Library Management Emerald Article: Introducing CRM into an academic library Mei-Yu Wang Article information: To cite this document: Mei-Yu Wang, (2007),"Introducing CRM into an academic library", Library Management, Vol. 28 Iss: 6 pp. 281 - 291 Permanent link to this document: http://dx.doi.org/10.1108/01435120710774431 Downloaded on: 19-07-2012 References: This document contains references to 38 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 4072 times since 2007. * Users who downloaded this Article also downloaded: * Aryati Bakri, Peter Willett, (2011),"Computer science research in Malaysia: a bibliometric analysis", Aslib Proceedings, Vol. 63 Iss: 2 pp. 321 - 335 http://dx.doi.org/10.1108/00012531111135727 Hui Chen, Miguel Baptista Nunes, Lihong Zhou, Guo Chao Peng, (2011),"Expanding the concept of requirements traceability: The role of electronic records management in gathering evidence of crucial communications and negotiations", Aslib Proceedings, Vol. 63 Iss: 2 pp. 168 - 187 http://dx.doi.org/10.1108/00012531111135646 Brian Matthews, Catherine Jones, Bartlomiej Puzon, Jim Moon, Douglas Tudhope, Koraljka Golub, Marianne Lykke Nielsen, (2010),"An evaluation of enhancing social tagging with a knowledge organization system", Aslib Proceedings, Vol. 62 Iss: 4 pp. 447 - 465 http://dx.doi.org/10.1108/00012531011074690 Access to this document was granted through an Emerald subscription provided by TATA INSTITUTE OF SOCIAL SCIENCES For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com With over forty years' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in business, society, public policy and education. In total, Emerald publishes over 275 journals and more than 130 book series, as well as an extensive range of online products and services. Emerald is both COUNTER 3 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. *Related content and download information correct at time of download.

Introducing CRM into an academic library Mei-Yu Wang Department of Library and Information Science, Hsuan Chuang University, Hsinchu City, Taiwan, ROC Abstract Purpose ��� This case study was conducted with the purpose of discovering the possible barriers when a customer relationship management (CRM) implementing plan was initiated in the library context, and exploring its efficiency and effectiveness after implementation. The study aims to develop initial hunches or insights and to obtain concrete suggestions for a template to use in future developing and implementing efforts. Design/methodology/approach ��� To understand the dynamics present within single, real-life settings during the implementation process, the case study method was adopted. Findings ��� The findings highlight the importance to overcome libraries��� inexperience in terms of CRM implementation management, and demonstrate that the biggest challenge facing a library is to raise internal awareness of the CRM functions and capabilities that are now provided, and to educate library staff on how these functions and features operate. Research limitations/implications ��� The biggest problem of implementing a CRM system in academic libraries is to raise internal awareness of the functions and capabilities that are now provided, to educate library staff on how these functions and features operate, and to clarify the different roles played by the automation system, online reference service and the CRM system. Practical implications ��� The initiation into CRM needs not only to address cultural issues, but deal with the fears and anxieties that library staff may have in relation to the adopting the CRM system. Originality/value ��� The paper provides useful information for those wanting to implement a CRM system in a library context. Keywords Customer relations, Customer service management, Academic libraries, Database management systems Paper type Case study Introduction More and more organizations and companies have realized that they need to put their customers front and center, and to support a robust strategic customer care process, including profiling customers, segmenting customers, researching customers, investing in technology, and managing customers (Brown, 2000). This move toward more customer centric direction can be traced back to the 1960s when the focus of marketing started to shift from managing products or marketing campaigns to managing the profitability of each individual customer over the entire life of the relationship. The paradigm shift brought lots of discussions on ���relationship marketing��� since the 1980s (Berry, 1983 Hakansson, �� 1982). Relationship marketing aims to identify, maintain, and build up a network with individual customers and to continuously strengthen the network for the mutual benefit of both sides through interactive, individualized and value-added contacts over a long period of time (Shani and Chalasani, 1992). However, relationship marketing focuses mainly on strategy, and The current issue and full text archive of this journal is available at www.emeraldinsight.com/0143-5124.htm Introducing CRM into an academic library 281 Received 13 September 2006 Revised 20 September 2006 Accepted 8 October 2006 Library Management Vol. 28 No. 6/7, 2007 pp. 281-291 q Emerald Group Publishing Limited 0143-5124 DOI 10.1108/01435120710774431