DIGITALIZATION OF CUSTOMER SERVICE MANAGEMENT

Subject: Digitalization of Customer Relations Management

His Excellency Ferdinand E. Marcos, Jr.

President of the Republic of the Philippines
Malacañang Palace
Manila

Dear Mr. President,

I am writing to propose the adoption and implementation of Customer Relations Management (CRM) systems across government agencies, including Government-Owned and Controlled Corporations (GOCCs) and Local Government Units (LGUs), as part of your initiative to digitalize public service delivery. CRM systems, which have long been utilized by the private sector, can greatly enhance citizen engagement and service efficiency.

Key Points for Consideration:

1.   CRM in the Private and Public Sectors:

o   CRM software has proven invaluable in the private sector. Unfortunately, very few government entities are currently leveraging its potential.

o   By adopting CRM, the government can streamline communication, improve citizen satisfaction, and demonstrate your administration’s commitment to modernizing public service delivery.

2.   Cost-Effectiveness and Accessibility:

o   CRM implementation does not require significant expenditure, especially with the availability of Free and Open-Source Software (FOSS) versions.

o   For those seeking advanced functionalities, high-end paid versions are also available.

3.   Reframing "Customer" as "Citizen":

o   In the public sector, the term “customer” can easily be redefined as “citizen,” encompassing taxpayers and voters.

o   CRM systems can thus serve as powerful tools to enhance government-citizen interactions.

4.   Challenges in Current Communication Practices:

o   Many government websites list only landline numbers, making it difficult for citizens—most of whom rely on mobile phones—to contact them.

o   The absence of email addresses and mobile numbers exacerbates this issue, and calling landlines from mobile phones remains prohibitively expensive for many.

o   Agencies with mobile numbers should also sign up for free messaging platforms like Viber, WhatsApp, and Telegram.

5.   Call Centers and Responsiveness:

o   Many agencies with Facebook Messenger accounts rely on autoreplies and fail to respond to citizen queries in a timely manner.

o   Ideally, government agencies should establish call centers capable of handling voice calls, emails, and text messages, including those from platforms like Viber, WhatsApp, Telegram, and Messenger.

6.   Upgrading Project 8888:

o   I conceptualized Project 8888 to enable citizens to contact the President at any time, from anywhere, using any available device. However, the system’s implementation has deviated from my original design.

o   Project 8888 should go beyond citizen complaints to include suggestions, questions, and online transactions.

o   I am volunteering my expertise to help upgrade Project 8888 and align it with your vision of digitalization.

7.   Digital Transformation Roadmap:

o   If digitalization is to eliminate the need for physical appearances in government transactions, the priority should be building robust backend data systems.

o   Interoperability requires massive data buildup, and the new systems should incorporate artificial intelligence and machine learning for enhanced efficiency and predictive capabilities.

In summary, a national rollout of CRM systems, combined with an upgraded Project 8888, will revolutionize government services. Citizens will enjoy seamless access to government services, thereby strengthening public trust and engagement.

Thank you for considering this proposal. I would be honored to discuss these recommendations further and provide any assistance necessary to implement these transformative initiatives.

Respectfully yours,

Ramon Ike V. Seneres
iseneres@yahoo.com, 09088877282, senseneres.blogspot.com

Cc: Hon. Secretary, Department of Information Technology and Communications

Hon. Chairman, Civil Service Commission

01-11-2025



 

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