Crafting a Full-Bodied IL Program: Using CRM as a Strategic

Framework to Maximize Value

Lea Briggs – University of New MexicoLora Leligdon – Dartmouth CollegeTodd Quinn – University of New Mexico

Holistic approach to managing relationships to create value

Relationships are important

Our Service Chain

Internal Service Quality

Employee Satisfaction

Employee Retention

External Service Quality

User Satisfaction

User Loyalty

Funding Growth

Employee Productivity

Profit(Resources)

Workplace designJob designEmployee selectionEmployee developmentRecognitionTools to help users

Excellent service, consistently delivered

Service designed and delivered to exceed expectations

RetentionRepeat UsersReferralsAdvocatesPartnerships

Heskett, et al, 2008.

Partner

Advocate

Supporter

Customer

Prospect

Emphasis developing and enhancing existing relationships

Emphasis on new users

Narayandas, 2005

CRM Continuum

DefinedNarrowly and tactically

DefinedStrategically

implementation of a specific project solution

implementation of an integrated series of customer-oriented solutions

holistic approach to managing relationships to create value

Payne & Frow, 2005

Payne and Frow, 2013

Strategy Development

Where are we and what do we want to achieve?

Who are the customers that we want and how should we segregate them?

Segment the Market

Value Creation

How should we offer value to our customers?

How should we maximize the lifetime value of the customer we want?

Multi-Channel Integration

Multi-channel Integration

What are the best ways for us to get to customers?

What are the best ways for customers to get to us?

What does an outstanding customer experience/deliverable look like?

Consistency in the message

Information Management

Information Management

How should we organize information on customers?

How can we ‘replicate’ the mind of customers and use this to improve our activities?

Performance Assessment

Performance Assessment

How can we increase resources and shareholder value?

How should we set standards, develop metrics, measure our results and improve our performance?

Future Work

• Solicit and compile framework for variety of institutions & analyze results

• Compare results of various IL programs framework to identify value opportunities

ReferencesAssociation of College & Research Libraries. (January 2012). Characteristics of programs of information literacy that illustrate best practices: A guideline. Retrieved from http://www.ala.org/acrl/standards/characteristics

Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, J. E., & Schlesinger, L. A. (2008). Putting the service-profit chain to work. Harvard Business Review, 86(7/8), 118-129.

Narayandas, D. (2005). Building loyalty in business markets. Harvard Business Review, 83(9), 131-139.Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal Of Marketing, 69(4), 167-176. doi:10.1509/jmkg.2005.69.4.167

Payne, A., & Frow, P. (2013). Strategic customer management: Integrating relationship marketing and CRM. Cambridge, UK: Cambridge University Press.

Image CreditsCoffee Cup by Ryu1chi Miwa: https://www.flickr.com

Barista by HalfFullmagazine.com

Ladder by Geraint Rowland: https://www.flickr.com

CRM Framework - Payne & Frow, (2013). p221.

Any Which Way by Ian Wilson: www.flickr.com

http://www.managementguru.net/strategic-planning/

Starbucks sizes by Antonie Silveira: www.flickr.com

http://upscalecoffee.com/Office_coffees_web.jpg

http://s3-media1.fl.yelpcdn.com/bphoto/yaS6Wi53LtJHwmuReEO07Q/o.jpg

Tim Horton’s by www.timhortons.com

Coffee milk, sugar by Bertalan Szürös https://www.flickr.com