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