Catering to the digital age — the road ahead for agencies

While government needs to step up to offer online initiatives that meet the level expected by society, there are risks of identity theft, privacy and legal exposure to consider

Government increasingly needs to cater to digital natives in the way they expect service delivery, and with new innovations such as voice-search and intuitive computer generated responses available, the task is set for agencies to adapt.

If the parameters are for agencies to operate with fairness, efficiency and effectiveness, however, the road ahead to best practice digital operations is long, explains Maddocks partner and non-executive director of the Internet Society of Australia Rob Gregory.

“Any strategy that focuses on one or two channels is probably going to miss a segment of its market,” he said.

No agency can simply abandon direct mail, print advertising or call centres while focusing on digital interfaces, but undoubtedly the older communication forms will diminish and an organisation’s digital identity will become far more important.

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