Describes how the use of an Opportunity Index allows libraries to continuously improve their services. Presented during the Public Library Association Conference, Philadelphia, PA March 16, 2012

1. Customer Driven
Priority Setting:
Thinking Like a Customer
Joe Matthews
March 2012

2. What Makes a Library
Good (or Great)?
• A supportive local government
• Great funding
• A beautiful new building
• Terrific staff
• A community that values the library
• High use

3. Good (or Great)
libraries believe they
can be better
than they are

4. Great Libraries
• Believe that things change
• Work to make changes
• Persistently work to improve
• Believe that greatness is a continuous adventure

5. If You Really Care
Caring begets attention
attention begets curiosity
and curiosity –
did not kill the cat!

6. Challenge
How do you maintain a culture of
continuous improvement when
libraries are having to make
significant budget cuts?

7. Think like a
Customer

9. Why don’t we think
like a Customer?
• We see the world through rose colored glasses
(we work in a library).
• We hear but we really don’t understand.
• We stopped looking.
• We don’t see options – we see rules.
• We haven’t walked in the shoes of our
customers.
• We don’t focus on the end result.
• The customers may require us to radically
change.

10. What can we be doing?
• Compare your experience with your favorite coffee
place to your library’s customer experience.
• Observe the signage at a supermarket.
• Observe the self-check process.
• Observe the security gates at an up-scale retail store.
• Ask the next person you meet when they last visited
the library.
• Ask your customer’s what they would change?
• Visit a Build-a-Bear store and observe the customer
experience.

11. We need to
really listen
to the Customer

13. Importance and Satisfaction
10
9
8
7
6
5

14. Importance and
Satisfaction Data

15. Opportunity Index
The Formula
Importance + (Importance – Satisfaction) =
Opportunity

17. Opportunity Index in Public
Libraries
1. Collections (S)
1. Hours open (F)
1. Borrow items (S)
1. Online catalog (S)
1. Web site (S)

18. Opportunity Index in Public
Libraries
6. Holds/Renewals (P)
7. Lending policies (P)
8. Access remotely (S)
9. Overall importance (S)
10. Parking (F)

19. Opportunity Index in Public
Libraries
11. Checkin/Checkout (P)
12. Catalog terminals (E)
13. Phone, fax, email (E)
14. Personal safety (F)
15. Library building (F)

20. Opportunity Index in Public
Libraries
16. Fines/fees (P)
17. Interlibrary loans (P)
18. Restrooms (F)
19. Database lookup stations (E)
20. Database access @ library (S)

21. Bottom of the Index
Library does better
(higher levels of satisfaction)
compared to importance of the issue
assigned by the customer.
Opportunities to adjust
the level of resources.

22. Analysis by Branch
Library can compare ratings
for each branch facility
compare to the overall scores.

23. Change your approach …
not the customer.

24. The customer owns
the library.
Leaders & staff are
there to provide an
exceptional experience!

25. So …
• If we aren’t the library people want, whose fault is it?
• We adjust to the customer, not the reverse.
• A customer focus means reaching out and listening.
• Your library is as friendly as …
• Root out the negative rules. It’s more fun to say yes!
• Choose a customer service that is
positive, welcoming, and empowering for the
customer.
• When a problem arises, rapid recover is the key.
• Tell your customer you have listened, and what you
are doing.

26. Change your look
• Paint
• Remove signs
• Merchandise the collection
• Provide staff uniforms
• Blow up service desks
• Be enthusiastic, have fun!

27. Thanks
Data courtesy of
Counting Opinions
Follow up
Joe@JoeMatthews.Org