CTIT Universiteit Twente
Centre for e-Government Studies

Pieterson, Dr. Willem


E-mail: w.j.pieterson@utwente.nl


University of Twente

Building Cubicus – BMS-CS

P.O. Box 217


Telephone: 053 – 489 4819

053 – 489 3299 (secr)

Twitter: www.twitter.com/wpieterson

Skype: willem.pieterson

Work information:

Willem Pieterson works as an assistant professor within the Center for e-Government. Studies of the University of Twente. In March 2009 he obtained his PhD Cum Laude (Hons) for his dissertation on Channel Choices by citizens for their interactions with governmental agencies. He works on various research and advisory projects mostly on the field of peoples’ behavior regarding ICT and new media and the implications for organizational communication strategies and multi-channel service delivery. Willem is also a visiting assistant professor at Northwestern University (Evanston, Il, USA) where he works in the SONIC (Science of Networks in Communities) lab (sonic.northwestern.edu). He has a background in communication (new media) and obtained his Master in communication studies in 2004.

Willem Pieterson is the coordination of the New Media mastertrack of the Communication Science masters program at the University. Further he coordinates the master course 'e-Government' and the bachelor course 'New Media and Communication'.



New Media and Communication


Multi-Channel Management


Citizens’ Behavior (Channel Choice and Channel Usage)


Communication Networks




Service needs and requirements


Media theories and Communication

Relevant Research and Advisory projects:

2010-2011: Overheid 2.0 in de praktijk: incentives, identiteit en leiderschap (Government2.0 in practice: incentives, identity and leadership) (with the Universities of Utrecht and Tilburg). In this project we focus on the role of social media (web2.0) in the communication practices of Dutch citizens. Through network analysis we investigate the communication networks and the role of various (new) media to convey messages in these networks.

2011-2012: Interactie tussen overheid en bedrijven: Een netwerk aanpak ten behoeve van Strategievorming (Interaction between governments and businesses: A network approach in order to build strategies). Project aimed at the development of a new vision on the relationship between governments and businesses. In the project we analyze the (communication) networks of businesses and try to identify how the behaviors of businesses in that network should shape such a vision.

2009-2010: Engaging Chicago Communities in the Chicago Climate Action Plan (with Northwestern University and the Field Museum). In this project we asses, through social network analysis, the communication, information-dissemination, and mobilization networks in various Chicago communities. Further, we explore how they can be enabled to create greater awareness of and engagement in the Chicago Climate Action Plan.

2009-2010: Benchmarking from user perspective. Research project on benchmarking of public services. Most benchmarks focus on the supply of (electronic) services, whereas a more realistic perspective would be that of the actual user of services; businesses and citizens. In this project we develop a more user-centered view on benchmarking.

2007-2009: Kanalen in Balans (Channels in Balance), Co-Initiator The ‘Kanalen in Balans’- project (‘Channels in balance’) of the Telematica Instituut is a combined research initiative with partners from government and academia, comprising the Dutch Ministry of the Interior and Kingdom Relations, the Dutch Ministry of the Economic Affairs, SVB, UWV, IB-Groep, IND,VDP, the University of Twente, and Delft University of Technology. The project aims to find solutions for the multichannel management problems of governmental organizations. In particular the project addresses channel synchronization and channel control.


2007-2008 Video on websites (in collaboration with Bureau Beeldtaal and the municipality of Arnhem) Project to assess the effectiveness of video on governmental websites. Video has the potential to enrich the electronic channel and hence the possibility to increase the effectiveness of e-Government. In lab and field studies we assess the effectiveness of video on sites.

2005-2009 Channel Choice (financially supported by the Dutch Tax and Customs Administration, Sector Research and Marketing). PhD. Project on the question why citizens choose a certain channel when they need contact with a governmental agency? An answer to this question helps in shaping the multi-channel service strategy as well as in guiding citizen’s to the desired channels. The project resulted in a Cum Laude graduation based on the dissertation Channel Choice; Citizens’ Channel Behavior and Public Service Channel Strategy.


2005-2009: Corporate Communication (Bachelor Course, University of Twente)

2005-2009: Communication Design 3 (Bachelor Course, University of Twente)

2007-2009: e-Government (Master Course, University of Twente)

2008-2009: Research practicum (Bachelor Course, University of Twente

Awards and honors


PhD. With Honors (Cum Laude) in 2009


Best poster award at the Digital Government Conference in Montreal, 2008

Management and advisory positions

2009-present: Member advisory board Cascadis, professsional organization for web professionals

2009-present: Member of the management committee of the Center for e-Government Studies (www.cfes.nl)


2008-present: Academy of Management

2007-present: Digital Government Society of North America

2006-present: International Communication Association

2005-present: NeSCoR (Netherlands School of Communication Research)

Relevant and recent publications:


Pieterson, W. (2010, in press). Citizens and Service Channels; Channel Choice and Channel Management Implications. International Journal of Electronic Government Research, 6(2).


Teerling, M. & Pieterson, W. (2010). Multichannel marketing: An experiment on guiding citizens to the electronic channels. Government Information Quarterly, 27(1), pp. 98-107


Pieterson, W. (2010). Citizens and Service Channels; Channel Choice and Channel Management Implications. In C. Reddick (Ed.). Citizens and E-Government: Evaluating Policy and Management. Hershey, PA: IGI Global.


Pieterson, W. & Teerling, M. (2009)cChannel Integration in Governmental Service Delivery: The Effects on Citizen Behavior and Perceptions. Lecture Notes in Computer Science, EGOV2009(5693), pp. 222-233.


Pieterson, W. (2009). Channel Choice; Citizens’ Channel Behavior and Public Service Channel Strategy (dissertation). Enschede: University of Twente. [link]


Pieterson, W. (2009). Governments and Multi-channeling: Channel positioning strategies for the future. In A. Meijer, K. Boersma & P. Wagenaar (Eds.), ICTs, citizens & governance: After the hype!. Amsterdam: IOS Press.


Teerling, M. & Pieterson, W. (2009). Government Multichannel Marketing: How to seduce citizens to the web channels? Paper presented at the 42nd HICSS conference.


Teerling, M. & Pieterson, W. (2009). Multi-channel Marketing: An experiment on unobtrusively guiding citizens to the internet. Paper presented at the 10th Annual International Conference on Digital Government.


Ebbers, W., Pieterson, W., & Noordman, H. (2008). Electronic government: Rethinking channel management strategies. Government Information Quarterly, 25(2), 181-201.


Pieterson, W., & Ebbers, W. (2008). The use of service channels by citizens in the Netherlands; implications for multi-channel management. International Review of Administrative Sciences, 74(1), 95-110.


Hartkamp, M., ter Hoeven, C., & Pieterson, W. (2008). Resolving Resistance: The role of Commitment to Change in Public Organizations. Paper presented at the 58th Annual Conference of the International Communication Association: Communicating for Social Impact, Montreal, Canada.


Pieterson, W. & Teerling, M. (2008). Citizen Behavior in a Multi-Channel Environment. DG.O2008, The Proceedings of the 8th Annual International Digital Government Research Conference, May 18-21, Montreal, Canada.


Pieterson, W. (2008). Media Richness Theory; a Review and Discussion. Proceedings of the 2008 Academy of Management Meeting, August 8-13, Anaheim, California


Klievink, B., Janssen, M., Pieterson, W. & Fielt, E. (2008). Multi-channel Management Strategy and Coordination: The next hurdle in customer-orientation. DG.O2008, The Proceedings of the 8th Annual International Digital Government Research Conference, May 18-21, Montreal, Canada.


Teerling, M., Pieterson, W., Janssen, M. & Klievink, B. (2008). Multi-channel Management Workshop. DG.O2008, The Proceedings of the 8th Annual International Digital Government Research Conference, May 18-21, Montreal, Canada.


Pieterson, W., Teerling, M. & Ebbers, W. (2008). Channel Perceptions and Usage; Beyond Media Richness Factors. Lecture Notes in Computer Science 5184, pp. 219-230.


Pieterson, W., & van Dijk, J. (2007). Channel choice determinants; An exploration of the factors that determine the choice of a service channel in citizen initiated contacts. Proceedings of the DG.O 2007 Conference. Philadelphia, PA.


Pieterson, W., Ebbers, W., & van Dijk, J. (2007). Personalization in the public sector. An inventory of organizational and user obstacles towards personalization of electronic services in the public sector. Government Information Quarterly, 24, 148-164.


van Dijk, J., Pieterson, W., Ebbers, W., & van Deursen, A., (2007.). eServices for citizens: The Dutch usage case. Lecture Notes in Computer Science, 4656, (pp. 155-166).


Ebbers, W., Pieterson, W., & Noorman, H. (2007). Rethinking service and channel strategies: After the hype. In: J. Makolm & G. Orthofer (eds), eTaxation, state and perspectives. Linz: Trauner Druck.