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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

M.Beamish@mailbox.gu.edu.au

Griffith University

Division of Information Services

www.edu.au/ins/