Abstract
Customer Relationship Management shares the same objective of improving citizen orientation in public administration with digital government and new public management. The latter concepts are criticized for not reaching their desired objective and focusing on the inside instead of integrating citizens. CiRM can finally add a clear customer strategy to government. Citizen Relationship Management (CiRM) refers to a cluster of management practices, channel and IT solutions based on CRM found in Marketing. Goals can be improving citizen orientation, better accountability and changing the citizen government relationship. CiRM lacks a theoretical and conceptual basis due to sparse empirical and theoretical academic research. At the moment CRM's technological side is mainly applied in combination with 311 call centers, its impact yet unknown.
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