We live in a technology-hungry society.  Whether it’s the hottest smartphone or the latest tablet, when new technology is introduced, it seems that consumers will jump on the chance to experiment and see what they can do with it. To confirm this observation, one only needs to head to the nearest airport, surf the Web, or watch a little television to see how technology products dominate the marketplace.

Given the apparent love affair our society has with technology, why do I encourage local governments to develop a strategic plan for change management when introducing a constituent relationship management (CRM) application?  Surely everyone will want to embrace a better, more efficient and effective way to do business, right?

Yes and no.  When we purchase technology for our own lives, we generally have had a chance to experiment with the product in the store or have had a friend show us what it can do.  We have a fairly good understanding of how the technology will make our life easier.  But technology being used by a group of people or an organization is different.  When we purchase technology for ourselves individually, we make the choice to embrace the change.  But when new technology is chosen for us, enthusiasm can wane because we now have to change.  The choice really isn’t ours.

Ensuring the successful implementation of a CRM system requires working within the culture of an organization to secure buy-in from the personnel using the new system whether that's department directors or front office attendants. A change management plan should involve seeking input from those most directly affected by the new system. That may mean interviewing employees or conducting a survey to gauge concerns and possible challenges. A strong communication element will let stakeholders know what’s happening, why changes are needed, how decisions are being made, and when changes will take place.  A training and education element will introduce personnel to the new system and give them the skills they need to use it.  Monitoring progress and celebrating important milestones in the CRM implementation process will help secure long-term support for the new technology.

CRM systems represent a new technology that can vastly improve the way local governments do business, but achieving excellence in local government customer service still requires a helpful attitude and a willingness to serve from the people who make up our organizations.  If we take care of them, they will take care of our constituents.