Not only in the private sector, but also in the public administration we notice an increasing significance of systematically developed brand and client experiences. The classic task of differentiation and creating a unique positioning is secondary for monopolised services, but it plays an increasingly important role in the regional and international competition of location. 

Being the connector between citizens and state, the public administration needs to make its activities known and understood as well as strengthen the identification, satisfaction and loyalty among these citizens. In doing so, it is the different customer touch points (internet, phone, correspondence, counter) that decide over goodwill and aversion among the clients.