The proliferation of new communication channels in the new digital world has makes it difficult for government agencies to provide effective and cost efficient service to the public. They struggle to find the right way to handle the new digital channels.
Government agencies often operate in silos by setting up separate groups to manage the online media interactions such as emails, chat or social media. They treat digital channels as independent interaction points handled by disparate systems and separate staff. As such, they do not have a clear view of the full rakyat journey and fall short to meet their need with an efficient and consistent experience across all communication channels.