Omnichannel and Assisted Digital Support: Ensuring No Australian is Left Behind

Australia’s digital government transformation is a global benchmark, with more than 85% of citizens using online government services and satisfaction rates consistently above 90%. Yet, beneath these impressive figures, a persistent digital divide remains—especially for older Australians, people with disabilities, and citizens in regional or remote areas. As digital government becomes the default for everything from healthcare to financial support, ensuring equitable access for all is both a social and economic imperative. Omnichannel and assisted digital support are critical to making this vision a reality.

The Digital Divide: Who Is Being Left Behind?

While digital services are now a normal part of life for many, the benefits are not distributed evenly. Research consistently highlights that certain groups continue to face unique barriers to digital participation:

• Regional and Remote Communities: Infrastructure gaps, unreliable internet, high costs, and patchy mobile coverage make it difficult for many rural Australians to access even the most basic online services. Rural Australians are almost twice as likely as their urban counterparts to never access digital government services, and over a quarter report they simply do not think of using online government services during major life events.
• Older Australians: The oldest Australians (the "Builder" generation, 80+) are five times more likely to rate digital services as "very poor" compared to younger cohorts. Lack of digital skills, accessibility issues, and a preference for face-to-face interactions all contribute to lower adoption rates in this group.
• People with Disabilities and Minority Groups: Accessibility challenges, language barriers, and lack of tailored support can make digital services difficult to use for people with disabilities and those from culturally and linguistically diverse backgrounds.
• Low-Income and Financially Stressed Households: A third of households earning less than $100,000 report struggling to find, use, or understand online government services. Financial stress not only increases the need for government support but also makes digital services harder to access.

Why Omnichannel and Assisted Support Matter

Digital transformation is not just about moving services online—it’s about making them accessible, inclusive, and responsive to the needs of every citizen. Omnichannel strategies ensure that digital is an enabler, not a barrier, by providing multiple ways for people to access government services:

• Phone Support: For those without reliable internet or digital confidence, phone support remains a vital lifeline. It allows citizens to speak directly with a knowledgeable representative who can guide them through complex processes or answer questions in real time.
• In-Person Assistance: Community service centres, libraries, and government offices provide essential face-to-face support, especially for older Australians, people with disabilities, and those in remote areas. In-person help is crucial during major life events or when navigating complex services.
• Community Outreach: Partnering with local organisations, Indigenous groups, and advocacy bodies helps reach those most at risk of exclusion. Community outreach can include digital literacy workshops, pop-up service hubs, and targeted awareness campaigns.

Case Studies: Assisted Digital Programs in Action

Life-Event Digital Services:

Government life-event services—such as those supporting births, deaths, job changes, or moving house—have achieved satisfaction rates above 90%. However, nearly half of those experiencing a major life event did not use an available online service, and over a third did not even consider it. Integrated, cross-agency service delivery and proactive outreach have proven effective in closing this gap, especially when combined with in-person and phone support.

Digital Literacy and Inclusion Initiatives:

Tailored digital literacy programs delivered in partnership with local organisations have increased engagement among rural Australians, Indigenous communities, and older citizens. These programs often combine in-person support with online resources, building confidence and skills in a supportive environment.

Omnichannel Service Models:

States like New South Wales have pioneered integrated digital journeys around key life events, offering citizens a choice of online, phone, and in-person channels. This approach reduces complexity, streamlines processes, and ensures that no one is left behind—regardless of digital proficiency or connectivity.

Recommendations for Maximising Inclusion and Satisfaction

1. Foster Omnichannel Access:
   • Maintain and enhance alternative access points—phone, in-person, and community outreach—alongside digital platforms.
   • Allow citizens to choose the method that best suits their needs and circumstances.
2. Invest in Digital Literacy and Skills:
   • Expand targeted digital literacy programs, especially for older Australians, people with disabilities, and those in regional or remote areas.
   • Partner with local organisations to deliver training and support in culturally and linguistically appropriate ways.
3. Design for Accessibility and Simplicity:
   • Ensure digital services are intuitive, accessible, and available in multiple languages.
   • Co-design services with vulnerable groups to address unique needs and barriers.
4. Build Trust Through Transparency:
   • Clearly communicate how personal information is used and protected.
   • Provide regular updates on security measures and involve citizens in oversight and feedback processes.
5. Promote Awareness and Proactive Outreach:
   • Actively inform citizens about available services and how to access them, especially during major life events.
   • Use community outreach and local media to reach those who may not be digitally engaged.

The Path Forward: Inclusive Digital Transformation

Australia’s digital future must be inclusive. The benefits of digital government—speed, convenience, and efficiency—should be accessible to every citizen, regardless of geography, age, ability, or background. By investing in infrastructure, expanding digital literacy, designing human-centric services, and building trust, governments can bridge the digital divide and ensure that no one is left behind.

At Publicis Sapient, we believe that digital transformation is not just a technological challenge, but a social imperative. Our experience in delivering citizen-centric solutions, combined with deep insights from the Digital Citizen Report, positions us to help government agencies integrate omnichannel and assisted digital support—creating a more connected, equitable Australia for all.

Relevant Links

• Cost of living crisis widening the digital divide for government services
• Cost of living crisis widening the digital divide for government services
• Exploring Digital Inclusion Strategies for Indigenous and Minority Communities in Australia
• Combler la fracture numérique en Europe : Garantir un accès équitable aux services publics digitaux (Europe)
• Cerrando la Brecha Digital en América Latina: Un Imperativo para la Inclusión Social y el Progreso Económico (LATAM)