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.
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