What is CRM and what does it have to do with how I market my library’s services?
Anne R. Moncton Library N.B.

CRM is a marketing acronym standing for Customer Relationship Management. It is the outgrowth of the combined phenomena of the perception of the growing value of customer loyalty to a business franchise and the concurrent increase in technology. The result is the development of CRM as a tool used by marketers to build strong relationships with individual customers through customized messages, tailored products or services and individualized approaches to the sale of products or services. All of this is possible because of enhanced computer technology and the increased capabilities of database technology.

By tailoring messages and products/services to individual customers companies have a better opportunity to establish a meaningful relationship with that customer. Better relationships mean stronger levels of loyalty and ultimately greater sales.

For libraries, targeted messages can lead to the acquisition of materials better suited to individual needs, advance notice to patrons/customers of materials for which they have an interest and a subsequent greater perceived value of the library by the customer. At the end of the day, greater perceived value means more support, both at the community level and financially when bond or millage issues come due. CRM is an important aspect of Customer Service that libraries are only beginning to come to grips with...but it is the future.