Channel Shift and Digital by default are progressing at pace. Within the public sector policy and direction are focused on achieving this fundamental change in the delivery of public services. To deploy effective implementation strategies, organisations should look to understand channel shift in the contact of reducing the cost of services delivery as well as maximising citizen experience and engagement, through multichannel delivery methodologies and improving the speed of response.
Effective communications not only play apart in channel shift as a direct function, but also in supporting the delivery of digital migration as a whole.
By considering the role of communication in isolation organisations could miss out on wider opportunities in delivering against channel shift priorities. Communication in context is the more effective strategy to deploy.