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Librarians Learning from the Retail Sector: Reaching Out to Online Learners Using Customer Relationship Management

This article draws on existing literature to examine the case for libraries to adopt Customer Relationship Management (CRM), in order to remain competitive and to meet the needs of users, especially the growing numbers of online learners. It identifies the main challenges being faced by libraries as the information-seeking environment evolves, examines the potential role of CRM in addressing these challenges, and explores the barriers as well as the opportunities that must be addressed by libraries to help ensure the success of CRM initiatives.  