Conceptualisation and Application of Client Engagement Strategies to Optimise Administrative Information Management Processes in a Selected Public Sector Organisation

Abstract

Rising client expectations and demands for high-quality services have intensified the need for meaningful client engagement strategies at the micro level of public sector institutions. Client engagement strategy is critical towards understanding clients’ expectations for improving service delivery processes such as administrative information management (AIM) processes. This study explores how client engagement strategies are conceptualised and applied in practice to optimise the AIM processes in a selected public sector organisation. The study is based on a qualitative instrumental case study design. Semi-structured interviews were conducted with the managers of the selected public sector organisation. Additionally, relevant official documents were reviewed to complement the interview data. Thematic analysis was applied using both inductive and deductive logic in sequential order. The study's findings revealed multiple interpretations of the client engagement construct within the public service department. These interpretations included information-sharing and client-empowering initiatives, interactive engagements, and divergent viewpoints. The dominant perspective emphasised information-sharing initiatives, while the least advocated theme promoted interactive engagement with public service users. In contrast to the other two perspectives, the divergent views challenged the relevance of clients' knowledge in improving the service delivery processes. This study proposes an intensive intervention to elucidate the complexities and inconsistencies surrounding understanding the client engagement construct. Value creation for clients should serve as the primary catalyst for client engagement strategy initiatives to facilitate the effective integration of clients' insights into decision-making processes, thereby optimising AIM processes. The research integrates marketing theory with administrative information management theory to offer distinctive insights and critical implications for the phenomenon investigated.