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Assisted Service - it's time to take action

92% of respondents to a recent GOSS survey recognise that providing Assisted Service is very important or important for delivering services to digitally excluded customers as part of a self-service initiative. But what do we mean by Assisted Service and who needs it?

Assisted Service Go ON UK

Assisted Service supports users who do not have the skills or access to online channels. Assisted Service provides these users with the same great service experience as digital users with additional support as required. This could be a call centre person reading the online screen for them over the phone; completing the service on their behalf or a face-to-face interaction where a staff member sits with the user and completes the transaction together.

In the UK 22% of over 16s (11 million people) do not have basic online skills or access to digital channels.

  • 7 million of the 11 million people have never used the internet
  • 6 million are over 65 years old
  • 5 million are on low income
  • 4 million are people who use the internet in a very limited way and need extra help

Source: Tinder Foundation 2015

The UK Government has identified 4 main kinds of challenge that people face to going online:

  1. Access - the ability to actually go online and connect to the internet
  2. Skills - to be able to use the internet
  3. Motivation - knowing the reasons why using the internet is a good thing
  4. Trust - a fear of crime, or not knowing where to start to go


92 percent assisted service Increasingly, public sector organisations are making online applications the only way for service users to apply for and access services. However, it is often the most deprived citizens who need to access these services. At the same time, public sector organisations also appreciate that they need to save money and work within reduced budgets and need to implement Channel Shift / self-service in order to meet the needs of the digital generation and to address their budget deficits.

In the recent  by GOSS Interactive, nearly all (92%) of the 356 respondents recognise that providing assisted service is very important or important for delivering services to digitally excluded customers as part of a self-service initiative.


With the implementation of digital self-service platforms and customer portals becoming a key strategy for the public sector, now is the time for them to also build Assisted Service into the design of these platforms.

Through designing 100% digital inclusion into these systems from the start digitally excluded citizens can access service and resolve their issues, helping eliminate digital exclusion and ensuring there is a single platform for all customers.

'Assisted Service' is already proving to accelerate Channel Shift and reduce the overall costs of service provision in local government.


Colchester Borough Council 120 v2
GOSS client, Colchester Borough Council, has developed a Channel Shift strategy that focuses on their users. Initially they undertook a customer insight project then redesigned customer journeys and business processes.

They then rolled out new processes for self-service and assisted service. This included adopting the UK Government's GO ON approach with specially trained advisers and adopting behaviour change, nudge techniques and intensive work with digitally excluded users where required. The result has seen a significant drop in face-to-face contacts as assisted service has risen.  


Colchester Borough Council in person contact


The  has been built from the ground up specifically for the public sector and to be able to accelerate 100% digital inclusion. The GOSS Self-Service Platform delivers a fully functional MyAccount customer portal capability together with online forms, Business Process Management, system integration enablers to public sector backend systems, service analytics and  functionality in a single platform.