How to Migrate Citizens Online and Reduce Traffic on Traditional Channels Through Multichannel Management:A case study of cross-organizational collaboration surrounding a mandatory self-service application

E-government channels are a key to achieving economic savings from public digitization. Citizens tend to use multiple channels in a service encounter and often use e-government channels as a supplement instead of replacing traditional channels. There is a lack of knowledge regarding how government organizations apply findings from user studies to migrate citizens online while reducing traffic through traditional channels. The authors present a case study on how public authorities collaborate to create a multichannel strategy for an online application for single parents. After the multichannel strategy was implemented, there was an increase in the use of the application and a reduction in telephone calls. The authors wrote this chapter to contribute to channel choice and multichannel management literature.