6. Before
During
After
Identify an information need
Search Google
Check library online catalog
Decide to visit the library
Drive / park
Walk into the library
Figure out where to go in
the library
Visit & select from the
collection
Approach a staff member
Use self-checkout machine
Interact with staff – pay fines
Use the borrowed materials
Meet/exceed expectations
Receive a reminder email
Be alerted about a
upcoming program
Framing the Customer Experience
15. Structured Unstructured
Solicited Surveys:
Customer satisfaction
Service quality
Focus group interviews, exit
interviews, and community
forums
Mystery shopping
Comment cards
Comments posted on Web
site
Comments made in customer
satisfaction surveys
Suggestion boxes
Unsolicited Sweeping observation
Customer ratings on third
party Internet sites
Analysis of telephone calls,
letters, or e-mail:
complaints,
compliments,
suggestions for
improvement
Blog posts
Comments on social
networking sites
Comments made to staff
Text messaging for a quick
response
Methods of Customer Feedback
16. Structured Unstructured
Solicited Surveys:
Customer satisfaction
Service quality
Focus group interviews, exit
interviews, and community
forms
Mystery shopping
Comment cards
Comments posted on Web
site
Comments made in customer
satisfaction surveys
Suggestion boxes
Unsolicited Sweeping observation
Customer ratings on third
party Internet sites
Analysis of telephone calls,
letters, or e-mail:
complaints,
compliments,
suggestions for
improvement
Blog posts
Comments on social
networking sites
Comments made to staff
Text messaging for a quick
response
Methods of Customer Feedback
17.
18.
19. Expected service
Perceived service
Service delivery
Service quality
specifications
Management perceptions of
customer expectations
Customer
Provider
Communications to
customers
Word of mouth, past
experiences
1
2
3
4
5
20.
21.
22.
23.
24.
25. Structured Unstructured
Solicited Surveys:
Customer satisfaction
Service quality
Focus group interviews, exit
interviews, and community
forms
Mystery shopping
Comment cards
Comments posted on Web
site
Comments made in customer
satisfaction surveys
Suggestion boxes
Unsolicited Sweeping observation
Customer ratings on third
party Internet sites
Analysis of telephone calls,
letters, or e-mail:
complaints,
compliments,
suggestions for
improvement
Blog posts
Comments on social
networking sites
Comments made to staff
Text messaging for a quick
response
Methods of Customer Feedback
36. Structured Unstructured
Solicited Surveys:
Customer satisfaction
Service quality
Focus group interviews, exit
interviews, and community
forms
Mystery shopping
Comment cards
Comments posted on Web
site
Comments made in customer
satisfaction surveys
Suggestion boxes
Unsolicited Sweeping observation
Customer ratings on third
party Internet sites
Analysis of telephone calls,
letters, or e-mail:
complaints,
compliments,
suggestions for
improvement
Blog posts
Comments on social
networking sites
Comments made to staff
Text messaging for a quick
response
Methods of Customer Feedback
43. Structured Unstructured
Solicited Surveys:
Customer satisfaction
Service quality
Focus group interviews, exit
interviews, and community
forms
Mystery shopping
Comment cards
Comments posted on Web
site
Comments made in customer
satisfaction surveys
Suggestion boxes
Unsolicited Sweeping observation
Customer ratings on third
party Internet sites
Analysis of telephone calls,
letters, or e-mail:
complaints,
compliments,
suggestions for
improvement
Blog posts
Comments on social
networking sites
Comments made to staff
Text messaging for a quick
response
Methods of Customer Feedback
52. • Library of Congress 589
• Seattle Public Library 325
• San Francisco Public Library 248
• Stanford University Library 184
• Cleveland Public Library 181
• UCLA Library
72
• Topeka & Shawnee County PL 24
• UC Berkeley Library 20
53.
54. Purpose of Use
• Experience Seeker
• Explorer
• Problem Solver
• Facilitator
• Patron
• Scholar
• Spiritual Pilgrim
• Hobbyist
72. Anythink maintains beautiful environments for its
libraries, renewing their vitality as public gathering
places in our communities.
Anythinkers have helped to define unique experience
zones that encourage interactivity, education,
discovery and play.
Staff infuses our libraries with warm-hearted
helpfulness, providing the highest-quality service to
each and every
customer in their quest for intellectual discovery and
connectivity to the world around them.
Anythink has always been a “service-forward”
enterprise. Hospitality is our hallmark, inspired by
putting our customers first in everything we do.
Every Library has customers now.
What are their customer experiences?
Flickr RetailByRyan95
The interior of the York County Public Library in York County, VA, on 8500 George Washington Memorial Highway.
Libraries are service organizations. According to Michael Gorman “Libraries are in the service business. The most important product they have is service. Without service, libraries are indistinguishable from museums or … they are a combination of a maze and morgue for books. Service is a pervasive ethic of the profession of librarianship.”
Flickr Library Development @ Washington State Library Circulation desk @ the Bellingham Public Library
What expectations do our customers have?
Flickr Imapix Expectations
Red sky at night, sailors delight
Do you delight your customers? How do you know?
What is library service quality? Is service quality synonymous to satisfaction? How can Libraries as a service provider improve service quality? What are the dimensions of service quality?
Flickr petervanallen Shepherd's and sailor's delight
Touchpoints
Ugh!
Flickr pobrecito33 Call number sign
What’s changing Change is in the air (and water, and earth)!
Flickr wallpaperbydesign Fallen leaf
ICE
Lot’s of competition
OCLC Perception studies, Ithaka studies show the library is less and less seen as a gateway or starting point for locating information
Flickr mason2448 100B0603
Convenience trumps (almost) everything
Perhaps we should – listen
We have the opportunity to learn so much more about our customers and how we can better serve them
4 broad categories to obtain customer feedback
Listening to the “Voice of the Customer”
Local vs Standardized
Problems with Surveys
Measurement errors, sampling errors, nonresponse errors, respondent errors, interviewer errors
Flickr LeadPro Customer Survey
Lot’s of ways to encourage participation
Flickr shaleza Tomball survey
What is service quality? Service quality focuses on the needs and expectations of customers to improve products and/or services. Service quality measures the gap between the customer’s level of expectation (from minimal to desired, to perceived) and how well they rated the service(s). Measuring service quality in libraries can be both a specific project as well as a continuous process to enhance and improve services
Gaps Model of Service Quality – Parasuraman, Zeithmal, & Berry
1 = Understanding gap
2 = Design gap
3 = Service delivery gap
4 = Communications gap
5 = Service quality gap
Service Quality Demands understanding, appreciating and responding to user perceptions Commits to continuous evaluation and improvement Learns from good and bad services outside the library Acknowledges the interdependence of content, technology, facilities and (human) service Requires a staff knowledgeable of content, savvy with technology, and committed to listening to and valuing user input Encourages advice and suggestions for service innovation
ARL – LibQUAL+ a periodic survey – every 3-4 years
3 dimensions – affect of service, library as place, information control
Not a customer satisfaction survey - more
Counting Opinions – is a continuous customer satisfaction survey
Net Promoter Score public libraries score fairly high 70%
Survey results are highly skewed
Some companies have negative scores, Enterprise Rent-a-Car has high scores – bonuses tied to NPS
Google images debradejong.blogspot.com
Community survey – mail, telephone, in-person – users and nonusers – random
Large number of respondents = Expensive
Flickr plattsphillip Community survey
Interviews
1on1
Focus groups – moderator (agenda), observers, record?, # participants
Telephone – cell phones – hard to sample
Exit interviews – what?, # questions, when?, who, how record responses
Community forums – setting, facilitator, limit agenda
Google images - teams.gemstone.umd.edu
Mystery shopper
Agenda, affordable
Librarians vs a mystery shopping firm
Trained shoppers vs. cold first impressions
# of shops per month per location, how long a time period
Key – develop a complete script of what the shopper is to observe and when they are to interact with staff
Each shopper completes a thorough evaluation form
Particularly useful when paired with other evaluation tools
Google images - blog.uspsoig.gov
Comment cards
Comments posted on library Web site
Comments made in surveys
Suggestion boxes
SAS Airline – every time an employee interacts with a customer is called a touch point
Few libraries actual use
Complaints – viewed as a failure – inward looking
Viewed as a gift – learn something about the library from the customer’s perspective
United Airlines – bicycle, guitar
Many compliments (and complaints) are expressed verbally to staff.
Do you want to know? How to record these comments?
Wiki’s, blogs, Google doc
From customers
From staff members
John Lubbens – 3 ring binder – publically accessible
Can you make suggestions online?
Suggestions must lead to action
Observe – carefully
What are people doing in the library?
San Jose Public Library – video cameras, Envirosell consulting firm
Use the security cameras already installed
Similar study completed in the Chicago area
A resource – a source of ideas
A co-creator – help design new services
A user – beta testing (Web site usability testing)
Observations – carefully of a few users
Sweeps – counts - develop a checklist
Alone or engaged with others, what interactions
University of Rochester
Why do you like to come here?
What is missing?
Cameras, videos, scrape book, maps
Note star rating and reviews
CivicTechnologies.com
Collection analysis – compare % of collection to % of circulation
Google images hds.harvard.edu
Discovery tools
Southwest Airlines
+ Yelp
Maximum score of 1,000
Track 20 social network sites
Who are your customers
What do you call your customer? Names are important – patron, guest, client, visitor, member, student, customer?
Registered card holders – jurisdiction boundaries
GIS – census data and lifestyle data – maps
Sort by use – frequent, moderate, infrequent, nonusers
Google images blog.atlassoft.com
User, Lost, Nonuser
User – 80% rule
Lost – they found the library but did not return
It takes 20 visits for people to become regular customers
Nonuser – Choose not to read – alliterates
Dormant – no time but like to read
Uncommitted – do not like to read but may read in the future
Unmotivated – do not like to read ever
Some users are invisible – use your Web site
Download ebooks, journal articles, and so forth
Most companies lose between 10 and 40% of their customers each year
Lost & nonusers – no use due to distance, inconvenient hours, purchase own materials
If you want to attract Lost – newer & larger collections
If you want to attract Nonuser – more locations, more hours
Without customer segmentation, time, effort and money will be spent with little chance of enticing them back
Average public library loses 100% of registered card holders every 5 years!
Google lostpedia.wikia.com
Lost customer – takes 20 visits to the library before the “habit” of using the library becomes ingrained
Send emails, post cards, personal letters
Welcoming – brochure, short tour, come see ME
Analysis
Counting Opinions - LibPAS
Gap analysis - LibQUAL
Importance
Satisfaction
Opportunity Index
Importance and satisfaction
Change to one branch location and priorities change
visit GetStoried.com/librarystory.
Storytelling vs. Library Speak
Communication strategies
Understand your audience
Provide context
Build on perceptions that resonate
Improve your presentation skills
Stage the release of information
Google images britannica.com
Top – Notre Dame University Library blah, blah, blah – library focused pledge
Bottom – Cleveland Heights University Heights Public Library more customer focused
All this competition for people’s time and attention is not going to kill libraries
What will? Lack of imagination
Need to focus on the customer and their needs
It’s time to create a better customer experience
NASA
