A multi-channel strategy to improve and optimize the processing of requests from users

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User Relationship Management (URM) or Citizen Relationship Management (CRM) enables public institutions to centralize all requests from and communocation with users, regardless of their type:
individuals, families, companies, associations etc.

URM is a digital solution that enables:

The user

to create a user account in the form of a private space where they can enter their details, their family members (association, company) and the documents needed for certain procedures (copy of identity card, company registration etc.) in order to reuse them easily for online formalities in the future. The account gives the user a single point of contact where they can track all their communications, provide additional information when needed or make appointments in time-slots made available by the local administration.

The public institution

to process all its requests and provide responses to users through a single digital solution.

The benefits of a URM/CRM system are many:

Time savings:

  • Users no longer need to travel – they can submit their applications online via the portal.
  • The appointment system enables users to see the times available and avoid having to line up at a desk.

A simpler, faster process:

  • The request is submitted instantly and can be processed more quickly.
  • Users can track their applications online without needing to contact the local administration.
  • Requests can easily be integrated into a digital workflow linked to the public institution’s IT system.

Reductions in costs and mistakes:

  • The process is completely digital, eliminating mailing costs.
  • The removal of paper handling and data entry means operations are paperless from source, avoiding any redundancy in data entry and preventing errors.

A unifying project
for greater public performance

It should be kept in mind that a CRM/URM project is also an organizational project, because the impact on the public institution’s internal processes is non-neutral, and some processes involve more than one department.


The success of a URM/CRM project depends partly on:

  • Political will and the involvement of elected officials,
  • Cross-departmental management that goes beyond the IT department, involving multiple departments,
  • Beginning with a few pilot procedures and key employees,
  • Considering data and how it fits into the open data regulations,
  • Change management so that each employee understands all the benefits of the solution and the resulting new organization,
  • Communication with users.
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