Enhancing Customer experience for Citizens using CRM solution


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Re-defining CRM as Citizen Relationship Management !

The increased level of service and the expertise, resulting as a much applauded development from globalization, has made the customers get acquainted to very high service levels. This in turn has taken its indulgence in every interaction a citizen would have which doesn’t spare the governments.

This has led the citizens to demand round-the clock access to services. And governments are the ones facing huge challenges, meeting these expectations from the citizens. The public sector agencies can no longer operate with their legacy systems with constrained access to information. In short, the governments to respond quickly and effectively before they lose out the citizens’ trust and patience.

Developing a robust and effective CRM solution for public sectors/ governments is not going to be that easy. The seriousness of public sector responsibility and the criticality of the information generate a wealth of constraints.
This intensifies the importance of having multiple channels of communication reaching out to the citizen. The major channels could be
– web
– call centers
– faxes
– email
– interactive voice response
– self-service kiosks

Public Sector CRM
CRM application vendors have understood this pressing need for the governments to live up to the expectation from their citizens and developed a few robust packaged CRM solution. This readily available off the shelf solution primarily focuses on providing CRM solutions to the public sector companies and governments. A few key solution parameters include
 Comprehensive Case management and policy management centered on the citizen
 Facilitate complex eligibility determinations and change of circumstance
 Automates and documents entitlement calculations and payments
 Allows citizens to view their case details online
 Ensure agencies have a comprehensive view of the citizen across programs and agencies
 Facilitate accurate application of policy changes
 Deliver the right services at the right time to citizens
 Manage collaboration with the agencies, citizens and the supporting partner and vendor ecosystem

The outcome or the major benefit of such a comprehensive solution would be

 Citizen-centric case management, delivered through a complete 360-degree view of individuals and their relationships, by bridging program silos and systems.
 Tailored business process workflows and citizen data needs thorough configuration, eliminating the need for expensive and time-consuming customization.
 Quick and accurate implementation of legislative and regulatory program policies throughout the agency – across all applications, systems, and channels.

Case Management
The Case Management module in most CRM packages provide powerful tools for law enforcement and for managing a citizen’s services and programs.
For Law enforcement, the tools are built to manage incoming incidents, tips, leads, grievances, or crime complaints from the general public. The tolls collect, manage, disposition and analyze large volumes of reported information for large, complex and politically sensitive investigations.

The Case Management module also includes features for service like web-enabled complaint, grievance, and citizen tip/leads system. The features enable the extended use of CRM application as a web front end for citizens and private security companies to synchronize the incoming information to law enforcement and hence making an efficient system.

Driving insights using Case management
Homeland Security System

homeland security

The Case management module enables real time information sharing across various governmental agencies that are related which would be a great leap in efficiently managing and resolving a case. All the relevant entities can be linked and brought under a web. The above figure depicts sample insights derived between law enforcement, defense and the Customs/ Immigration. The case could be easily tracked across these three agencies and this eventually helps in easy resolution of the case.

Judiciary management system
The following functional Architecture depicts a sample about how far CRM case management can be used to build a robust Judiciary automation system.


When we consider a judicial system, the major components for the CRM system would be
– Plaintiff Management
– Complaint Management
– Settlement Management
– Trial, Hearing & Execution Management
– Payment Management
– Witness/Evidence Management

The proposed CRM solution for judiciary system would start with a plaintiff recording the key stakeholders of a particular case. The complaints are received for those plaintiffs. A settlement management would record any out-of-court settlements or any other settlements before the trial begins. The trial management would present all the information to the jury and help in easy and effective management of cases. Witness management module maintains a record of the witnesses associated with the case. The witnesses and evidences are recorded here. Once the judgment is given, the payment details like Fines, Bail charges, parole charges, penalty, etc. are pushed into the system.

The CRM system would automate most of these steps using pre-defined business rules and workflows and would also manage the notification / communications associated. This module can involve multiple channels including mobile and social media also. Thereby helps in real-time communication of judgments and important case proceedings.

Given here are just two scenarios explaining the use of CRM solution to create a Citizen Relationship Management system. There are umpteen numbers of places where CRM solutions can be implemented in a government/ public sector companies to manage citizen relationship. This would help governments and public sector companies to improve their service offerings through better operational performance and improving efficiency in their system. Thus governments too can provide consistent, accurate and convenient services to their customers (citizens) and achieve customer delight.

Haribuvanesh Rajagopalan
Haribuvanesh.R is a Senior Associate Consultant with Infosys Ltd. He has diverse industry experience in CRM space and has played key roles in CRM Package/Process Consulting & Oracle ERP Implementation projects. His interest lies in CRM innovation and Business Process Re-engineering,.


  1. I found this article whilst doing some research on the factors impacting customer experience for federal companies. While most conglomerates use CRM they don’t care about customer experiences. It is extremely important that if you are choosing CRM, your solution looks simple.


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