When 311/CRM systems first came into being, they were designed primarily to take information in from citizens for service requests and answer citizen’s questions.  Their role as a “front door” to local government made it easier for citizens to know where to go to get the information they needed.  As 311/CRM systems have gotten more sophisticated, many are now exploring how they can better take in information from citizens as well as provide information to citizens.  Below are two examples of how 311/CRM systems are responding to this challenge.

In the City of Dallas, Dallas 3-1-1 secured a mobile unit that their staff members take out to neighborhood meetings.  Dallas 3-1-1 staff members report on the types of issues residents are contacting the City about giving residents new information on what’s happening in the neighborhood, and they can also take service requests from citizens directly during the meetings.  Just seeing the mobile unit in their neighborhood encourages citizens to engage in a discussion with Dallas 3-1-1 staff on what’s happening in and around the City.

Social media applications are making it possible for local governments to “listen” in on issues affecting their citizens and become a critical information source.  The City of Philadelphia uses Facebook, Twitter and YouTube to learn what issues citizens are “talking” about most, and then provides that information back to citizens. Before, during and after this fall’s superstorm Sandy, Philly311 staff provided information to citizens on where to call to report downed power lines as well as kept people informed of progress being made on restoring power. Philly311 staff sent out routine reminders about parking regulations, and notified citizens about revised schedules for trash and recycling pick-up. Citizens were informed where shelters were available around the City and what information they would need to check in to the shelters.  Philadelphia citizens turned to Philly311 in record numbers to stay informed:

• Philly311 gained over 2,000 followers on Twitter during superstorm Sandy.
• The City’s new mobile app was 33rd most downloaded app in the iPhone store during height of storm.  The number of app downloads went from 3,300 on 10/25 to almost 9,000 by 10/29.
• A new "Hurricane FAQ" widget was integrated into the City’s new mobile app that received over 2,800 visits in two days.
• Almost every Philadelphia neighborhood submitted a request using the mobile app.

In today’s fast-paced world of instant access to information, local government leaders need to consider both the push and the pull of how information is being gathered from and disseminated to citizens.  311/CRM systems can provide an important tool to ensure that citizen’s needs are met.