The public sector
CRM vision
Since 1997 the public sector has focused on delivering high
quality, appropriate and timely services to the citizen. However, we are still
in the early stages of a long journey, as the following milestones
demonstrate:
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1997: Traditional one-to-one communication with citizens
supported by departmental applications. Citizen-focused data was limited and in
silos, making cross-departmental or joined-up services impossible to deliver
without implementing costly, dedicated staff.
-
2001: Having embarked on the process of joined-up service
delivery, the public sector today has the tools at its disposal and is beginning
to offer multi-channel access to a consistent standard of response, with
appropriate service delivery at the point of contact. This is being supported by
contact centres offering multiple services, contact tracking and management;
e-forms and scripting,[2] linking
back to integrated back office systems.
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2005: The government's own target for the delivery of
e-enabled services. We should see integrated cross-departmental cooperation,
with multiple services available from a single contact, with the integration and
delivery of partner services where appropriate. This will be supported by
integrated legacy and citizen data; the use of data mining and other analytical
tools to support improvements to services; and Web and community portals with
workflow processes improving the ease with which citizens navigate new services
and achieve the required service.
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Future: Looking further ahead, the ultimate goal is to
achieve a holistic view of the citizen. Employees will be empowered and enjoy an
inter-agency (including non-public sector) approach to casework. Communication
will be through a variety of channels, and field staff will have online around
the clock access to information and resources. By this stage customer knowledge
will be core to the community and service planning processes. Underpinning this
holistic citizen view will be fully automated systems with interdepartmental
access to citizen data, as well as online access by citizens to community data.
Mobile telephony, interactive television and smart cards will enable this.
Throughout these developments, the principles and technologies of CRM will
leverage new technologies and changes in organization structure and process to
provide a platform for delivering improved services and supporting the constant
evolution of new services to meet the diverse needs of a changing
population.
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