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

The document discusses the University of Manchester Library's implementation of a CRM system from Microsoft Dynamics. The CRM system was first rolled out to three areas including the library. For the library, the CRM system aims to improve relationship management, collaboration, analysis, customer intelligence, and other goals. The implementation process involved requirements gathering, change management, and training activities. Benefits of the CRM system for the library include more effective relationship management, enhanced profiling of academics, and better reporting capabilities. Future plans include expanding usage of the CRM system for additional library functions such as tracking billable time and analyzing service development trends.

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

WHAT’S IT ALL ABOUT?
CRM IN THE
UNIVERSITY
CRM IN THE LIBRARY
CRM AND ACADEMIC
ENGAGEMENT

CRM FIRST PHASE OBECTIVES
Microsoft Dynamics CRM roll out to three areas of the University:
HR
DIRECTORATE FOR THE
STUDENT EXPERIENCE
(DSE)
LIBRARY

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

CRM PROJECT: LIBRARY
What does the library want from a CRM?

CRM PROJECT: LIBRARY
RELATIONSHIP
MANAGEMENT
COLLABORATION
ANALYSIS
CUSTOMER
INTELLIGENCE
OUTLOOK
INTEGRATION
COMMUNIGATOR
INTEGRATION
CUSTOMER
CENTRIC
CULTURE

CRM PROJECT: LIBRARY
CHALLENGES
Technical support
CRM Outlook Client
Integration with other systems
SUCCESSES
CRM Outlook Client
Functionality
Special Collections Reading Room
Analysis

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.

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

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

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)

HOW WE USE IT:
Work for Library Strategy

FUTURE WORK
Service Development – Peaks and Troughs

FUTURE WORK
Correlation analysis of cases

FUTURE WORK
Team structure and allocations

PANELISTS Adam Chesler Director of Global Sales AIP Publishing Sara Rotjan Assistant Marketing Director, AIP Publishing Keith Webster Dean of Libraries and Director of Emerging and Integrative Media Initiatives Carnegie Mellon University Andre Anders Director, Leibniz Institute of Surface Engineering (IOM) Editor in Chief of Journal of Applied Physics Professor of Applied Physics, Leipzig University “Read & Publish” agreements continue to gain global attention. What’s rarely discussed when these new access and article processing models are introduced is the paperwork, back-end technology and overall management required to implement the new program that works for all involved. This panel, comprised of a librarian, publisher, and researcher, will focus on the complexities of developing, implementing and using the infrastructures of different Read & Publish models and the challenges of developing a seamless experience for everyone. From article submission to publication to final reporting, the panel will discuss the “hidden” impact that new workflows will have on stakeholders in scholarly communications. Time will be allotted for Q&A and attendee participation is encouraged.

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