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Citizen Relationship Management

A Study of CRM in Government


Alexander Schellong

This study explores Customer Relationship Management (CRM) in government. Based on an interdisciplinary literature review and multiple-case study design, a model of Citizen Relationship Management (CiRM) is developed and discussed. The case studies explore the perceptions of CRM/CiRM by administrators, elected officials and consultants as well as its implementation and impact on the municipal level and in a multijurisdictional environment in the United States. Although the explorative part of the study focuses broadly on a theoretical conceptualization of CiRM, the immediate empirical referent of research are the 311 initiatives in the City of Baltimore, the City of Chicago, the City of New York and Miami-Dade County. Thus, the results help administrators and researchers to convey the idea and challenges of 311 well. The study shows that CRM is to a certain extent only partly able to make novel contributions to currently active reform movements in government. In addition, the study’s findings support the idea that CiRM provides the means to a different kind of public participation.


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Appendix A – Case study planning 155


155 Appendix A – Case study planning Document guidelines (related to CRM/CiRM/311 or citizen orientation) - List of involved external and internal actors - Studies (internal, external) - Project Plans - Proposals - Written documentation of meetings - Emails (i.e. which are a good example of reactions to organizational changes, etc.) - (Progress) reports, Memos, Policy papers - Budget plans / calculations - Citizen Surveys (before/after) - Citizen preferences analysis or similar - Other internal documents Interview guidelines Executive Level Administrators Bold questions were the most important ones. In case of time restrictions, the interview focused only on these questions. Area Questions Start Please describe your involvement in the 311/ CiRM project Please describe the role of elected leadership the project? Could you summarise some lessons learned so far? (For yourself, govern- ment, PA) What has changed since the introduction of 311/CiRM C > PA Rel What are your plans for a better understanding of the citizens? C > PA Rel How would you describe the relationship between citizen and public administration? (Why manage it) C > PA Rel How would you describe the roles of a. the citizens in terms of PA and b. pa in terms of C? C > PA Rel How does the organization deal with citizen feedback C > PA Rel What kind of relationship would citizens want to have with their pub- lic administration? Call Center - 311 What did you learn from 311 feedback? Call Center - 311 How was the reaction of certain divisions or authorities when you...

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