Driving Connected Government Implementation with Marketing Strategies and Context‐Aware Service Design
Asanee Kawtrakul 1, 6, Anan Pusittigul 2, Suchada Ujjin 3, Udomsak Lertsuchatavanich 4 and
Frederic Andres 5 1 Department of Computer Engineering, Faculty of Engineering, Kasetsart University,
Bangkok, Thailand, 2 Ministry of Agriculture and Cooperatives, 12 Krung Kasem Road, Wat Sam Phraya, Sub‐District, Phra Nakhon District, Bangkok, Thailand,, 3 Kasetsart Agricultural and Agro‐Industrial, Product Improvement Institute, Kasetsart University, Bangkok, Thailand, 4 Department of Plant Pathology, Faculty of Agriculture, Kasetsart University, Bangkok, Thailand, 5 National Institute of Informatics, Japan, 6 National Electronics and Computer Centre, National Science and Technology Development Agency, Thailand asanee _ naist @ yahoo. com, asanee. kawtrakul @ nectec. or. th anan @ moac. go. th suujjin @ hotmail. com agrusl @ ku. ac. th andres @ nii. ac. jp
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.
Keywords: quality of services, connected Government, community‐based knowledge service, value proposition, marketing strategy, customer experiences, context‐aware services
1. Introduction
It is expected that the number of available e‐Government services for citizens and businesses will continuously grow in the future due to the increasing number of Internet users and mobile devices. However, several e‐ services are not active or sustainable as they have been developed without taking customer experiences or the value chain into consideration. In order to increase customer satisfaction with e‐Government services successfully, realization of the benefits of implementation requires cooperation among stakeholders and cocreation among service consumers.
To achieve higher‐levels of e‐Government in shared services and seamless data interoperability across enterprises, connectivity is needed. Connectivity in this context specifically refers to connecting government to citizens, connecting information to government workers, and connecting government agencies to each other. With a connected ecosystem, e‐services will shift away from e‐Government toward connected Government, hereinafter referred to as c‐Government, which focuses on transforming the entire relationship between the public sector and public service users. It is also a new layer of virtual business, built around citizen needs, and operates horizontally across government to achieve better services while reducing the cost of government service delivery. Regarding the increasing number of mobile devices, the combination of the transactional government data and social networking data has led to not only improved service delivery, but also citizen engagement. Accordingly, a government that transforms e‐Government into c‐Government can create a real impact for better government, where citizens are both users and co‐producers of public services.
265