Abstract

Bringing e-Business Best Practices to Citizen and Administrative Reform for Sustainable e-Government Effectiveness

Kittipong Sophonthummapharn, Ph.D.1

Wannida Sonntreerutana2

Many e-government projects cannot fulfill and meet the public needsand expectations due to the lack of effective communication to improve therelationshipsamongcitizens,governmentagencies,andprivateenterprises�� �his���hisarticle illustrates experiences from successful e-business especially on the customerillustratesexperiencesfromsuccessfule-businessespeciallyonthecustomerandthemanagementaspectstocitizenandadministrativereformforsustainablee-governmentwebsitedevelopment���his article discusses the neglected attention�hisarticlediscussestheneglectedattentionfoundinmoste-governmentprojectsandpointsoutcommonproblemsandbarriersofimplementinge-governmentmodelsuggestingthattraditionalwayofviewingand treating citizens should be adjusted�� By considering civil services from aconsidering civil services from abusinessperspective,thisarticleproposese-businessBestPracticesbothstrategicandoperationallevelsforgovernmentagencies���hesepracticesareexpectedtoincreaseachanceofe-governmentprojectaccomplishment��Atstrategiclevel,thenotionofoutside-inservicesorientationshouldbeadopted��Governmentwebsitesshouldbegroundedbythethreekeycreationconcepts:competencycreation,valuecreation,andservice-orientedcreation��Atoperationallevel,severalpracticesarepresentedincludingwebsitecustomization,collaborationtools,automationtoolsandspecialeventcampaign��Operationalpracticescanincreasethecitizeninvolvementleadingtocitizens’positiveexperienceongovernmentwebsites

Keywords : Best Practices, e-government, e-business, strategy, sustainability,governmentservices

1คณะบริหารธุรกิจและเทคโนโลยีสารสนเทศมหาวิทยาลัยเทคโนโลยีราชมงคลสุวรรณภูมิ2คณะเทคโนโลยีสารสนเทศมหาวิทยาลัยเทคโนโลยีพระจอมเกล้าธนบุรี

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Introduction

�he proliferation of websites incommercialsectorisnoticeableevidencereflectingthesignificanceofusingweb-basedtechnologyinoperatingbusinessthesedays��Manyfirmshavesuccessfullyimplementede-businessprojecttobuildand retain good relationships withcustomers, suppliers, and stakeholders(Chang andWang, 2008;Horn et al��,2005)��Itisunquestionablethatproperlyutilizingweb-basedtechnologyprovidescomfortandconveniencetoindividualsandorganizationswhendealingbusinessbetween each other�� �his has resultedinincreaseddemandingofcitizensthatgovernment agencieswill offer similaror better services than those in thecommercialsector��

Realizingthecitizen’sexpectation,government in many countries haveactivelyexecutede-governmentprojectstoserveitscitizen��Nevertheless,ithasbeen steadily reported that most e-governmentprojectsfaileithertotallyorpartially(Heek,2003;Dada,2006)���hefailureisobservableindevelopingandtransitionaleconomieswhereinformationtechnology(I�)infrastructureisnotasadvancedasdevelopedeconomies(Basu,2004; Ciborra, 2005; Sanzogni et al��,2008)��Many researchers have pointedoutproblemsandbarriers that lead tothe failure of e-government project

(Burn and Robins, 2003; Dillon andPelgrin, 2002)�� While there is a richbodyofliteratureproposingproceduresto manipulate e-government projecteffectivelyandefficiently(CourseyandNorris,2008;EbrahimandIrani,2005:Soontreerutanaetal��,2006),manyfocusonthetechnicalissues��Littleattentionconsiderstheissueofprovidingpublicservices from a business perspective���helackofthisresearchdomainformsabasisofthispaper��

Objectives

�he purpose of this paper is toproposerecenteffectivee-businessbestpracticesthatcanbeusedine-governmentprojectstoincreaseachanceofprojectaccomplishment��Byviewingandtreatingcitizensasvaluablecustomers,businesstactics and strategies can facilitategovernmentagenciestodealwithrisingpublic expectations in an effectivemanner��

Methodology and Discussion

Anumberof relatedarticlesarereviewedandsynthesized���hisconceptualpaperfirstpointsoutwhatisneglectedin most e-government projects�� �hen,it introduces e-business strategic andoperational best practices that areappropriateforgovernmentwebsites��

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Neglected attention in e-govern-ment projects

E-Government is defined asthe use by government agencies ofinformationtechnologies(suchasWideAreaNetworks,theInternet,andmobilecomputing)thathaveabilitytotransformrelationswith citizens, businesses, andother arms of government (WorldBank, 2008)�� Generally speaking, aninfrastructureofe-governmentwebsitescan be as simple or sophisticateddependingontheaccessdemandofsuchwebsitesForinstance,theservicesfromMinistry of Interior typically concerncitizensatalllevelswhiletheservicesfromMinistryofCommercearemainlyforindividualsandfirmsincommercialsector�� �his reflects that informationneededandservicesoffereddifferfromagencytoagency���hus,thedesignanddevelopment process of e-governmentproject for each government websiteshouldbespecificandconsideratebasedonthescopeofservicesofferedbeforeimplementatione-governmentmodel��

Inreality,theaccomplishmentofe-governmentprojectiscomplicated��Inthecaseofe-�axsystemdevelopment,Soontreerutanaetal��(2007)assertthatthe real practice composes of fourperspectives: 1) the stakeholders andmanagement, 2) IC� aspect used to

linkcitizentogovernmentagencies,3)methodologyaspectusedtodevelopthee-government system,and4)businessdriversaspectinfluencinge-governmentsystem�� In particular, stakeholders areall related partners such as citizens,businessfirmsandgovernmentagenciesthatneed toparticipate in thesystem��Managementconcernsthegovernmentalsystem support internally includingstronggovernmentandpoliticalsupport,redesignorreengineeringprocesses,andlaws���hemanagementiscriticaltotheaccomplishmentoftheproject��However,anumberofproblemsemergedfromthefactthatcitizensarenotintegratedwiththe website design and developmentprocesses (B้langer and Carter, 2008;้langer and Carter, 2008;langer and Carter, 2008;ChanandPan,2008;Wang,2003)���hestatement canbe explainedby severalreasons��First,citizensaretypicallynotaware of the services on governmentwebsites��E-governmentservicesarenotdelivered by thewebsite itself so thegovernmentagenciesshouldcommunicateandurgethecitizentouseservicesonthewebsiteratherthanphysicallycomingtothe government offices�� Second, abouteighty percent of world populationsworld populationsresideinplacesthatareconsideredasdeveloping countries�� �hese countriesfacewith someobstacles suchas lowcomputer and internet literacy makingit difficult for government to promotetheuseofe-governmentservices��Last

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butnotleast,thecitizensconcernmoreon the confidentiality and security ofthe system�� �he uncertainty leads tothelackofintentiontousethesystemwhichturnstothelowaccessingrate��

Althoughtheadministrativereformsamonggovernmentagenciesareexpectedtoprovidebetterservicestothecitizens,butmany e-government projects haveoftenfacedwithinefficientadministrativemanagement such as overstaffing,functional overlaps, and inattention ofthe process monitoring and evaluation(Luna-Reyes et al��, 2007; Ma et al��,2005)��Moreover, a numberof studieshaveidentifiedtheproblemsandbarriersthatmakee-governmentprojectdonotworkasitwasexpected���hekeybarriersfoundinliteratureincludeinadequateI�infrastructure,threatsconcerningonlinesecurityandprivacy,inadequateI�staffandskills,shortageoffinancialresourcetodealwithoperationalcost,andimpactfrompolitics(BurnandRobins,2003;Dillon andPelgrin, 2002;Heek, 1999;Lambrinoudakisetal��,2003)��Itcanbesaidthatthesestudiesemphasizemoreonthearchitectureofe-governmentprojectspecifically on technical requirementfor effective implementation�� In fact,the way government agency providesservices to citizen is also one of thereasons leading to the failure of e-government project�� �he interaction

between services provider and usersappearstobeneglectedongovernmentwebsites��

Giventhatthenatureofgovernmentservicesaremonopoly,authorizedagencyforaspecificserviceistheonlyfirmproviding such service which citizenshave no other alternatives, e��g�� birthcertificate, identification card, propertycontrol,andotherlegalregistrations���hisuncompetitiveconditionsometimecausespoorservicesifgovernmentagencydoesnothaveaservicemind��Citizensmightbe unsatisfied leading to a rising ofcomplaints about government serviceswhichalsoincreaseunnecessarybudgettosolvethecomplaints��Whenitcomesto Internet environment, the situationmight be worse than conventionaltransaction if the website design istoo simple or complex and does notmeettheexpectationofthecitizens��Itappearsinrealitythatmostgovernmentwebsites are inactive and full loadedwith static information��Moreover, thecommunication is usually one-waycommunicationfromgovernmentagencytocitizens���hecontentsarebasedonafirm’sperspectivethat, inmanycases,isnotwhatthecitizenswant���herefore,to reduce complaints and better serveits citizens,governmentagency shouldlearn how commercial websites offerservices to the customers and borrow

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some business Best Practices to itswebsite��Consideringcivilservicesfrombusiness perspective, there are severaleffective toolscanbeusedtomanagerelationshipsbetweengovernmentagencyandcitizensongovernmentwebsites��

E-business Best Practices

According to Stevenson (2005),the notion of Best Practice has itsoriginsintheprocessofbenchmarkingthatinvolvescomparingone’spracticesand procedures against those ofcompetitors, or those believed to bethebestintheindustry,oragainstthebest in any industry�� �o date, thereis no universally accepted definitionof Best Practice�� However, the termtypicallyreferstotheuseoftechniques,methodologies or operational practicesthathaveprovidedsuccessfulevidenceinparticularcircumstances,andreliablylead to a desired consequence�� �hetermiswidelyappearedinmanyfieldsincludinghardwareandsoftwareproductdevelopment, operation management,project management, health care,government administration, education,andamongothers���hispaperdiscussessomee-businesspracticeswhichcanbeappliedintoe-governmentinitiativesatstrategicandoperationallevels��

Strategic Best Practices Inthephenomenonofe-business,there are a number of potential bestpractices suggested by scholars andprofessionals�� In effectively managingcustomer relationship on the Internet,PeppersandRogers(1997)recommendthemodelof‘5Is’includingIdentification,Individualization,Interaction,Integration,andIntegrity��Moreover,Chaffeyetal��(2000)suggesttheconceptof‘6Cs’foreffective website design for achievingmarketingobjectives���he‘6Cs’includeCapture,Content,Community,Commerce,Customer orientation, and Credibility��In more recent, taking the Service-Dominant(S-D)Logicasafundamental,Sophonthummapharn and Sangwipak(2007)proposethreekeyconceptsthatshould be used to underlie almost allbusinesspracticesontheInternet���hethreeconceptsaredescribedasbelow: Competency creation �� firm’sCompetency creation��firm’scompetitiveadvantagescanbeobtainedthrough having proper skills andknowledge �alue creation��value is created�aluecreation��valueiscreatedthrough the interaction between firmandcustomers Service-orientedcreation��goodsService-orientedcreation��goodsand services are part of customerserviceexperiencetodayinwhichgoodsare seenas service installationswhichprovidevalue-in-use

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�he three creations pay moreattentiononthecustomerexperiencestothewebsite��Itissuggestedthatpositivecustomerexperiencewillleadtopositivecustomer relationship�� In particular,valueiscreatedbytherobustinteractionbetweencustomers’requirementandthefirm’scompetency��Afirmcanchoosetofocusinparticularaspectsbasedonthedemandsofcustomers��Additionally,togainbeneficialfeedbackfromcustomers,aservice-orientedenvironmentneedstobecreated���herearemanysuccessfuland well-known commercial websitesthatcontainthethree-creationconcept��For instance, Priceline��com allows abuyer to set the price he or she iswillingtopayforaspecificproductorservice���heroleofwebsiteistomatchthe customer’s requestwith a supplierwillingtoselltheproductorserviceatthatprice��eBay��comisaplacewherebuyers and sellers make a reliabletransaction by themselves�� Hotwire��comofferscustomertonamehisorheritinerary,thewebsitematchestherequestagainst a database, locates the lowestprice, and submits it to the customer��Amazon��com has affiliate marketingprogramwhichisanarrangementwhereamarketingpartner(individualorfirm)hasanarrangementwithacompanytorefercustomerstothecompany’swebsiteso thatacustomercanbuyaproductorservice��Somecommissionispaidto

referrerwhenarealpurchaseismade���herearemoreexamplestobecitedbutthewhole ideais thatwebsitevisitorshave a certain level of involvementon the website which creates positiveexperiencetothem��

Itcouldbearguedthatthisthree-creationconceptcanbeappliedintoe-governmentproject��Itiswellappropriatedatstrategiclevel��Citizens’involvementon government websites should beincreased��Generallyspeaking,thenatureof governmental services operation isinside-out process which citizens areonly receivers�� Allowing citizens tobe value co-producer on governmentwebsitewillturntheservicesoperationto be outside-in process which couldleadtocitizens’positiveexperienceongovernmentwebsite�� Figure 1 presentsthedifferentserviceorientationsbetweengovernment and commercial sectors���he perception of treating citizens ascustomers needs to be committed ingovernment sector�� In the strategicplan at the time of implementing e-government project, the focus of theprojectshouldbeclearlystated in thebeginning phase and relevant officersshouldbeawareofthedirectionoftheproject�� �his will facilitate subsequentwebsite development at operationallevel��

--�akeinFigure1—

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Inside-out service orientation

Citizens Citizens

Citizens Citizens

Government agencies

Outside-in service orientation

Customers Customers

Customers Customers

Commercialfirms

Figure 1Government services vs. Business services

Operational Best Practices At operational level, severalcuttingedgee-businesspracticeshavedemonstrated to produce a desiredeffectonwebsitevisitors���hisimpliesthat properly utilizing e-businesspractices could perform similar effectongovernmentwebsitevisitorsaswell���his paper shines a light on someofthe practices that are appropriate fore-government project�� �hese practicesinclude:

Website customization Websitecustomizationisabusinesspractice allowing website visitors tomodifysomethingonthevisitedwebsitebased on their individual preference��Depending on the characteristic of

business,themodificationcanbelayoutof the webpage section, order of thecontents, colorof thewebsite, and soforth��Ithasbeenreportedthatthecontentcustomizationhasbehavioraleffects inthat it affects users’ browsing activity(Kalyanaraman and Sundar, 2006)�� Insome commercial websites, customersareofferedanoptiontovirtuallymaketheir own product or service on thewebsiteandacompanywillmakethereal product or service for them�� �heexamples of product customizationinclude apparel products, automobile,andmobilephones(Daietal��,2006)��

Mostpublicservicewebsitesareinflexible in term of modification���isitors are not allowed to modify

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anything on the website and thissometime creates a boring feeling��Basically,individualswouldnotconcerntoomuch if they need a service justonceorinfrequentlyintheirlifesuchasIDrenewalanddrivinglicensepermit��However,theywouldconcernmoreonsomepublicservicesthattheyregularlyuse such asuniversity/schoolwebsitesand hospital websites�� �he practiceof website customization is usefulin increasing positive attitude to thegovernmentservices��Citizenscanadjustwebsite’scolorandlayoutontheirownpreferenceandalsodecidewhatcontentor information they want to see firsteverytimetheylogontothewebsite��Inmarketingfield,word-of-mountshouldnotbeunderestimated��Inthecaseofe-governmentproject,thosecitizenswhohappywithe-governmentwebsitewilldotheword-of-mountjobbypraisingtheservicestotheircommunitywithnoextracostforthegovernment��

Collaboration tools �heapplicationsofWikiandBlogareincrediblysuccessful��PeopleontheInternetenjoyexpressingtheiropinionsthroughthesecollaborationtools��Wikirefers to websites designed to enableweb visitors to contribute or modifycontentsoftheweb,e��gWikipedia��org���headvantagesofusingWiki includebetterandfasterreal-timecollaboration

amongemployees,newknowledgebaseformarketintelligencedata,andreducedtime spent on email (Meister, 2008)��BlogstandsforWeblogreferringtoawebsitewithregularentriesofcontents,commentary,graphics,music,video,orwhatever theBlog ownerwants��Blogisusuallymaintainedbyan individualbut it is not limited for the firm tohave a corporate Blog�� Blogger��comand WordPress��com are examples ofwellknownBlog��Inbusinessdisciplinespecifically marketing communication,Bloghasbeenextensiveusedintourismindustry and the content on tourismBlogsisinformationsourcesinfluencingtourists’ decision (Mack et al��, 2008;SchmallegerandCarson,2008)��

�heWikiandBlogareeffectivepracticestocreatecollaborativewebsiteandtopowercommunitywebsite���heideaisthateveryonecanbeapartofthe community and able to contributesomething��Afeelingofbeingparticipantisbetterthanbeingjustwebsitevisitorinthewaythatparticipantusuallyhasasenseofbelongingwhichmakeshimorherfeelsloyal���hispapersuggeststhese two collaboration tools forgovernmentwebsites���hesetoolscreatevirtual community where citizens andgovernmentofficerscanshareopinionsand comments on a particular issue��Bylisteningandtalkingdirectlytothe

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citizensviatheseInternettechnologies,brilliant ideas to improve governmentservices might emerge�� So, it couldbe argued that these practices can beappliedinmostgovernmentwebsites��

Automation tools Implementedright,automationcankeep government agency and citizenshappy�� Several automation tools arepowerful inmanaging relationships onthewebsite�� Four operational practicesare suggested under this heading; 1)automatedemailsystem,2)SMSalert,3)webcookie,and4)RSS��Governmentwebsitemayprovideregularnewsletterdeliveredviaemailtocitizen��Itisawaytokeepthecitizensinformedwhatwasandishappeningonaparticularissueandhowthatissuerelatestothecitizens��Moreover, automated email responsesystem can be applied to immediatelyanswerallcoming-incitizens’inquiries��Usingemailautomationsystemproducesafeelingofbeingcaredinthemindofcitizensandmakesthemmoreunderstandaboutsomenewlawsorregulationsthatmight affect their life�� Nevertheless,signinguptoreceivesuchemailneedstobevoluntarilyandopt-out functionshouldbeavailableanytime��Beawarethatunsolicitedemailisconsideredspamand produces bad image to the firmwho sending out such email�� Done itright,emailmarketinghasbeenproved

tohavepositiveeffectsonbrandloyalty(Merisavo and Raulas, 2004)�� �hispaper suggests that automated emailsystemisalsoapplicableforgovernmentwebsites��

SMSstandsforShortMessagingServicesreferringtoanapplicationthatallows users to send short messagesto other cell phones�� �he messagescan be sent either phone-to-phone orweb-to-phone�� Nowadays, it appearsthatcellphonehasbecomeacommoncommunicationdevicethatisclosesttoapersonbecauseitistypicallycarriedon with its owner most of the time��Sophonthummapharn and�esar (2007)suggestthatSMSisaneffectivemarketingtool used for relationshipmanagementand for advertising/promotionpurpose���his paper argues that SMS can beapplied intoe-governmentproject too��Some government agencies may sendSMS alert to the citizens regardinggovernment services such as licenseexpirationalert,appointmentconfirmingalert, and whatever information theagencies want the citizens to know��However,theuseofSMSalertshouldalsobevoluntarilyassameasautomatedemailsystem��

Webcookieisasmallapplicationused for interchanging parcels of textbetweenaservertoawebbrowsereach

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time the user accesses to that server��Webcookieisusedforauthenticating,tracking, and maintaining specificinformationaboutusers��Itissimilartowebsite customization but web cookiehasmanagedthingsautomatically��Manyfirms use web cookies to effectivelylocatetheirprospectcustomers(Repsher,2005)��Properlyusingwebcookie, thewebsite visitors may impress if thewebsitecanrememberwhotheyarebyshowingtheirnameonwelcomemessageandpresentswhattheywanttoseeinthefirstpage���heapparentevidenceisseeninmoste-commercewebsitesthatusewebcookiestoassociatecustomers’datawithonlineshoppingsystem��Itcanbesaidthatwebcookiebringsconvenienceand impression to the web visitors��However,assimilartoautomatedemailsystem,webcookiehasbeencriticizedconcerninganindividualprivacy��Ithasbeen subject to legislation in severalcountriessuchasUSAandinEuropeanUnion��So,forgovernmentwebsite,webcookie can be one of effective toolsbutrequirescautiousconsiderationwhenimplementingittoaparticularwebsite��

�he recent automation tool isRSS which stands for Really SimpleSyndication or Rich Site Summary��RSSisasystemfordeliveringregularlychangingweb content��RSS allows anindividualtoeasilystayinformedinan

automatedmannerbyretrievingthelatestcontentfromthewebsitesheorsheisinterested in by not needing to visiteachwebsite separately��An individualprivacyisbetterprotectedsincethereisnoneedtosignuponeachinterestedwebsite��RSSissuggestedtobeanewway to keep in touch and a perfectaddition to the online news room(Albrycht, 2005;Gaspar et al��, 2005)��In commercial sector, the number ofwebsitesofferingRSSfeedsisgrowingrapidly including well known nameslike Yahoo, Google, CNN, and BBC��Apart from automated email system,SMSalertandwebcookie, thispaperrecommendsthatRSSisalsoapplicabletogovernmentwebsites��Itcanbesaidthat theautomationtoolscouldamendthecitizens’experienceongovernmentwebsites��

Special event campaign Internet users seem to enjoycreatingandpublishingonlinepodcasts,videos, and Blogs�� By encouragingpeopletosubmittheirownworks,firmscan acquire useful ideas to improvetheirproductsorservices��Forinstance,Converse��comcreatedawebsitewhereitsolicited24-secondfilmsfromanyonewithacameraandanidea���hecampaignis that Converse would put the bestonesonlineandasadsonM����Eachcreator whose adwas chosen for ��

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willget$10,000��Morethan1,600filmsweresubmitted���hewebsitegotaround430,000visitorsamonthandthetraffictotheoverallConverse��comhasjumped80%(Greenetal��,2005)��

Forgovernmentwebsites, this isanother way urging the citizens tocontribute to government initiatives inrelativelylowcost���akingsimilarpracticefrom Converse��com, many governmentagenciesmaylaunchspecificcampaignsasking the citizens to submit ideas orvideos for competition�� �he examplesinclude anti-drug campaign from theMinistry of Public Health, anti-childlabor campaign from the Ministry ofLabor, cultural encouraging campaignfrom the Ministry of Culture, energysavingcampaign from theMinistryofEnergy,anti-corruptioncampaignfromtheMinistryofJustice���heideaisnotjustfortheprize,butalsotomakethecitizens proud of themselves in beinga part of government initiatives indevelopingtheirbelongingnation��

Conclusion

Commercial sector have manyeffectivecuttingedgetechnologiesthathave been demonstrated to producedesiredoutcomes���hisisbecausefirmsincommercialsectorconfrontwithcomplexandcompetitivesituationsforcingthem

tofindanypossiblewaytosurviveandoutperform the rivals�� On the Internetenvironment, many e-business BestPractices have been claimed to buildand retain good relationships betweenfirm and its customers, suppliers, andstakeholders�� �his paper argues thatgovernment agencies should applysomee-businessBestPracticesintoe-governmentprojects forsustainablee-government effectiveness�� E-businessBest Practices both strategic andoperational levels areproposed in thispaper���hesepracticesareexpected toincreaseachanceofe-governmentprojectaccomplishment��Atstrategic level, thenotionofoutside-inservicesorientationshouldbeadopted��Governmentwebsitesshould be grounded by the three keycreationconcepts:competencycreation,value creation, and service-orientedcreation�� At operational level, severalpractices are presented includingwebsite customization, collaborationtools, automation tools and specialevent campaign�� Operational practicescan increase the citizen involvementleading tocitizens’positiveexperienceongovernmentwebsites���herefore,thispapersuggeststhatviewingandtreatingcitizens as valuable customers willfacilitate government agencies to dealwith rising public expectations in aneffectivemanner��

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