Building loyalty among digital customers: ICT innovations in UPC Libraries

This article aims to show how Information and Communication Technologies (ICT) offer an opportunity for improvement in processes related to library users’ loyalty, ensuring their satisfaction and offering products that representadded value to traditional services. It describes several ICT projects, some of them related to the social web developed by the libraries of theUniversitat Politècnica de Catalunya (UPC) in recent years: mobile web, blog, participation in social networks, podcasts, and LibraryThing. The conclusion points to a hybrid model of library services which must focus on users in an increasingly globalcontext, where technology and networks enable us increasingly to anticipate and adapt to their needs.