General principles and potential organizational gains of Customer Relationship Management System implementation for Municipal Government structures in Armenia
Keywords:
competence, transformation, client-oriented model, foreign experience, administrative structuresAbstract
This study explores the implementation and impact of a Customer Relationship Management (CRM) System within the municipal administration of Yerevan, focusing on the Citizen Complaint and Request Service. Employing a mixed-methods approach, the research includes a needs assessment, pilot implementation, and evaluation through qualitative and quantitative data collection. Key findings reveal significant improvements in service delivery times, personalized interactions, and operational efficiency post-implementation. Challenges identified include technical adjustments and initial employee resistance, addressed through continuous support and training. The study fills a significant gap in understanding CRM applicability in the public sector and offers a practical framework for achieving tangible improvements in municipal governance, supporting the broader goal of digital transformation in Armenia. The successful implementation of CRM systems in municipal services can serve as a model for other state governance structures, promoting a customer-oriented administrative culture.
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Copyright (c) 2024 Arman Avetyan, Goharik Martirosyan, Svetlana Baghdasaryan
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Funding data
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State Committee of Science
Grant numbers Research project No. 22YR-5B032
Accepted 2024-09-13
