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and products to the federal, state, and local governments out there even just in the world of CRM Some stand out Not all of them are highlighted here Others I could have included are Oracle, SAP, RightNow, IBM, and Aplicor when it comes to CRM-related services But there are three in particular I want to talk about because of their innovative approaches and because of the diverse uses of their offerings One in particular, Blue State Digital, is the choice for Superstah! in this chapter You ll see why
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I ve always said that technology isn t a driver, but an enabler when it comes to CRM and the strategies associated with it The public sector is one place where it comes as close to being a driver as is possible Technology never gets to driver status not even designated driver, but it plays a huge role in the transformation that s going on right now There are many companies that are involved in CRM when it comes to the public sector Companies like salesforcecom, Oracle, SAP, Aplicor, and RightNow have been involved in the public sector for many years at state, federal, and local levels For example, RightNow has more than 135 federal agencies as clients including USAgov, GSA, Social Security Administration, US Postal Service, US Census Bureau, Health and Humans Services, EPA, USDA, HUD, and a host of other three-letter institutions In fact, as of 2008, the public sector was responsible for 20 percent of all of RightNow s revenues But there s also a new posse in town in fact, a new sheriff Companies like Blue State Digital (BSD), which has had a meteoric rise from 2004 when they were the company responsible for Howard Dean s Internet backbone on through 2008 and beyond because of their technology architecture for the incredibly successful efforts of the Obama campaign through MyBarackObamacom Companies like BSD are beginning to incorporate the social technologies that are being used in the Social CRM constituent interaction strategies that seem to win things these days Not only that, the general trend toward technology integration is reaching into this same realm Companies with CRM products are now developing the application programming interfaces (APIs) or using middleware like Websphere to integrate with social applications In the public sector, the first integration well done is Microsoft and Neighborhood America s joint effort
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CRM at the Speed of Light: SoCiaL CRM StRategieS, tooLS, and teChniqueS foR engaging YouR CuStoMeRS
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Integrating Social with CRM: Microsoft Dynamics CRM and Neighborhood America ELAvate
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One of the paradigmatic and, also, puzzling issues of a Social CRM technology plan is, how do you develop a solution that combines the more traditional CRM applications that are geared toward operations and transactions and the social applications that are built more for external customer/constituent participation and engagement meaning involving interactions They aren t necessarily on the same platform, nor are they necessarily an obviously workable combination On the one hand, you re dealing with activities that are primarily data- or process-driven They are centered in a corporate environment and their purpose is more about improving efficiencies and effectiveness than anything else That would be traditional CRM activities in case you re either a newbie or tired that s sleepy tired or tired of this book In the public sector, it gets even more complicated due to the existence of multiple legacy systems, which can get in the way of even the most comprehensive software and services solutions The standards for those software and services solutions have changed over the years, too Traditional mainframe architectures are now being replaced by service-oriented architectures and web services based messaging That means revamping much of the information technology that exists at many federal agencies, which still have to handle terabytes and maybe even petabytes of information quickly and effectively because real-time response is what the constituent is expecting So the subject of integration in the public sector is complex The results move a lot slower than many companies or individuals want, but one of our public sector tech rock stars is a two-man band that uses service-oriented architecture and their own products to provide something that is the first CRM and social network platform integration in the public sector Note, I didn t say the first platform to use CRM and social tools I said integration That would be Microsoft and Neighborhood America, whom you were introduced to in 9 In March 2009, at the 2009 Microsoft Convergence conference, they released the integration between Microsoft Dynamics CRM for the Public Sector and the Neighborhood America ELAvate platform (again, see 9)
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