Purpose -The purpose of this paper is to share the ways in which University Library Services Sunderland, created and embedded a quality model, to engender service-culture change, ensure engagement with and best use of library services and capture and demonstrate evidence of the value of the library’s contribution to the student experience. Launched in 2008 our Quality Model initiative is ongoing and has become our established way of working.

Originality/Value -The University of Sunderland Quality Model differs from many library performance models in that it takes an holistic approach. It aims to inform and shape cultural change and lead a strategic approach to customer relationship management in order to facilitate the capturing of impact evidence and demonstrate the value of our contribution. It is self-formed and based upon strategic marketing principles and underpins University priorities.

Our approach is of particular significance as Higher Education libraries are increasingly challenged to demonstrate their contribution to the academic experience and are exploring the role of cultural change to facilitate this. Although designed to meet our specific aims at Sunderland many of our techniques will be transferrable to the strategic priorities of other HE libraries.

Key words - Academic Libraries, Higher Education, Quality, performance management, organizational culture, values, customer relationships, strategic marketing, organizational change