customers that are willing to use digital channels, PA has a duty to serve all the population and cannot shut down a traditional channel if not all citizens can access digital ones. The objective of the study is to analyse the case of a successful multichannel strategy of PA, highlighting how its strategical implementation can help the process and increase the diffusion and usage of e-government services. To do so, the multichannel strategy of the Municipality of Milan regarding the delivery of registry certificates is analysed. The literature study covers the studies of e-government, citizen choice and multichannel strategies adopted. The case shows how a multichannel strategy can successfully support the increase of the usage of digital channels, exploiting the interdependencies amongst them, and how they reduce the digital divide impact through the delegation of the service to newsstands. These businesses are in fact already trained in service delivery, have access to the elderly segment of the population and they are well distributed across Milan. To understand the benefits of this strategy, authorised newsagents have been interviewed through a semi-structured interview. The results of the study show an increase of benefits for all the stakeholders, resulting in increased citizen satisfaction, new business opportunities for newsagents, and a reduction of non-value-added activities for PA, which can reallocate the resources dedicated to this service to more complex activities.| File | Dimensione | Formato | |
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2021_04_Conca.pdf
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https://hdl.handle.net/10589/173817