Citizen Relationship Management, another type of CRM
By Mark Millan
In the private sector enterprise-wide systems integrate networks to better
deliver services and products to their customers. These enterprise-wide systems
are often referred to as "Customer Centric" because they can provide
information, "responsively", to their customers from numerous databases that are
synchronized. When a customer calls
they can respond with real-time information unique to that customer. This type
of delivery system is called Customer Relationship Management.
It not only improves the customer centric functionality of the company's
networks; it also enhances the services, manages the relationship, allows for
meaningful segmentation and provides unique treatment of each customer.
In the public sector it is possible to mirror this same type of functionality
within your IT structure. New tools tailored to cities and counties are being
developed and implemented. Such systems may come to be referred to as Citizen
Relationship Management (CRM). Because citizens are also consumers, they have
come to expect 24 hour-a-day service and interactive delivery systems. All
government entities that provide services will need to respond to this
expectation.
Use of Technology
City, County and State governments are also being affected by the one-to-one
trend. The possibility of treating each citizen differently is now here. There
are many tools available to help. Some like, Response, are designed specifically
for the public sector to provide improved services to citizens. Making it easier
for citizens to fill out forms, get answers to questions and be informed on
controversial public projects.
For simulating growth scenarios and measuring environmental performance of
alternative plans there are special software tools useful in communicating and
demonstrating impacts to the public, both in print and on the web. One such
software tool is developed by Criterion. By combining information technology
with public participation techniques, software like Criterion's can help explain
complex issues and tradeoffs.
Technology can enhance communication with citizens. The first step may be the
use of a database for building a mailing list with intelligence. Starting with
your current mailing list, the database would have various segments depicted
based on interest, such as: agriculture, traffic, utilities, technology,
cultural arts and development.
Unique outreach messages could then be sent to these segments, as various topics
need to be addressed. Additional interests could be added to it as necessary.
Sorting by category, geographic areas, level of interests, and alphabetically
now becomes possible. Such a database can also note preferences on how each
individual prefers to receive information, either by mail, email, fax, or phone.
Studies have shown an increase in response to messages sent through a
person's preferred channel of communicating.
In addition, a project database allows you to record a history of each individual's interaction with a process. You can note meetings attended, documents sent, records of telephone and e-mail dialogue. More importantly, it ensures that the right people receive the right information throughout the project, and you have a record of it.
The second step is a Web site dedicated to your current issue or project, and
its process. Designed as a link to
your existing homepage, a series of web pages dedicated to the issue or project
can clearly state the project purpose, note a schedule of events and important
public meetings, and make available key reports and studies. The site can also
be a place where dialogue can occur.
People can talk directly to you and your consultants or have a forum where
questions can be asked as the process unfolds. In addition, if there are maps
involved, various mapping concepts could be posted and made readily available to
everybody involved in the process.
The database and the Web site combined will help to reinforce traditional forms
of outreach, such as notification mailings, feedback reports, surveying,
important documents in draft and final stages and any legally required notices.
Here are a few examples:
In California, the City of Santa Rosa's Geyser Pipeline Project - Data Instincts
is responsible for Public information and notification to areas potentially
affected by this unique public project that will pump millions of gallons of
treated reclaimed water to geothermal wells, 42 miles away. The Web site
http://ci.santa-rosa.ca.us/geysers/project.asp
and custom databases provide detailed information made to those potentially
impacted.
In California, Monterey County's General Plan Update - Data Instincts (Sub-contractor to Urban Alternatives)
is responsible for Public information and notification to areas potentially
affected by the project.
http://www.co.monterey.ca.us/gpu/
Both of these projects use unique databases that Data Instincts configured
especially for them. The databases contain information on those who have an
interest or are potentially impacted by the projects, noting what meetings they
attended, what documents were sent and important e-mail and telephone
communications.