A study on customer relationship management and evaluation model for public service innovation

Abstract

Services are pervasive in today’s economic landscape. As the service sector of the global economy grows, the study of services and especially the study of service innovation are moving center stage. The need to take a broader perspective of services to include people and organizational descriptions as opposed to technical interface descriptions has already been recognized as part of an overall vision of services science. Service science is a multidisciplinary field that seeks to bring together knowledge from diverse areas to improve the service industry’s operations, performance, and innovation. This trend that takes a serious view of service expands to public sector. Recently, many advanced countries have adopted customer relationship management (CRM) technologies in public sector. The public administrators provide citizens with tailored information via their web sites. Through the introduction of CRM, they recognize citizen as customer, improve citizen’s satisfaction level rather than others, and support citizen-oriented service. Government and public administrators try to provide customer-oriented and personalized service instead of government-oriented service to satisfy customer’s needs and wants. However, the researches about personalized service based on customer’s characteristics in public service area have shortage because they are just applied public service with the methodologies based on private service area. We proposed the framework that is organized with personalized service delivery, internal and external evaluation, and service innovation processes according to service life cycle. The service deliver process provides a customer with a personalized service suitable for his/her needs or characteristics. In service evaluation process, a customer evaluates a customer satisfaction level for the delivered service as external evaluation, and a public sector measures the performance the delivered service internally. With the evaluation results, the d...