Strategic CRM: Improving the Business of Academic Libraries |
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| Authors: | Lora Leligdon Todd Quinn Lea Briggs |
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| Institution: | 1. Kresge Library, Dartmouth College, Hanover, New Hampshire, USAlora.c.leligdon@dartmouth.edu;3. Parish Library, University of New Mexico, Albuquerque, New Mexico, USA;4. Zimmerman Library, University of New Mexico, Albuquerque, New Mexico, USA |
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| Abstract: | An argument can be made that libraries are businesses, with users as their customers. Given the increasing scarcity of funding and pressure for proving value, academic libraries could benefit from leveraging certain business practices to increase user satisfaction. Creating a comprehensive strategy for building long-term user relationships can solidify support for libraries by engaging with all stakeholders to improve their library experiences. The Customer Relationship Management philosophy described here provides an opportunity for institutions to show their total value to all users and stakeholders and in doing so, improve the business of academic libraries. |
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| Keywords: | Academic library CRM customer relationship management faculty relationship marketing |
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