Governments are actively seeking to promote citizen-centric government as well as more effective relationships with business. Increasingly, they are looking to the principles of Customer Relationship Management (CRM), as developed and applied by private enterprise, to achieve their goals. Interest in CRM in government is relatively new, but it is growing. Governments are taking decided steps to improve their CRM capabilitiesinvesting significantly in initiatives to improve service. However, oftentimes governments struggle to realize the benefits expected from developing modern CRM capabilities. Many still have not been able to bridge the gap between the envisioned impact of CRM and their current experience.
Accentures second report on the state of CRM in government, CRM in Government: Bridging the Gaps, builds on the results of interviews with 143 senior government executives in 15 countries around the world. It identifies five major themes that define the current state of CRM in the public sector:
- Government agencies are becoming more comfortable thinking of the people and organizations they serve as their customers and are placing a very strong emphasis on customer service delivery as a major priority for their organization.
- Agencies have embraced the fundamental principles of CRM, but are struggling to get the building blockscustomer insights, customer offerings, customer interactions, organization performance and networkssolidly in place.
- The majority of agencies is focusing largely on the technological aspects of CRM and is struggling to reap the expected benefits.
- While agencies have visions for the service models they would like to adopt, they lack the management and operational skills and experience to be able to do so alone.
- Many agencies now recognize the value of marketing to drive take-up of channels and services; however, the majority of current marketing efforts are neither targeted nor value driven and, as a result, have little impact.
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Quelle: Accenture