A significant body of literature has been developed to claim the benefits of the government being more sensitive to the needs of their customers who are also referred to as citizens. When the government treats citizens as customers, increased levels of customer satisfaction and service are recorded. Customer service and satisfaction are recorded on the multi-channel delivery, flexibility, marketization, personalization, increase timely response, information management and complaint resolution. When the government treats its people as customers are not citizens, there is a developed increase in confidence and trust in how the government administers democracy (Curtin, Sommer & Vis-Sommer 2004). When there is an increase in trust and confidence in the democracy process, another implication of treating citizens as customers is evident in the increased participation in the democratic process and particularly and increase towards a more developed customer centered services. In other words, the element of citizen as a customer could be narrowed down relevant services, cost effective approaches and personalized services for the benefit of the public. In other words, the role of the government as the service provider promotes stronger citizen engagement, tackle exclusion and at the same time build a healthy democratic dialogue with the government.