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Driving Miss Daisy, or Miss Daisy Driving?Driving Miss Daisy, or Miss Daisy Driving?
A Journey to A Journey to
Customer Relationship ManagementCustomer Relationship Management
Marilyn Beamish
Griffith University
Brisbane. Australia
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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
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BUSINESS DRIVERS
• Changing Customer Expectations
• Information is a business commodity
• It’s time….
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Needs Satisfied
Customers Reached
“Aggregate Market”“Aggregate Market” “Customer-Driven Market”“Customer-Driven Market”
Customer Relationship Models
Needs Satisfied
Customers Reached
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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”
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NSW
QLDNT
WA
SA
VIC
TAS
www.gu.edu.au/
Griffith University
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GRIFFITH UNIVERSITY
5 Campuses
27,000 students
16% overseasINS
5 Campuses, 6 sites
400 staff
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STARTING THE JOURNEY
CORPORATE SERVICES INS STRATEGY GROUP
Flexible Learning & Access
INS D IRECTOR *
Inform ation &Com m unication Technologies
INS D IRECTOR *
Learning Services +Library & Learning Environm ent Services
INS D IRECTOR *
PRO VICE-CHANCELLORINFORMATION SERVICES
Account Managers Product Managers
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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
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Protect and growour market share
Build bank of loyalcustomers
Create value for ourcustomers and INS
Tailor our products &services
Learn about our customers
1:1 Customer Relationship Cycle
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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
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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?
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Marilyn Beamish
Griffith University
Division of Information Services
www.edu.au/ins/