CRM in the public sector – benefits and pitfalls

The development of well-managed relationships with customers is crucial for allowing government’s prompt acquiescence to popular demands. The cognisance of public opinion is a fundamental requisite for improving government responsiveness, which is more than merely reacting to popular demands. Responsiveness also means that government takes the initiative in the proposal of solutions for previously identified problems. The collection of information about the public’s needs, wants and preferences enhances government responsiveness by allowing government executives to develop the expertise needed to create effective programs. Developing good relationships with the public is no longer a matter restricted to public relations strategies and policy developments. It requires a stronger customer-focused orientation, a better government performance of day-to-day management and operational activities, and more efficient and effective communication with the public.