Besant, L. X., & Sharp, D. (2000). Libraries need relationship marketing. Information Outlook, 4(3).
What: article about why libraries should use relationship marketing and how this could be implemented.
Why: Since the 1960s there has been a paradigm shift to user-centered service, but libraries have in general not bought into this, unlike the business world where RM is all the rage.
Summary: The article gives an over of what relationship marketing is, and why libraries have not used it up to this point. It discusses the general history of RM in the business world as well, and concludes with ways this type of marketing could be implemented in libraries.
Conclusion: Libraries need to focus on improving their relationships with users if they want to survive and thrive in today's world.
Evaluation: While it doesn't deal with CRM directly, this article provides good background reading on why a library would want to use CRM in the first place. This is suggested reading for anyone looking to implemented CRM in their library because it provides good justification for use of relationship marketing, which is the conceptual basis for CRM software.
Thursday, December 17, 2009
Resource Review #7: Using Customer-Service Software to Manage Serials Online Access Issues
Ann, B. C., & Graves, T. (2006). Using Customer-Service Software to Manage Serials Online Access Issues. The Serials Librarian, 50(3/4), 213-215.
What: the University of South Florida (USF) library's experience using CRM to manage online serials access issues
Why: Originally a listserv was used, but tracking problems was difficult. CRM software was implemented to improve efficiency and workflow
Summary: After implementing SFX from Ex Libris, USF hired a serials access manager after not having one for over a decade. With the implementation of SFX, a listserv was initially set up to deal with access problems, but this proved to be an unsatisfactory format as emails tended to get buried and thus went unanswered. The CRM service has a web form for reporting issues, sends out an automated confirmation email after a submission (which includes contact info for talking to actual people as well), queues the problem to a particular library staff member, and reminds the staff person responsible for handling the problem via email to respond if nothing is sent within three days. The software shows repeated patron use and the general consensus is the CRM is an improvement on the old system.
Conclusion: The use of CRM greatly improved USF's online serials access workflow and their customer service in that regard as well.
Evaluation: This article is a good example of how CRM can be used in technical services, an area often overlooked when thinking about CRM in a library, as TS folks are typically back-end workers, although this use of CRM has applications across all types of libraries, especially as more resources become digital.
What: the University of South Florida (USF) library's experience using CRM to manage online serials access issues
Why: Originally a listserv was used, but tracking problems was difficult. CRM software was implemented to improve efficiency and workflow
Summary: After implementing SFX from Ex Libris, USF hired a serials access manager after not having one for over a decade. With the implementation of SFX, a listserv was initially set up to deal with access problems, but this proved to be an unsatisfactory format as emails tended to get buried and thus went unanswered. The CRM service has a web form for reporting issues, sends out an automated confirmation email after a submission (which includes contact info for talking to actual people as well), queues the problem to a particular library staff member, and reminds the staff person responsible for handling the problem via email to respond if nothing is sent within three days. The software shows repeated patron use and the general consensus is the CRM is an improvement on the old system.
Conclusion: The use of CRM greatly improved USF's online serials access workflow and their customer service in that regard as well.
Evaluation: This article is a good example of how CRM can be used in technical services, an area often overlooked when thinking about CRM in a library, as TS folks are typically back-end workers, although this use of CRM has applications across all types of libraries, especially as more resources become digital.
Resource Review #6: Customers, relationships and libraries: University of Malta – a case study
Broady-Preston, J., & Felice, J. (2006). Customers, relationships and libraries: University of Malta – a case study. Aslib Proceedings, 58(6), 525-536.
What: a case study for adopting CRM in an academic library
Why: Library use was declining while student and faculty populations increased. CRM was used as one way to improve library service and increase use.
Summary: Library staff, university faculty, and students were all consulted on how to improve the library. CRM was implemented as one of many strategies used; others included strengthening the collection, creating liaison librarian positions, and implementing information literacy instruction. A follow-up study has not been completed but anecdotal evidence shows improved user satisfaction and library usage.
Conclusion: In order for libraries to survive, they need to emphasize user retention and long-term user relationships.
Evaluation: This is a good article showing a case study of a library that improved through user-centered service. There are many good quotes from interviewees. The case study shows how the library implemented many different strategies, which is something all libraries should keep in mind: CRM is not a magic bullet. The foundations of good service have to be there already. It would be interesting to see a follow-up study with some empirical data.
What: a case study for adopting CRM in an academic library
Why: Library use was declining while student and faculty populations increased. CRM was used as one way to improve library service and increase use.
Summary: Library staff, university faculty, and students were all consulted on how to improve the library. CRM was implemented as one of many strategies used; others included strengthening the collection, creating liaison librarian positions, and implementing information literacy instruction. A follow-up study has not been completed but anecdotal evidence shows improved user satisfaction and library usage.
Conclusion: In order for libraries to survive, they need to emphasize user retention and long-term user relationships.
Evaluation: This is a good article showing a case study of a library that improved through user-centered service. There are many good quotes from interviewees. The case study shows how the library implemented many different strategies, which is something all libraries should keep in mind: CRM is not a magic bullet. The foundations of good service have to be there already. It would be interesting to see a follow-up study with some empirical data.
Resource Review #5: Highrise CRM from 37Signals
http://highrisehq.com/
What: A contact-management oriented CRM from the company 37Signals.
Why: This is the CRM we use at Wendt library. It was recommended to us by Eric Larson, formerly of Wendt Library. Eric now works for the UW-Madison Library Technology Group.
Summary: For privacy issues, I'm not going to post anything from our CRM, but Highrise has a video tour of the software.
Highrise is a basic, easy-to-use CRM. The price ranges from $30/month for a single user to $150/month for unlimited users. It is a cloud application and allows for file storage as well. 37Signals also had other types of CRM that are organized in different ways; check out their site for more information.
Contacts generally consist of people, departments, or vendors; basically any entity you will have a long-term relationship with. You add tasks related to contacts and tag contacts to organize them in customized ways. "Deals" are a way you can organize projects you have which involve multiple contacts. Finally, you subscribe to RSS feeds related to contacts or deals.
Software Evaluation: I like this software a lot. I started using it my first day on the job; it's very intuitive and I never had any problems with it. The few times we've had to contact 37Signals with questions, they have always responded very quickly.
Wendt is a medium-sized academic library. We currently use Highrise for reserves, and are in the process of expanding it out for use by departmental liaisons, instruction librarians, and technical services folks.
Conclusion: The semantics are still very business-oriented, and it's not open source so that can't be changed. Possibly not affordable for very tiny libraries, but in general the cost is very low ($3/person for the group versions, vs. $20-50/person for the group versions of CRM giants like Sugar and Salesforce), and it's really worked quite well for us. Overall I would give this an A-.
What: A contact-management oriented CRM from the company 37Signals.
Why: This is the CRM we use at Wendt library. It was recommended to us by Eric Larson, formerly of Wendt Library. Eric now works for the UW-Madison Library Technology Group.
Summary: For privacy issues, I'm not going to post anything from our CRM, but Highrise has a video tour of the software.
Highrise is a basic, easy-to-use CRM. The price ranges from $30/month for a single user to $150/month for unlimited users. It is a cloud application and allows for file storage as well. 37Signals also had other types of CRM that are organized in different ways; check out their site for more information.
Contacts generally consist of people, departments, or vendors; basically any entity you will have a long-term relationship with. You add tasks related to contacts and tag contacts to organize them in customized ways. "Deals" are a way you can organize projects you have which involve multiple contacts. Finally, you subscribe to RSS feeds related to contacts or deals.
Software Evaluation: I like this software a lot. I started using it my first day on the job; it's very intuitive and I never had any problems with it. The few times we've had to contact 37Signals with questions, they have always responded very quickly.
Wendt is a medium-sized academic library. We currently use Highrise for reserves, and are in the process of expanding it out for use by departmental liaisons, instruction librarians, and technical services folks.
Conclusion: The semantics are still very business-oriented, and it's not open source so that can't be changed. Possibly not affordable for very tiny libraries, but in general the cost is very low ($3/person for the group versions, vs. $20-50/person for the group versions of CRM giants like Sugar and Salesforce), and it's really worked quite well for us. Overall I would give this an A-.
Resource Review #4: SugarCRM Community Edition
http://www.sugarcrm.com/crm/community/sugarcrm-community.html
What: The free, open source edition of SugarCRM
Why: The majority of CRM is prohibitively expensive for libraries.
Summary: If you would like to see the visuals of the things I'm talking about, check out Sugar's demo page.
To use the community edition, you also need PHP, a webserver, and a database. There are stack editions available on the download page that include these along with the software. The stacks are available for Windows, Macs, Linux, and Sun; there are also roughly 100 language packs. There is some overlap: there are not hundred languages available, although many major languages are represented. Also included are regional dialects, i.e. Latin American Spanish.
All the default language is geared towards a business, as this is what the software is intended for. The semantics differ somewhat in libraries and all the categories available would not be applicable in our field. There is fairly complete software and could be intimidating to people will low tech skills. SugarCRM isn't difficult, but it's not a training-wheels sort of program either. As it is open source, the code can be edited to suit the users' needs. The catch here is that if you're not a programmer, or don't have someone on your staff with these skills, this is a moot point.
Since it's free, you're on your own as far as tech support goes, but there is a wiki and a forum; the community seems fairly active. SugarCRM has free training seminars available under their Sugar University page as well. There are also certified extensions available for purchase if you want to tweak the software.
Software Evaluation: I downloaded this and played around with it. I am neither a technophile nor a technophobe: I tend towards the former at least in that I actively seek out knowledge, although I am not a technology cheerleader.
I found the software relatively easy to set-up: I didn't necessarily understand the nuts and bolts of everything involved, but I was still able to get it up and running just the same. I was able to easily resolve the problems I had (all of which were minor) on my own.
Conclusion: Not my favorite CRM, but it's free, which puts it in the affordability range of libraries, who typically are not gifted with large budgets, and if you or one of your staff has the skills and the time, you can customize the software to suit your needs. Even if this is not an option, it is still entirely usable for a library. I'd give this a B overall.
What: The free, open source edition of SugarCRM
Why: The majority of CRM is prohibitively expensive for libraries.
Summary: If you would like to see the visuals of the things I'm talking about, check out Sugar's demo page.
To use the community edition, you also need PHP, a webserver, and a database. There are stack editions available on the download page that include these along with the software. The stacks are available for Windows, Macs, Linux, and Sun; there are also roughly 100 language packs. There is some overlap: there are not hundred languages available, although many major languages are represented. Also included are regional dialects, i.e. Latin American Spanish.
All the default language is geared towards a business, as this is what the software is intended for. The semantics differ somewhat in libraries and all the categories available would not be applicable in our field. There is fairly complete software and could be intimidating to people will low tech skills. SugarCRM isn't difficult, but it's not a training-wheels sort of program either. As it is open source, the code can be edited to suit the users' needs. The catch here is that if you're not a programmer, or don't have someone on your staff with these skills, this is a moot point.
Since it's free, you're on your own as far as tech support goes, but there is a wiki and a forum; the community seems fairly active. SugarCRM has free training seminars available under their Sugar University page as well. There are also certified extensions available for purchase if you want to tweak the software.
Software Evaluation: I downloaded this and played around with it. I am neither a technophile nor a technophobe: I tend towards the former at least in that I actively seek out knowledge, although I am not a technology cheerleader.
I found the software relatively easy to set-up: I didn't necessarily understand the nuts and bolts of everything involved, but I was still able to get it up and running just the same. I was able to easily resolve the problems I had (all of which were minor) on my own.
Conclusion: Not my favorite CRM, but it's free, which puts it in the affordability range of libraries, who typically are not gifted with large budgets, and if you or one of your staff has the skills and the time, you can customize the software to suit your needs. Even if this is not an option, it is still entirely usable for a library. I'd give this a B overall.
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