Razões para um Município não dispor de um sistema CRM
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Razões para um Município não dispor de um sistema CRM
- 1. Viana do Castelo, Portugal Customer Relationship Management Systems – reasons why many Municipalities do not have them Jorge Duque, João Varajão, Vitor Filipe Conference on ENTERprise Information Systems University of Trás-os-Montes e Alto Douro CENTERIS2010
- 2. Agenda • Results: Main reasons why the Portuguese Municipalities do not have CRM systems • CRM – Customer Relationship Management • The Research Process • Conclusions • Objective CENTERIS2010
- 3. Objective •Characterize the adoption CRM systems in Portuguese Municipalities. •Identify the main reasons why the Portuguese Municipalities do not have CRM systems. CENTERIS2010
- 4. CRM – Customer Relationship Management • CRM, as it happens in enterprises, is also crucial for Municipalities, whose purpose is to maintain and optimize relationships with citizens and to promote citizenship (Schellong, 2005). CENTERIS2010
- 5. The Research Process •Questionnaire-based study. •The questionnaire sent to all the Portuguese Municipalities (308). •64 valid responses - 21% response rate. •Of the 64 municipalities, only 9 have reported to use CRM systems, which equates to a rate of 14%. CENTERIS2010
- 6. Main reasons why the Portuguese Municipalities do not have CRM systems 0% 2% 3% 5% 6% 7% 11% 13% 16% 17% 20% 0% 10% 20% 30% The existing technological infrastructure does not support a CRM The cost/benefit relation does not justify the investment in CRM Other The Presidency of the municipality decided not to invest in CRM Human resources are not sufficiently trained to use a CRM The existing systems are already adequate The structure of the municipality does not require a CRM system The implementation of a CRM is currently underway The services of the municipality are in restructuring The implementation of a CRM system is already planned The associated investment is significant CENTERIS2010
- 7. • Most municipalities have not yet implemented the CRM, therefore the authors sought to know the reasons. • Concerning the reasons that weighed heaviest on the Municipalities decision to have not yet implemented a CRM system, it is highlighted the significance of the investment. CENTERIS2010 Conclusions • Many municipalities already have plans to implement the CRM system or at least they are undergoing restructuring, or even the CRM implementation is ongoing, which means that in the near future, more municipalities are going to use CRM systems.
- 8. Viana do Castelo, Portugal Jorge Duque, João Varajão, Vitor Filipe Conference on ENTERprise Information Systems University of Trás-os-Montes e Alto Douro CENTERIS2010 Grateful for the attention
Notas do Editor
- my work and presentation is on crm in Portuguese municipalities and essentially reasons why many Municipalities do not have them
- My presentation is organized as follows: (o que consta do diapositivo) (Apresentar de seguida estes pontos) - CRM systems mark a new paradigm with regard to the customization and qualification of services delivery and to the relationships between local government and citizens. - Despite the acknowledged importance of such tools, it appears in practice that most Portuguese municipalities has not yet to implemented CRM systems. - With this work the authors attempted to identify the main reasons for this fact, undertook a study based on a questionnaire, and the main results are presented and discussed in this work.
- This work results from a larger study which seeks to characterize the adoption of CRM systems in Portuguese municipalities. The main objective of the work here presented is to Identify the main reasons why the Portuguese Municipalities do not have CRM systems.
- - There is no justification for not seeking to achieve, in the relation with the resident, the benefits that CRM has brought to business in its relationships with customers. The municipal authorities are endowed with more knowledge and ability to meet the needs of the residents, on the other hand, the residents benefit from new offerings and improved service levels. what happens in companies should also happen in the municipalities
- The authors developed a questionnaire-based study aimed at identifying the major reasons why the Portuguese Municipalities do not have CRM systems. The questionnaire was sent to all the Portuguese municipalities. Of all 308 (three hundred and eight) municipalities contacted, 64 (sixty-four) valid responses were received, which equates to approximately 21% response rate. - Of the 64 (sixty-four) municipalities, only 9 have reported to use CRM systems, which equates to a rate of 14(fourteen)%.
- - Presentation of questionnaire results CRM systems are not yet a strong presence in the Portuguese municipalities. To understand why its implementation is not yet widespread, participants were asked to select the reasons why the municipality has not implemented a CRM system from a set of relevant reasons. The reason that deserved more attention is that "The investment required is significant," with 20% of municipalities to point it. The reasons "The implementation of a CRM is currently planned" and "Implementing a CRM is now underway", represent respectively 17(seventen)% and 13(thirteen)%, which means that although most municipalities have not yet implemented a CRM, the have already it in their horizons. The municipalities are beginning to see in CRM systems an important tool for development. The reason "The services of the city are undergoing restructuring" was pointed by 16%, so it is possible that the municipality to restructure itself, may also be considering implementing a CRM system as a way to streamline the organization. The reason "Human resources are not sufficiently trained to use a CRM" represents 6%, and the authors do not perceive here a significant impediment to implementing a CRM system. - As for the reason that the "Presidency of the municipality decided not to invest in CRM", this collects 5% of all municipalities. All the other available reasons did not get a significant expression. - It can be concluded through the data that most municipalities that do not have a CRM system implemented, foresee on the horizon its implementation, which demonstrates the concern to improve the relations with its residents.
- It was noted that some municipalities have already implemented a CRM system, but the vast majority still do not have it, and therefore the authors sought to know the reasons for this. Concerning the reasons that weighed heaviest on the municipalities decision to have not yet implemented a CRM system, it is highlighted the significance of the investment. Yet another important inference that can be drawn is that many municipalities already have plans to implement the CRM system or at least they are undergoing restructuring, or even the CRM implementation is ongoing, which means that in the near future, more municipalities are going to use CRM systems.