Introducing CRM into an academic library
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.