Change and channels – what government isn’t good at!

June 2, 2008

According to a new study marketers were asked:

Which of the following sectors do you rate as effective or very effective at combining different marketing media/channels to achieve significantly higher response rates?

Government & NHS were at the bottom!

Glyn Evans of Birmingham City Council is reported as stating at a conference in Berlin that:

“Most senior managers in the public sector are still of the generation that grew up without IT,” he said. This led to a limited understanding of IT, which is the reason why the public sector has not been successful in using IT as tool for change in the past.

“We have got to move away from the central government view that it is all about efficiency savings and shared services. It has got to be more than that,” Evans said.

“IT is the enabler, but transformational change has to be systemic. It has to address organisational structures, job roles, processes and cultures.”

Thanks Glyn, we’ll eventually get that message through…