Customer
Relationship Management (CRM) has been used in the private sector to improve
contact with customers and increase profitability. As part of the E-government
agenda all authorities have to implement a CRM system to improve the way they
work with customers.
The
aim of CRM, in a Local Government environment, is to enable councils to
recognise customers who have already contacted them and to be able to locate
information relating to the customer’s enquiry. CRM can also help in the
communication of information about customers and services internally throughout
the organisation. Councils can use CRM to build a better picture of why
customers contact the authority and look at ways they can improve the services
they provide. CRM and associated technologies will capture and process
information relating to customers and make this available to customers and
staff. The technology gives councils the opportunity to review they way they
conduct business to move from a departmental structured organisation to a
customer centred one.
CRM
comprises a range of consultancy, software and services.