Application of Customer Relationship Management in Libraries

Abstract

CRM (Customer Relationship Management) is inevitable in a competitive business world. The customer is a king in the service sector and any failures to understand his/her demand would shake the sustainability in the market. The purpose of the paper is to understand the application of CRM in libraries and why librarian should implement the marketing concept of CRM in the library. Library automation, internet and World Wide Web has enhanced the expectations of users for providing the better services by acquiring and making the e-resources accessible within their library and having hyperlinks on their library web pages. The goal of CRM is to optimize management of customer information needs and interests to increase customer satisfaction and loyalty. Application of CRM in libraries can improve customer data and process management, customer loyalty, retention and satisfaction. CRM refers to the methods and tools which helps an organization to manage its relationship with its customer in an organized way. Relationships between the staff and the users are explored using CRM framework.