Advanced Information Systems Management Essay Example | Topics and Well Written Essays - 1750 words

Advanced Information Systems Management - Essay Example 253). A Customer Relationship Management System (CRM) is a form of information system which involves the application of various hardware and software applications for effective management of information and data on clients or customers with a view of achieving the goals and objectives of the organization. This essay gives a critical analysis and discussion of the value that CRM systems within government owned organization in the UK public sector. The essay includes concepts of contemporary application of information systems in the public sector. More specifically the essay illustrates knowledge management through decision support and application of expert systems in data mining. Customer Relationship Management System (CRM) In accordance to Shanks, Jagielska and Jayaganesh (2009, p. 263), CRM is an information system based business strategy which is designed to help users to achieve an understanding the needs of customers. The CRM also helps in anticipating customer needs and applyin g technological application to manage them with a view of meeting the expectations of customers (Ku, 2010, p. 1087). The implementation or application of CRM involves processes of interaction among people, technology and business processes. Therefore it is through the adoption and application of CRM that effective integration of core processes of customer service, sales and marketing is achieved (Khodakarami and Chan, 2011, p. 256). It is apparent that CRM is a contemporary phenomenon which has been employed within the public sector. This technology is therefore replacing the orthodoxy and less efficient approaches which were employed by government organizations in delivery of services to the public (Wilson, Daniel and McDonald, 2002, p. 195). Figure 1: CRM Value of CRM within Government Organizations in the UK Stjepanovic (2010, p. 273) argues that the value of CRM to a government organization is basically the efficiency which characterizes the use of information system. For exampl e the use of database management systems and application within a CRM framework leads to speedy retrieval and presentation of data and information to clients when they need it. Within a government organization, customer service involves retrieval and presentation of data to customers upon request. This information or data is often retrieved from government databases through the process of data mining (Wilson, Daniel and McDonald, 2002, p. 198). If for instance a customer requests for data on taxation, salaries or benefits, the government owned organizations are mandated to provide it immediately. Nonetheless, the efficiency of data mining and presentation data to the client or customer depends on the level of expertise, skills and knowledge that a government employee has (Stjepanovic, 2010, p. 276). The skills that are required include the use of various software applications within the CRM system such as Microsoft Word Excel and database management applications. Shanks, Jagielska a nd Jayaganesh (2009, p. 264) point out that CRM is valuable to a government organization because it reduces the costs that are associated with business activities or office processes. Within the UK and the EU in general, government organizations are increasingly competing for public funds or government funding. Because of this, many organizations require to reduce the costs of operations in order to achieve effective utilization of the resources available to them. Technology reduces costs