Posted by LIS Leadership Forum on November 16, 2018 at 5:55 AM
Marketing library services: Customer relationship
Customer is king in market driven society. We living in the atmosphere of everything need to be market, if product or process owner fail to market it in the highly competitive world, its failure of invention or draw attention of consumers or users. Library is not away from marketing its services to user community in order to reach out everyone and ensure optimum utilization of the resources and services. Now a day�??s respect to academic and public libraries reduced footfalls. Reason may be internet, technological advancement and more engagement in social media�??s. When I was a student, during that time there is no internet and computers are slowly penetrating. Our only option is to, go to library for our academic and recreation purpose. Now that space has been taken over by social media platform and their academic resources available in other means, made them to not to visit library physically. In fact, some student during their academic period visits library for taking no dues or mandatory purpose. They enthusiastically not going libraries. Due to lot of advancement in IT revolution, libraries can reach each individual user without they visiting library, but still you won�??t feel without visiting library and reading material over there by spending couple of hours. It was common phenomenon in earlier days, now students don�??t have much patience to visit library and prepare their notes and relevant academic pursuit purpose, some institutions exception to this because of their academic programs.
In this scenario, librarian or who is heading department having huge challenge to marketing existing resources. If they have not market it effectively what is the use of keeping all the knowledge materials and maintaining it with professional staff. When you want to market it first and foremost thing is relationship. If you have maintained good relationship with your visiting customers or user community, it will make your task easy.
Satisfied customers will become brand ambassador of library. how to make them satisfied customer is difficult task and takes long time, as need to create good impression by delivering effective services and ensure them there is no hindrances in getting requisite information and accessing existing facilities.
Library staff should have friendly behavior with every visiting customer, develop good relationship with them. Over a period that will helps you to understand them better way and serve them appropriately. In some institutions library staff will not bother about visiting customers and just answer what they asking, beyond they will not go. In such cases it creates negative impression on overall growth of library. When customer approaches, you should engage with causal talk while serving, that will build bond and can make him or her to visit again and again library and increase spending hours in library.
To keep customer�??s satisfaction and updating on relevant and novel things, we must learn from
e-commerce firms like Amazon, flip kart etc.
Maintaining customer relationship is inevitable, that bring lot of changes in library sources, services, growth, progress, expansion and building brand image.
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