Channel Shifting Working Group

The Channel Shifting Working Group is exploring the principles and learnings of behavioural insights (BI) and its applicability for digital service delivery.

The objective of the Channel Shifting Working Group is to collaborate on approaches that encourage clients (citizens and businesses) to focus on self-service adoption, reducing their efforts to access government services, increasing client satisfaction and reducing the cost of delivering service. The working group was tasked to develop a “Behavioural Insights Playbook” or guide to share knowledge, technology, step by step approaches, lessons-learned, and best practices will benefit all jurisdictions looking at digital government.