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Application of CRM (Customer Relationship Management) in Libraries

Mayuri Patel Librarian- Uma Arts & Nathiba Commerce College, Gandhinagar Urvi Trivedi Librarian -Smt. Sadguna C U Arts college for Girls, Ahmedabad Caliber 2013 . Application of CRM (Customer Relationship Management) in Libraries. Introduction. Libraries Service Centers

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Application of CRM (Customer Relationship Management) in Libraries

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  1. Mayuri Patel Librarian- Uma Arts & Nathiba Commerce College, GandhinagarUrvi TrivediLibrarian -Smt. Sadguna C U Arts college for Girls, AhmedabadCaliber 2013 Application of CRM (Customer Relationship Management) in Libraries

  2. Introduction • Libraries Service Centers • Aimto provide quality services to its customers/readers • Readers in an era of profusion of information resources & services have become more knowledgeable & demanding • Challenge meet user expectations while dealing with budget constraint & competitive environment

  3. 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.

  4. CRM (Customer relationship management) 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.”

  5. Components of CRM • Information User’s profile & their preference data • Process Methods & inputs for service • Technology Tools/system that enables CRM easily • People Customer ♫ skilled library personnel

  6. Why CRM In libraries • 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 satisfactionof users is needed • CRM offers integrated approach to achieve good relationship with users

  7. Application of 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.

  8. Steps of implementing 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

  9. Selection of CRM Factors to be considered while selecting a CRM solution….. • Flexibility • Interactivity • Product reliability • Information security • Economy & user friendliness

  10. Open source CRM Software • 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)

  11. How CRM is useful for Libraries • 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

  12. CRM project of British Library,UK • 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

  13. ….CRM project of British Library 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.

  14. Modes of CRM in Libraries 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

  15. 2. Quality Services • Raise satisfaction level of readers by offering good services consistently. • Use creativity in promoting library collection • Library atmosphere should be clean & inviting. 3. Leadership • Any query should be satisfied, as a friendly partner of users. • User should like to approach the librarian

  16. 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.

  17. Levels of CRM 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?

  18. Steps to measure user satisfaction Following statistics should be analyzed. • No of new Readers per month • Readers lost per year • Average usage of library usage • Cost per reader • Reader testimonials & endorsements • Reader satisfaction survey score

  19. Rules to follow by Library staff • 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

  20. Questions to think about services offered • 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?

  21. Conclusion “ 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

  22. “You cannot tailor-make the situations in life but you can tailor-make the attitudes to fit those situations” -Zig Ziglar

  23. 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”

  24. Thank you

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