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• W2292561477 abstract "It is well accepted that customer focused marketing and innovation are the two most important aspects of business, especially in the age of the ever-increasing usage of the Internet. According to Peter Drucker, marketing must encompass the whole business and must ultimately be seen from the point of view of its final result, which is the customer’s point of view. In his view innovation is a process that transforms ideas into new and improved products or services. For libraries, this implies constant change, which should be focused on “smarter” not “bigger” services. (Drucker and Maciariello, 2008)Like many other libraries, CSIR Information Services (CSIRIS) is confronted with an ever changing digital landscape. The impact of evolving technologies, evolving products, client perceptions and expectations of these technologies as well as new ways of information provision have required that the information services offered to CSIR researchers had to transform. It became necessary to adapt and embrace these changes in order to provide a high standard of customer service, remain relevant and be regarded as a valuable resource within the organization.As library services at the CSIR became more virtual and the physical library no longer central to service delivery, CSIRIS had to review its existing marketing plan in order to develop a strategy that is focused on the customers’ changing information needs. The assumption, according to Parker et al. (2007), is that “customers are looking for an offering that best fits their needs and therefore the organization must define those needs, and develop appropriate offerings.” Such offerings however must be in line with current trends. This paper therefore looks at how CSIRIS staff adapted to the changing digital landscape and transformed their marketing strategy to ensure that their clients were attaining maximum benefit from new digital services and electronic resources. It considers how the Information Specialists’ understanding of customer focused, value added information services had to evolve in order to stay relevant within the organisation.The paper will focus on the way in which the following initiatives were used to enable dialogue: Embedded services – Information Specialists aligning themselves with the work researchers are doing to ensure relationship building between Information Specialist and client. Developing high expertise services such as patent landscape studies – A patent landscape study is used as a pivotal tool in gaining deep insights, planning future3research and developing commercialisation strategies and the Information Specialist is a peer performer in that process. The monitoring of new products on the market – Investing time and providing exposure to such products to enhance service delivery. The effective training of clients to ensure a positive return on investment. The active use of Web 2.0 technologies (blogs and wikis) to aid our efforts to improve dialogue with the customer, and The use of electronic tutorials to ensure that we reach individual clients.These activities form the backbone of our current marketing strategy which continues to evolve." @default.
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• W2292561477 date "2014-01-25" @default.
• W2292561477 modified "2023-09-26" @default.
• W2292561477 title "Transforming the dialogue with our customers: the evolution of our marketing plan" @default.
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