Location Aware CRM to be Driven by Public Sector Uptake of Cloud Computing

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White Paper from Pitney Bowes Business Insight Outlines the Evolution of CRM
in the Public Sector

Windsor, Berks UK – 25 June 2010 – A new white paper from Pitney Bowes
Business Insight – the leading global provider
of location intelligence, data management and customer communication
management solutions – highlights the fact that citizen-centric CRM systems
in the public sector are well positioned to exploit the benefits of location
aware services and technologies, particularly as part of a Cloud
Computing-based solution.

‘Location Aware CRM and Cloud Computing: Considerations for Public Sector
Organisations’ examines the confluence between the strong element of
geographical information at the heart of many local government services and
the increasing popularity of delivering online applications via SaaS
(Software as a Service) models. It is available for download at:
http://goto.pbinsight.com/locationawareCRM/

Location Aware CRM refers to the integration of location intelligence – from
geo-data such as postcodes to visual mapping – with the underlying core
disciplines of CRM, such as data quality, data integration, customer
communications management and data-as-a-service (DaaS). Location Aware CRM
systems can identify where a citizen-centric issue exists, who owns
responsibility for that issue, and who in government should respond and
react to it. This in turn enables public sector organisations to manage
vital resources more efficiently and effectively to meet the needs of their
citizens.

Location Aware CRM can also help citizens to navigate through the
organisational layers of the public sector to find the person or department
who should have responsibility for the request or problem, from identifying
parking zones to reporting vandalism. End-to-end management of the citizen
request, based on location-specific information, can filter and allocate
requests to the most appropriate government official or body to deal with
it. By using location-led analysis and trends coupled with a CRM workflow,
agencies can allocate and re-allocate resources based on current needs and
predict future trends to solve problems proactively.

While the public sector has historically driven the uptake of Location Aware
CRM, it has nevertheless been held back by common issues associated with
data and hardware-intensive IT environments. These include the need for data
centres and high bandwidth connectivity to house and run the applications,
plus the staff costs of managing and supporting the applications – all of
which has traditionally made it difficult to justify investment in and thus
development of Location Aware CRM and associated applications.

Cloud Computing (or SaaS) shows how these issues can be overcome.
Infrastructure costs can be significantly reduced – and in some cases
eliminated – as can the associated person hours. Cloud applications and
databases can be accessed using commodity web browsers, while organisations
are able to increase their online storage capacity without investing in or
deploying on-premise storage technology – this is particularly key because
location-based data is often very ‘heavy’ and requires ‘space’ in which to
be manipulated and used.

Running Location Aware CRM systems in the cloud can also assist in creating
an environment in which citizen-centricity is empowered, with systems
capable of being flexibly geared towards services that users actually
require rather than being driven by the limitations of the technology. At
the same time, a cloud-based location intelligence model makes it easier for
public sector organisations to comply with the requirements of the 2009
INSPIRE regulations, which requires data holders to record specific
location-based data in an online register by the end of 2010.

However, while the recent promotion of concepts such as the G-Cloud – a way
for central and local government departments to share hosted applications –
suggest that the public sector is ultimately committed to Cloud Computing,
there are thousands of on-premise systems and applications already in place
that aren’t about to be ripped out any time soon. As such, the white paper
recommends that public sector organisations partner with technology
companies who can credibly bridge the gap between both worlds, demonstrating
expertise in both on-premise Location Aware CRM and its cloud-based future.

About Pitney Bowes Business Insight
Pitney Bowes Business Insight (PBBI) is a wholly-owned subsidiary of Pitney
Bowes Inc. (NYSE:PBI). PBBI provides a unique combination of location
intelligence, data management, and customer communication management
solutions that enable organisations to make more informed decisions about
customers, competition and market expansion. With the industry’s most
comprehensive set of solutions for maximising the value of customer data,
PBBI provides the tools required to more effectively locate, connect and
communicate with customers and citizens in today’s global markets. Leading
organisations rely on PBBI solutions to increase the accuracy and
effectiveness of customer and citizen information delivery and drive
profitable growth. For more information visit: www.pbinsight.co.uk

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