How to make 'service to the citizen' meaningful

Some federal government agencies are giving new meaning to the term 'service to the citizen.' Agencies are adopting a commercial practice known as customer relationship management. The basic tenet of CRM is total organization or agency customer centricity. I am pleased that the leadership within g

Some federal government agencies are giving new meaning to the term "service to the citizen." Agencies are adopting a commercial practice known as customer relationship management. The basic tenet of CRM is total organization or agency customer centricity.

I am pleased that the leadership within government has come to realize that every agency has two customers: end users and employees. I believe strongly that CRM is a way to address both sets of customers simultaneously.

CRM gives the public and private sectors the ability to operate across functional areas such as personnel, medical, logistics and finance, enabling employees to devote more time to their principal functions.

Most important, federal agencies, in order to meet the requirements of the Government Performance and Results Act, need to define what it takes to perform their statutory missions and to measure their performance against service standards. CRM helps to measure those standards that, for agencies that interact with the public, respond to inquiries and requests and other services.

For federal agencies, as well as in the private sector, adopting a program of CRM can: * Bring customer service issues to quicker resolution.* Measure the results of specifically defined parameters.* Help provide continuity where there is employee turnover.* Establish long-term customer relationships, which are an integral part of the service provided to the customer or citizen.

CRM not only increases the productivity of the individuals within an agency but improves the level of satisfaction of the public that comes in contact with the agency and the employees of the agency. Ultimately, increasing satisfaction is part of a critical equation to attract and retain the best and brightest—whether in the public or private sector.

The Agriculture Department has instituted a program for CRM as part of its Farm Loan Program. Congressional oversight of other agencies, such as the Internal Revenue Service, indicates that a CRM program may also provide solutions.

As part of the CRM process, software publishers and systems integrators are putting together packages and programs to meet customers' CRM needs. There are, for example, integrated software suites that attempt to manage all aspects of customer interactions with a company. Siebel Systems Inc., the leading seller of CRM software, with more than 50 percent of the market share, offers a package that integrates technology representing all of a firm's interactions with its customers—sales, service and marketing—into one package.

In practice, Siebel's product enables companies to create one database for all who "touch" the customer. Creating a single database means that everyone has access to the same activity record so that, theoretically, every customer can make progress rather than have to repeat a request. A single, consolidated database also can assist in forecasting short- and long-term customer needs.

Corporations have proved that the new level of customer service has increased business, customer loyalty and profitability. A recent Information Week article that discussed CRM software suites indicates that corporate customers use the software to track interactions, track customer preferences and manage problems—all of which impacts CRM.

The government is looking to adopt commercial best practices to provide agencies with ideas about better serving constituencies in the light of the federal mandate to "do more with less." The principles practiced as part of a good CRM program combined with an excellent software suite or customized software program, can help agencies fulfill the mandates of meeting mission requirements while at the same time taking customer service to a new level.

-- Draham, vice president of marketing and congressional affairs at GTSI, served in the Air Force for more than 20 years.

X
This website uses cookies to enhance user experience and to analyze performance and traffic on our website. We also share information about your use of our site with our social media, advertising and analytics partners. Learn More / Do Not Sell My Personal Information
Accept Cookies
X
Cookie Preferences Cookie List

Do Not Sell My Personal Information

When you visit our website, we store cookies on your browser to collect information. The information collected might relate to you, your preferences or your device, and is mostly used to make the site work as you expect it to and to provide a more personalized web experience. However, you can choose not to allow certain types of cookies, which may impact your experience of the site and the services we are able to offer. Click on the different category headings to find out more and change our default settings according to your preference. You cannot opt-out of our First Party Strictly Necessary Cookies as they are deployed in order to ensure the proper functioning of our website (such as prompting the cookie banner and remembering your settings, to log into your account, to redirect you when you log out, etc.). For more information about the First and Third Party Cookies used please follow this link.

Allow All Cookies

Manage Consent Preferences

Strictly Necessary Cookies - Always Active

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Sale of Personal Data, Targeting & Social Media Cookies

Under the California Consumer Privacy Act, you have the right to opt-out of the sale of your personal information to third parties. These cookies collect information for analytics and to personalize your experience with targeted ads. You may exercise your right to opt out of the sale of personal information by using this toggle switch. If you opt out we will not be able to offer you personalised ads and will not hand over your personal information to any third parties. Additionally, you may contact our legal department for further clarification about your rights as a California consumer by using this Exercise My Rights link

If you have enabled privacy controls on your browser (such as a plugin), we have to take that as a valid request to opt-out. Therefore we would not be able to track your activity through the web. This may affect our ability to personalize ads according to your preferences.

Targeting cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.

Social media cookies are set by a range of social media services that we have added to the site to enable you to share our content with your friends and networks. They are capable of tracking your browser across other sites and building up a profile of your interests. This may impact the content and messages you see on other websites you visit. If you do not allow these cookies you may not be able to use or see these sharing tools.

If you want to opt out of all of our lead reports and lists, please submit a privacy request at our Do Not Sell page.

Save Settings
Cookie Preferences Cookie List

Cookie List

A cookie is a small piece of data (text file) that a website – when visited by a user – asks your browser to store on your device in order to remember information about you, such as your language preference or login information. Those cookies are set by us and called first-party cookies. We also use third-party cookies – which are cookies from a domain different than the domain of the website you are visiting – for our advertising and marketing efforts. More specifically, we use cookies and other tracking technologies for the following purposes:

Strictly Necessary Cookies

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Functional Cookies

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Performance Cookies

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Sale of Personal Data

We also use cookies to personalize your experience on our websites, including by determining the most relevant content and advertisements to show you, and to monitor site traffic and performance, so that we may improve our websites and your experience. You may opt out of our use of such cookies (and the associated “sale” of your Personal Information) by using this toggle switch. You will still see some advertising, regardless of your selection. Because we do not track you across different devices, browsers and GEMG properties, your selection will take effect only on this browser, this device and this website.

Social Media Cookies

We also use cookies to personalize your experience on our websites, including by determining the most relevant content and advertisements to show you, and to monitor site traffic and performance, so that we may improve our websites and your experience. You may opt out of our use of such cookies (and the associated “sale” of your Personal Information) by using this toggle switch. You will still see some advertising, regardless of your selection. Because we do not track you across different devices, browsers and GEMG properties, your selection will take effect only on this browser, this device and this website.

Targeting Cookies

We also use cookies to personalize your experience on our websites, including by determining the most relevant content and advertisements to show you, and to monitor site traffic and performance, so that we may improve our websites and your experience. You may opt out of our use of such cookies (and the associated “sale” of your Personal Information) by using this toggle switch. You will still see some advertising, regardless of your selection. Because we do not track you across different devices, browsers and GEMG properties, your selection will take effect only on this browser, this device and this website.