MY OWN IDEA OF CUSTOMER RELATIONS MANAGEMENT: HOW I WISH

MY OWN IDEA OF CUSTOMER RELATIONS MANAGEMENT: HOW I WISH Customer Relations Management (CRM) is more than just a dream for me—it is a vision of seamless, efficient, and customer-friendly service that I long to see implemented, especially in government agencies. While my vision remains a wish, I know it is possible because it is already happening in the private sector. That is why the Business Process Outsourcing (BPO) industry is booming, providing world-class customer service solutions across industries. I appreciate excellent customer service when it happens. I love it when a restaurant waiter checks in to ask if everything is okay. I feel valued when my doctor’s office calls to remind me of my appointment. It is reassuring when a store follows up about a lost item instead of waiting for me to reach out. These experiences make a significant difference in customer satisfaction and trust. However, the irony is glaring. The Philippines is the BPO capital of the world, yet very few government agencies leverage BPO services to enhance their CRM capabilities. Likewise, we are the texting capital of the world, yet we cannot simply text our own government to ask for help or make inquiries. President Ferdinand Marcos Jr. has taken a step in the right direction by ordering government agencies to operate under a single, interoperable system. This move could significantly improve CRM if properly executed. Every day, I send messages to different government offices and lawmakers via email and social media. Many provide auto-replies but never follow up as promised. I am fortunate to receive responses from the Presidential Management Staff (PMS), which efficiently forwards concerns to relevant agencies. When I reference PMS communications in follow-ups, I get faster responses because it comes from the Office of the President. Similarly, the Office of the House Secretary General diligently refers messages to appropriate committees, where I have seen positive engagement. Yet, direct communication remains a challenge. I have sent numerous Facebook messages to the Office of the President, the Office of the Vice President, the Senate, and the House of Representatives, but rarely receive replies. Individual lawmakers are no different—except for Senator Risa Hontiveros, who personally responds, and Secretary Renato Solidum, who acknowledges inquiries. It seems that the OP/PMS team for answering emails is more efficient. I believe public officials, no matter how busy, should make the effort to respond to emails and social media messages. While internet access is more affordable than before, many people still struggle to afford mobile data. Government agencies should take advantage of widespread "unlimited call and text" promos by providing official mobile numbers for easier communication. Why do most agencies rely solely on landlines when many Filipinos cannot afford them? Mobile connectivity is more practical and accessible. Government offices should publish their cellphone numbers and integrate messaging apps like Viber, WhatsApp, Telegram, and Facebook Messenger. Why not accept Messenger calls like private businesses do? I have personally designed CRM systems that enable 24/7 citizen assistance via text, email, and voice. These systems can answer questions, take suggestions, process registrations, and handle complaints. It is not rocket-science. I am willing to help any national government agency (NGA) or local government unit (LGU) set up their own CRM/BPO system—even for free—if they genuinely want to improve public service. What is my ideal CRM software? It is not something new or groundbreaking. In fact, I wish the government had a system like Alexa or Siri—intelligent virtual assistants capable of providing real-time, accurate responses to public queries. These technologies already exist; they just need to be adapted for public service use. CRM and BPO systems have proven their value in various industries. Even in government, agencies like PhilHealth and the Department of Trade and Industry (DTI) utilize CRM solutions for better service delivery. Departments like Finance (DOF) and the Bureau of Internal Revenue (BIR) outsource tasks to BPOs to streamline operations. If the private sector can do it, why can’t the public sector? Free and open-source software (FOSS) can also be leveraged for CRM and BPO needs. ERPNext, SuiteCRM, Odoo, and Vtiger provide robust CRM solutions, while ProcessMaker, Bonita BPM, and Camunda offer business process automation tools. These can enhance government efficiency without significant costs. So, my dream CRM system is not far-fetched. It is practical, achievable, and, most importantly, necessary. Government agencies must embrace modern CRM strategies to serve the public better. The technology is available, the need is urgent, and the people deserve it. How I wish this vision could become reality soon. Ramon Ike V. Seneres, www.facebook.com/ike.seneres iseneres@yahoo.com, 09088877282, senseneres.blogspot.com 04-17-2025