Transcript Internal Marketing of Business Libraries

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Internal Marketing of
Business Libraries
DR. JAGDISH N. SHETH
Charles H. Kellstadt Professor of Marketing
Emory University
[email protected]
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The Challenging Environment of the
Business Librarians
Demanding
Internal
Customers
Internet
Revolution
7
1
Non-Traditional
Commoditization
Competition
of IT
6 Challenging 2
Services
Environments
3
5
Retaining
Talent
4
Distributed
Learning
Budget
Caps
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
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The Prisoners of Existing Paradigms
Library
Philosophy
& Practice
Culture
Processes
Infrastructure
Structure
Traditional
Library
Practice
Anticipatory
Managemen
t
Opportunity Driven
Reactive
Management
Crisis Driven
Past
Future
Status Quo
Managemen
t
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
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The Fundamental Shift in the Role
of Business Librarians
LEADERSHIP
STYLE
Future Role
SUPPORT
FUNCTION
STRATEGIC
FUNCTION
Traditional Role
ADMINISTRATIVE
STYLE
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
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How to Succeed in Internal
Marketing
Become a
Trusted
Advisor
Provide
Executive
Leadership
7
1
Invest in Patron
Loyalty
6
Processes
2
3
5
Reorganize
Resources
The 4 As of
Marketing
4
Educate,
Educate,
Educate
Align with
IT
Initiatives
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
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Provide Executive Leadership
• Leadership is all about shaping expectations
while managing is all about delivering
expectations
PERSONAL
LEADERSHIP
=
PASSION
X
COMPETENCE
X
EMPATHY
• It is the job of the Business Librarian to
educate top leadership of the organization on
how to create a Differential Advantage
through the Library as a Strategic Resource
and Asset
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
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The 4 As of Internal Marketing
• Acceptability (functional, atmosphere, social)
• Affordability (ability, value)
• Accessibility (time, effort, location)
• Awareness (reminder, reinforcement)
VALUE OF
INTERNAL
MARKETING
=
ACCEPTABILITY
X AFFORDABILITY XACCESSIBILITYX AWARENESS
You need all four “A”s to make a difference!
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
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Educate, Educate, Educate
• Educator model of Internal Consulting
• Increase awareness
• Celebrate achievements
• Create an in-house Library Academy
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
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The Information Industry
INFORMATION
VOICE
FUNCTION
CREATE & COLLECT
(Content)
DISPLAY
(Communication
Devices)
STORE
(Memory Devices)
PROCESS
(Applications)
DISTRIBUTE
(Transport)
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
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The New Information Industry
Digital electronics has created integration among the
communications media.
INFORMATION
FUNCTION
CREATE & COLLECT
(Content)
DISPLAY
(Communication
Devices)
STORE
(Memory Devices)
PROCESS
(Applications)
DISTRIBUTE
(Transport)
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
VOICE
TEXT
IMAGE
DATA
VIDEO
INTEGRATED CONTENT
INTEGRATED DEVICES
INTEGRATED STORAGE
INTEGRATED APPLICATIONS
INTEGRATED HIGHWAYS
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Evolution of Next Generation
Networks
TELEMATICS
(Cars, Planes
& Appliances)
OPTICAL
NETWORKS
SPEED
WIRELESS
(PDA)
BROADBAND
(Cable, DSL)
INTERNET
(Computer)
WIRELINE
(Telephone)
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
SCALE
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Align with IT Initiatives
Externally
Networked
(Extranets)
SUPPLY CHAIN
AUTOMATION
(SCM)
E-BUSINESS
(CC)
Internally
Networked
(Intranets)
BUSINESS
PROCESS
AUTOMATION
(ERP)
CUSTOMER
RELATIONSHIP
AUTOMATION
(CRM)
Back Office
Productivity
Front Line
Productivity
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
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Reorganize Resources
• As a strategic function, it must be
distributed and diffused in all
functional, geographic, market and
program divisions
• This is similar to other strategic
functions such as finance, human
resources and information services
• Budgeting becomes matrix
management
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
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Invest in Patron Loyalty Processes
PATRON
SATISFACTION
BASED
COMPENSATION
PATRON
COMES
FIRST
PATRON
ORIENTED
PROCESSES
FRONTLINE
INFORMATION
SYSTEMS
RESPONSIVENESS
(COURTESY &
SPEED)
VALUE BONDING
MASS
CUSTOMIZATION
PROFESSIONALISM
& COMPETENCE
QUALITY
OBSESSION
PROACTIVE
INNOVATION
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
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The Emerging Bipolarity of Patron
Relationship
SELF
SERVICE
EXPERT
FOR HIRE
TRUSTED
ADVISOR
• Just as what has happened to customer
service, payroll and IT services, it is likely to
happen to Business Library services.
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
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Experts vs.Trusted Advisors
EXPERT
TRUSTED
ADVISOR
• Tell
• Listen
• Provide good answers
• Ask great questions
• Develop professional
trust
• Develop professional
and personal trust
• Possess depth of
knowledge
• Possess depth and
breadth of knowledge
• Provide expertise
• Provide insights
• Analyze
• Synthesize
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
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The Client’s Perception of Trusted
Advisors
•
The really good professionals ask great questions. Often, they enable
solutions rather than supply them.
•
The best advisors have a good understanding of my industry, but also
breadth. Some of the best insights I have gotten have come from
professionals who bring analogies from other fields.
•
Good professionals are great listeners. They hear what you mean, not
necessarily what you say.
•
It is very tough finding ‘honest brokers’ who are unbiased and not
pushing their own agenda with you. Everyone walks in here wanting
something.
•
Our consultants always end the session with a half-hour presentation
on ‘next steps’, the execution of which cannot, of course, be
accomplished without the consultants. What I really value instead are
working sessions, which advance our thinking.
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
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Vendor vs. Expert vs.Trusted
Advisors
COLLABORATIVE
RELATIONSHIP
TRUSTED
ADVISOR
FUNCTIONAL
EXPERTISE
EXPERT
PROFESSIONAL
BUSINESS
SOLUTION
VENDOR
TASK
ORIENTATION
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
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Segmenting Clients by Loyalty
Clients
Loyalists
31%
At Risk
47%
Contented
22%
• Loyalists are both “Completely Satisfied” and
believe they are “Getting Excellent Value”
• Contented believe one or the other
• At Risk believe neither
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
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Relationship Between Type of
Professional and Client Loyalty
Trusted
Advisor
Expert for Hire
Vendor
Loyalist
54%
26%
11%
Contented
33%
28%
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At Risk
12%
46%
89%
• Table is read: 54% of clients who view their service provider as a
Trusted Professional are Loyalists
• - = less than .5%
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
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Why 47% of Clients are At Risk
• Seven Issues Best Reveal Why 47% of Clients Are
At Risk
% Completely Satisfied
Issues
Has the best interest of the client in mind
Does everything possible to make us successful
Makes me look good
Is a leader in his field
Adapts his experience to our circumstances
Is open to feedback to improve performance
Doesn’t work with our competitors
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
Clients Who
Are Loyalists
Clients Who
Are At Risk
92%
87
85
82
79
76
71
51%
42
38
41
43
38
42
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How to Become a Trusted Advisor
Detached
Commitment
(Selfless
Independence)
Listening
(Empathy)
7
Powers of 6
Conviction
(Values)
1
5
Eye for
Winners
(Judgment)
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
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Client’s Best
Interests
In Mind
3
4
Big
Picture
Thinking
(Framework)
Trust
(Integrity)
Deep
Generalists
(Keen
Observation)
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Value Added Activities of Trusted
Advisors
Mentor
HIGH
Offer
Breadth
Value
Added
Activities
Codify
Assess
Progress
Synthesize &
Use
Frameworks
Apply
Judgment
Exercise
Client
Selectivity
Offer
Insight
Educate
Analyze
Access
Structure
Collect
LOW
Aggregate
Supply
Information
EXPERTS
FOR HIRE
©2002 Dr. Jagdish N. Sheth. All rights reserved.
ALA/ Internal Marketing of Business Libraries 6-17-2
Provide
Knowledge
TRUSED
ADVISORS
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