As a Gold CRM partner to Microsoft, we see a lot of businesses trying to draw closer to their customers.
Effort, budget and vision get them to where they want to be. They realise that to have competitive advantage, they must be operationally effective and skilled at communicating with their customer base on the customers’ terms.
With the UK population feeling very disconnected from the Government, local politics and often the public sector organisations that seek to serve them, it’s time to take a closer look at the business example. Many councils and public sector organisations are already doing it, using Microsoft Dynamics and other CRM platforms to be more affective and engage people at the same time.
How can CRM help?
At a basic level, CRM will greatly increase the efficiency and cost effectiveness of public sector organisations facilitating, automating and streamlining interactions between employees, service providers and customers. Collaboration and productivity tools reduce duplication of effort and make day-to-day tasks easier for employees. In the case of Microsoft Dynamics CRM, a 360-degree view of every council tax or housing contact gives seamless case management and in the case of Dynamics365, it does it a role based level so confidentiality is never unnecessarily breached.
There can be so much more to public sector CRM than just cutting costs and streamlining services. Many are arguing it’s time to reinvent the interactions between the electorate and local, national and UK governments. Using CRM, public sector bodies could reverse the disempowerment that most constituents feel.
Imagine your local area having a CRM portal that you could access for all the services you need? Submitting parking permit applications, paying a fine, requesting bin uplift, asking a question of your local councilor, telling the right person about an ongoing community issue, a pothole problem or something that would help the community to be safer and more progressive.
At election time, imagine being able to access all of the opposing parties in your area to really understand their policies at a local and UK level without feeling accosted on your doorstep. And with that kind of information going into the CRM, imagine the insight that those in authority could use for understanding their area, their policy strengths and weaknesses.
CRM is an area in which the public sector can learn from the business world. Know your customers, listen to them, respond to them, keep them informed, make it easy for them to interact with you, make them want to be active participants in what you do. It will ultimately save your organization time and money chasing a disengaged population.
Are you a housing association looking at how CRM could help? We are offering housing associations and similar public sector bodies a supported free trial of Microsoft Dynamics CRM. Just like your customers, it’s worth getting up close to understand it.