4.9.
CC Regular Session
- Meeting Date:
- 05/26/2015
- Submitted For:
- Patrick Brama
- By:
- Patrick Brama, Administrative Services
Information
Title
Approve New Strategy for CRM Services
Purpose/Background:
The purpose of this case is to consider a new strategy for providing "CRM Services" for the City of Ramsey.
STAFF PROPOSAL
(1) termination of existing CRM contract with GovQA (let existing contract naturally expire end of July 2015)
(2) staff select a new contract with a lower-cost vendor
(3) external* "CRM Services" would be eliminated; and a new landing page for customer service on the City's website would created (i.e. replace external CRM).
(4) internal** "CRM Services" would continue operations via a new lower-cost vendor (i.e. replace existing CRM vendor).
*external CRM refers to what the public utilizes on the City's website (http://www.ci.ramsey.mn.us/requestandresponse).
**internal CRMrefers to what staff utilizes via our internal intranet website (internal website for staff-to-staff only).
STAFF PROPOSAL
(1) termination of existing CRM contract with GovQA (let existing contract naturally expire end of July 2015)
(2) staff select a new contract with a lower-cost vendor
(3) external* "CRM Services" would be eliminated; and a new landing page for customer service on the City's website would created (i.e. replace external CRM).
(4) internal** "CRM Services" would continue operations via a new lower-cost vendor (i.e. replace existing CRM vendor).
*external CRM refers to what the public utilizes on the City's website (http://www.ci.ramsey.mn.us/requestandresponse).
**internal CRMrefers to what staff utilizes via our internal intranet website (internal website for staff-to-staff only).
Notification:
NA
Observations/Alternatives:
WHY THE CHANGE?
(A) Low external CRM customer usage. Please reference attached reporting. The City has utilized CRM services for just less than three years. Over the course of three years 1,657 requests have been made via CRM (about 650 per year). 90.5% of requests have been made "internally" via City staff (about 1,500). The remaining 9.5% of requests have been made by external customers (i.e. citizens); which breaks down to about an average 63 requests per year.
NOTES: the City did conduct an advertising/ media push for this new service in 2013. Staff has had conversations in the past with other WebQA users throughout the twin cities. The trend/ usage that Ramsey is experiencing is similar to other communities.
(B) CRM creates a barrier for external customers. CRM requires the customer to create and remember a user name and password. This user name and password is needed each time the customer wishes to interact with the City (one request typically requires multiple interactions). The need to "log-in" and remember information each time the customer wants to contact the City (now or in the future) creates a convenience barrier; which encourages customers to find information via a different, easier, method.
The City does have the ability to NOT require a user log-in. However, in doing so, much of the reporting and tracking capabilities of the CRM software are lost (which makes the benefit of the product marginal
(C) Current system is not cost effective. The City pays GovQA $5,200 annually for CRM services. Based on item A above, the major value of CRM for the City of Ramsey is internal (not external). The City has the ability to get less robust, but fully functional/ effective, CRM software for internal usage only--for a fraction of the cost of our existing product (free to $2,500). Staff believes it would be prudent to reduce dollars spent on CRM services, given the opportunity exists/ current situation.
(D) Current system is not efficient for staff. Due to the low frequency of requests/ questions by CRM by external users, City staff has not become accustom to the system. As a result, when an external request is processed, it requires "re-learning" the system; and, "re-teaching" by our I.T. staff, repeatedly.
(F) A viable and effective alternative exists. As outlined in the "purpose" section of this case. Staff believes a cost-effective and efficient alternative to the current systems exists. Choosing this alternative will reduce dollars spent on CRM and increase efficiencies for staff and our customers. This alternative still allows our internal staff, whom frequently utilize CRM services, to continue using CRM services (Public Works, I.T., and Building Maintenance). This alternative has been discussed with department heads, staff CRM users and the I.T. Department--and all are in support.
Staff is proposing to replace the External CRM landing page with a new general customer service landing page. Attached to this case is a draft example. NOTE: this page will include a link to FAQ's at the bottom.
(A) Low external CRM customer usage. Please reference attached reporting. The City has utilized CRM services for just less than three years. Over the course of three years 1,657 requests have been made via CRM (about 650 per year). 90.5% of requests have been made "internally" via City staff (about 1,500). The remaining 9.5% of requests have been made by external customers (i.e. citizens); which breaks down to about an average 63 requests per year.
NOTES: the City did conduct an advertising/ media push for this new service in 2013. Staff has had conversations in the past with other WebQA users throughout the twin cities. The trend/ usage that Ramsey is experiencing is similar to other communities.
(B) CRM creates a barrier for external customers. CRM requires the customer to create and remember a user name and password. This user name and password is needed each time the customer wishes to interact with the City (one request typically requires multiple interactions). The need to "log-in" and remember information each time the customer wants to contact the City (now or in the future) creates a convenience barrier; which encourages customers to find information via a different, easier, method.
The City does have the ability to NOT require a user log-in. However, in doing so, much of the reporting and tracking capabilities of the CRM software are lost (which makes the benefit of the product marginal
(C) Current system is not cost effective. The City pays GovQA $5,200 annually for CRM services. Based on item A above, the major value of CRM for the City of Ramsey is internal (not external). The City has the ability to get less robust, but fully functional/ effective, CRM software for internal usage only--for a fraction of the cost of our existing product (free to $2,500). Staff believes it would be prudent to reduce dollars spent on CRM services, given the opportunity exists/ current situation.
(D) Current system is not efficient for staff. Due to the low frequency of requests/ questions by CRM by external users, City staff has not become accustom to the system. As a result, when an external request is processed, it requires "re-learning" the system; and, "re-teaching" by our I.T. staff, repeatedly.
(F) A viable and effective alternative exists. As outlined in the "purpose" section of this case. Staff believes a cost-effective and efficient alternative to the current systems exists. Choosing this alternative will reduce dollars spent on CRM and increase efficiencies for staff and our customers. This alternative still allows our internal staff, whom frequently utilize CRM services, to continue using CRM services (Public Works, I.T., and Building Maintenance). This alternative has been discussed with department heads, staff CRM users and the I.T. Department--and all are in support.
Staff is proposing to replace the External CRM landing page with a new general customer service landing page. Attached to this case is a draft example. NOTE: this page will include a link to FAQ's at the bottom.
Funding Source:
IT Software Budget: 0192:6405. This action will result in a savings (amount TBD).
Recommendation:
See observations section.
If the Council would like to discuss this case in detail, staff would recommend it be tabled and brought back to work session. If the Council would like to briefly discuss this case, staff would recommend it be pulled from the consent agenda.
If the Council would like to discuss this case in detail, staff would recommend it be tabled and brought back to work session. If the Council would like to briefly discuss this case, staff would recommend it be pulled from the consent agenda.
Action:
Motion to:
Approve staff's proposal for modification to CRM services for the City of Ramsey.
Approve staff's proposal for modification to CRM services for the City of Ramsey.
Attachments
Form Review
| Inbox | Reviewed By | Date |
|---|---|---|
| Kurt Ulrich | Kurt Ulrich | 05/21/2015 09:46 AM |
- Form Started By:
- Patrick Brama
- Started On:
- 05/21/2015 08:32 AM
- Final Approval Date:
- 05/21/2015