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The School of Public Administration of Catalonia (EAPC) has published issue 19 of the Digital Research Studies collection with the title Guide for the personalization of public services through artificial intelligence. Achieving a good Administration with an effective and efficient public management is possible thanks to the personalization, adaptation and anticipation of the public services to the needs of the citizenship.
This is a research led by the professor of administrative law at the Universitat Oberta de Catalunya, Agustí Cerrillo Martínez, who has worked with a team formed by Rhita Bousta, Ramon Galindo Caldes and Clara I. Velasco Rico, and has had the col · Collaboration of Mario Alguacil Sanz, Laia Casanellas Rufas, Sandra González Aguilera and M. Ascensión Moro Cordero. It is the result of the 2018 call for grants for research work on the Public Administration of the EAPC.
The research shows how the processes of personalization of public services through the use of massive data and artificial intelligence have a positive impact on the legitimacy of public administrations and contribute to the improvement of trust and affection from the citizenry to the administrations. According to the authors, the personalization of public services consists of adapting them to the specific needs of each person and goes further, so that it can be anticipated in the form of proactive provision, seeking to advance the provision of services in the sun. Application that interested parties can make.
The publication highlights the fact that, at present, personalization and the proactive provision of services are widespread in the private sector, but that, according to data from the European Commission, only 9% of public services are provided proactively. That is why this work is based on the evidence that in recent years there has been a distance in the way companies and public administrations provide their services and relate to their users and, in particular, how both use the data generated by their benefit activity.
A system for providing public services focused on the needs of citizens
The research emphasizes that the personalization of public services involves designing ways of providing services that put citizens at the center of the system (citizen-centric approach). And this has a link with technology, in the sense that technology can help create better services through digital administration and the full range of functions and benefits that derive from it. Thus, the personalization of services is closely linked to the development of digital administration. Therefore, the Public Administration must know the impact of the personalization of public services on the technology at its disposal and, where appropriate, value inter-administrative cooperation in order to equip itself with the necessary technology to personalize services.
The legal framework under which the personalization of public services is protected is also an issue that the study highlights. The authors put on the table the approval of codes of ethics and conduct or the creation of ethics committees as useful instruments to respond to the limitations of current legislation. And they consider that the personalization of the service must be based on a sufficient legal basis when it involves the processing of personal data, especially in matters of data protection rights.
Finally, the study points out that the personalization of public services requires a long-term commitment from the Administration that provides the service, and from the users, so that the information related to these people is updated periodically, or continuously. Ultimately, the goal is for public administrations to move towards a smart governance model, with new channels of citizen relations based on an intensive use of data and information. The EAPC plans to make a presentation of this work, accompanied by a debate, during the second half of September this year.
Font: EAPC.cat