White Papers

Citizen Relationship Management (ZRM) - The Challenge and the Promise

• Tags:
• relationship,
• customer relationship management,
• relationship management,
• optimize

Overview Citizen Relationship Management holds out the promise of a much more effective, efficient and simple government at the service of its citizens. ZRM borrows heavily from Customer Relationship Management (CRM). The latter has been defined as "customer-centric business strategies that optimize the long-term value of selected customers." Citizen Relationship Management focuses on "serving" rather than "selling," but both ZRM and CRM are premised on the fact that in order to obtain best results from the relationship, there has to be identification, differentiation, interaction and personalization. It is the latter point - personalization - that ultimately accounts for the breakthrough, whether for Amazon.com, Wal-Mart, the FAA or the Virginia Department of Transportation.

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