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FCW : September 15, 2013
mobile phone and improved processes that deliver services faster and more responsively, reducing the overall need for customer inquiries and complaints." Whether the executive order is the proverbial chicken or egg is unclear, however. Wayne Bobby, vice president of industry solutions at Oracle, said people already expect to be a click or tweet away from the government. They want to "know what the government's doing in any step along the way as it relates to information that impacts a citizen, cases that may impact a citizen," Bobby said. "So you've got an increased level of demand for transparency from citizens with their government." The fundamentals "The classic de nition of CRM...is that it was an application that allowed an organization, like the federal government or a business, to really manage all aspects of their interac- tions with their customers," said Dan Burton, a senior vice president at Salesforce.com. Enter cloud-based services. As a pioneer of the software- as-a-service model, Salesforce.com has become a major player in the government cloud market. The company sup- plies CRM support to more than 550 federal, state and local agencies, including GSA, the Department of Health and Human Services, and the Census Bureau. Burton said that before the cloud option made its way into the government, CRM implementation was a longer and costlier process. But when cloud-based systems began popping up, he added, "classic CRM, which occurred through in-house systems, suddenly was available to anyone with an Inter- net connection, and because of that, all of the roadblocks associated with legacy IT CRM solutions --- like spending a lot of money to buy licenses upfront, having to establish huge data centers and server farms to manage all of your information, taking years to customize and build up CRM solutions --- all of those challenges went away." Burton said a prime example of the new approach to CRM happened in 2008, when Bernie Madoff's now infamous Ponzi scheme was uncovered. The Securities and Exchange Commission was inundated with telephone calls with tips, questions and complaints from victims. "The SEC simply could not keep up. They could not man- age all of these calls that were coming in," Burton said. "They had a very slow, unreliable system. It wasn't integrated into any of their other applications.... There wasn't any way to spot trends or see what people were asking about and get ahead of all the questions." SEC used Salesforce.com services to integrate records of all those phone calls and added performance metrics to gauge how well those services were elded. Burton said ef ciency increased signi cantly. September 15, 2013 FCW.COM 29 Pierre Hulsebus, manager of the customer relationship management practice at Echelbarger, Himebaugh, Tamm and Co., shared these CRM tips on the rm's blog. 1 Establish a sensible vision for the future. Customer relationship management is about more than implementing a technology. It should be seen as a means for making customer service more ef cient. 2 Let the management team lead the way. Managers and leaders should be at the forefront of implementing and using new CRM methods. 3 Keep the emphasis on customers. Be open to customer feedback and don't assume you know what the customer wants before he or she tells you. 4 Get the big picture. Imagine the steps your customers have to go through and identify possible inef ciencies. 5 Have a road map but stay exible. "Realize that improving your customer relationships is not a destination --- it is a journey, " Hulsebus wrote. "As customer needs change, so should your CRM strategic map. " --- Reid Davenport 5 steps to better CRM
August 30, 2013
September 30, 2013