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Introducing CRM into an academic library

Mei‐Yu Wang (Department of Library and Information Science, Hsuan Chuang University, Hsinchu City, Taiwan, ROC)

Library Management

ISSN: 0143-5124

Article publication date: 31 July 2007

6029

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

Citation

Wang, M. (2007), "Introducing CRM into an academic library", Library Management, Vol. 28 No. 6/7, pp. 281-291. https://doi.org/10.1108/01435120710774431

Publisher

:

Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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