How CRM is Helping the Public Sector Keep Pace with Innovation
Published: February 04, 2014
Government agencies are finding that CRM tools offer them advantages similar to those that corporations are enjoying.
Customer relationship management programs have proven their relevance to many private-sector organizations, especially those that have great amounts of customer and client data to keep track of. Companies have found that organizing this information and transforming it into actionable business insights allows them to provide much better experiences to their end-users and ultimately improve operational efficiency. These are among the primary goals of implementing CRM applications.
But private enterprises aren't the only entities that can reap these benefits. Government agencies are finding that CRM tools offer them advantages similar to those that corporations are enjoying.
Efficiency and Cost Reduction
Agility and operational leanness are virtues in the public sector just as much as they are for the enterprise, and CRM software is helping agencies achieve these goals. In a post for the Microsoft in Government blog, John Weigelt, the tech giant's national technology officer for Canada, noted that applications providing business intelligence (BI) help foster "faster, more cost-focused decision-making." Many CRM programs come with BI functionalities or can be paired with these tools.
Weigelt also pointed out that by processing citizens' requests and complaints electronically, governments can create easier communication methods and reduce the number of potential problems that may require time-consuming troubleshooting.
Making Agencies More Interactive
In a column for InformationWeek, however, Enterprise Applications Consulting Principal Josh Greenbaum noted that the benefits of CRM in the public sector are often much broader than efficiency.
"There's a whole lot more to public sector CRM than just cutting costs and streamlining services. It represents a new way to define the interactions between democracies and their citizens, and drive new models of constituent relations and civic culture," Greenbaum wrote.
In this way, government agencies can leverage CRM to achieve the same level of engagement with citizens as the most successful private companies have done with their customers.
Mirroring the Productivity of the Enterprise
Bearing in mind that government bodies operate on taxpayer money, it's critical that these agencies provide citizens the most effective services they can, and this effort requires organizations to operate at maximum levels of productivity. Weigelt argued that if the public sector avails itself the latest technology, it can hope to reach higher levels of output. Cloud infrastructure and mobile work policies help save time on organizational tasks so that it can be spent providing services to citizens.
Existing CRM tools can contribute to this effort. Greenbaum suggested that Microsoft Dynamics CRM is an ideal program for constituent management. The choice of whether or not to take advantage of these resources lies with public agencies.
If you have questions on using CRM for your public sector initiatives or are interested in ways that Tribridge can help with issues you’re currently facing, please contact us. We’re here for you!