Multi-channel management strategy and coordination: the next hurdle in customer-orientation

After having realized an online presence and transaction facilities, the attention of governments is shifting towards creating coherent and consistent channels to interact with their citizens and businesses. Governmental organizations can utilize a diversity of channels having their own characteristics and potential. The synchronization of channels within and especially between organizations is a complicated endeavor. Furthermore, all organizations have their own multi-channeling strategy and there is limited insight into the effectiveness of their efforts. Multi-channel management is the design, deployment, coordination, monitoring and improvement of the many channels through which public organizations and their customers interact with each other. The aim of this research is improving our understanding of multi-channel strategies and channel coordination.