A decade of digital self-service in the public sector

Over the past ten years, the landscape of digital self-service in the UK public sector has transformed remarkably. The journey has been one of discovery, adaptation, and resilience, with public sector organisations embracing digital self-service to better serve their citizens while navigating ongoing financial and operational challenges.

With the release of the tenth edition of the GOSS Digital Self-Service in the Public Sector survey, this blog reflects on a decade's worth of insights from these reports. It highlights the progress made in the public sector's digital transformation, the lessons learned along the way, and the road ahead.

Reflecting on achievements

Ten years ago, the digital transformation of public services was in its infancy. Many organisations were grappling with legacy systems and a reliance on face-to-face interactions or manual processes. In 2015, fewer than 10% of organisations delivered more than half of their services online. The focus at the time was often on smaller-scale digital improvements rather than a complete digital transformative overhauls.

Today, the landscape looks noticeably different. More than 35% of organisations report delivering between 50-74% of services online, with an additional 24% delivering between three-quarters and 100% of all services digitally. Citizen-facing solutions such as 'My Account' portals have become essential tools for providing seamless, round-the-clock access to services. These portals have enabled citizens to manage tasks such as council tax payments, appointment bookings, and service requests without needing to visit offices or call service desks - a significant win for organisations in terms of efficiencies, reducing manual processes, and enabling customer service agents to focus on resolving citizens' cases.

This shift towards digital-first service delivery represents not just technological progress but a cultural shift within public sector organisations. By embracing citizen-centric design, governments have shown their commitment to improving accessibility and convenience for all. Efforts to enhance user experience, improve website functionality, and provide secure online environments reflect this ongoing evolution.

Overcoming challenges along the way

While the progress made over the past decade is commendable, it was not achieved without significant challenges. From the outset, the public sector has faced financial, operational, and technological barriers. Prohibitive implementation costs and difficulties integrating new platforms with existing systems were consistent hurdles across the last ten years and continues to be so in 2024, cited by nearly half of organisations surveyed.

Limited in-house digital skills have also been a significant obstacle. Many organisations have struggled to build the internal expertise needed for large-scale digital transformation projects. This challenge was exacerbated by competition from the private sector for skilled IT professionals. However, creative solutions such as training existing staff, forming partnerships, and outsourcing have helped many organisations bridge the skills gap.

Interestingly, budget constraints have acted as both a challenge and a catalyst for transformation. In many cases, financial pressures forced organisations to innovate and adopt digital solutions as a means of driving efficiency and cost savings. For example, organisations that had previously delayed digital investments found that tighter budgets forced them to embrace self-service solutions to meet growing demand with fewer resources.

Looking to the future

Despite the challenges faced, public sector organisations are looking ahead with optimism and ambition. The integration of artificial intelligence (AI) is poised to become a cornerstone of digital self-service delivery. Already, 47% of organisations report plans to adopt AI technologies in the next year to enhance their service delivery and efficiency. By 2027, the role of AI is expected to grow significantly, evolve from basic generative AI functions to advanced, data-driven, and predictive service models that drive innovation and enhance citizen experiences.

Data analytics is also poised to play an even more critical role in the future of digital self-service. With 39% of organisations already utilising data to optimise service delivery and improve operations, data analytics provides valuable insights that enable more tailored, efficient services for citizens. As the public sector increasingly embraces data-driven approaches, responsible data management will remain central to driving future innovations.

Looking ahead to the next decade, organisations are setting ambitious goals for digital service delivery. Many are on track to achieve near-complete digitisation, with projections showing that 45% will be delivering between three-quarters and 100% of their services online within the next three years.

Lessons learned

Reflecting on the decade-long journey so far, one of the most valuable lessons learned has been the importance of a phased approach to digital transformation. Rather than attempting to overhaul systems overnight, many organisations have adopted incremental changes to maintain stability and adapt to evolving needs. This approach has not only reduced the risk of disruption but has also allowed for ongoing refinement and improvement.

Engaging with end-users and front-line staff throughout the transformation process has proven crucial. Citizen feedback has helped shape user-friendly interfaces and accessible services, while staff input has ensured operational needs are met. The importance of robust communication, clear planning, and setting realistic expectations around timelines and costs has also been underscored repeatedly over the past decade.

Security and data analytics have become essential pillars of digital transformation. As organisations manage increasing volumes of sensitive information online, investments in digital security measures have become paramount. Meanwhile, the ability to harness data insights has allowed organisations to optimise service delivery, anticipate citizen needs, and make data-driven decisions.

Celebrating progress and continuing the journey

As we celebrate a decade of digital self-service progress, it's clear that the journey has been one of determination, learning, and adaptation. Public sector organisations have achieved significant milestones, from improving accessibility for citizens to increasing efficiency and security. The willingness to innovate, experiment, and embrace technology has laid a strong foundation for future transformation.

The road ahead will undoubtedly present new challenges, but the sector has proven its capacity to adapt and thrive. By continuing to prioritise citizen needs, embracing innovation, and learning from past experiences, public sector organisations are well-positioned to lead the way in digital service delivery.

For a more in-depth look at these findings and to explore the detailed research from the past year, the latest GOSS Digital Self-Service in the Public Sector survey reports are now available to download...

Approach to Service Delivery Report

In this report, the current state of digital self-service in the public sector is explored, focusing on online service delivery and the integration of AI technologies. It highlights key metrics such as the percentage of services provided online, organisational readiness, and success factors. By assessing the importance and achievement of digital self-service objectives, it provides insights into the strategies organisations are taking in an increasingly digital landscape.

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Challenges and Future Service Delivery Report

In this report, the barriers to digital transformation are examined, evaluating the pace at which service delivery has progressed and the forecasted growth in both online services and AI integration. It also explores the potential role of open-source solutions in strategic planning, assesses anticipated savings made as a result of digital self-service, and reflects on key lessons learned over the past decade.

Download report