Broxtowe 2.0: using CRM and Web 2.0 as a catalyst for service (re)design in order to improve citizen engagement

Albregt, Robin (2010) Broxtowe 2.0: using CRM and Web 2.0 as a catalyst for service (re)design in order to improve citizen engagement. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

This report examines how Customer Relationship Management and Web 2.0 can act as a catalyst for service (re)design in order to improve citizen engagement at Broxtowe Borough Council. Its department for Waste and Recycling Management has been used as the case study environment.

The literature review discusses the differences between private- and public sector relationship management and explores its applicability within a local authority. With the arrival of second-generation Internet technologies, the Web 2.0 environment is fast emerging as the communication, interaction and service provision platform for all sectors and so its potential is comprehensively discussed.

The research draws attention to the fact that in 2009, 70 per cent of households had Internet access and 76 per cent of the UK adult population used it regularly while it also saw a boom in social networking with 40 per cent of the Internet users stating that they have posted messages to chat sites, blogs and newsgroups; there was also a significant increase in self generated content.

The analysis highlights that although the organisation’s homepage does appear to tick most boxes, its website as a whole is poorly developed. It is still organised in accordance with the organisational structure and uses council terminology. The underlying information is sloppy with lists of subjects seemingly dumped under one of the main headings. This is making navigation very cumbersome. There is far too much text to read, much of which does not even provide any useful citizen focused information and there are insufficient e-enabled services; as a whole it is not engaging.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 27 Jul 2010 12:25
Last Modified: 14 Sep 2016 02:50
URI: http://eprints.nottingham.ac.uk/id/eprint/23570

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