I would like to know the examples and the methods of CRM in municipalities. The CRM in municipality, sometimes called Citizen Relationship Management, is steadily spreading. Efforts to induct the customer window to the WEB and call centers responsible for electronic applications by electronic calling and electronic payment are on the rise. For example, Sapporo City has established a general information call center. In addition, the administrative evaluation bureau emphasizes the viewpoint of residents, that CRM is becoming necessary for local governments to make full efforts toward administrative evaluations. However, as you can see from the above-mentioned approach to CRM, it can be recognized that it is in the process of development in comparison with private sectors. Therefore, if the municipality's CRM activities can be measured, I believe that it will help local governments promote CRM.
A: It is necessary to recognize that there is no special evaluation method in municipalities unlike general corporations. For further information about this subject, please visit the following report by Mr. Murata of Nippon Research Institute. http://www.internet.com/public/report/20020708/print1.html
Mr. Murata explains the significance of applying a balanced scorecard in acknowledgement.
The following material (There is a charge for the CD version) also explores the subject. It is published by the Japan Research Institute for New Systems of Society.
● 02095CD "The IT strategy looking ahead of the e-Japan plan.
- Information Policies of Hamamatsu City and Seto City - "
■ Special price: 10,000 yen
(http://www.ssk21.co.jp/cdrom/C_02095.html)
● 01251CD "Advanced Case of Electronic City Hall and its Management
Strategy - Cases of Gamagori City and Sapporo City"
■ Special price: 10,000 yen
(http://www.ssk21.co.jp/cdrom/C_01180.html)
In any case, it is necessary to begin with recapturing CRM as a residential service. For that purpose,
1.
A specific method is required. Exceeding the level of softwares and systems, balanced scorecards are effective as a technique that can be used more easily.
2.
The education of staff members is indispensable. It is necessary to develop a system which allow staff members to have a strategic perspective to link with the performance evaluation system. Linking with the compensation system is difficult even when it comes for companies, therefore it will reflect on the benefits to a certain extent based on the satisfaction of residential services in the long term.
3.
A municipality template version of the CRM system is required. If a software which is able to withstand the template is available after customization, it may guide the momentum to popularization.
4.
In order to raise the awareness of local governments, the national movement of applying a policy criteria such as a "Resident Policy" or "Customer Policy" on websites with the hands of associations or industries will be necessary for the reformation of residents' consciousness.
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