Early 2017, the book 'From outside to inside - customer contact and interaction in the public domain' (aff.) was published, which I wrote together with Ewoud de Voogd and Frank de Goede. In that book, we describe the direction that the (local) government must take when it comes to customer contact and interaction. The government must communicate more personally, maximally digitally and completely online. In addition, grow from 'buzzer' to 'liaison officer' and finally collaborate with the city and the neighborhood.
To shape this direction, I see five trends that the government must address in 2018.
Hypertargeting: target group policy becomes individual policy
Digitizing yes, but with a human touch
The use of (relevant) data is becoming increasingly important
The customer contact & interaction department
Does the citizen really come first?
In order to communicate more personally, I think that the government must grow towards an individual policy in its customer contact. At the moment, too often, we look at target groups that, in my opinion, are not a homogeneous target group. After all, young people differ enormously from each other when you look at education, background and age.
In their Trends Forecast 2018 , Lieke and Richard australia whatsapp number list Lamb describe a Dutch society that, according to them, increasingly threatens to become a layered society . In this society, people with a similar background (organised by culture: generation or social and intellectual background) increasingly only communicate with like-minded people and otherwise live completely apart from other population groups. Such population groups form, as it were, their own layer in society.
Pillarization has been replaced by bubbles
They have their own closed ecosystem, including (in)formal leaders, spiritual experience, norms and values, etc. The pillarization of the past has been replaced by bubbles based on age, living/working environment, background, etc. In my view, these bubbles are also getting smaller. Within the closed ecosystems, different layers are created (bubbles within a bubble).
Perhaps the government can learn something from marketing here. In the article ' 5 trends of marketing automation for 2018 ' Mieke van Rein writes: "Instead of focusing on the marketing campaign, we need to switch our thinking to individual communication with customers. We need rich, multidimensional digital profiles. For example, also pay attention to which channels your relationship can best be reached through at different times and which type of message is most effective.