The document discusses new trends in public services and citizen communication in Denmark. It outlines the Danish government's strategy to increase online services and self-service options for citizens. The strategy aims to have 80% of citizen communication done online by 2015. It also details challenges like varying digital capabilities among citizens and the need for segmentation. The national citizen portal is highlighted as the main access point for e-government services and a way to promote self-service. The number of portal visits has increased dramatically, reaching over 10 million in 2011.

1. New trends in public services and
Citizens Communication
Jimmy Kevin Pedersen
Head of Citizen Communication
Danish Ministry of Finance,
Agency for Digitisation
jkped@digst.dk

2. Agenda
• The citizens – what do they expect from the public sector? (The starting point!)
• How do we meet the needs effectively?
• What are the challenges to be handled?
• What is our strategy? The National eGovernment strategy 2011 - 2015
• How does the citizen portal play an important role in implementing the
strategy
• Q&A

3. The starting point:
Peoples access to computer and to internet at
home

4. The attitude:
What is your attitude to use e-Government services?
N: 1.000
83% are
positive
Side 4

5. The relevance
How relevant is it for you to use e-government service?
N: 1.000
75 % find it
relevant
Side 5

6. The use 74 %
- of web-pages
The purpose The population
70 %
60 %

7. The use
-of public web-pages increases dramatically
Brug af offentlige hjemmesider
90
80
70
Downloade skemaer/blanketter
60
fra offentlige myndigheder
- the trend is our friend ! Finde informationer på offentlige
50 myndigheders hjemmesider
Indsende udfyldte blanketter til
offentlige myndigheder
40
30
20
2008 2009 2010 2011
Kilde: Danmarks Statistik 2011

8. The savings
- its better to have people on-line than in-line!
Channel Cost/ transaction in €
Received mails/ e-mails 14,7
Personal services 10,7
Telephone calls 5,4
e-services/self-services 0,4

9. Challenges to adress
The paradox
- and the need for a deeper understanding of our
citizens or customers
Capability and understanding
Understanding of the public sectors
structure and communication
IT- Capabilities
16-24 år 25-34 år 35-44 år 45-54 år 55-64 år 65-74 år 75-79 år 80-89 år
Age

10. Different citizens/customers
- the need for segmentation
Will Will not
65% 10%
Does only when

Can
Does motivated or
obliged
18% 7%
Can not
Does Doesn’t
with help

11. On top of these facts
The National eGovernment strategy for the public
sector 2011-15:
Digital Communication with citizens and companies
New digital welfare technology
Closer cooperation of digitization

12. On top of these facts (2)
The National eGovernment strategy for the public sector
2011-15:
The citizen portal is the main entrance to e-government
services – and a facilitator and a leverage for self service
The most important self-service solutions are going to be
mandatory, by Law
The goal in 2015 is that 80 percent of the communication with
the citizens is by using the internet, both ways
The transition plan for self-service

13. Mandatory, online self-services (examples for the year 2014,2015)
13

14. The Citizen Portal
-a facilitator
and a leverage for self service
But what is it?

15. All roads lead to action
INFORMATION
DATA Transaction
self-service

16. The Citizen portal – a display window and a collection of
components
” The Citizen Portal – ”a display window” (”glass plate”)
Common
guidelines
Public
Digital
address
database post Digital
signature Common
Statistic Show
Components
My
system Page maps
Public standards and guidelines
Portal-
Authority A Authority B Authority C Authority D
services

17. Visits at the Citizens portal In 2010 and 2011
We have achieved 2 times the Danish population - above 10 mio in 2011.
6000000
5592688
5112318
5000000
4000000
3393265
2880113
3000000
2000000
1000000
0
Visits first half year 2010 Visits second half year 2010 Visits first half year 2011 Visits second half year 2011

18. Thank you for
your attention!!
Questions ?
Jimmy Kevin Pedersen
Head of Citizen Communication
Danish Ministry of Finance,
Agency for Digitisation
jkped@digst.dk