CRM in Government & Public Sector Institutions: Secrets for Delighting Constituents - Guest Blog by @Omer_Aberdeen #Aberdeen #CRM
on 02-05-201308:33 AM - last edited on 02-13-201308:19 AM by tmergel
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Guest blog by Omer Minkara, Research Analyst, Contact Center, Customer Experience & Service Management
Customer-company relationships are in the midst of a major change: businesses are looking to do more with less while also addressing rapidly changing customer needs. Government and public sector entities are no different, particularly in the aftermath of the economic recession. These institutions, despite their unique nature and dynamics, are laser-focused on delivering timely and personalized care with fewer resources.
Recently I’ve concluded extensive research on customer and constituent care trends and best practices. Findings from this study reveal that timely and accurate information is a key ingredient helping government and public sector entities deliver personalized service to their constituents.
When we dig into the data on where government and public sector entities store constituent information, we found that 83% of these institutions use a Customer Relationship Management (CRM) system to store and manage their constituent data. In addition to this encouraging finding on technology use, we discovered that government and public sector entities are getting a rather late start in personalized service initiatives.
The best practices and supporting technology tools (noted within this blog) used by these institutions help them rapidly narrow this gap and drive substantial year-over-year performance improvements through utilizing their CRM to establish a complete view of constituent information for personalized service.
Key Activities to Successfully Use Constituent Information
Seventy-seven percent (77%) of government and public sector entities indicate improving constituent experiences as one of their top objectives. Accomplishing this goal requires these institutions to establish visibility into constituent information within their internal systems (i.e. CRM). This allows them to glean crucial insights on both the big picture related to their constituent care activities as well as drill-down on the nature of specific services delivered for each constituent.
In addition to providing a complete view of constituent interactions and profiles, government and public sector institutions that pursue a personalization initiative also empower their service personnel with the ability to create and follow tasks. Synchronizing tasks with constituent records within the CRM helps these entities drive greater productivity among service staff.
Furthermore, when pursuing personalized constituent care initiatives, government and public sector entities are 27% more likely (80% vs. 63%) to monitor their performance to understand what works in delivering effective service. The resulting insights can help them focus on replicating successful processes and avoiding ineffective ones.
While 83% of government and public sector institutions use CRM to serve their constituents, simply deploying a such a system is not adequate to achieve success. Accomplishing the year-over-year performance improvements illustrated above requires these institutions to empower their staff with relevant information. Institutions successfully using this capability provide their service staff with the ability to access these insights in real-time as well as customize their views in order to deliver targeted and timely constituent care.
Supporting Technology Tools
One of the key supporting mechanisms in using information within service activities is building CRM and contact center integration. The contact center is one of the primary touch-points that constituents use to address their public service needs. As such, this technology enables institutions to establish a single "source of truth" that all the service staff can use to deliver timely and personalized support.
While implementing a CRM and integrating it with the contact center are essential pieces to empower service staff with timely insights, maintaining and improving the quality of information stored within the CRM is just as crucial. To this point, database management tools help entities improve their data quality in conjunction with established protocols used to collect, manage, and utilize information.
Business intelligence tools are a key enabler helping government and public sector entities analyze information within their CRM system, support activities to determine trends in constituent needs, and assess overall constituent care results. Research findings demonstrate that institutions using analytical tools successfully as a part of their personalized service efforts reduce their service costs while improving the level of satisfaction from their public services.
Our research findings indicate that companies pursuing a personalized constituent care initiative achieve far superior results in delivering constituent delight without expending additional resources. Establishing and maintaining this initiative requires government and public sector entities to be laser-focused on particular activities and technologies. CRM is the building block of these activities. Institutions receive the maximum benefits from CRM when it's utilized in conjunction with processes to empower service staff with a complete view of constituent information — enhanced with analytical tools and processes designed to empower service staff with relevant insights to deliver personalized and timely service.
For more information on CRM in Government, we recommend you download the eBook “CRM in Government and Public Sector Institutions: Secrets for Delighting Constituents”