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The new constituent, 2009 version, is not the constituent of 2004 As we saw through the Barack Obama and Ron Paul campaigns particularly, but interspersed throughout all the primary candidates campaigns, there has been an incredible transformation of demand the constituents no longer want just institutional efficiencies that provide them with a service level that works, they are looking to engage in the way that they want, using the means they want, and at the time they want, very much like the commercial sector customers Do you know why constituents and customers are making similar demands of the institutions they are involving in their respective lives
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the diffeRenCe: CRM, the pubLiC SeCtoR, and poLitiCS
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It s because it s we re not talking about two different groups of people! The constituent and the customer are the same person This is an individual with an expectation of performance and sensitivity by all institutions whatever and wherever they are In a commercial environment, that individual acts as a customer in how he or she relates to a business In an environment dominated by government organizations, this individual acts as a citizen or as part of a constituent agency The person who spent money on that Starbucks coffee before they visited the Environmental Protection Agency local office to get some issues around hazardous materials dumping taken care of is both the customer and constituent Meritalk, an online community of government technology specialists, released a study in mid-2008 that queried 2,000 Gen Yers in this case born between 1977 and 1990, so the youngest was 18 They found that 88 percent of the respondents would get their news online in the next 12 months, 85 percent wanted the next president (the one who turned out to be President Obama) to reach out online to the public at least once a month, and 74 percent wanted more information online on government programs and spending The relationship between the government and its constituents is changing because the relationship among peers is changing and how we communicate and the tools available to us to communicate are changing The Meritalk survey tells you that the level of demand and expectation of the very people who have been responsible for the movement that made Barack Obama the name he is are demanding a new way of dealing with that change which involves every institution they interact with This is where Social CRM does come into the public sector Because of the way that the change has affected the United States and much of the world, this chapter takes on a deep significance for the entire book To make it whole, we re going to be doing a few things First, we ll look at multiple government agencies, because all facets of government have been profoundly affected and the new models outlined in 4 are particularly appropriate Second, you re going to meet experts four to be exact In alphabetical order: Frank DiGiammarino, a leading thinker in the realm of using Social CRM for government agencies Julie Germany, a rising young star in the public sector CRM pantheon because of her commitment to public discourse and constituent engagement
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CRM at the Speed of Light: SoCiaL CRM StRategieS, tooLS, and teChniqueS foR engaging YouR CuStoMeRS
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Bob Greenberg, my own wonderful brother, who by the sheer luck of it all is also one of the leading experts in the impact of social tools on government, especially in high-security situations Alan Rosenblatt, an established thought-leader and writer who will outline how social technologies are affecting political campaigns Third, you ll hear several stories about a political campaign, and the role that the citizenry and government employees are playing in the transformation of government to a true Social CRM perspective We ll then head around the globe to see how Singapore made constituent engagement a national imperative over the past several years Finally, I ll ship you off to an appendix in this book written by my brother, Bob Greenberg, with a discussion of Virtual Alabama and its outgrowth, Virtual USA, and a look at the New Zealand Police Department This is exciting stuff, with the potential to be inspiring At a minimum, there are lessons to be learned by your business or your agency or your campaign So learn away
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