British Council Library Crm Strategy

11/26/2009

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Business strategy:

Purpose
Building engagement and trust for the UK through the exchange of knowledge and ideas between people worldwide.
Vision
The future for the UK in this crowded, dangerous, beautiful world depends on people of all cultures living and working together on foundations of education, mutual understanding, respect and trust.
Values that support the vision
SHARING KNOWLEDGE IS WHAT WE’RE BEST AT

Five corporate values guide what BCL do and how they work.
  1. Valuing people.
  2. Integrity
  3. Mutuality
  4. Creativity
  5. Professionalism
The largest of British Council's worldwide operation, the British Council Library network in India is spread across nine cities. Each year they respond to 200,000 enquiries and lend 2.4 million books, serving the needs of 15,000 visitors every day, with over 40,000 new books adding to their stock every year.

Need for CRM

The British Council library with continuous growing no of users and knowledge base requires a single, centralized solution to manage client contact via e-mail, telephone, traditional post, and through its country-specific websites.

The competition has been ever increasing by exploiting the latest technology, economy, social, political and cultural factors leading to commoditization of library services, there in order to gain higher customer share and loyalty there is a strong need for BCL to differentiate from its competitors and develop strong customer relationships by improvising on trust, alignment and commitment between the customers and the users.

There is a need to apply individualized CRM, since the users have different tastes and preferences of books, for example: students studying for exams need college books, techies need books on software development and latest technologies in the... [continues]

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