CURRENT REMARKS REGARDING THE SUCCESS DETERMINANTS OF THE CITIZEN’S RELATIONSHIP MANAGEMENT (CiRM) AS A SPECIFIC FORM OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Emanoil Muscalu

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2015, vol. 9, issue 1, 990-998

Abstract: Current research increasingly links the success of the organizations, whatever their nature, public or private, by the way how it is managed the customer’s satisfaction services and of products provided by them. In this context it was necessary the development, as a distinct and independent branch, of customer relationship management with a decisive role in achieving organizational performance and maintaining strong relations with consumers but in the same time implementing new strategies to approach different categories of public. The public organizations’ particularities request a focus on the institution's image, confidence in the services provided for the citizens, the management of the beneficiary’s satisfaction creating a new management approach – customer relationship management. The study’s purpose is to highlight the particularity of the customer relationship management in the public domain and also tries to answer the pressing question: to what extent can be used customer relationship experience from the private sector as a good practice example? How to avoid the trap of overrated IT solutions in the disadvantage of the philosophy and a customer focused culture? Which are the specific factors that determine the success of CiRM? Lately it was recorded the need to manage the customer satisfaction in the public field.

Keywords: public communication; customer relationship management (CRM); citizen relationship management (CiRM); public services’ customer satisfaction. (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:9:y:2015:i:1:p:990-998

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