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Dominic Broadhurst and Jill Eaves: Making the customer king or queen

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Manchester University

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Dominic Broadhurst and Jill Eaves: Making the customer king or queen

  1. 1. MAKING THE CUSTOMER KING/OR QUEEN! Roll-out of a CRM system in a University Library Dominic Broadhurst - Academic Engagement Manager Jill Eaves - Business Change Manager The University of Manchester Library 2ND RELATIONSHIP MANAGEMENT IN LIBRARIES CONFERENCE - NOVEMBER 17, 2017
  2. 2. WHAT’S IT ALL ABOUT? CRM IN THE UNIVERSITY CRM IN THE LIBRARY CRM AND ACADEMIC ENGAGEMENT
  3. 3. CRM FIRST PHASE OBECTIVES Microsoft Dynamics CRM roll out to three areas of the University: HR DIRECTORATE FOR THE STUDENT EXPERIENCE (DSE) LIBRARY
  4. 4. CRM PROJECT: LIBRARY ACADEMIC ENGAGEMENT TEAM SPECIAL COLLECTIONS TEAMS RESEARCH SERVICES TEAM Academic Staff, Researchers, Professional support staff UOM staff & students, Non UOM Academics, Researchers, JRRI, visitors. Academic Staff, Researchers CUSTOMERS
  5. 5. CRM PROJECT: LIBRARY What does the library want from a CRM?
  6. 6. CRM PROJECT: LIBRARY RELATIONSHIP MANAGEMENT COLLABORATION ANALYSIS CUSTOMER INTELLIGENCE OUTLOOK INTEGRATION COMMUNIGATOR INTEGRATION CUSTOMER CENTRIC CULTURE
  7. 7. CRM PROJECT: LIBRARY RELATIONSHIP MANAGEMENT COLLABORATION ANALYSIS CUSTOMER INTELLIGENCE OUTLOOK INTEGRATION COMMUNIGATOR INTEGRATION CUSTOMER CENTRIC CULTURE RELATIONSHIP MANAGEMENT
  8. 8. CRM PROJECT: LIBRARY RELATIONSHIP MANAGEMENT COLLABORATION ANALYSIS CUSTOMER INTELLIGENCE OUTLOOK INTEGRATION COMMUNIGATOR INTEGRATION CUSTOMER CENTRIC CULTURE COLLABORATION
  9. 9. CRM PROJECT: LIBRARY RELATIONSHIP MANAGEMENT COLLABORATION ANALYSIS CUSTOMER INTELLIGENCE OUTLOOK INTEGRATION COMMUNIGATOR INTEGRATION CUSTOMER CENTRIC CULTURE ANALYSIS
  10. 10. CRM PROJECT: LIBRARY RELATIONSHIP MANAGEMENT COLLABORATION ANALYSIS CUSTOMER INTELLIGENCE OUTLOOK INTEGRATION COMMUNIGATOR INTEGRATION CUSTOMER CENTRIC CULTURE CUSTOMER INTELLIGENCE
  11. 11. CRM PROJECT: LIBRARY RELATIONSHIP MANAGEMENT COLLABORATION ANALYSIS CUSTOMER INTELLIGENCE OUTLOOK INTEGRATION COMMUNIGATOR INTEGRATION CUSTOMER CENTRIC CULTURE OUTLOOK INTEGRATION
  12. 12. CRM PROJECT: LIBRARY RELATIONSHIP MANAGEMENT COLLABORATION ANALYSIS CUSTOMER INTELLIGENCE OUTLOOK INTEGRATION COMMUNIGATOR INTEGRATION CUSTOMER CENTRIC CULTURE COMMUNIGATOR INTEGRATION
  13. 13. CRM PROJECT: LIBRARY CHALLENGES Technical support CRM Outlook Client Integration with other systems SUCCESSES CRM Outlook Client Functionality Special Collections Reading Room Analysis
  14. 14. CRM PROJECT MILESTONES Library requirements gathering. Change management activities. Library requirements signed off. Training completed. CRM embedded in enquiry management processes . A range of reports being produced . JAN 16 MAY 16 JUNE 16 JUNE 17 NOV 17 Go Live! CRM roll out to the Research Services Team.
  15. 15. CRM BENEFITS FOR ACADEMIC ENGAGEMENT MORE EFFECTIVE RELATIONSHIP MANAGEMENT ENHANCED PROFILING OF OUR ACADEMICS CAMPAIGNS DAY TO DAY ACTIVITIES HIGHER LEVEL OF INTELLIGENCE ON ACADEMIC PRIORITIES REPORTING ON ACTIVITIES/ FEEDBACK
  16. 16. CRM BENEFITS FOR WIDER LIBRARY INTEGRATED AND PROFESSIONAL RESPONSE FOR DEALING WITH ACADEMIC QUERIES FACILITATES SHARING OF INFORMATION AND CLOSER TEAM WORKING DOVETAILS WITH AND COMPLEMENTS CULTURE CHANGE PROCESS FACILITATES BETTER TRACKING AND MONITORING OF OUR ACTIVITY INFORMS KEY INITIATIVES SUCH AS LIBRARY STRATEGY AND ANNUAL PERFORMANCE REVIEW BEACON OF GOOD CRM PRACTICE IN UNIVERSITY
  17. 17. NOW FOR THE GOOD STUFF…
  18. 18. NUMBER OF CASE SUBEJCTS
  19. 19. NUMBER OF CASES BY SCHOOL
  20. 20. CASES BY OWNER (AEL)
  21. 21. WHAT DOES A RECORD LOOK LIKE CONTACT INFORMATION NAME ID EMAIL ACTIVITIES / NOTES (eg anyone in the University who’s dealt with that person) LIBRARY COMMENT: CAN ADD IN CURRENT ROLE IN THE SCHOOL ACADEMIC DETAILS DATE JOINED THE UNIVERSITY LINK TO RESEARCH PROFILE MAIN STAFF POST (EG SENIOR LECTURER)
  22. 22. WHAT DOES A RECORD LOOK LIKE CASES CASE SUBJECT, OWNER, STATUS (RESOLVED, ACTIVE), CREATED ON FACULTY/SCHOOL/DISCIPLINE DATA TEACHING RESPONSIBILITIES (MODULES TAUGHT BY YEAR) ACADEMIC INTERESTS/CAREER/RESEARCH CYCLE NOT ALWAYS COMPLETE! LIBRARY INTERACTIONS BORROWER RECORD LIBRARY SENTRY DATA (BY SITE)
  23. 23. HOW WE USE IT: Target new academics
  24. 24. HOW WE USE IT: Campaigns
  25. 25. HOW WE USE IT: Work for Library Strategy
  26. 26. FUTURE WORK Billable Time
  27. 27. FUTURE WORK Service Development – Peaks and Troughs
  28. 28. FUTURE WORK Correlation analysis of cases
  29. 29. FUTURE WORK Team structure and allocations
  30. 30. FUTURE WORK Wider Library roll out
  31. 31. THANKS FOR LISTENING Any questions?

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