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Information Services: Customer Intelligence and Strategic Planning

Information Services: Customer Intelligence and Strategic Planning. Reinhold Decker Fakultät für Wirtschaftswissenschaft Michael Höppner Universitätsbibliothek Bielefeld. The Wind of Change. Information Technique Information Market Customer Perception Company Conditions

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Information Services: Customer Intelligence and Strategic Planning

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  1. Information Services:Customer Intelligence and Strategic Planning Reinhold Decker Fakultät für Wirtschaftswissenschaft Michael Höppner Universitätsbibliothek Bielefeld

  2. The Wind of Change ... • Information Technique • Information Market • Customer Perception • Company Conditions • Budgetary Constraints • Input-Output-Orientation ... Forces New Strategies Bielefeld Conference : Decker, Höppner

  3. Strategic Planning ... • Appropriate vs. Advanced Services • Customer Relationship and Satisfaction • State of the Art (and Beyond?) • Skills and Resources of the Library • Expectations vs. Behaviour of Customers • Traditional Views of Libraries • Internet-Oriented Everyday Life • Poor Information Competence ... Entails Effective and Efficient Services Bielefeld Conference : Decker, Höppner

  4. The Customer‘s Point of View ... • Public Surveys on • Satisfaction with Established Services • INFAS • LibQual+ • Preferred Services and Action Lines • Conjoint-Analysis (DFG-Project, Bielefeld) • Adaptive Conjoint-Analysis • Choice-Based Conjoint-Analysis • Measurement of Behaviour • Data Warehouse ... Must Be Accompanied by Expertise Bielefeld Conference : Decker, Höppner

  5. Customer‘s Preferences ! ??? • Conjoint-Analysis with Respect to Searching • Catalog, Articles, Meta-Search, Search Engine Search Facilities Catalog 0,2 0,1 Articles Preferences Meta-Search 0 -0,1 Scientific Search Engine Bielefeld Conference : Decker, Höppner

  6. Effectivity of Services ... • Mission Statement • Guiding Principles • Address of Services • Catalog of Services • Recognition, Transparency, and Reliability • Depending on Demands, Skills, and Resources • Service Level Agreements • Measurements of Services • Reliability of Resources ... Has to Be Accepted by all Parties Bielefeld Conference : Decker, Höppner

  7. Discussing Effectivity ... • Generating Ideas of Services • Screening the Environment • Expertise from Employees • Matching with Expectations and Skills • Finding Proper Services • Staff Meetings, Steering Group • Working Groups, Editorial Group • Description of 200 „Services“ (or Routines) • Consolidation to Catalog of 50 Services ... Needs Involvement of Staff Bielefeld Conference : Decker, Höppner

  8. Catalog of Services • Content • The (General) Library • Scientific Literature • Comfortable Search • Customer Assistance • My Library • Personalized Portal/Services • Services on Demand • A Place to Work ... • Structure and Specialities • Research, Instruction, and Study • General Equipment Bielefeld Conference : Decker, Höppner

  9. A Service Description Bielefeld Conference : Decker, Höppner

  10. Efficiency of Performance ... • Analysis and Optimisation • Transactions and Workflow • Organisational Development • Personnel Development • Controlling • Customer Satisfaction • Performance Indicators • Reengineering of Business • Readjustment of Objectives ... Must Be Proofed Again and Again Bielefeld Conference : Decker, Höppner

  11. Discussing Efficiency ... • Identifying Fields of Activities • Assistance of Customers • Performance Indicators • Data Processing as a Foundation of Most Services • Course of Discussion • Weak-Point Analysis • Necessity of Transactions and Workflow so far • Interdependence of Quality and Resources ... Must be Based on Confidence of Staff and Acceptance of Customers Bielefeld Conference : Decker, Höppner

  12. Customer intelligence and DS What does “customer intelligence” mean? “CI aims at gaining a comprehensive understanding of customers by means of intelligent tools, which enable a more pointed customer contact and a higher degree of customer loyalty.” (IBM 2005) • Questions to be answered: • Who are the customers? • What needs do the customers have? • How do they use the library services? • How loyal are the customers? • Who are the “valuable” customers? (Tomczak/Christofolini 2002; Janal 2000) Bielefeld Conference : Decker, Höppner

  13. Customer intelligence and DS CI and CRM: Forrester Research (2005): “… 98 % of the marketers rate customer analysis and analytics as the most important database element in producing successful results.” • The problem: • No unanimous understanding of CI in science • No clearly defined set of CI methods But: Consensus regarding the use of data warehouse and data mining techniques in CI discussions Bielefeld Conference : Decker, Höppner

  14. Customer Process Customer intelligence and DS • The knowledge source: • Search and orientation • “Purchase” • Utilization and satisfaction • “Repeat purchase” Customer process • Resulting tasks: • Exact process definition • Location and evaluation of customer information • Method selection and application Bielefeld Conference : Decker, Höppner

  15. Data warehousing in libraries: Data compression level N Ad hoc queries Service usage and circulation data Data compression level 1 … Data Warehouse (Data base) Generating customer intelligence for decision support in library management Customer survey data Transformation programs OLAP Interactive reporting system … Administrative data Data Mining Meta data base Disaggregated data (archives) LiMIS Intelligent user guidance (LiMIS = Library Management Information System) Customer intelligence and DS Bielefeld Conference : Decker, Höppner

  16. Institute or department Media usage Biology Monographs Chemistry … Physics Textbooks 480 530 460 1470 1350 1590 1240 1470 Encyclopedia Journals CD-ROM/DVD 1 2 3 4 3 July Aug. Sept. Quarter 3rd Quarter Quarter Slicing Drilling down Rolling up Customer intelligence and DS OLAP of library data: Bielefeld Conference : Decker, Höppner

  17. Customer intelligence and DS CI development process: • Identifying the relevant data structures?data heterogeneity • Determining the practical demands to LiMIS?information type and aggregation level • Implementing the data warehouse ?separation of operative systems and DSS ? definition of data syntax and semantics • … the transformation interface?adequate level of automation Bielefeld Conference : Decker, Höppner

  18. Customer intelligence and DS • … an OLAP and data mining front-end?process model (goal driven vs. data driven) • … a data mining “toolbox”?selection of adequate fields and methods • Design of survey and observation techniques? dealing with qualitative data / latent information • Implementing a reporting system?hierarchy of relevance?concepts of interestingness Bielefeld Conference : Decker, Höppner

  19. Customer intelligence and DS Conclusion: Meeting the CI challenge in libraries is much more than investing in modern IT infrastructure. Bielefeld Conference : Decker, Höppner

  20. Data warehousing success Study by Ariyachandra/Watson 2006: Item 6: “Your data warehouse provides all the data needed by users and applications.” Item 20: “Users can access the data more easily and quickly because of the data warehouse.” (N = 454) Bielefeld Conference : Decker, Höppner

  21. Expansion of printed objects Expansion of digital objects Online reading lists Educational software Radio-archive E-books DS with primary data Preference measurement in academic libraries: • ACA and CBC • N ≥ 3 500 (academic library users) (Decker/Hermelbracht 2005) Bielefeld Conference : Decker, Höppner

  22. 0.3 0.263 0.25 0.2 0.159 0.15 0.134 0.1 Educational software Radio-archive Part-worth utility 0.05 E-books 0 Expansion of printed objects Expansion of digital objects Online reading lists -0.022 -0.05 -0.1 -0.15 -0.147 -0.152 -0.2 Services (ACA attribute levels) DS with primary data • Evaluation of service concepts by means of averaged part-worth utilities Bielefeld Conference : Decker, Höppner

  23. 100% Persönliche Auskunft 80% Online-Katalog Online-Fernleihe Medienkonto Geprüfte Link-Sammlung Literaturempfehlungen 60% Digitale Volltexte E-Mail-Auskunft Online-Rezension Importance Hotline Selbstverbuchungsplatz Professioneller Recherchedienst 40% Elektronische Zeitschriften Internetseite Kostenpflichtiger Lieferservice Forum Online-Datenbanken Multifunktionale 20% Benutzerkarte SMS-Informations-service Post, Fax 0% very high high indifferent low (Estimated) Usefulness DS with primary data Preference measurement in public libraries: Must ! • Self-explication • N = 1490(online) N = 525 (p&p) Nice to have ! Check ! (Decker et al. 2005) Bielefeld Conference : Decker, Höppner

  24. DS with secondary data Library acquisition budget allocation: • Circulation database mining with ID3 Premise: The more a department makes use of its acquired materials in the present, the more budget it can get in the future. (Kao/Chang/Lin 2003) Bielefeld Conference : Decker, Höppner

  25. DS with secondary data Pattern mining in media usage data: • 3773 book profiles (34 items) • Self-organizing neural network → 11 “prototypes” (Decker/Hermelbracht 2004) Bielefeld Conference : Decker, Höppner

  26. Thank You, ... and don‘t forget When the wind of change blows, some build walls, others windmills. • rdecker@wiwi.uni-bielefeld.de • michael.hoeppner@uni-bielefeld.de Bielefeld Conference : Decker, Höppner

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