Towards a more User-centric Approach to Public Service Delivery

Denmark is a frontrunner in the development of the Information Society and reports among the best performances worldwide both in terms of broadband penetration and frequent Internet users. However, it faces the challenge of consolidating and preserving these achievements, and of increasing the number of citizens taking up the opportunities digitally provided while taking care of population segments which cannot access and/or use the digital channels. This requires, among other things, adopting an adequate multi-channel service delivery strategy – as already envisaged by the Danish E-Government Strategy 2007-2010 – to enable efficiency and effectiveness and provide the right incentives to stimulate the up-take of e-government services without penalising the principle of equity. The development of an e-government marketing strategy aimed at raising the awareness of the services and information digitally provided is equally pivotal. These could help to improve awareness, both internally and externally, to fully exploit existing opportunities. The government may also consider boosting a stronger dialogue and co-operation with citizens and businesses, which may include more direct involvement of representatives of the various segments of the population in the designing of services to better understand how e-government can respond to special needs.