Channel shift. That’s the art of getting people to move from expensive ways of dealing with an organisation to cheaper and more effective ways. What role does comms play in this? Actually, a really important one.
There are significant savings to be made from channel shift with plenty of councils fully behind the digital transformation revolution, but moving your services online is just half the battle.
If your customers don’t start using the channel how are you going to reap the rewards that channel shift is capable of bringing? Creating compelling take-up campaigns is the answer and it’s not that difficult.
The following ideas are taken from Gandlake’s channel shift customers and have been successful in ensuring significant numbers select the web as the channel of choice.