Customer Relationship

Management
Public sector agencies are being asked to deliver greater value to customers in the face
of shrinking resources. Customers are becoming increasingly sophisticated and
demanding in their expectations of government’s ability to provide higher levels of
responsiveness, dependability, and convenience. How can public sector agencies meet
these challenges? By developing and implementing a comprehensive approach to
customer relationship management (CRM).

Does your organization have a clearly defined CRM strategy that identifies your
customers and their needs? Does the organization interact with customers in the best
possible way by presenting “one-face” to the customer? Or, do customers have vastly
different experiences depending on the division or department they interact with? Do
all departments effectively work together to provide support to customers in a seamless
way? Do your call centers have the ability to track all customer interactions regardless
of the customer touchpoint used (e.g. phone, email, fax, face-to-face)?

Our Approach
ICF International has pioneered an integrated approach to CRM based on best practices
of commercial and public sector entities. This approach aligns key elements of the
organization around common CRM strategies, including customer-focused processes
and technologies, and attention to organizational and cultural principles. This
framework enables even large, fragmented organizations to effectively coordinate and
direct their scarce resources to achieve their overall mission and meet the needs of
demanding customers.

What is Customer
Relationship
Management?
CRM is strategically managing all
interactions between an
organization and its customers in
an effort to help the organization
achieve its overall mission.

At its core, CRM is a combination

of marketing, sales, service,
operations, and IT. If it has to do
with your customers and how you
interact with them—it’s CRM.
Our Experience
Develop and Implement CRM Strategy, United States
Internal Revenue Service, Electronic Tax Administration
(ETA).
The ETA asked ICF International to develop and implement a
CRM strategy to ensure the ETA will meet its strategic objectives.
We performed a review of the ETA’s business strategies, services,
programs, operating procedures, organization structure, staffing,
and technology resources to determine whether they were
properly aligned and sufficiently leveraged. Recommendations
included the definition of several CRM principles (e.g.,
performing customer segmentation, account identification and
selection; implementing a national and field-based account
management program; creating channel management programs;
developing technology based CRM tools, customer and
marketing databases, etc.).
CRM Strategy Refinement and Contact Center Planning,
General Services Administration (GSA), Federal Technology
Service (FTS), Heartland Region.
The GSA, FTS Heartland Region, wished to refine their CRM
strategy by implementing a customer care center to improve
marketing, sales, and customer service. An implementation plan
was delivered with both strategic and tactical recommendations.
Three levels of customer care were recommended to meet their
goals including Web-based self-service as the first tier of support,
customer care center for mid-level support, and one-on-one
account management for large account customers. From a CRM
perspective, the customer care center offered customers another
way to interact with FTS and provided FTS with another vehicle to
offer improved customer support.
Customer Segmentation Analysis, United States Postal
Service.
The USPS was in a market development effort to capture new
customers and increase volume from existing customers. They
needed to identify and target customer segments receptive to
new products, services, and initiatives so that efforts could be
focused on the principal customer contact channels to reach the
segments. Fifteen business customer clusters were identified and
grouped based on their mailing intensity. ICF International
profiled each cluster to include relevant mailing characteristics,
product usage, financials, contact channels, and typical customer
industry types.

About ICF International

ICF International (NASDAQ: ICFI) partners with government and commercial For more information contact:
clients to deliver consulting services and technology solutions in the energy, Troy Barker ICF International
environment, transportation, social programs, defense, and homeland security 703.934.3402 9300 Lee Highway
markets. The firm combines passion for its work with industry expertise and tbarker@icfi.com Fairfax, VA 22031
innovative analytics to produce compelling results throughout the entire
program life cycle, from analysis and design through implementation and Tim Herbst
improvement. Since 1969, ICF has been serving government at all levels, major 703.934.3766
corporations, and multilateral institutions. More than 3,000 employees serve therbst@icfi.com
these clients worldwide. ICF’s Web site is http://www.icfi.com.

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