|Posted by LIS Leadership Forum on May 13, 2009 at 1:30 AM|
CRM Practices brings brand image to LIC
By Raghavendra, [email protected]
Present market driven society largely depends on customer satisfaction and loyalty to sustain their presence in market and remain customer friendly among competitors. Service industries mainly depend on their customers service and relationship to enhance business and to reach out more new and new clients to add existing list. Customer Relationship Management (CRM) tool popular in the present business trend as majority of the service industry implemented this technique to remain number one is their segment and also brings new changes in its services and products. Library and Information centres come under the service sector need to adopt CRM technique to improve in its overall service and products development. Basically libraries are categorised into four kinds viz Public, Academic, Industrial and Research and Development. Collection, services, information products and clients varies from these different libraries according to organization purpose. Recent surveys predict that reading habit decreased in students and more spent time in cyber centres to chat with friends or surfing mail only few among them using it for professional enrichment. Librarian/Manager priority is to taken care of every visiting library customer demands and requirements. Only satisfied customer could be the repeated customers and influence others to make use of library and information centres services and products at large extent.
Many of the university libraries wore desert look without expected number of students, research scholars and teaching and no-teaching faculties reduced library visiting by saying so many reason of improper arrangement or library not equipped to deliver expected service or library staff not cooperative. To implement CRM method in Library and Information centres not required any dedicated and available software’s in the market. Most of the libraries in present days automated with available local software to open software, to manage routine activities of department it facilitate to track all the operations. CRM tool ultimate goal is customer’s satisfaction and loyalty. To nurture these characters in LIC make use of automation software to analyse customers demands and expectations through statistics that help to design prototype of how to carry out CRM implementation. Earlier customers are having much patience to wait for addressing queries or delivering services. The invasion of ICT made everyone (library customers) to access needed information without wasting the time, it thrown challenge to library services to adopt novel method to satisfy. In this juncture librarian/Manager has to play key role to retain existing customer and add new customer through deliver satisfactory services to them. Only happiest customer visits the library again and again and brings their friends to also. Later they converted into loyal customers would bring brand image to the LIC. Library staff behaviour is crucial to understand customer’s requirements and expectations. Especially library staffs who work in help desk/circulation counter have the chances of interact customers regularly should not replies in sulk way or just shows fingers at someone else to transfer their responsibility to their queries or assistance if they sought.
Library customers are responsible for anything get changes either in information products, infrastructure and services. To understand customers better more interaction with them is inevitable, it would assist library staff to deliver requisite information to them on time. To improve customer relationship professionals need to change their attitude and approach to convert library and information centres into most knowledge happening place for them.