application of crm (customer relationship management) in libraries
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Mayuri Patel Librarian- Uma Arts & Nathiba Commerce
College, Gandhinagar
Urvi TrivediLibrarian -Smt. Sadguna C U Arts college for
Girls, Ahmedabad
Caliber 2013
Application of CRM (Customer Relationship Management) in
Libraries
Libraries Service Centers Aim to provide quality services to its
customers/readers Readers in an era of profusion of
information resources & services have become more knowledgeable & demanding
Challengemeet user expectations while dealing with budget constraint & competitive environment
Introduction
Answer…..• Add value to services• Apply Marketing strategies• Better relationship with users• Maximum utilization of existing resources• Add variety of new resources
Build up an excellent relationship with readers- is need of time.
CRM is a process used to learn more about customer’s requirements & behaviors to develop stronger relationship with them.
“A business strategy that aims to understand, anticipates and manages the needs of an organization's current & potential customers.”
“A customer-focused business strategy that aims to increase customer satisfaction and customer loyalty by offering a more responsive & customized services to each customer.”
CRM (Customer relationship management)
Information User’s profile & their preference data Process Methods & inputs for service Technology Tools/system that enables CRM easily People Customer ♫ skilled library personnel
Components of CRM
Challenges to meet customer expectations Readers have too many choices to get inf.
rather than visiting a library While almost everything is available at the
click of the mouse, work towards satisfaction of users is needed
CRM offers integrated approach to achieve good relationship with users
Why CRM In libraries
CRM could help library materialize the goal of increased no of satisfied users
Addresses users need directly, improves service quality and add value for library use.
Technology oriented library process New analytics and new strategies that
enables lib. Personnel to work harder & smarter to capture customer information.
Application of CRM in Libraries
Access CRM Needs Understand user Involve staff Motivate the staff Communication with users Avoid overspecialized solutions Be critical in choice of methods, tools
equipments
Steps of implementing CRM in Libraries…..
Factors to be considered while selecting a CRM solution…..
Flexibility Interactivity Product reliability Information security Economy & user friendliness
Selection of CRM
Open source CRM solutions, designed to cater the needs of non profit seeking org. can be better alternatives for service sectors like LIC; as most of the established CRM solutions are highly expensive & require technical expertise for customization.
Some well known open source CRM software are..
CiviCRM (http:/www.civicrm.org) MPower (www.mpoweropen.com) Ubercart (http:/www.ubercart.org)
Open source CRM Software
Increases the usage of library Helps to match the tastes, preference &
requirements of users with library collection. Improves loyalty & contribution of user
community. Compliance & cooperation between users &
library staff. Encourage feedback & suggestions from the
users Quality service to users Financial benefit from mgt. Gain trust & loyalty from the valued customers
How CRM is useful for Libraries
British Library decided to have a CRM system that would help record information on interactions with customers .
British Library’s executives streamlined all systems into one single point of customer contact.
“We are now able to tailor our service provision to achieve the aim of delighting customer, not just go through the mechanics of responding to the customer.”
- Team members of CRM Project
CRM project of British Library,UK
The result of these system improvements, is that….
less time is spent on retrieving files, and history of each customer can be accessed every time they call.
Better understanding of the customer. Better level of service to customers, as
queries are handled faster & more efficiently Business progresses, while keeping
customers happy.
….CRM project of British Library
1.Value added services
To be value added service provider, librarian need to add value to the reader’s contact by..
• Asking questions to understand user’s inquiry or situation
• Determining if there is more service to offer• Asking about the satisfaction
Modes of CRM in Libraries
2. Quality ServicesRaise satisfaction level of readers by
offering good services consistently.Use creativity in promoting library collectionLibrary atmosphere should be clean &
inviting.3. LeadershipAny query should be satisfied, as a friendly
partner of users.User should like to approach the librarian
4. Perceived value Promote what makes library special. e.g. information service, reference service,
Ask librarian service etc.5. Personality Hard working, pleasant, communicative,
soft spoken, updated..6. Organizational issues Trust, reliability within library’s system. Let customer know what else library can
do for them.
Measuring reader satisfaction
Think upon these questions Did I completely understand what the user
wanted? Was presentation of information in a clear
manner Quality service was provided? Whether user was satisfied?
Levels of CRM
Steps to measure user satisfaction
Following statistics should be analyzed.No of new Readers per monthReaders lost per yearAverage usage of library usageCost per readerReader testimonials & endorsementsReader satisfaction survey score
We are here to help Fulfilling Expectations Interaction=profitability Put the book in hand Information needs of user---build library
collection accordingly Cooperation & Resource sharing Think before saying no to user
Rules to follow by Library staff
What are needs & expectations of users? How do you define an ideal service
interaction? Do you resolve problems efficiently &
courteously? How to personalize interactions to foster
relationship ? What services could set us apart as caring
about quality & users How to get feedback from users?
Questions to think about services offered
“ Successful CRM is about competing in the relationship dimension. Not as an alternative to having a competitive product or reasonable price--- but as a differentiator”
-Smallbiz-CRM
Conclusion
“You cannot tailor-make the situations in life but you can tailor-make the attitudes to fit those situations”
-Zig Ziglar
Lovely thing to learn from WATER…..
“Adjust yourself in every situation and in any shape,
BUT MOST IMPORTANTAlways find out your own way to Flow”
Thank you
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