Manchester University

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

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

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

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

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

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

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

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

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

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. 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. 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. 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. NOW FOR THE GOOD STUFF…

18. NUMBER OF CASE SUBEJCTS

19. NUMBER OF CASES BY SCHOOL

20. CASES BY OWNER (AEL)

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. 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. HOW WE USE IT:
Target new academics

24. HOW WE USE IT:
Campaigns

25. HOW WE USE IT:
Work for Library Strategy

26. FUTURE WORK
Billable Time

27. FUTURE WORK
Service Development – Peaks and Troughs

28. FUTURE WORK
Correlation analysis of cases

29. FUTURE WORK
Team structure and allocations

30. FUTURE WORK
Wider Library roll out

31. THANKS FOR LISTENING
Any questions?