Alongside digitalization comes a change in the need for public communication. Innovation Lab contributed with knowledge and perspectives in regards to the strategy of future communication and the initiative Digital Post 3.0 for the Danish Agency for Digitisation.
The public sector is under immense pressure from various sides in regard to inventing new, smarter ways to solve public tasks. The expectations of the citizens are moving as private companies to a larger degree cannibalize their area inventing new, user-friendly services and excellent customer service, making it difficult for the public sector to catch up.
Meanwhile, the new generation of Millennials are already entering the workforce with immense power, and will account for up to 75% of the Danish workforce by 2025 – a generation with a completely different way of viewing public processes, legislation, and paragraphs than the older generations, who grew up with their tax returns on actual paper. This means, that the public sector has to embrace and understand the needs and digital behavior of the generation of tomorrow if they want to stay relevant.
In close collaboration with Celuma, Innovation Lab made a profound market analysis of the present platforms for online communication in order to bring inspiration and new inputs both on a conceptual and strategic level to the Danish Agency for Digitisation.
The market analysis mapped the strengths and weaknesses of the many digital communications platforms out there – both nationally and internationally. Of these, some of them were worth an extra analysis in regards to e.g. customer service. Other platforms were less evident but actually proved very useful in order to explore the digital behavior of the new generations, and gave valuable insights into questions such as “How can the Danish Agency for Digitisation use the personal and network-driven aspects of Twitter and Facebook for communication? Google Drive and Box for handling documents? Or use thoughts and perspectives from Slack and Podio for collaboration?
Besides doing an in-depth market analysis, we used our international network and interviewed several experts in order to explore international trends and tendencies in the society regarding digital communication and user behavior.
Through insight into – and analysis of – the world’s leading platforms for communication, such as Skype for Business, Podio, Trello, Slack, Yammer, Google Hangouts as well as interviews with futurists, the Danish Agency for Digitisation got the essence of communication in a digital era.
The work gave the Danish Agency for Digitisation insight into specific trends within digital communication and new technologies such as ‘functional snacking’, ‘mobile first’, ‘context awareness, ‘artificial intelligence’, and ‘machine learning’.
Furthermore, the analysis gave a much-needed overview of digital platforms, the pros and cons of these., and why they are successful in the eyes of the user. In addition to this, the Danish Agency for Digitisation got an idea of where the private market is heading in regards to future communicative solutions, and inspiration on how to develop Digital Post 3.0.
Today, thinking of an organization – or person – not being present on the internet can seem hard. Especially blogs, social media, applications, and e-mails are vital for great
business and internal relationships. This is why it is immensely important that companies and organizations, no matter the industry, are present in the digital world as well; it is in the digital world, that your future customer relationships are created. Thus, almost every company can benefit from using digital platforms and tools in order to have exceptional customer service, enhanced knowledge sharing- and great sales numbers.
If you are interested in knowing more about the future of communication, digital natives – or the project itself – you are more than welcome to contact us. We are more than happy to share our insights into digital platforms, but also in regards to the good old-fashioned meeting which, after all, still works very well!
Digital solutions for the future can benefit from being build from scratch - this way, all the processes are thought over in a new lightTom Chatfield, tech expert.