Mike Milburn, senior vice president and general manager of Salesforce (NYSE: CRM) Service Cloud, has said federal agencies should implement cloud-based customer relationship management platforms in order to facilitate the delivery of services and information to citizens.
Milburn wrote CRM platforms in cloud environments also work to help agencies manage a large base of clients across multiple channels.
A cloud-based CRM system seeks to help agencies integrate new business processes and data models as well as customize the way they provide services to clients, he said.
Milburn also noted that agencies could also gain flexibility in the deployment of CRM software platforms through the use of a software-as-a-service model.
He said a CRM platform does not always require “direct interaction” between an agent and a client since individuals also prefer to use applications, online forms, community discussions and other self-service options.
“Data analytics and dashboard capabilities provide an agency with visibility into how all of their customer engagement processes are working – and how they might be improved, ” Milburn added.