Crafting a Full-Bodied IL Program:
Using CRM as a Strategic
Framework to Maximize Value
Lea Briggs – University of New Mexico
Lora Leligdon – Dartmouth College
Todd Quinn – University of New Mexico
Our Service Chain
Funding
Growth
Employee
Retention
Internal
Service
Quality
External
Service
Quality
Employee
Satisfaction
User
Satisfaction
User
Loyalty
Employee
Productivity
Workplace design
Job design
Employee selection
Employee development
Recognition
Tools to help users
Profit
(Resources)
Excellent
service,
consistently
delivered
Service
designed
and
delivered to
exceed
expectations
Retention
Repeat Users
Referrals
Advocates
Partnerships
Heskett, et al, 2008.
Partner
Advocate
Emphasis developing and
enhancing existing
relationships
Supporter
Customer
Emphasis on new users
Prospect
Narayandas, 2005
CRM Continuum
Defined
Narrowly and tactically
implementation of a
specific project
solution
implementation of an
integrated series of
customer-oriented
solutions
Defined
Strategically
holistic approach to
managing relationships
to create value
Payne & Frow, 2005
Payne and Frow, 2013
Strategy Development
Where are we and what do we want to
achieve?
Who are the customers that we want and how
should we segregate them?
Segment the Market
Value Creation
How should we offer value to our customers?
How should we maximize the lifetime value of
the customer we want?
Multi-Channel Integration
Multi-channel Integration
What are the best ways for us to get to customers?
What are the best ways for customers to get to us?
What does an outstanding customer
experience/deliverable look like?
Consistency in the message
Information Management
Information Management
How should we organize information on
customers?
How can we ‘replicate’ the mind of customers
and use this to improve our activities?
Performance Assessment
Performance Assessment
How can we increase resources and
shareholder value?
How should we set standards, develop metrics,
measure our results and improve our
performance?
Future Work
• Solicit and compile framework for variety of
institutions & analyze results
• Compare results of various IL programs
framework to identify value opportunities
References
Association of College & Research Libraries. (January 2012). Characteristics of programs of
information literacy that illustrate best practices: A guideline. Retrieved from
http://www.ala.org/acrl/standards/characteristics
Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, J. E., & Schlesinger, L. A. (2008). Putting the
service-profit chain to work. Harvard Business Review, 86(7/8), 118-129.
Narayandas, D. (2005). Building loyalty in business markets. Harvard Business Review, 83(9),
131-139.
Payne, A., & Frow, P. (2005). A strategic framework for customer relationship
management. Journal Of Marketing, 69(4), 167-176. doi:10.1509/jmkg.2005.69.4.167
Payne, A., & Frow, P. (2013). Strategic customer management: Integrating relationship
marketing and CRM. Cambridge, UK: Cambridge University Press.
Image Credits
Coffee Cup by Ryu1chi Miwa: https://www.flickr.com
Barista by HalfFullmagazine.com
Ladder by Geraint Rowland: https://www.flickr.com
CRM Framework - Payne & Frow, (2013). p221.
Any Which Way by Ian Wilson: www.flickr.com
http://www.managementguru.net/strategic-planning/
Starbucks sizes by Antonie Silveira: www.flickr.com
http://upscalecoffee.com/Office_coffees_web.jpg
http://s3-media1.fl.yelpcdn.com/bphoto/yaS6Wi53LtJHwmuReEO07Q/o.jpg
Tim Horton’s by www.timhortons.com
Coffee milk, sugar by Bertalan Szürös https://www.flickr.com