Application of CRM 2.0 in Spanish Public Administration

Abstract

Public administrations have a fundamental role in developed societies ensuring the citizens' welfare through the provision of important services. Despite its importance, the effects of using IT in administrations has been less studied by the academy in comparison with using it in businesses, so there is an absence of works focused on analyzing which technologies administrations apply and which results they produce. Accordingly, this chapter aims to analyze the practical results that may be encountered in the application of CRM 2.0 in public administrations. For this, firstly, the CRM concept and its application are analyzed, finding that traditional CRM maintains a unidirectional approach of information, with little room for citizen participation. Secondly, to overcome the one-way approach, concept of Web 2.0, based on the collaborative use of the IT, which extends the possibilities of interaction between administrations and citizens is presented. This integration of traditional CRM with Web 2.0 gives rise to the CRM 2.0; its applications are expected to be the opportunity to modernize services and move closer to citizens. However, the literature has not identified the specific effects of applying CRM 2.0 in public administrations. In this sense, the work identifies some practical results of these implementations through exploratory research by applying a Delphi to senior managers of nine Spanish public administrations; this has allowed the authors to identify as principal results an improved productivity, an increased citizen satisfaction, and a better integration of information. Security and organizational issues are the main difficulties.