إدارة علاقات العملاء CRM في المكتبات

Abstract EN

The purpose of customer relationship management (CRM) is to improve marketing and service productivity, where marketing productivity is achieved through increased marketing efficiency and enhanced marketing effectiveness.

In customer relationship management, marketing efficiency is achieved because collaborative processes help reduce company transaction costs and the company's overall development costs.

There are two important customer relationship management processes that include developing proactive customer actions and building partnership relationships with the most important clients, which leads to the creation of shared mutual value.

Libraries often face budget shortages and scarcity of resources according to the nonprofit operation and management style.

Since the goal of libraries is to be a service organization, they must constantly think of ways and strategies to attract users to use library resources and services, so customer relationship management as a major strategic approach can achieve this goal for libraries.

Comprehensive customer relationship management highlights users' preferences and educational needs that focus on cost efficiency as well as enhancing customer retention and loyalty.

In this theoretical study that relied on the documentary approach and theoretical review, the study presented this topic through theoretical research.