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This may be the only time you ever hear me say this, but this is where the meaning of the acronym CRM is actually important You may be wondering, though I doubt it, why I didn t say citizen relationship management here I say instead constituent relationship management If you don t care, skip ahead If you are at least curious, listen up There is a lot more complexity to the public sector than just its relationship to the citizenry The citizenry-agency relationship is the most important one for the reasons stated above The purpose of government agencies is to serve the citizens of the nation they represent But to do that there is a complex chain of relationships that are, in theory, designed to serve that ultimate citizen-to-institution interaction For example, the General Services Administration (GSA) is defined by Wikipedia as: an independent agency of the United States government, established in 1949 to help manage and support the basic functioning of federal agencies The GSA supplies products and communications for US government offices, provides transportation and office space to federal employees, and develops government-wide cost-minimizing policies, among other management tasks
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the diffeRenCe: CRM, the pubLiC SeCtoR, and poLitiCS
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The GSA s constituents are both the citizens who directly contact the GSA and the various federal agencies they support Just limiting their strategy to the citizenry would be a serious error Luckily they don t The National Academy of Public Administration (NAPA) exists to define the creation and execution of special initiatives on innovative approaches to government management challenges They don t deal with the citizens directly As a result of their interagency efforts, they created a collaborative library of federal government Web 20 initiatives and case studies for all government institutions to access This is not for directly interacting with citizens You could characterize the GSA and NAPA efforts as G2G, not G2C Perry Keating, a long-time CRM industry veteran and public sector expert, and currently managing director for Global Public Sector at Avaya, has this to say about constituent versus citizen: Public sector has some unique aspects as it relates to CRM because it must deal with so many different Cs In addition to the traditional customer or consumer there is also the many different constituents that come into play (voters, media, specific government agency, lawmakers, etc) If we just focus on the different constituents, what becomes interesting is that each wants very different things from their relationship with the public sector Some want information about the individual public sector servant (how did you vote on certain issues) Some want information about the public sector function itself (where is the nearest IRS office to my house) While others want to be able to actually perform a transaction with that public sector function (renew my license plate decals or file my taxes) Because of this need to serve so many Cs in so many ways, in some cases public sector has done more with CRM and the Internet than many of their commercial counterparts If you look at many commercial company websites there are some basic functions: the leadership of the company and its locations, some information about its product or services, and in some cases the ability to acquire some of its product or services
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CRM at the Speed of Light: SoCiaL CRM StRategieS, tooLS, and teChniqueS foR engaging YouR CuStoMeRS
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If you look at many public sector websites, there is a vast array of information about the leadership and that agency s functions as well as connections to a tremendous amount of information about that agency s functions and the ability to perform virtually any transaction or inquiry with that particular public sector entity If we look at the latest social networking tools (Facebook, Twitter, LinkedIn, etc) again public sector is pushing the use of this technology faster than its commercial counterparts In some commercial companies the use of these social networking tools is limited or nonexistent In fact, in some cases employees are prohibited from using such tools In the public sector, many are viewing this as another effective set of tools to interact with the many Cs Because of the complex matrix of government agency to government agency to citizen at federal, state, and local levels, and between branches of government too, calling CRM citizen relationship management is severely limiting So do me a favor, and don t Constituent relationship management works
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