engleski

Web Site - One of the Key Tools of CRM System in Local Government Units

In this paper, on the basis of primary research and the example of Istria County in Republic of Croatia, the authors propose a conceptual model of optimizing the content of webpages in local government units - cities and municipalities. The authors emphasize the thesis that the web site is one of the key "points of contact", and therefore much more than just a marketing tool, between public sector institutions and their customers - citizens. Therefore, the principles of creating their contents are specific. Web sites should primarily provide its customers with an overview of relevant information on the principles of transparency, clarity and ease of use. They should be attractive designed and offer the possibility of interactive communication. Web pages should be more than the tools for providing "user friendly" principle – they should encourage users to visits web site more frequently and provide relevant and usefull content which is easy to access. Therefore, the authors propose a model that should serve as a basis for creating a CRM system in local governments, in which the user (in this case a citizen) is in focus. Certainly it will help to include more actively the entities of local self-government in the construction of inclusive, sustainable and smart economy and society, as a primary priorities of the European Strategy 2020. In this process, the interactive digital marketing should play one of the key roll.

public sector ; cities and municipalities ; CRM system in public sector ; digital marketing in the public sector ; Europe 2020th ; Istria County

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