Citizen Relationship Management

A KNOWLEDGE MANAGEMENT APPROACH TO CITIZEN RELATIONSHIP MANAGEMENT

IN E-GOVERNMENT CONTEXTNorshidah Mohamed (Presenter)

International Business School Universiti Teknologi Malaysia

http://www.ibs.utm.my

Nor Shahriza Abdul Karim

Prince Sultan University, Kingdom of Saudi Arabia

Mohamed Jalaldeen Mohamed Razi

Department Information Systems, International Islamic University Malaysia

International Conference on Ebusiness and EgovernmentIzmir, Turkey 27-28 April 2013

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OUTLINE

• Introduction• Literature review & related theories• Propositions & conceptual framework• Conclusion

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INTRODUCTION

• Customer Relationship Management (CRM) is the practice of creating and maintaining relationships with customers that result in increasing companies’ market share and reducing costs in private organizations.

• The concept of CRM applied in government organization – Citizen Relationship Management (CzRM).

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DRIVERS OF CzRM

• Globalization• Internet• Single view of citizens• Demands from citizens – less bureaucracy,

more agility, networked, interconnected, less focused on structure, no silos, one-stop, quality.

LITERATURE REVIEW & RELATED THEORIES

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CzRM DEFINITION & FEATURES

• “a cluster of management practices, channel and technological solutions that apply private sector Customer Relationship Management (CRM) in the public sector” (Schellong, 2006)

• a one-stop channel that is capable of providing all government services via their preferred channel.

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APPLYING BSC IN CzRM

• Balanced Scorecard (BSC) (Kaplan and Norton, 1996) is a solution for monitoring actual performance against set targets.

• 4 perspectives when used in private organizations – financial, customer, internal business processes, and learning and growth.

• 4 perspectives when used in government organizations – financial, citizen, internal business processes, and learning and growth.

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MEASURES

• Financial perspective – concerns with how the government should look to citizens and other stakeholders e.g. return-on-investment and economic-value-added of CzRM projects.

• Citizen perspective – addresses issues regarding how citizens view the government e.g. citizens’ satisfaction with government services including at governments’ Websites

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MEASURES .. cont’

• Internal business process perspective – concerns with the processes the government must institute to excel in its service delivery e.g. turnaround time for conceptualizing improvements in service delivery and actual delivery of services to citizens and citizens’ problems solved.

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MEASURES .. cont’

• Learning and growth perspective – addresses issues concerning with how the government continues to improve and create value for citizens. Measures concern with government’s human capital development programs for its employees e.g. employees’ satisfaction, training and skills.

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KNOWLEDGE & KM

• Knowledge is an asset• Need to manage it like any other asset• Knowledge Management (KM)

–“development, storage, retrieval, and dissemination of information and expertise within an organization to support its business performance” (Gupta et al., 2000).

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KNOWLEDGE CHARACTERISTICS

• Explicit knowledge– knowledge that can be codified in a tangible

form (Nonaka and Takeuchi, 1995). – transmittable in formal and systematic

language

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KNOWLEDGE CHARACTERISTICS .. cont’

• Knowledge – explicit & tacit (Polyani, 1962) . • Explicit and tacit knowledge – essential for the

success of any organization (Nonaka, 1991; Nonaka and Takeuchi, 1995).

• Tacit knowledge– people possess – hard to formalize and communicate

(Nonaka, 1994).

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KM STRATEGY

• Overall approach an organization intends to take to align its knowledge resources and capabilities to the intellectual requirements of its business strategy (Meron˜o-Cerdan et al., 2007)

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KM STRATEGY .. cont’

• Two types : personalization (human) (for tacit) & codification (system) (for explicit)

Person-to-person approach, e.g. brain storming, where knowledge is shared not only face-to-face, but also by electronic communications, thus building networks of people (Meron˜o-Cerdan et al., 2007).

Knowledge is stored in documents, manuals, databases and electronic repositories.

Personalization Codification

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KM CULTURE

• Should support people to create & share knowledge.

Collaboration

Interpersonal trust

Learning corporateculture

Organizational strategyaligned with KM

Management support

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KM PROCESS

• Alavi and Leindner (2001) defined four basic KM processes : creating, storing/retrieving, transferring, and applying knowledge.

• Lee and Choi (2003) defined KM processes : knowledge creation and knowledge sharing.

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KM PROCESS .. cont’

• Menguc et al. (2013) defined knowledge creation as the collective ability of team members to gather, analyze, interpret, and reconfigure customer-related knowledge.

• Ipe (2003) refers knowledge sharing as the act of making knowledge available to others within the team

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KM TECHNOLOGICAL INFRASTRUCTURE

• IT is enabler of KM (Kuo and Ye, 2010)

Government Portal

Learning systems

Groupware

IT support

Call Center

PROPOSITIONS & CONCEPTUAL FRAMEWORK

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PROPOSITIONS

• P1: Government agencies that emphasize on knowledge characteristics (explicit and tacit) have extensive citizen relationship management practices.

• P2: Government agencies with knowledge management strategy have extensive citizen relationship management practices.

• P3: Government agencies with knowledge management culture have extensive citizen relationship management practices.

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PROPOSITIONS .. cont’

• P4: Government agencies with KM processes have extensive citizen relationship management practices.

• P5: Government agencies with knowledge management technological infrastructure have extensive citizen relationship management practices.

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CONCEPTUAL FRAMEWORK

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CONCLUSION

• A conceptual framework is proposed to link to CzRM using KM approach

• For researchers, this clarifies the relationships between KM & CzRM.

• For government practitioners, this provides insights into KM elements that may be considered when managing citizen relations.

• The paper presents an initial conceptualization of association between KM & CzRM.

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CONCLUSION .. cont’

• Future studies to consider exploration, test and validation of propositions.

THANK YOU