In our experience, councils should consider the following when developing a Channel Migration Strategy:

• Customers are attracted to services that are accessible and easy to use whatever the channel

• Customer preferences vary considerably by age, socio-demographic group and location, as well as by service

• Councils need to improve what is already online and increase the number of transactional services; not just migrate new ones

• New channels are not replacements for traditional channels but complementary

• The availability of core services online can drive web take up. Core services should be at the heart of the strategy and integrated well to promote cross utilisation of web services

• The visibility of some services provides more benefit than others in terms of public satisfaction and a perception that key issues are being tackled – service areas such as Environmental, Street Scene and Public Realm

• Paid for external service channels such as recruitment, advertising, surveys and marketing should be considered alongside internal services

• Signposting is vital – effort should be made to direct people to the most cost effective channel

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