Based on Customer Relationship Management E-Government Strategy

Abstract: Analysis of Customer Relationship Management, points out the nature of e-government is the government's customer relationship management. Analysis of customer relationship management e-government evaluation index composition and meaning, that the level of customer relationship management, e-government has become the measure an important indicator of the level of development. E-government planning, construction and operation should be combined with customer relationship management. Finally, the embodiment Customer Relationship Management e-government should follow a number of strategies and principles.

Keywords: Customer relationship management; e-government

1 customer relationship management, the core idea

Customer Relationship Management (CRM) core philosophy is "customer centric", the core is "personalized" marketing management and service, the core technology is the workflow management, system integration and personalization technologies. These concepts, methods and techniques are worth e-government reference. Management of the CRM's grace to those applied to e-government, the analogy is to the government for the enterprise, the public analog for customers, as the government agencies to provide services to the process.


2 is a measure of the level of customer relationship management, e-government maturity

an important indicator of the core content of e-government, through customer relationship management (CRM) to understand: on the one hand, the government can clients - the public as the government's "customers" to improve government services, is to improve the relationship between the Government of the public; the other hand, e-government in the "customer-centric, and better service delivery," this goal customer relationship management with the core concept of advocacy is consistent. With the further development of e-government, and gradually into the mature stage, CRM becomes more and more important level, CRM e-government can be said that the level of future development to the mature stage of the inevitable requirement. This requires the e-government planning, construction and operation, we should make full use of CRM's guiding ideology.


3-based Customer Relationship Management e-Government Strategy

3.1 to implement customer-centric Strategy
enterprises to customer-centric Strategy has become the industry consensus. Make the traditional pattern of government institutions and functions of the government center, government departments, enterprises and the public around the turn. CRM-based e-government thinking mode of operation, "the network as a tool to the user as the center to apply for the soul, for the purpose of convenience." The enterprise and the public as a real customer, the needs of users as a starting point, around the needs of enterprises and the public to provide services.


3.2 pits to understand customers and to segment customers
e-government should reflect the customer relationship management thinking, we must first understand the customer and the customer segmentation. Customers can be divided into e-government for the people on the government, the public, enterprises, other government agencies, non-profit organizations. It should be noted that, on the one hand, customer segmentation is a stage, not static, subdivision principles and standards should be developed along with the development of society, with the adjustment of government functions to adjust the other hand, customers subdivision will increase the cost of services, e-government construction in different regions according to their own situation should do what.


3.3 to provide personalized Information services and work services to the government website
This requires the completion of customer segmentation based on the Information and services can be broken down, the contents of the personalized Information to provide timely to the needs of users. This personalized service, the current approach is to enable users with a predetermined keyword from the table selected, specified by the user any choice keywords, Boolean logic through a variety of combinations to achieve the needs of individual users, mountain online users complete randomness, this approach is often ineffective. There are also some e-commerce system uses adaptive personalized recommendation algorithm to provide personalized service.


3.4 customers to take full account of the life cycle of products
as the life cycle of business as customers have the same life cycle. For example, the company set up to operate from the new, to go out of business, different stages of their life cycle needs of government services, Information services and work are different.

So, e-government system to consider the entire life cycle of its users, according to the customer's "life event" to dynamically organize the Information and services, and in accordance with the user to adjust the period in which the services of different content. This requires that e-government in a timely manner to maintain a user information database to track users at different stages of the life cycle, provide different personalized information and services. Links to Research Papers Download http://www.hi138.com
3.5 To provide a channel for innovation and integration services
both the public by telephone, email, website or face to face communication, must be guaranteed the same standard of service. The same customers through different channels interact with the government, the government appears to be the same customer record. This need to avoid "islands of information" channels and services to achieve the full integration of the background, thereby enhancing government services to the public the quality and level.

Level of economic development and infrastructure are different levels of the circumstances, I hope every citizen to deal with the government via the Internet is not realistic. Therefore, the construction of e-government should fully take into account the reality of scientific channel choice, e-government construction in the development of channel Strategy at the same time.


3.6 services to change from passive to active service
e-government services provided in two forms, one based on user requests and to provide a passive service, the other is taking the initiative to provide services, value. May 1, 2004 implementation of the "Shanghai Information Disclosure Rules" initiative to put the public and government information is divided into two categories according to apply for a public. Initiative to provide value-added services targeted information, so as to reflect the "people-oriented" administrative philosophy. This is also the Government and the e-government construction put forward higher requirements.


3.7 to eliminate islands of information. In order to achieve system integration
"one stop" information services, Government services must be integrated to achieve the Government from a functional organization to organization of the transition process. Types of services the user only concerned with the provision of the service process, without having to understand the organizational structure of government departments and their respective functions.

Concrete is to achieve "single sign-on," the government portal, with workflow management technology, system integration technology for new and has been built to integrate e-government system, while government departments are content to provide fully integrated services.


3.8 business intelligence to achieve similar policy making function of the auxiliary
CRM-based e-government system should also use the data warehouse, data mining, information technology, analysis of the user's online behavior, access to deep-level users information and service needs, to grasp the user preferences and needs change, adjustments in the specific content of services so as to achieve the purpose for the administrative decision-making.


3.9 Application to adopt marketing strategies to promote e-government
ultimate goal is for the public and provide efficient and convenient service. Full effect of its Application lies in widespread use. Therefore, the e-government also needs to market. In addition, the method can be applied to network marketing on the service content, service mode, service procedures to do promotion. Such as online advertising, e-mail marketing. In the planning stage of e-government Applications will determine the promotion Strategy.


3.10 to fully consider and appropriately address privacy protection
ideas based CRM e-government, in the realization of personalized service must also pay full attention to and properly resolve the issue of privacy protection. Platform for privacy preferences can be (P3P) technology into the construction of government websites, so that the public interest in achieving e-government while maximizing, to achieve the protection of personal privacy.

In short, the idea the customer relationship management Application to e-government construction in time, the above combination of strategies and principles are also considered. E-commerce E-government to draw on the successful experience of the implementation of proactive customer relationship management strategy, establish a "citizen-centered" and "service indefinitely," the service concept, and gradually turned into a "one-stop" and "Chief supermarket", so that the public can be according to their needs, anytime, anywhere to interact with different channels to choose the government provision of public goods and services, so that our e-government by leaps and bounds.