Simply having a presence online is not enough; governments must focus on delivering experiences that are personal and relevant to the users as they receive from the private sector, a new survey said on Thursday.
According to Adobe and The Government and Public Sector Practice -- a global organisation founded by the world's biggest advertising company WPP -- citizens want governments to transform their online services to be more like the private sector.
"Efficient e-governance is not only about availability of citizen services on web and mobile but should also focus on increasing citizen awareness by targeted promotion and marketing efforts to drive increased usage," said Premal Shah, Head-Government and PSU, Adobe, South Asia.
More than 7,000 citizens from seven countries participated in the survey that examined citizens' perspectives on what impacts their interactions with government online.
Some of the most popular specific improvements to government services requested were pre-filled tailored information, instant online communication for help and being offered additional relevant information.
"This citizen-centric study shows that by focusing on dimensions of relevance, design and relationship, governments may begin to fully realise the benefits of digital transformations," added Sean Howard, Global Managing Director, The Government & Public Sector Practice at WPP.
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