# Relationship Management for Multi-Channel Service Delivery

*By the Public Access Programs Branch*

*Communication Canada*

The importance of relationship management in the public sector is
nothing new. In November 2001, Accenture released a report entitled
*Customer Relationship Management -- A Blueprint for Government*. The
report notes that governments are the largest service providers in the
world and that good relationship management in the public sector helps
streamline services, improve inter-agency information sharing and
provide self-service options to the public.[^1]

The importance of relationship management has not been lost on the
Government of Canada. While recognizing the importance of CRM tools in
helping organizations maintain key relationships, the Government of
Canada also acknowledges that these CRM tools are only one part of the
puzzle. CRM is also a mindset that leads to a set of values and
principles that govern service delivery. In order to effectively
implement a CRM-driven model of service delivery, organizations must
understand the needs and benefits of such a model. At the same time,
organizations must also understand how they want to relate to and serve
their audience.

CRM's focus in the private sector has been on the customer;
consequently, many public sector organizations view citizens as their
customers. There can be no doubt that the citizen is a fundamental part
of any successful government CRM model. Indeed, CRM principles are
leading governments around the world to orient their service offerings
around public needs instead of bureaucracy.

Communication Canada, a government organization mandated to improve
communications between the Government of Canada and citizens, has
embraced this approach. One of its services -- the Canada Site --
reflects this commitment. The Canada Site
([www.canada.gc.ca](http://www.canada.gc.ca/)) is the Government of
Canada's primary Internet access point to up-to-date information on
Government of Canada programs and services. The site also provides
general information on Canada, its history, geography, culture and
governmental structure. The Canada Site is a recognized leader in
on-line service provision because of its organization. Rather than
presenting information according to government structure, the site is
organized around citizens. Users can find information though one of the
three main entry points: Canadians, Non-Canadians and Canadian Business.
They can also find information by subject or audience, through an A-to-Z
index or with the help of a search engine.

Frequent consultation with users through on-line surveys and focus
testing helps ensure that the Canada Site continues to meet the public's
needs. Users are also encouraged to send their comments to the site
through e-mail addresses and forms specifically established for that
purpose. A toll-free support line answers questions about the site,
helps users find the information they need and provides an additional
avenue for user feedback. This direct communication enables the Canada
Site to quickly address concerns about issues such as font size as well
as get feedback on how various parts of the site, such as the search
engine, are functioning.

1 800 O-Canada (1-800-622-6232) is another example of how the government
responds to citizen needs. Through this national toll-free number, the
public has access to a wide range of information about Government of
Canada programs and services. Bilingual information officers -- using an
extensive database -- answer questions, take orders for publications,
and direct callers to specific departmental service experts. Citizens do
not have to know which government organization offers a particular
program or service; information officers are there to help the public
find what they need.

In order to effectively deliver these and other services that respond to
citizen needs, it is important to adopt a whole-of-government approach.
The Government of Canada has identified key stakeholders, whose role it
is to set priorities for service delivery, provide strategic thinking,
ensure awareness of government programs and support government
strategies and initiatives. This kind of leadership helps all government
organizations ensure that the public is aware of their services.

In addition to fostering awareness of services, the Government of Canada
is working toward improving citizen satisfaction. The Service
Improvement Initiative (SII) targets organizations whose activities have
the greatest impact on the public. Under the SII, Government of Canada
departments and agencies must make plans for improving satisfaction with
services provided to citizens. By 2005, organizations must show a 10%
increase in satisfaction over established surveys and research projects
on citizen satisfaction.

Another aspect of this whole-of-government approach involves the
development of relationships with other government organizations. These
partnerships provide a framework for sharing ideas and experiences as
well as setting standards and ensuring seamless service delivery.
Inter-agency cooperation is central to the success of services such as
the Canada Site and 1 800 O-Canada. One example of this support can be
found on the Canada Site, where organizations contribute to or manage
some of the audience or topic oriented sites that fall under their
expertise.

Cooperation within government also leads to greater efficiencies in
service delivery. For example, a caller to 1 800 O-Canada is able to
obtain general information about a particular program or service and
possibly order a related publication. The caller is also able to obtain
a contact working in another government organization. By providing this
top-level service, 1 800 O-Canada frees up employees in other government
organizations and enables them to handle complex or detailed enquiries
about their specific programs and services -- which, in turn, enjoy the
visibility provided by access through a national toll-free service and
Internet site.

Focusing on inter-agency cooperation must also include considerations
for employees working in these organizations. Employees are frequently
on the front lines of service delivery and expect to have access to the
full range of tools they require in order to stay informed and fulfill
the requirements of their jobs, including providing services to the
public. One project currently underway involves educating employees
about the tools and services available through the Canada Site. One of
the goals of this initiative is to inform public service workers about
the organizing principles behind the Canada Site so that they can find
information on the site when they need it as well as help citizens
locate information. The project currently targets staff who deal
directly with citizens.

The Government of Canada also created Publiservice, an intranet site
that helps respond to employee needs. The site promotes an informed and
engaged public service by providing reference tools as well as
information about training, speeches, policies and publications that are
of special interest to public service employees.

While the success of any CRM model depends on citizen-centric service
delivery, there are other facets to consider. Stakeholders, partners and
employees, though focused on the needs of citizens, all play a crucial
role in CRM. For this reason, the Government of Canada considers CRM to
stand for "Complete Relationship Management." This model ensures the
greatest benefit for citizens interacting with the bureaucracy by
organizing services around their needs instead of government structure.
It also benefits government by providing the framework for consistent
and coherent promotion and messaging. The public service also realizes
the benefit of having well informed and enthusiastic workforce.

Hunter, David R. and Sean Shine. *Customer Relationship Management -- A
Blueprint for Government*. The Government Executive Series. Washington:
Accenture, 2001.

*As part of Communication Canada, the Public Access Programs Branch
helps the public obtain information on Government of Canada programs and
services. For more information on this article or the Public Access
Programs Branch please contact: Donna Wood, Director General, PAPB, at
(613) 947-0900 or*
[donna.wood@communication.gc.ca](../donna.wood@communication.gc.ca)

[^1]: