A technology-based citizen relation management (CRM) system is helping the City Government of Baguio connect better with its citizens by allowing them to easily submit inquiries, complaints, and suggestions through web forms. The system, called the Online Public Assistance and Complaint Desk, serves as an additional channel for communication that utilizes Information Communication Technology (ICT) to improve public service delivery.

The questions and feedback received through the system are assessed and responded to directly by the Public Assistance and Complaint Desk (PACD) Officers. Depending on the nature of the entry, some are forwarded to the relevant office or department. The key challenge of the OPACD is to ensure that all submissions are addressed appropriately and promptly. However, using ICT and the direct involvement of PACD officers in the process enables efficient and effective handling of citizens’ concerns, leading to better public service delivery.


The increasing demand, concerns, and needs of Baguio constituents underscore the need for an effective system for communication and feedback with the city government.

The lack of a proper communication channel leads to a waste of time, resources, and efforts. For instance, commuting to the City Hall alone would mean having to spend much time and effort just to ask questions to the city government. Tracking and monitoring client satisfaction and complaints has also been a challenge since the city government staff used to depend on manual feedback forms and tally sheets.

The adoption of the Enterprise Resource Planning (ERP) framework Sales and Distribution module was aligned with the PACD operations, which was identified as the appropriate organization unit to provide a frontline public services desk.


The OPACD project addresses the challenge of improving public service delivery in Baguio City by providing an efficient and effective communication channel between citizens and the city government. Through the use of ICT, citizens can easily submit their inquiries, complaints, and suggestions through web forms, which are assessed and responded to by PACD Officers in real-time. The functional features of the OPACD, such as real-time notification through email or the system, monitoring and tracking of netizens’ concerns with tickets, and forwarding features to different department representatives or administrative officers, enable timely and appropriate handling of citizens’ concerns. The system also allows for the tracking and monitoring of client satisfaction and complaints, making it easier for the city government to identify areas that need improvement.

An innovative feature of the OPACD project is its adoption of the Enterprise Resource Planning (ERP) framework’s Sales and Distribution module, which was aligned with the PACD operations to provide a frontline public service desk. Integrating different systems and processes allows for a more streamlined and efficient handling of citizens’ concerns, ensuring that their issues are addressed promptly and appropriately.

Its functional features and innovative approach enable timely and appropriate handling of citizens’ concerns, leading to improved public service delivery and increased citizen satisfaction. Another innovative feature of the OPACD is its use of web forms to enable citizens to submit their concerns, eliminating the need to physically visit the local government unit (LGU) Baguio City Hall. This feature reduces transportation waste and makes it easier for citizens to voice their concerns, leading to increased participation and engagement in government processes.

Productivity Gains, Outcomes, and Impact

The OPACD has brought significant measurable productivity gains and outcomes to the City Government of Baguio, particularly in enhancing their public service delivery through ICT. The system has resulted in better communication between the citizens and the government as citizens are now able to communicate–anytime and anywhere. The system has also automated extracting information and reports, eliminating the need for PACD officers to browse through many documents and files.

The system has also enabled citizens to track and monitor the status of their concerns, queries, or feedback through the system. The City Government of Baguio has been able to improve its responsiveness to the needs of registered users and generate reports with ease, allowing for better decision-making at the top management level.

The OPACD has also positively impacted local government unit (LGU) frontline services by improving the responsiveness aspect of good governance. The provision of such a communication platform has opened channels and venues for better public service. By providing a venue for communication that can be measured, the LGU can now better identify its priorities which can further help in enhancing public service delivery.

Lessons Learned and Challenges in Implementing the Intervention

While the OPACD has delivered significant benefits, there are still areas for improvement. One of the main challenges encountered during the project implementation is having a project manager who understands the organization’s current operations and enterprise architecture.

During the testing phase, it is essential to ensure the participation and engagement of end-users (citizens) to gauge the system’s necessary demand accurately. Thus, proper communication and training on how to use the system effectively should be conducted for citizens.

Improvement is a continuous process. To further improve OPACD, the city government has the option to add more communication channels to widen their reach and even integrate artificial intelligence to analyze the data gathered effectively. The City Government should do periodic reviews and evaluations of the system’s performance to identify areas of improvement and ensure the continued delivery of better public services.


Refuerzo, A.P. (2018, October 12). City Cops Digital Cities Award. The City Government of Baguio. https://www.baguio.gov.ph/content/city-cops-digital-cities-award


Baguio Online Public Assistance and Complaints Desk (OPACD)
OPACD Administrator Interface
OPACD User Interface