摘要
随着信息社会的到来,全社会的信息化进程不断推进,作为为公众提供公众服务的政府部门也面临着新的挑战。电子政务旨在为公众提供优质的公众服务,从而提高政府行政效率,降低行政成本。传统模式下的电子政务系统是基于政府业务设计的,主要从政府业务流程入手,对其进行电子化、网络化。然而,随着公众对电子政务服务要求的不断提升,这种模式已经不能满足公众的需求,迫切需要提出一种新的电子政务公众服务模式。
客户关系管理理念,为解决政府电子政务公众服务模式提供了新的途径。客户关系管理注重客户细分,注重为用户提供个性化的服务；重视顾客让渡价值；注重利用多渠道为用户提供服务；重视过程管理,这些理念都为电子政务公众服务提供了很好的借鉴。政府要想为客户提供满意的公众服务,就必须在客户细分的基础上,分析客户的需求,根据客户需求提供个性化服务；就必须重视顾客的让渡价值,使客户用较少的投入获得优质高效的公众服务；就必须拓展服务渠道,通过多种方式为客户提供公众服务,使客户在任何时间任何地点都能够享受到高质量的服务；就必须重视过程管理,提高政府服务的公开性、透明性,加强公众服务监管,杜绝各种腐败行为,确保政府廉洁公正的形象。这些理念的融合,为电子政务公众服务模式的重新设计提供了思路。
本文将客户关系管理中客户细分、客户需求分析方法引入到电子政务公众服务中来,将电子政务公众服务的客户分为政府群体、企业群体、公民群体和非政府组织或非盈利机构群体。其中政府群体的服务需求主要是信息共享和协同办公；而企业群体,公民群体的服务需求主要是获取与企业日常生产和经营、公民日常生活所需的相关服务；非政府组织或非盈利机构的服务需求主要是法律法规需求、数据资料需求、政策建议需求等。在客户细分和需求分析的基础上,本文研究了基于客户关系管理的电子政务服务流程再造的步骤,并指出客户细分、客户需求分析和客户信息资源整合是电子政务流程再造的重点。最后,本文研究了基于客户关系管理的电子政务公众服务平台构建。基于客户关系管理的电子政务公众服务平台建设分为针对公众服务的外部用户需求的服务平台建设、针对政府办公的内部用户需求的办公平台建设以及为了保证平台正常运转的安全管理体系和标准化体系等保障体系建设。此外,还包括为了实现个性化服务和智能化服务而构建的个性化服务模块、数据中心和呼叫中心。
通过本文的研究旨在能够让政府部门转变观念,从“以客户为中心,满足客户需求”的角度,来对目前的电子政务公众服务模式进行思考,研究出一种既能满足政府内部信息资源共享和协同办公,又能为公众提供优质服务的电子政务公众服务模式,从而实现电子政务公众服务水平和质量的提升,满足公众个性化服务需求。本文也存在一些不足,由于时间精力以及知识水平所限,对于涉及计算机相关知识的客户关系管理系统了解不是很深入,不能够实现客户关系管理系统与电子政务系统在技术层面的融合,希望在以后的学习和工作中能够对此进行进一步的研究。
With the advent of information society, the whole of society continue to push forward the process of information. The public government sectors, which supply service for citizens, also face new challenges. E-government aims to provide the public with high quality public services, achieves greater efficiency in government administration, and reduces administrative costs. The traditional mode of e-Government System is designed based on government affairs, and is electronic and network of government affairs started from affairs process. However, as rising of the public demands of e-government services, this traditional model can not meet public needs, and urgent need to introduce a new mode of e-government public services.
Customer Relationship Management provides a new way to resolve E-government public service model's problems. Customer relationship management focus on customer segmentation and personalized service to users; emphasis on attention to customer delivered value; focus on multi channels to provide services for users; emphasis on process management, all these ideas are provided good reference for the e-government services. To provide customers with satisfaction services, it must have broken down in the client, based on analysis of customer demands, and provide personalized service according to the needs of our customers; we must attach importance to the customer delivered value, enabling customers to use more less inputs to access quality and efficient public services; we must expand service channels, through a variety of ways to provide public services to enable the customers enjoy high-quality services at any time and any place; we must attach importance to the process management and improve government services, openness, transparency, strengthen the supervision of public services, to eliminate all forms of corruption, to ensure the government clean and honest. The integration of these concepts supply the thought for the model of e-government public service re-design.
This paper introduced the customer segmentation and customer needs analysis of customer relationship management to e-government public services, and is divided the users of e-government public services into government customer groups, business groups, citizen groups and non-governmental organizations or non-profit institutions groups. Demands for government services groups are information sharing and cooperation office; demands for business groups are associated the services for daily production and management of company; demands for citizen groups are acquired the related services for daily needs of citizens; demands of non-governmental organizations or non-profit organizations mainly legal regulatory requirements, data needs, policy recommendations requirements. Based on the customer segmentation and demand analysis, this paper studied the process reengineering steps of e-government public services, and that customer segmentation, customer needs analysis and customer information integration are the main points of e-government public service process reengineering. Finally, this paper studied the building the platform of e-government public services based on customer relationship management. The platform can be divided into directed into service platform based on the external users'public service needs, office platform based on internal user requirements, and safety management system and standardized system to ensure the platform operation normally. The platform also include personalized service module, data centers and call centers in order to achieve personalized service and intelligence services.
The research aims to allow the Government to change their ideas, from the point of "customer-centric, to meet customer demands", to think about the current e-government public service model, come up with one kind of mode which can meet the demands of information resources sharing and coordination office of internal users, but also can provide quality e-government public service for the citizens, in order to upgrading e-government public service level and quality, and meeting the personalized service demand of citizens. This article has some disadvantages, due to limit of time,energy and knowledge, researching on computer knowledge of customer relationship management systems, is not very deep, and not be able to integrate customer relationship system and e-government system at the technical level. I hope to conduct a further study. in the future research and work.
引文
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