Direct, database and digital marketing practice in the government sector: Blank hole or parallel universe? — Sheila Apicella and Nic Streatfeild, Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 4

This paper contributes to the discussion of whether direct, data and digital marking practice is as relevant to the public sector as it undoubtedly is to the commercial sector, albeit in support of somewhat different objectives. It examines two specific areas of data and analytic innovation to illustrate how local authorities are succeeding in achieving cost reductions and in improving customer satisfaction levels by migrating specific population segments to more appropriate contact channels. Despite their monopoly status for the supply of certain services, this paper argues that innovations in the way customer satisfaction is gathered, particularly for digital channels, can be used to identify improvements in service quality in conditions where competitive markets do not apply. This paper concludes that because they are non-competing, local authorities operate in a culture in which data relating to population segments, services and channels used, and on customer satisfaction, can only be used to achieve significant improvements in effectiveness where comparable information is pooled and accessed for benchmarking purposes. (15 pages)

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