0 Driving Miss Daisy, or Miss Daisy Driving? A Journey to Customer Relationship Management Marilyn Beamish Griffith University Brisbane. Australia

1 * Responding to a changed higher education environment INS (Division of Information Services) * Re-evaluating our service model * Positioning ourselves to be the provider of choice Applying Peppers & Rogers "1:1" Model

2 BUSINESS DRIVERS Changing Customer Expectations Information is a business commodity It’s time….

3 Needs Satisfied Customers Reached “Aggregate Market” “Customer-Driven Market” Customer Relationship Models Needs Satisfied Customers Reached

4 WHY IS INS CHANGING? * NEED to attract, keep, and "grow" our customers in the face of severe budgetary restrictions. * ACHIEVE our Vision to be “Provider of choice for information services & learning support”

5 NSW QLD NT WA SA VIC TAS Griffith University

6 GRIFFITH UNIVERSITY 5 Campuses 27,000 students 16% overseas INS 5 Campuses, 6 sites 400 staff

7 STARTING THE JOURNEY Account ManagersProduct Managers

8 OLD ASSUMPTIONS DIE HARD * We know what’s best for our customers *That we deliver the right product at the right time *All customers are equal * Not everyone wants “vanilla” flavour * Needs vary across learning lifetime * Different customers bring different value

9 1:1 Customer Relationship Cycle

10 OUTCOMES * Learning relationships - smarter over time; Partnerships * Putting energy into high value customers investing in working smarter not harder *Ability to know every time a customer touches INS *Loyal Customers : lifelong customers *Achieve our vision: To be provider of choice for information and learning support

11 CHOICES Will University libraries/information service divisions lead or be led? 1:1 Customer Relationship Management = Customer-Driven Service Will Miss daisy be driving OR driven?

12 Marilyn Beamish Griffith University Division of Information Services