Proactivity in digital public services: A conceptual analysis

Public organizations are looking for new ways to use digital technologies to increase the efficiency of their internal processes and improve their interactions with clients, whether citizens or businesses. In response, scholars suggest that public organizations be proactive in digital public services such that the organizations approach their clients, rather than the other way around. In the most extreme form of proactivity, clients do not have to do anything to receive a public service. Although various examples of proactive public services are in use, how proactivity changes the conceptual understanding of digital public services remains unclear. Therefore, we derive the changes that proactivity causes in a conceptualization of digital public service by means of a conceptual analysis through the lens of a seminal theoretical work on proactivity. The results indicate that proactivity can ensure equal accessibility to a subset of public services, rely on more comprehensive integration of IT systems on the back end, and change how value is co-created in the service process. We formulate the changes as propositions that future work can investigate empirically and discuss proactive digital public services as a way to reduce clients' administrative burden. We contribute to theory by clarifying the conceptual changes in digital public services that proactivity invokes and call for joint research by scholars of public administration, information systems, and service management to relate the research streams of administrative burden and proactive digital public service.