Transcript Library Hospitality by Cecilia Samson

PAARL National Summer Conference
on
“SUPERIOR PRACTICES & WORLD
WIDENING
SERVICES OF PHILIPPINE
LIBRARIES”
Function Hall, Dao Diamond Bed &
Breakfast Hotel Dao District, Tagbilaran
City
April 14 -16, 2010
LIBRARY HOSPITALITY:
PUBLIC RELATIONS WORK, CRM
APPLIED
CECILIA E. SAMSON
Director of Libraries
Holy Name University
Tagbilaran City

HOSPITALITY
Hospitality is the cordial and generous
reception of or disposition toward guests.

PUBLIC RELATIONS
Public relations is the management function
which evaluates public attitudes, identifies
the policies and procedures of an individual or
an organization with the public interest, and
plans and executes a program of action to
earn public understanding and acceptance.
It is the management of communication
between an organization and its publics.
Marketing promotes a specific product while
public relation promotes the entire institution.

CUSTOMER RELATIONSHIP
MANAGEMENT (CRM)
- CRM is the core business strategy that
integrates
internal
processes
and
functions and external networks to create
and deliver value to targeted customers at
a profit. It is grounded on high quality
customer-related data and enabled by
information technology.

- CRM is a business strategy to select and
manage the most valuable customer
relationships. CRM requires a customercentric business philosophy and culture to
support effective marketing, sales, and
service processes. CRM applications can
enable effective customer relationship
management, provided that an enterprise
has the right leadership, strategy, and
culture.
(Keywords) - business > organization
customer > clients
profit
> objectives
1960s – marketing – watchword for
achieving competitive advantage
Fashion in the 60s
1970s – manufacturing becomes the hot
topics
Fashion in the 70s
1980s – quality
80s style
1990s – customer relationship
management (CRM)
90s style
Why has CRM bullied its way to a billiondollar industry? Bottom line: Power has
shifted to customers, who stand astride
three powerful currents:
The failure of enterprise resource planning
(ERP) systems to bestow a lasting
competitive advantage for companies.
- The cycle of innovation-to-production-toobsolescence has accelerated, leading to
an abundance of options for customers
and a shrinking market window for
vendors.
-
-Internet-surfing customers have a far
easier time collecting information about
competing suppliers, and can switch to
another vendor at the click of a mouse.
With product advantages reduced or
neutralized in many industries due to
increased “commoditization,” the
customer relationship itself is the focus of
competitive advantage.
CRM CONSTITUENCIES:
 Companies
 customers and partners of those
companies
 vendors of CRM software
 CRM application providers
 vendors of CRM hardware and
infrastructure
 management consultants
4 types of CRM
1. strategic – is a core customer-centric business strategy
that aims at winning and keeping profitable customers.
Data mining is used.
2. operational – automates and improves customer-facing
and customer supporting business processes. Data mining
is used.
3. analytical – concerned with capturing, storing, extracting,
integrating, processing, distributing, using and reporting
customer-related data to enhance both customer and
company value.
Ex. Sales data (purchase history), financial data (payment
history, credit score), marketing data (campaign response,
loyalty scheme data) and service data.
(library borrowers’ data)
4. collaborative – uses technologies to transact
across organizational boundaries with a view
to optimizing company, partner and customer
value.
Data mining is defined as the “process of
discovering new correlations, patterns, and
trends by sifting through large amounts of
data in repositories using pattern recognition
technologies as well as statistical and
mathematical techniques.”
Benefits from service automation:
* enhanced service effectiveness (service
requests can be completed more quickly
to the customer’s satisfaction
* greater service productivity
* improved customer experience
Vendors are cognizant of the fact that once
libraries have committed to a new automation
system, their sphere of influence diminishes
almost completely.
This is simple because
libraries can no longer produce sufficient leverage
when trying to settle disputes. Once a library
has purchased an automation system, it can’t
just be returned if it doesn’t performs as
expected. This is the first, and possibly biggest,
power inequity between the vendor and the
library. After a sale, the vendor is no longer in a
position where it benefits from offering incentives
to the library. In fact, at this point, the library
becomes a support liability: the vendor’s main
priority becomes to minimize the cost associated
with that customer.
5 major phases of CRM implementations:
-Develop the CRM strategy
-Build the CRM project foundation
-Specify needs and select partners
-Implement the project
-Evaluate performance
Types of employee behavior in response to
CRM implementation:
Champions – emotionally and rationally committed
Weak links – are neither emotionally nor rationally
committed
Bystanders – understand the changes being
introduced but feel no emotional
buy-in to the change
Loose cannons – are fired up with enthusiasm but
really do not understand what they
have to do to contribute to the change
Traditional technologies in data and voice
communication:
- surface mail
- air mail
- telephones
- fax
Recent technology in data and voice
communication
-
electronic data interchange (EDI)
portals
e-business
voice over internet protocol (VoIP)
conferencing
chat rooms
web-browser
e-mail
CUSTOMER-CENTRIC: THE STARTING
POINT
Savvy business executives have always
understood the importance of focusing on
customers with the best potential for sales
and profits and providing good service so
they'll come back again and again.
Consider a successful small business: the
business owner and the staff work hard to
provide personal, high-quality service,
building a loyal customer base over time.
Computers optional.
Peter Drucker – the business of business is
getting and keeping customers.
Therefore to retain customers, we must have
a stronger force on measuring & managing
the individual customer relationships. In
short, all companies, all in the same business
that is, satisfying customer needs, which
therefore, must be measured and tracked.
Measurement maybe in qualitative or
quantitative.
The key is getting closer to our customers &
making it easier for them to do business
with us.
CATEGORIES OF LIBRARY USERS’
EXPECTATIONS:
* Tangible - physical facilities, equipment and
appearance of personnel
* Empathy – the caring, individualized
attention provided to customers, and an
understanding of their situation.
*Reliability – the ability to deliver or promised
(on or before the promised date)
*Responsiveness – the ability to assist
customers in a timely fashion “
acknowledgements are sent quickly.
*Assurance – knowledgeable librarians and
their ability to inspire trust and confidence.
SERVICE QUALITY
Customer should be perceived in the following way:
Each customer is the most important person in any
business.
> Customer are not dependent on us , but we are
dependent on them.
> Customers do not interrupt our work. They are the
purpose for it.
> Customers do us favor when they call. We are not
doing them favors by providing them services.
> Customers are part of our business, not outsiders.
> Customers are human beings like us, with the
same feelings and emotions.
> Customers bring us their wants, and it is our job to
fulfill
them.
> Customers deserve the most courteous and
attentive
service we can provide.
> Customers are lifeblood of every library.
Maximizing customer satisfaction
Getting the right
job done right
the first time
+
Customer
relationship
management
Respond to
individual
customers
Identify sources
of dissatisfaction
Feedback
Conduct root
cause analysis
=
Customer
satisfaction and
loyalty
Customer satisfaction is a state of mind in
which his or her needs, wants, and
expectations
throughout
the
product/service life have been met or
exceeded, resulting in repurchase and
loyalty.
Positive word of mouth will not necessarily
get you the sale; however, negative word
of mouth essentially guarantees you will
not get the sale.
Customer Service
Customer Perception
Better than
expected
Service
experience
As Expected
Less than expected
Satisfaction Level
delighted
Satisfied
Dissatisfied
Toolbox for customer relationship
measurement & management.
1.
2.
3.
4.
5.
one-on-one consultation
customer education
complaint management
database target marketing
real-time satisfaction monitoring
Unhappy Customers
Only four percent of dissatisfied customers
complaint
Over ninety percent of unhappy customers
won’t be back
Each dissatisfied customer tells nine other
people
Happy Customers
Retaining customer costs one-fifth to onesixth less
Satisfied customers are willing to pay more
Each happy customer will tell five people
about good service
A person only complains if he or she can
conceive of something better, or has
experienced something better. Therefore,
we should always ask a complaining
customer for his or her opinion of what
would be a “better way”. You’ll be amazed
what you find out- a gold mine of
opportunities. Each complaint is a way to
serve a particular customer differently,
and as such, is an opportunity.
PROCESS TO ENCOURAGE A CULTURAL CHANGE
ABOUT COMPLAINTS:






Train employees to view complaints as opportunities.
Complaints are just another way of doing things, not
good or bad, right or wrong.
Challenge employees about how many customer
complaints they can document in one week.
The customers will start talking when they hear a
willingness to listen. Instead of “How was your stay?”
we might ask “What one thing could we have done to
improve your stay?
Instead of “How was your
research?” we might ask “What one thing could we do
to improve your research?”
Encourage employees to write down customer issues.
This is valuable information. Some people will say
that talking with customers may interfere with
business.
Reward both complaint gatherers and complainers.
Emphasizing complaints as feedback will tell
employees this is a customer-focused culture.
Why do customers leave companies?
Answer. Shortcomings in customer
service. No customer relationship
management.

In customer relations, we bring our emotions
and inner centre to every interaction and
working relationship. Service with a heart in
using both the intellect and the heart. The
way we serve is a reflection of our personal
paradigm. The true value of service with a
heart lies in the sincerity of the four P’s
Passionate
Progressive
Proactive
Positive
LIBRARY BRANDING – What’s in a
name?
Brand – can be viewed as the seller’s
promise to consistently deliver a specific set
of benefits, values, or attributes to the
consumer. Creation of a brand is not merely
as a fuel for selling a service, but as a
stamp of quality.
Is any name, design, style, word or symbol
that distinguishes a product from its
competitors. Overtime, customers assign
meaning to brands.
Old paradigm
price
quality
service
New paradigm
price
quality
service
convenience
value
solution
all of them
Change does not , however, entail on
outright rejection of all that has come
before. But there are identified features of
the libraries that will remain constant and
these are outlined by Samuel Green:
1.
2.
3.
4.
Instruction
Answering question
Reader’s-advisory service
Promotion
Paying attention to promotion and marketing
of libraries and reference service is
becoming more important than ever.
The greatest challenge in the library
service is the challenge of promoting a
new concept in the profession
Five principles of public relations:
1. Honest communication for credibility
2. Openness
confidence
and
consistency
of
actions
for
3. Fairness of actions for reciprocity and goodwill
4. Continuous two-way communication to prevent
alienation and to build relationships
5. Environmental research and evaluation to
determine the actions or adjustments needed for
social harmony.
Strategies in Public Relations:
1. Put your library on the web.
The internet has helped to reduce the
psychological distance that exists between an
organization and the publics important to its
success. This has led to what we have called
the cyber-relations.
2. To build a steady stream of repeat visitors,
web sites must focus more on substance than
flash. Flashing text, and spinning graphics
may generates some hits. But if the content
isn’t updated regularly, visitors have no
incentive to return.
3. Newsletter distributed by email is an
excellent way to market your library
a. Keep it short and snappy
4. Welcome kit, media exposure, on-campus
posters, strategic timeline and a review of
current library publication. Kit- information
about specific services
5. Submitting articles to the local newspapers
6. Partners with international organizations
which cause are for promotion of literacy and
reading.
7. Create ask a librarian on-line queries.
(create “ Ask A Librarian Team”)
8.Libraries will provide workshops in customer
service (e.g. how to manage difficult people
/interaction; how to deal with an emergency,
etc.) Create :
( Training and Learning Committee)
9.Libraries will conduct user’s focus groups to
gather data, which will be used to improve
library
publications
(brochures,
handouts/Incorporate
feedback
with
subsequent printing of the publications.
(Create a Marketing/PR Committee)
10. Develop a new hand identity and slogan
– it will be reviewed by unit librarians.
11. Increase stakeholder awareness
library
resources and services.
12. Photo Galleries & Flickr Badges
13. Start a Book Review Blog
of
14. Create "Reviews by Library Members"
Section of
the Library Website
15.
Events Calendar Online - PDF Version
16. Create
Website
a
Volunteers
Section
17.
Update the look of libraries
18.
Have a library logo
19.
Reinvent the image of librarians
on
the
LIBRARY ACTION PLAN
Areas of
Concern
Objectives
Current
Status
Strategies/
Specific Task
Persons
Involved
Budget
A. Library
Newsletter
To produce a library
newsletter that will
keep the users wellinformed of things
pertaining to the
library.
Necessary
information
pertaining to the
library are not
properly
disseminated.
a. Planning
b. Presenting the
idea to the
administration
c. Production of the
newsletter.
-Librarians
-Administrators
-Writers
a.
P10,000.00
Time
Frame
Annually
Areas of
Concern
Objectives
Current
Status
Strategies/
Specific Task
B. Library
Logo
To create a library
logo that will serve
as an emblem of
the library identity.
There is a
need to
promote the
library by
adopting a
logo.
a. Library logo
making contest to be
initiated by the
committee for the
National Book Week
Celebration.
Persons
Involved
- Committee
members
- Contestants
- Judges
Budget
Time
Frame
P1,500.00
Nov. 2430, 2011
Nov. 24-30, 2011
Areas of
Concern
Objectives
Current
Status
Strategies/
Specific Task
Persons
Involved
Budget
Time
Frame
C.
Workshop
To know and
apply the
techniques in
handling
complaints in the
library.
The librarians
and other
library
personnel
need more
knowledge in
dealing with
complaints.
a. create a committee
in holding a seminarworkshop for
complaints
b. seminar proper
c. evaluation
-Seminar
committee
-Finance Officer
-Speaker
a.
P10,000.00
a.
February,
2011
b.
P3,000.00
b.
April,
2011
Areas of
Concern
Objectives
To enhance users’
D. Library
understanding,
Materials
and Services acceptance, and
utilization of library
resources and
services
Current
Status
Strategies/
Specific Task
Persons
Involved
Low utilization
of books,
periodicals
and other
library
materials.
a. Add library
signages
-Librarians
a.
-Working students P20,000.00
b. Display window
c. Solicit feedbacks
and suggestions
Budget
b.
P30,000.00
Time
Frame
a.
Apr.-May
2011
b. AprMay, 2011
All transactions must be looked at as relationshipbuilding opportunities.
Companies want to stand out
by offering
extraordinary service that makes it hard for
customers to look elsewhere. Since service cannot be
inventoried, per se, the mindset for developing a
competitive customer service strategy must be
different.
In this age of product likeness, in which the market
fails to perceive any profuse difference between
products or companies & any product advantage
today is copied by the competition tomorrow,
quality customer relationship management is the
only thing that can place one company head and
shoulders above the rest.
DAGHANG SALAMAT > THANK
YOU
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
Anderson, Kristin & Carol Kerr.Customer relationship management. New York: McGraw-Hill, c2002.

Anton, Jon. Customer relationship management. New Jersey: Prentice-Hall, Inc. c1996.

Buttle, Francis. Customer relationship management.: concepts and technologies. 2nd ed. Amsterdam,
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Cassell, Kay Ann. Reference and information services in the 21st century: an introduction. New York: NealSchuman Publishers, Inc., c2009
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Greiner, Jay M.
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Guth, David W. & Charles Marsh. Public relations: a value- driven approach. MA, Allyn & Bacon,
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Reid, Robert D. & David C. Bojanic.
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Patton, Patricia. EQ Service w/ a heart: achieving EQ for outstanding customer service. Singapore:
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Saez, Eilleen Elliott De. Marketing concepts for libraries and information services. London: Library
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Seitel, fraser P. The Practice of public relations. 8th ed. New Jersey: Prentice-Hall, Inc. c2001.
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Wilcox, Dennis L., et al. Essentials of public relations. New York: Addison-Wesley Educational
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
www.library.america.edu/about/marketing/HU Library Marketing Plan. Pdf

Hospitality marketing management.
http://www.libsuccess.org/index.php title=main page
New Jersey: John Wiley