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| Reference: | R27 |
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| Title (unofficial): | CRM across access channels |
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| Category: | 14. Doing business with the council |
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| Suggested Sponsor(s): | Head of Customer Services |
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| ODPM desc: | Systems in place to ensure effective and consistent customer relationship management across access channels and to provide a ‘first time fix’ for citizen and business enquiries, i.e. using a common database, which holds customer’s records, to deliver services across different channels, and enabling joined-up and automated service delivery. |
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| IDeA guidance: | This outcome requires a consistent approach to customer contact across all access channels. In most councils this will involve the use of a customer relationship management (CRM) system, although other technical approaches (e.g. contact management systems) will be acceptable if they achieve the same outcomes. It is important that CRM is viewed as a service philosophy rather than a technology.
Whatever the technical approach, a common customer database will need to be deployed and used to track all customer interactions including as a minimum, all the transactions in sections 1-10 above. This database should have a unique record for each customer of the council, so that multiple transactions with the same customer can be properly cross-referenced. However, to fulfil this requirement the database need NOT cross-reference all back office systems – although many councils will choose to do this and all councils should have this as a longer-term target.
As a minimum, customer tracking should include the recording of all customer contact sessions from initial contact to the resolution of the transaction. The timing of these interactions should be recorded and management information derived from this. Ideally, officer/back office operations should also be recorded and similar management information generated from these figures.
Special efforts must be taken to ensure that customer transactions are tracked across all main access channels, including web , telephone and face to face. The same customer service standards should be applied to all main access channels. For practical purposes, the outcome may be interpreted to exclude customer contacts with peripatetic staff. |
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| ESD Toolkit: | Click here for relevant ESD-Toolkit page | |
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| Nat Projects: | Data is no longer maintained | |
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| Partnerships: | Data is no longer maintained | |
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| Products: | Data is no longer maintained |
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| Other links: | |
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| Technology components: | A - Customer Database
B - Customer Tracking
C - Data Warehousing
D - Middleware & Web Services
E - Workflow, Messaging & e-Forms
F - Document & Records Management
G - Content Management
H - Security, Authentication & Smartcards
K - Geographic Information System
L - Local Land & Property Gazetteer
M - Access Channels |
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| URL for this page: | http://www.brent.gov.uk/egr.nsf/POByRefLP/R27 | |
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