To encourage people to use online services, the government should use tactics deployed by the private sector.
According to WPP government and public sector practice managing director Laura Citron, the government should use a private sector "brand experience". She believes the government services are too focused on functionality and should use some of the private sector's methods of brand engagement in order to consider the customer's relationship with the government as a "brand".
She added: "We need to go beyond functionality and start thinking about feelings.
"Once we move public services online we're moving beyond the very transactional 'transactions', if we can call them that - tax, identity, licences - and into the much more sensitive and intimate bits of people's lives."
The Government Digital Service (GDS) has been working on many different digital platforms to convert previously disjoined or manual processes online. The most recent example included the creation of Gov.uk as a platform for publishing.
Citron also believes that the government should work on a wider digital ecosystem to make sure the "right people use the right services at the right time" and to drive overall engagement.
Citron added: "We know that plenty of people don't know or don't want to engage with public services, so we've got to go and find them and engage them whether they're on Snapchat or watching Emmerdale."
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