E-Government services, although very particular, do not cease to be a product. That is why I often try to apply the logic of the master of marketing called Seth Godin to eGovernment. Here are a few lessons taken from recent entries of his blog:
- We’re boring, our services are a mere continuity of administrative procedures. They lack the concept of service, the complement of the procedure with other facilities that attract people to use them, going beyond the electronic counter.
- We do not try to be alternative, we seek to be the next success story repeating someone model. This is not the issue, the thing is being the new kid in the block, provide the citizen with something not seen yet in the field of eGovernment. New technologies are at our disposal, social media allow us to be more effectives, help us gather ideas from citizens. Let’s do it.
- We do not try to expand our customer-base, rather than expanding the number of services and provide new delivering mechanisms to reach more people, we look after those that they already use our services. We have to develop an inclusive e-government, involve the citizens in the design and production, enable them to become governizens.
- Transform e-government web-sites into exclusive clubs, do not treat citizens as customers but as partners and owners. We should treat the citizens as old friends. Do not ask them to provide data that we have a thousand times, break the silo and establish e-channels with the other government units.