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Publication
CRM na relação com o munícipe: estudo de caso
| Name: | Description: | Size: | Format: | |
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| 2 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A constante expectativa de satisfação das necessidades dos munícipes enquanto cidadãos locais nas mais variadas vertentes da vida social de um concelho conduz á necessidade de ter uma visão 360º sobre o municipe, conhecer as motivações que o levam ao contacto com a autarquia, qual o grau de satisfação ou insatisfação, quais os seus gostos preferenciais, de forma a proceder à Gestão do Conhecimento do Cliente.
O objetivo geral deste estudo de caso é o de encontrar a solução que responda às questões em apreço através da implementação de ferramentas de Customer Relationship Management, que centralizem as informações dos clientes, automatizem interações de Marketing Autárquico para promoção de serviços ao cidadão, forneçam inteligência de negócio e facilitem as comunicações para aumentar a produtividade, integrando ferramentas de multicanal. O Customer Relationship Management rastreia oportunidades de negócio, permite que se faça análise de dados e ajuda a fornecer respostas ao municipe num melhor serviço prestado.
A metodologia adotada é o método de investigação, onde se refere a literatura, as soluções adotadas por outros municípios, efetuada análise a propostas de fornecedores, avaliado o enquadramento distrital através do grupo “Setúbal Península Digital” da Associação de Municípios do Distrito de Setúbal, concebidas e aprovadas 2 candidaturas ao Quadro de Referência Estratégico Nacional, analisada documentação do Curso “Gestão Pública na Administração Local”.
As principais conclusões centram-se nas vantagens da adoção de uma solução de atendimento ao munícipe com base no Customer Relationship Management, orquestrado com o Biztalk e com o Sharepoint para a integração das bases de dados dos Enterprise Resource Planning em uso no município, integração de um canal de voz com a configuração de um Call Center, integração de um Gateway de Short Message Service, parametrização de uma solução de Helpdesk para utilizadores de Backoffice e de Frontoffice, integração do Email institucional com o Customer Relationship Management e integração de uma plataforma de Serviços Online. A informação constante do Customer Relationship Management, permite caracterizar estatisticamente todas as interações entre a autarquia e os munícipes.
The constant expectation of meeting the needs of citizens as local citizens in various aspects of the social life of a municipality leads to the need to have a vision 360 on the citizens, to know the motivations that lead it to contact with the local authority, the degree of satisfaction or dissatisfaction, which are their preferential tastes in order to proceed to Customer Knowledge Management. The overall objective of this case study is to find the solution that answers the issues at hand through the implementation of Customer Relationship Management tools, which centralize customer information, automate Municipal Marketing interactions to promote citizen services, provide business intelligence and facilitate communications to increase productivity by integrating multichannel tools. Customer Relationship Management tracks business opportunities, allows data analysis, and helps provide responses to the city in better service. The methodology adopted is the method of research, which refers to literature, the solutions adopted by other municipalities analyzed, proposals from vendors evaluated, the district framework through Setúbal Digital Peninsula Association of Municipalities of the District of Setúbal, the applications submitted to the National Strategic Reference Framework, examined documentation of the course "Public Management in Local Government". The main findings focus on the advantages of adopting a citizen customer service solution based on Customer Relationship Management, orchestrated with Biztalk and Sharepoint for the Integration of the Enterprise Resource Planning databases in use in the city, integration of a channel voice with setting up a call center, integration of a Gateway Short Message Service, parameterization of a Helpdesk solution for system users, institutional Email integration with the Customer Relationship Management and integration of Online Services Platform. The information Customer Relationship Management allows statistically characterize all interactions between the Local Authority and Munícipes.
The constant expectation of meeting the needs of citizens as local citizens in various aspects of the social life of a municipality leads to the need to have a vision 360 on the citizens, to know the motivations that lead it to contact with the local authority, the degree of satisfaction or dissatisfaction, which are their preferential tastes in order to proceed to Customer Knowledge Management. The overall objective of this case study is to find the solution that answers the issues at hand through the implementation of Customer Relationship Management tools, which centralize customer information, automate Municipal Marketing interactions to promote citizen services, provide business intelligence and facilitate communications to increase productivity by integrating multichannel tools. Customer Relationship Management tracks business opportunities, allows data analysis, and helps provide responses to the city in better service. The methodology adopted is the method of research, which refers to literature, the solutions adopted by other municipalities analyzed, proposals from vendors evaluated, the district framework through Setúbal Digital Peninsula Association of Municipalities of the District of Setúbal, the applications submitted to the National Strategic Reference Framework, examined documentation of the course "Public Management in Local Government". The main findings focus on the advantages of adopting a citizen customer service solution based on Customer Relationship Management, orchestrated with Biztalk and Sharepoint for the Integration of the Enterprise Resource Planning databases in use in the city, integration of a channel voice with setting up a call center, integration of a Gateway Short Message Service, parameterization of a Helpdesk solution for system users, institutional Email integration with the Customer Relationship Management and integration of Online Services Platform. The information Customer Relationship Management allows statistically characterize all interactions between the Local Authority and Munícipes.
Description
Dissertação apresentada para cumprimento dos requisitos necessários à obtenção do grau
de
Mestre em Sistemas de Informação Organizacionais
Keywords
Customer Relationship Management Gestão do Conhecimento do Cliente Quadro de Referência Estratégico Nacional Customer Knowledge Management Customer Relationship Management National Strategic Reference Framework
Citation
Publisher
Instituto Politécnico de Setúbal. Escola Superior de Ciências Empresariais