Customers, relationships and libraries: University of Malta – a case study

Abstract

PurposeThe purpose of this research is to analyse the results of a survey conducted in 2003/2004 with regard to the relationship between the University of Malta Library and its customers. Changes to service delivery subsequent to the survey are outlined.Design/methodology/approachResults from a series of focus groups, held with library staff and customers were analysed and are discussed in the paper.FindingsLibrary customers were bypassing the library services and seeking information elsewhere. Demands for the product were greater than the availability of existing information resources to meet such demand. Consequently new systems were required, together with training for staff and customers in their use, in order to improve the relationship between information providers and users. There was anecdotal evidence of improvements in service subsequent to the survey, and of better relationships developing between library staff and their customers.Research limitations/implicationsA follow‐up study to test reactions to changes outlined is desirable.Practical implicationsThis study showed that involving customers in service design and delivery can have positive benefits in terms of improving the perception of the library service amongst its customer base.Originality/valueShows the practical value of adopting a customer relationship management strategy in university libraries.

Building better customer relationships: case studies from Malta and the UK

“…The results from the Malta study are reported in some detail in an earlier paper (see Broady‐Preston and Felice, 2006). However, a cross‐case comparison enables an exploration of:the suitability of the methodology adopted;the extent to which such studies are transferable across national boundaries; andany similarities or differences in the findings, which may illuminate further studies in this field.Furthermore:… the use of multiple‐case applications in the study emphasizes the complexity of the CRM field and develops the empirical evidence to support and sharpen the theory (Curry and Kkolou, 2004, p. 317, citing Yin, 1994).…”

“…Differing numbers of group interviews were conducted during the two surveys. In Malta, the primary purpose was to ascertain explanations of relatively low usage levels amongst the full range of library customers during a period of rapid expansion within the institution (Broady‐Preston and Felice, 2006). Conversely, the focus of the Coventry study was to examine the relationship existing between the library and the academic staff, during a period of significant change within the university, including changes in departmental structure and a planned programme of voluntary redundancies amongst staff.…”

“…168‐9).This observation by Professor Laurence Hawker in Brett's, 2003 novel is a remarkably apposite one for many twenty‐first century university librarians. The impact of Internet search engines with simple user interfaces, has had a marked impact on the relationship between university librarians and their user communities, with universities in the UK seeking to dismiss significant numbers of professional librarians, with varying degrees of success (see Broady‐Preston and Felice, 2006). Moreover, the relationship between librarians and search engine providers remains a troubled one, despite efforts to achieve a rapprochement (Buckley Owen, 2006).…”

Intangible assets for academic libraries

“…The necessity for clear and effective policies related to the identification, development and valuation of intangible assets, as well as the study of intangible resources and the impact of investments made to them is growing for attaining economic goals as well as meeting user requirements. A survey conducted by Broady‐Preston and Felice (2006) in 2003/2004, focusing on analyzing the relationships between the University of Malta Library and its users, concludes that the ongoing bypass of the library services by its users can be reversed by actions such as the improvement of the technology infrastructure, the training of the staff and its customers (students and academics), the enrichment of the collection and the collaboration between academics and subject specialists. The majority of these actions (staff training, enrichment of the information value of the library's collection, training of the customers and development of collaborations) require investments in intangible assets embodied in all intangible assets categories, i.e.…”

Understanding our value; assessing the nature of the impact of library services

“…For our purposes, in thinking about the value of information and library services, we need to remember that value is concerned with ideas around fitness for purpose (functional value,) social value (is this usage of information or library service expected of me), emotional value, desire for knowledge (which may overcome other irritations about the service) and the context (which is also dynamicvalue judgements are not stable). Value is personal and relativeit can be enhanced according to proponents of customer relationship management (Broady-Preston and Felice, 2006). Customer value discovery research seeks to find out not only the major aspects valued but also the major irritants (McKnight, 2007).…”