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CzRM nas autarquias : o futuro da relação com os cidadãos
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Resumo(s)
O uso de ferramentas de Customer Relationship Management (CRM) permite o armazenamento de informação dos clientes e assim personalizar os processos tornando-os mais céleres, eficazes e eficientes. Na presente investigação pretende-se analisar a introdução desta abordagem nas Entidades Públicas, principais prestadoras de serviços aos Cidadãos, usando o conceito Citizen Relationship Management (CzRM) e assim melhorar o relacionamento com os Cidadãos. O Estudo de Caso foi realizado na Câmara Municipal de Braga, onde foram feitas 2 entrevistas e inquiridos 122 Munícipes. Conclui-se que o CzRM é reconhecido pela autarquia como algo benéfico onde apesar dos pontos de melhoria apontados o executivo compromete-se a melhorar a relação estabelecida com os Munícipes através de revisões frequentes dos processos de interação de forma a garantir que o Cidadão é o elemento central das atividades realizadas permitindo desta forma que os Bracarenses estejam satisfeitos e que a interação com a Câmara seja mais rápida e facilitada.
The use of CRM tools allows the storage of customer information and thus customizes the processes making them more faster, more effective and more efficient. In this research the author intends to analyze the introduction of this approach in Public Entities, the main providers of services to Citizens, using the CzRM concept and thus improve the relationship with them. The Case Study was carried out in the City Hall of Braga, where 2 interviews were done and 122 citizens were interviewed. It was concluded that the Municipality recognizes the benefits of CzRM where, despite the points of improvement pointed, the executive is committed to improve the relationship established with the citizens through frequent reviews of the interaction processes in order to guarantee that the Citizen is the central element of the activities carried out, thus allowing them to be satisfied and the interaction with the Municipality to be faster and easier.
The use of CRM tools allows the storage of customer information and thus customizes the processes making them more faster, more effective and more efficient. In this research the author intends to analyze the introduction of this approach in Public Entities, the main providers of services to Citizens, using the CzRM concept and thus improve the relationship with them. The Case Study was carried out in the City Hall of Braga, where 2 interviews were done and 122 citizens were interviewed. It was concluded that the Municipality recognizes the benefits of CzRM where, despite the points of improvement pointed, the executive is committed to improve the relationship established with the citizens through frequent reviews of the interaction processes in order to guarantee that the Citizen is the central element of the activities carried out, thus allowing them to be satisfied and the interaction with the Municipality to be faster and easier.
Descrição
Mestrado Bolonha em Gestão de Sistemas de Informação
Palavras-chave
Administração Pública Customer Relationship Management Citizen Relationship Management Governo Eletrónico Sistemas de Informação Public Administration Electronic Government Information Systems
Contexto Educativo
Citação
Alves, Mariana Teixeira Pereira (2021). "CzRM nas autarquias : o futuro da relação com os cidadãos". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão