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By increasing the digitalization of commercial services citizens' expect more from public services. First of all, this study will strive to identify which problems citizens encounter when they use a complex public service: preparation of an application for a building permit. In the light of the popularity of omnichannel approaches, the study then explores how omni-channel could help to address the problems which have been identified.

We implement the first phases of an action design science research project. We collect data both from citizens and public agencies and frame them as transparency problems. These abstract problems are then addressed by an omnichannel service provision as an abstract solution. The abstract solution is then instantiated in a design in the form of a user scenario developed in collaboration with current and future public officials.

The analysis uncovers multiple transparency issues: it distinguishes between process, case, language, cross-channel and cost transparency. One root cause of the transparency issues observed is the lack of service transparency which defines the purpose and scope of a ser-vice. We therefore recommend defining a service-strategy before informational and technical aspects of an omnichannel approach can be implemented. Following this strategy, omnichannel offers public administrations unique opportunities to excel in citizens' service provision.

The study provides insights into how citizens view complex public services. For researchers, this study offers the conceptualization as transparency issues. Practitioners from the public administrations can also benefit from the concept and vision of omnichannel public services.

The purpose of this paper is to investigate the face-to-face citizen service encounter in public administrations’ front offices, and present a novel qualification approach to empower service personnel on-the-job, and thereby deepen the knowledge on the role of information and communication technology for advancing governmental reforms.

The presented study follows a design science research methodology, conducted in collaboration with the public administration of a major German city. Data were collected using multiple quantitative and qualitative methods, including questionnaires, semi-structured interviews and video analysis.

A novel on-the-job qualification approach for empowering public employees in their job-related skills, building on the concept of affordances, is developed. Thereto, six design principles for equipping artifacts with counseling affordances are presented. Evaluations in real-world environments provide first evidence that “learning with counseling affordances” constitutes an effective qualification measure to initiate experiential learning on-the-job, helping employees in the resource-restricted work environment of public front offices to obtain the skills to provide superior advisory services.

The “learning with counseling affordances” approach was developed in collaboration with an individual major German city and the paper provides first evidence of its effectiveness and suitability. Hence, the study’s insights should be approved by further research to strengthen generalizability.

The paper highlights the previously neglected aspects of employee’s skills and qualification for promoting governmental transformation. By highlighting the beneficial relationship between affordances and on-the-job learning, the paper provides novel insights on the role of information and communication technology to promote governmental transformation.