Improving processes in local governments using artificial intelligence and CRM from a public relations perspective

This thesis aims to evaluate the use of AI-supported call center process management practices within the framework of public relations in local governments to enhance process efficiency and promote a citizen-centered management approach. The study, titled "Improving Processes in Local Governments Using Artificial Intelligence and CRM from a Public Relations Perspective," seeks to address existing problems in local governments with AI integration while contributing scientifically to the gaps in the literature. In the initial phase of the study, the role and importance of public relations and call center processes in local governments were examined through an extensive literature review. The functioning of call centers facilitating citizens' access to local governments and the use of existing CRM (Customer Relationship Management) programs were analyzed in the context of public relations. In the field study conducted based on the Yalova Municipality case, data obtained from current CRM programs were analyzed and visualized using AI-supported tools such as RapidMiner and Microsoft Power BI. These analyses resulted in the development of AI-supported models that categorize citizens' primary demands and complaints, identify process inefficiencies, and propose solutions. The research findings indicate that AI-supported CRM integration plays a significant role in reducing bureaucracy in local governments, efficiently utilizing resources, and increasing citizen satisfaction. Particularly, forward-looking prediction reports created based on AI-obtained data allow for proactive management of processes. For example, identifying infrastructure problems concentrated in a specific neighborhood has facilitated more effective annual investment planning and strengthened the citizen-centered service approach. The theoretical contributions of the thesis reveal the impacts of AI-supported applications in the field of public relations and process management, while practical contributions offer concrete suggestions for optimizing local government processes. These approaches, which increase citizen satisfaction, accelerate decision-making processes, and enhance transparency in management processes, elevate the quality of local government services and increase social benefits. In conclusion, this study evaluates the applicability of AI-supported process management models aligned with contemporary needs in the public relations activities of local governments. These models contribute to a participatory governance approach by increasing citizens' trust in the administration. The thesis aims to serve as a guiding resource on innovation and digital transformation in public services. Keywords: Local governments, Public relations, Artificial intelligence, CRM, Call center process management