Proven Strategies for Transparent,
Collaborative Government
Customer Services
Ben Madgett, Senior Analyst, Public Sector & Vertical
Markets Technology, Datamonitor Inc.
Daniel Schaub, Sr. Web Manager & Acting Director for
Digital Communications, U.S. Department of State
August 4, 2009
© 2009 RightNow Technologies, Inc.

Agenda
Improving Efficiency and Transparency in
Constituent Service Through CRM
Case Study: US Department of State
Q&A
© 2009 RightNow Technologies, Inc.

About RightNow
RightNow has been successfully serving
the US Government for over 10 years with
over 160 public sector clients including
nearly every US cabinet level agency,
over 20 states, members of the
Intelligence Community, the Army,
Marines, Air Force and DoD.
RightNow is continually investing in the
next generation of SaaS-delivered
solutions with dedicated hosting for the
US Department of Defense and US Civilian
Government
© 2009 RightNow Technologies, Inc.

More Than 160 Government Customers
© 2009 RightNow Technologies, Inc.
2008

RightNow Customers Set the Standard
© 2009 RightNow Technologies, Inc.
2008

Improving Efficiency and Transparency in
Constituent Service Through CRM
Ben Madgett
August 4th, 2009
quality data expert analysis innovative delivery
the home of Business Intelligence
© Datamonitor

Overview
• In today’s economic climate, governments are under intense pressure to do
even more with even less. Agencies are faced with tight budgets, while at
the same time constituents are relying more heavily on public agencies for
everything from social services to corporate bailouts. As a result,
government agencies are examining strategies to increase efficiency and
reduce costs, from back-office functions to constituent-facing tasks, by
outsourcing functions such as application management, IT infrastructure and
business processes.
7 Improving Efficiency and Transparency in Constituent Service Through CRM the home of Business Intelligence
© Datamonitor

Agenda
• The Challenge
• The Solution
• The Way Forward
8 Improving Efficiency and Transparency in Constituent Service Through CRM the home of Business Intelligence
© Datamonitor

Improving customer service
• The Challenge
– Tight budgets
– Resource constraints
– Constituent expectations
• The Solution
• The Way Forward
9 Improving Efficiency and Transparency in Constituent Service Through CRM the home of Business Intelligence
© Datamonitor

3 in 4 agencies will see their IT budget decrease from 2008-2009 as
the economic crisis results in reduced tax bases
IT budget change 2008-09 2008 IT budget
36% $10m -$50m
35% 6% >$50m
$5m -$10m
3% 1%
<$250,000
36%
$1m -$5m
23% 17%
$500,000-
5%
$999,999
13%
1%
$250,000-
$499,999
Decreased Decreased Flat (0%) Increased Increased
24%
more than - slightly (1%- slightly (1- significantly
6% 5%) 5%) (6%+) n=150
Source: Datamonitor
10 Improving Efficiency and Transparency in Constituent Service Through CRM the home of Business Intelligence
© Datamonitor

The primary reasons for outsourcing reflect the increased
pressures on IT departments that cannot handle additional tasks
What is the primary reason for outsourcing in your agency?
IT and services department already working at full
17%
capacity
Lack of human resources 16%
Need to ensure IT resources focus on achieving core
14%
strategic goals
Pressure to reduce IT costs 11%
Need to provide higher quality services to constituents 11%
n=87
Source: Datamonitor % of respondents that outsource or plan to outsource a
percentage of their IT infrastructure
11 Improving Efficiency and Transparency in Constituent Service Through CRM the home of Business Intelligence
© Datamonitor

Tough economic times have led to an increase in demand for
government services
Increased need
Healthcare Higher crime
for social Bank bailouts
concerns rates
services
Phone, email, web, walk-in, SMS, chat
12 Improving Efficiency and Transparency in Constituent Service Through CRM the home of Business Intelligence
© Datamonitor

Improving customer service
• The Challenge
• The Solution
– Outsourcing IT helps agencies reduce operating costs and allows them to focus
on core tasks
– Application hosting, IT outsourcing, BPO
– Evolution of the market
• The Way Forward
13 Improving Efficiency and Transparency in Constituent Service Through CRM the home of Business Intelligence
© Datamonitor

Outsourcing plays a key role in government, with nearly six in 10
agencies contracting out some aspect of their IT infrastructure
What percentage of your IT infrastructure do you currently outsource?
More than 75% 8%
50-74% 9%
25% - 49% 15%
Less than 25% 26%
We do not outsource any of our
42%
IT infrastructure
n=150
Source: Datamonitor % of respondents
14 Improving Efficiency and Transparency in Constituent Service Through CRM the home of Business Intelligence
© Datamonitor

Overall, application hosting is the most common technology area
outsourced by government agencies
What specific IT areas do you currently outsource or do you plan to outsource?
We have no plans to
outsource this area
We plan to outsource
this area in more than
24 months
We plan to outsource
this area in 12 to 24
months
We plan to outsource
this area within 12
months
We currently
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% of respondents that outsource or plan to outsource a n=87
Source: Datamonitor
percentage of their IT infrastructure
15 Improving Efficiency and Transparency in Constituent Service Through CRM the home of Business Intelligence
© Datamonitor

Outsourcing has evolved over time to incorporate higher value
functions
• Basic admin is
already shared
• Consolidating
Customer facing IT is cost driven
functions
Administrative • Administrative
Complexity of function
Call centers
functions Tax collection functions higher
up the chain
Human Resources
Basic IT
consolidation
Financials • Citizen facing
Procurement
functions are
Basic Datacenters more sensitive
Administrative Networking
for the
Payroll organization
Pensions admin
Development of outsourcing over time
Source: Datamonitor
16 Improving Efficiency and Transparency in Constituent Service Through CRM the home of Business Intelligence
© Datamonitor

Improving customer service
• The Challenge
• The Solution
• The Way Forward
– What functions are most likely to be outsourced?
– The challenges of outsourcing
– CRM in the cloud
17 Improving Efficiency and Transparency in Constituent Service Through CRM the home of Business Intelligence
© Datamonitor

Types of function and their correspondence with the criteria for
success in outsourcing
Widely used Automatable High cost Non-core
Basic administrative
Basic IT consolidation
Core administrative
functions
Customer facing
functions
Department specific
functions
High correspondence Some correspondence Low correspondence
Source: Datamonitor
18 Improving Efficiency and Transparency in Constituent Service Through CRM the home of Business Intelligence
© Datamonitor

The need to maintain quality control, often defined by regulation,
is the key challenge for IT outsourcing in government
What challenges does your jurisdiction face when outsourcing IT?
Concerns regarding quality
23%
control
Compliance with government
22%
regulations
Security breaches 19%
Objections from labor unions 17%
Political sensitivities 16%
Source: Datamonitor % of respondents that outsource or plan to outsource a n=87
percentage of their IT infrastructure
19 Improving Efficiency and Transparency in Constituent Service Through CRM the home of Business Intelligence
© Datamonitor

Best of both worlds: CRM in the cloud
• As the outsourcing market develops, governments have become better-
informed buyers and vendors better understanding client needs
• Governments increasingly becoming comfortable with the cloud
• Benefits of CRM in ‘the cloud’:
– Lower maintenance costs
– Easy customization and upgrades
– Shorter-term deals
20 Improving Efficiency and Transparency in Constituent Service Through CRM the home of Business Intelligence
© Datamonitor

Key public sector technology analyst contacts
Nicole Engelbert
Ben Madgett
Senior Analyst Lead Analyst
t: (212) 652-5324 t: (212) 652-5301
bmadgett@datamonitor.com nengelbert@datamonitor.com
Ruchi Mallya Christine Chang
Analyst Analyst
t: (212) 652-5319 t: (212) 652-5343
rmallya@datamonitor.com cchang@datamonitor.com
21 Improving Efficiency and Transparency in Constituent Service Through CRM the home of Business Intelligence
© Datamonitor

Case Study
U.S. Department of State
Daniel Schaub
Sr. Web Manager & Acting Director for Digital
Communications
© 2009 RightNow Technologies, Inc.

About the Agency
Mission: Advance freedom for the benefit of the
American people and the international community by
helping to build and sustain a more democratic,
secure, and prosperous world composed of well-
governed states that respond to the needs of their
people, reduce widespread poverty, and act
responsibly within the international system.
Over 30,000 staff at over 190 posts around the
world.
© 2009 RightNow Technologies, Inc.

The Digital Communications Center
Daniel’s Role
– Director for Digital Media
– Sr. Web Manager (state.gov)
Digital Communications Center
– Manages Department presence on Facebook,
YouTube, Flickr, Vimeo, Hi5, Orkut, etc...
– Manages video for state.gov and other websites
– Manages “Text the Secretary” and”Ask the
Ambassador”
© 2009 RightNow Technologies, Inc.

Why CRM?
Recent mandates to increase agency:
– Efficiency
– Transparency
– Collaboration / Engagement
Urgent need to address citizen email:
– 1000’s of incoming emails daily
– Up to 2 week response times
© 2009 RightNow Technologies, Inc.

Self-Learning Knowledge Foundation
24/7 Web Self-Service
– Quickly and easily answer repetitive questions such
as “how to obtain a visa or passport”
Office of Public Liaison can now:
– Focus on more complex issues
– Update the knowledge base with timely content
– Address inquiries quickly and consistently
– Route questions to experts
© 2009 RightNow Technologies, Inc.

Self-Learning Knowledge Foundation
© 2009 RightNow Technologies, Inc.
2008

Web 2.0 In Action
Text the Secretary
Ask the Ambassador
Online Forums allow citizens to connect
Real-time interaction while Secretary Clinton
travels the world
© 2009 RightNow Technologies, Inc.

Getting Results
Highly responsive to constituents:
Reduced incoming inquiries by 70%
Reduced turn around time by 50%
Better service even with limited staff:
Advertise upcoming trips
Two-way communication
© 2009 RightNow Technologies, Inc.

Why RightNow?
Easily customizable
– Quickly customize web pages, question forms and
back end fields for workflow
Highly Scalable
– Seamlessly grows with the agency’s needs
Hosted Solution
– On Demand/SaaS implementation reduces overhead
© 2009 RightNow Technologies, Inc.

Advice from Daniel
1. Be willing to set aside ample time for initial
set-up. Stay flexible as application evolves.
2. Thoroughly train staff from day one.
3. Find innovative means to allow your
organization to step away from “behind the
podium” and engage public directly ...with
limited staff.
© 2009 RightNow Technologies, Inc.

Learn More
Online Resource Center: http://www.rightnow.com/resource.php
– Flash demos, White Papers, Data Sheets, Flash Demos, Research & Analysis,
Slideshows, Videos and more, including:
• Governing in a Time of Change: Five Ways to Improve Constituent Services
• Decision Matrix: Selecting a CRM Vendor in Government
• The New Government Agency Contact Center
• US Environmental Protection Agency Video
• 8 Steps to Improve Customer Experiences Video
In person:
– RightNow Summit
October 27 – 28, 2009, The Broadmoor, Colorado Springs, CO
www.rightnow.com/summit
– Government Customer Service Conference & Expo, Digital Government Institute
December 3, 2009, Washington, DC
http://www.digitalgovernment.com/Events/Conferences/Government-Customer-
Service-Conference--Expo.shtml
Contact Us: http://www.rightnow.com/company-contact.php
© 2009 RightNow Technologies, Inc.
2008

Questions?
© 2009 RightNow Technologies, Inc.