| Title | Driving Connected Government Implementation with Marketing Strategies and Context-Aware Service Design |
|---|---|
| ID_Doc | 74485 |
| Authors | Kawtrakul, A; Pusittigul, A; Ujjin, S; Lertsuchatavanich, U; Andres, F |
| Title | Driving Connected Government Implementation with Marketing Strategies and Context-Aware Service Design |
| Year | 2013 |
| Published | |
| Abstract | In Thailand, several e-Government services have not as yet been active or sustainable as they have been developed without taking customer experiences or the value chain into consideration. However, recent progress in the field of services design and innovation has resulted in deployment of e-Government implementation. Moreover, in order to achieve better e-services, shared services with seamless connections across enterprises are also needed, i.e. connected government. In this paper, we target these shortcomings by reviewing the lessons learned in previous e-Service implementation. Four of these lessons focus on: understanding the core business and the service context, building stakeholder capacity, especially service design for their own businesses, engaging multi-sectors for service co-creation with customer experiences, and setting up an investment scheme with marketing strategies for providing sustainable services Based on these learned lessons, we propose a method of driving connected government in designing context-aware services, and managing and stimulating widespread adoption of e-services by using benefits realization as a marketing strategy. A project initiative called Coop-Cyber-Brain, a platform of community knowledge sharing and services in the agriculture domain, has been implemented for evaluating the model and harvesting best-practices in connected Government transformation. |
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