CRM - March 2009 - (Page 16)

and environment, healthcare, and homeland security. Engagement didn’t stop there: Peer review was not only enabled, but encouraged, as ideas were voted on and the highest-rated rose to the top of each category’s respective list. “We need your help…. We want to hear from you,” said Valerie Jarret, co-chair of the transition team, in a statement. “It is yet another way that we will ensure that this transition is the most open and transparent one in history.” (See our December 2008 cover story,“Transparency,” for more on the concept.) Openness and transparency may not lead to immediate action, however: The number-one rated idea on the Citizen’s Briefing Book called for legalizing marijuana. Change.gov itself transitioned into history minutes after Obama was sworn in, with much of the content moved over to a refurbished www.whitehouse.gov site. “Citizens want to have their voices heard no matter how they choose to contact an organization,” says Kevin Paschuck, vice president of the public sector for RightNow. “It’s critical to give constituents an easy way to provide feedback as well as help agencies capture the information across multiple channels in one central knowledge foundation. Agencies can respond appropriately and constituent in- put can be shared [internally] for contin- be analyzed and reported on in real time.” Temkin believes that if Obama is going ued improvement.” (See this month’s cover story, “We the People,” page 20, for to continue his push to make government more on CRM and citizen relationships.) more transparent, it would benefit him to Temkin says that, while transparency appoint a citizen experience officer (CEO) in government is good, it’s not the final to break through the obstacles that chief step to shoring up citizen experience. customer officers face in the private secGovernment offices must be wise in de- tor. “If President Obama wants to engage termining what to post online—and it’s a larger number of citizens, there’s going no different in the business world. “A to be a huge emphasis on usability of Web sites and call centers,” he says. company can’t [take] product “A citizen experience officer descriptions from its datacould help bring mindset tools bases, throw them on the Web, and facilitate changes necesand expect to sell products,” he says. “There’s an intermediate “It’s critical to give sary to make our government more citizen-friendly.” layer in which the government constituents an There may be a few other must think about its audience, easy way to [and] what type of format and provide feedback.” vital steps for Obama to take if he’s to, as Temkin puts it, “reactual content we need.” In terms of technology, Paschuck has an vive brand U.S.A.” The most important in idea about how Obama might display the having government get the country back contents of the stimulus package to pro- on track, Temkin says, are providing a vide transparency and gain actionable in- clear and compelling purpose, along with sights from the potentially high volume of continuing to extend and enhance the feedback.“With an integrated multichan- digital fabric—be it through Web 2.0 nel CRM solution, submissions can be technology or CRM mainstays like busiimmediately acknowledged, automatically ness process management and servicesrouted to subject experts, and tracked to oriented architecture. “What drives the deliver consistent, accurate responses growth and prosperity of our country…is that exceed expectations,” he says.“It also a positive consumer sentiment coming captures constituent feedback in a sin- from a belief that the future will be betgle contact record across all channels to ter,” he says. —Christopher Musico CRM on Welcome to Government 2.0—in which elected officials and government agencies are “always on.” It’s old news that Barack Obama revealed his vice presidential selection with a tweet. Others have arrived in the public-policy Twitterverse. (And some have departed: The @HillaryClinton account disappeared following her resignation from the U.S. Senate to become Secretary of State.) For more, see our cover story, “We the People” on page 20. CRM magazine can be found at www.twitter.com/destinationCRM. Reach us directly by starting your tweet with @destinationCRM. schwarzenegger [Calif. Gov. Arnold Schwarzenegger]: Sent letter to President Obama today, urging reconsideration of CA’s waiver request for cleaner cars this software isn’t simple. MarkWarner [U.S. Senator, D-VA]: Heading to the Senate floor to be sworn-in as Virginia's U.S. Senator GavinNewsom [Mayor of San Francsico]: Just rode France’s High Speed Rail - TGV. MicheleBachmann [Congresswoman, R-MN]: A couple of resolutions in the House tonight. Looks like the stimulus package is on the agenda for this week. SenChrisDodd [U.S. Senator, D-CT]: I applaud President Obama’s executive order to close the U.S. military prison at Guantanamo Bay. ShaysCongress [then-Congressman Christopher Shays, R-CT]: In 48 hours I will know whether my two year contract has been renewed. If it is I can't wait to get started. [Editor’s note: It wasn’t, he didn’t, and that was the account’s last-ever tweet.] 16 CUSTOMER RELATIONSHIP MANAGEMENT | MARCH 2009 www.destinationCRM.com http://www.change.gov http://www.whitehouse.gov http://www.twitter.com/destinationCRM http://www.twitter.com/destinationCRM http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - March 2009

CRM - March 2009 Contents Front Office Reality Check Customer Centricity The Tipping Point Stay Tuned Stimulating Citizen Experience CRM on Twitter Retailers Face Reality Making Relationships Matter Required Reading We the People Innovation Nation CRM and the iPhone Looking to Score The Virtual Welcome Mat A Tough Transition Made Easier A Training Regimen Gets Rigorous A Battle Fought from Afar Secret of My Success Re:Tooling Connect Pint of View

CRM - March 2009

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.