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.
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