The key drivers for a CRM program tend to be the improvement of services to citizens, together with some real expectation of improving the efficiency and the effectiveness of the organization. Other drivers could be to focus limited resources on those in most need or to maximize revenue from customer facing activities.
Improvements in customer service from CRM can range from a more rapid and focused response to enquiries through to proactive contacts with customers to anticipate and manage potential issues. CRM is a key enabler for customers wishing to access local government services, improving the efficiency of traditional channels i.e. phone, face to face, and mail and providing innovative channels such as Internet, SMS and DigiTV.
The central component of a CRM solution is generally the creation of a single shared customer database ? allowing information to be collected once but used many times. The sharing of this customer data across the authority, in conjunction with the functional tools provided by a CRM solution, allows the authority to make gains in both efficiency and effectiveness e.g. by improving the ability of front line staff to resolve issues at first contact or dealing automatically with enquiries that originate over the web. CRM is often seen as consisting of a number of layers, connecting customers through to front and back office and possibly third parties.
CRM projects can vary considerably in their scale and scope. A simple CRM implementation may encompass a single Contact Centre or website supported by standardized forms and documentation, with no integration to back office systems. A more complex implementation can include a common customer database, a content management tool (to ensure consistent information is published through all channels), provision of new communications channels (PDAs, kiosks or even Digital TV), a document management system (to improve the speed and accuracy of handling of paper applications) and integration with, and redesign of, back office processes and systems.
