Definition
Customer Relationship Management (CRM) refers to the recording, managing, and optimising of interactions with people and businesses to create a seamless experience across channels. CRM systems can include case management workflow functionalities, as well as managing customer data, relationships, and interactions.
CRM systems in the market fall within four categories:
- Operational CRM: Enables and automates customer-facing services and tasks and provides coordination across multiple business areas through shared infrastructure.
- Analytical CRM: Connects data, analyses, and reports in a way that offers insights and supports decisions.
- Collaborative CRM: Streamlines communication and cooperation within an organisation in real time.
- Strategic CRM: Encompasses components from the other three CRM categories but prioritises long-term customer engagement and business process optimisation.
The term 'customer' in this context refers to end users including the public, business representatives, or government officials such as legislators. Within the government setting, these 'customers' utilise the services and products offered by Commonwealth entities.
Purpose
CRM solutions present a unified platform for organising and utilising data and facilitating effective customer communication. They provide oversight of customer relationships across a lifecycle, and interaction at various touchpoints.
CRM systems allow organisations to build precise and unified views of customer profiles, collecting customer information, recording interactions, and enabling data sharing in a manner that can enhance processes.
The CRM capability is realised through:
- adopting a capability-driven approach to CRM
- deployment of Commercial off-the-shelf or customised CRM solutions that address business, integration, efficiency, and security needs
- capturing and storing data in a manner that is secure and enables its use in supporting an entity's, and the 'customer's', objectives
- implementing solutions that facilitate collaboration, integration, and interoperability, aiding internal and external partners.
Objective
The objectives of this Australian Government Architecture (AGA) content are to:
- recognise that CRM solutions are often core to the operation of a Commonwealth entity, and accordingly prioritise investment in solutions that are scalable, sustainable, interoperable, and reusable
- advance CRM solutions that enable a ‘tell us once’ approach, lessening administrative burden for individuals and businesses when dealing with various government agencies and aligning to Australian Government’s broader data and digital goals
- ensure that entities are familiar with CRM best practices, allowing them to make informed decisions on investment in the capability
- ensure new CRM solutions leverage previous investments, implementations, and insights while continuing to gather valuable lessons and assess risks in government CRM implementation
- leverage whole-of-government purchasing arrangements for the procurement of CRM technology
- recognise that whilst CRM systems are now widely commoditised, offering customised solutions aimed at enhancing sales, marketing, and ecommerce; effectiveness in government service delivery needs to be considered
- meet compliance with legislation and regulation, government policies and standards, and any national or international agreements relating to CRM solutions.
Whole of government applicability
The Data and Digital Government Strategy (DDGS) sets a vision for 2030 to deliver simple, secure and connected public services for all people and business, through world class data and digital capabilities.
CRM capability will be key to the DDGS mission of 'Simple and seamless services'. CRM solutions are employed by Commonwealth entities of all sizes, supporting progress against the mission objectives to:
- 'deploy scalable and secure architecture' - by supporting greater data access and discoverability within an entity and improved scalability and interoperability
- 'tell us once' - strengthening use of data and digital technologies and capabilities to enable a ‘tell us once’ approach.
Policy Elements
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Comply with legislation
An entity must comply with any legislation relevant to its circumstances. Special attention should be dedicated to ensuring compliance with Australian Privacy Principles.
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Align to guidelines and standards
All Commonwealth entities must comply with the Protective Security Policy Framework, and as well as any other mandatory frameworks, policies, and standards.
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Align to CRM archetypes
Aligning requirements business to a CRM archetype gives a focal point for assessment of solution suitability and identification of previous investment.
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Adopt a customer-centric approach to designing CRM systems
Development of overarching strategies and measures for CRM solutions will enable delivery of services that are seamless, inclusive, and accessible by design.
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Determine needs within an extended set of CRM features
Consideration of a series of extended CRM features against entity needs will assist with forward-thinking assessment of potential solutions.
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Ensure the security of government and customers
Fit-for-purpose identity and access management and authorisation of users is key to effectively and safely managing customer data.
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Prioritise integration
Setting and enforcing of rules, standards, and protocols for integration ensures efficient and effective interoperation and a single source of truth for key data points.
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Monitor innovation and emerging trends in CRM
Awareness of emerging technologies such as artificial intelligence, machine assisted decision making, and big data analytics available in CRM solutions will facilitate suitable incorporation of these technologies and ensure fitness for purpose through the life.
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Adhere to reuse principles
Entities must give priority to the adoption of reuseable digital and ICT solutions, patterns, or knowledge, and, where necessary, design new solutions with a focus on future reuse.