lecture presented at the 3-day seminar sponsored by PLAI - Cagayan Valley Region Librarians Council (CaVRLC) on the theme “Library 2.0 Environment: Challenges and Opportunities” held at Saint Mary’s University, Bayombong, Nueva Vizcaya, 15 February 2012

1. Customer Service
Satisfaction in a Library
2.0 Environment
By Fe Angela M. Verzosa
PLAI - Cagayan Valley Region Librarians Council (CaVRLC)
Conference on “Library 2.0 Environment: Challenges and Opportunities”
Saint Mary’s University, Bayombong, Nueva Vizcaya, 15 February 2012
What do we talk about today?
1. 2.0 environment
2. Library 2.0
3. Library Services
4. Service Quality
5. Customer Satisfaction
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2. First, let’s take a quick look at
libraries today and observe
the many changes….
From traditional libraries
Bristol Central Library in UK
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3. University of Washington Suzzallo
library in Seattle
Delft University Library
in the Netherlands
Library of the Faculty of Philology
in Berlin, Germany
Central Library in Vancouver, Canada
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4. The Changing Environment
• Cell phones • Social networking
• Texting • High transparency
• Multi-tasking
Multi- (Facebook etc.)
• Expectation of fast • Online photo sharing
delivery • Less TV, more online
• Self-service
Self- news and blogs
information • Curating contents from
• Believe it’s all on the Web ( Scoop.it )
the Web
Challenges in the changing environment
• focus on accountability -
increasing demand for libraries to
demonstrate outcomes/impacts in areas of
importance to institution
• emphasis on assessment of
student performance
• financial pressures
• user education in new
technologies
• migration to online full-text
full-
sources
• greater need for staff
training
• need for Best Practices
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5. Challenges in library services
• Online access to library
catalogues, databases and
the Internet
•Online/offline access to
digital resources
• Database searching
• Electronic reference
• Online circulation service
• Information literacy
program
• Public relations services
• Library promotion and
marketing
• Epublishing
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6. What is Web 2.0? Why is it termed
“participatory Web”?
“Web 2.0 is associated with web
applications that facilitate participatory
information sharing, interoperability,
user-centered design, and
collaboration on the World Wide Web.
A Web 2.0 site allows users to interact
and collaborate with each other in a
social media dialogue as creators of
user-generated content in a virtual
community.”
from Wikipedia
From Tim O’Reilly, “What is Web 2.0”:
Web 1.0 Web 2.0
DoubleClick --> Google AdSense
-->
Ofoto --> Flickr
-->
Britannica Online --> Wikipedia
-->
personal websites --> blogging
-->
domain name speculation --> search engine optimization
-->
page views --> cost per click
-->
screen scraping --> web services
-->
publishing --> participation
-->
content management systems --> wikis
-->
directories (taxonomy) --> tagging ("folksonomy")
--> ("folksonomy")
stickiness --> syndication
-->
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7. Key Web 2.0 tools
• Social networking
sites
• Blogs
• Wikis
• Video-sharing
sites
• Web applications
• Folksonomies
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8. 2.0-style Service examples
• Blogging • Wikis
• User tagging • Skypecasts
• Folksonomies • Community citation
• User comments services
• User ratings • Community photo
services
• RSS feeds
• Community book
• Feed aggregators services
http://www.slideshare.net/tonywh/library-20-18639
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9. Library 2.0:
Terms and Concepts
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10. What is “radical trust”?
“Radical trust is a term used to describe the
confidence that any structured organization,
organization,
including government, library, business,
government, library, business,
religion and museum, has in collaboration and
museum,
empowerment within online communities.
communities.
Specifically, it pertains to the use of blogs, wiki
blogs,
and online social networking platforms by
organizations to cultivate relationships with an
online community that then can provide
feedback and direction for the organization's
interest. The organization 'trusts' and uses that
input in its management. “
management.
from Wikipedia
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11. “Library 2.0 is a user-
centered model for
library services that
encourages user
participation in the
creation of both the
physical and digital
services, supported by
the consistently
evaluating services”
http://cil733.pbworks.com/f/Library%2B
2.0%2BJournal.pdf
Library 2.0 Service
“Any service, physical or virtual, that
successfully reaches users, is
evaluated frequently, and makes use of
customer input is a Library 2.0 service.
Even older, traditional services can be
Library 2.0 if criteria are met. Similarly,
being new is not enough to make a
service Library 2.0.”
— Michael E. Casey and Laura C. Savastinuk, Library Journal,
Savastinuk,
September 1, 2006
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12. Key Library 2.0 Concepts
• The library is everywhere*
• The library has no barriers*
• The library invites
participation
• The library uses flexible, best-
best-
of-breed, component-based
of- component-
systems
• The library is a human-
human-
centered organization
* Also stated as the concept of the library
as a place of unrestricted access to
information (McDonald, 2006)
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13. Features of Library 2.0
• library services are frequently evaluated and
updated to meet the changing needs of library users.
• Library 2.0 calls for libraries to encourage users’
participation and feedback in the development and
maintenance of library services.
• This model requires active empowerment of library
users.
• Information and ideas flow in both directions from
library to the user and from user to the library,
• Library services have the ability to evolve and
improve on a constant and rapid basis.
• The user is participant, co-creator, builder and
consultant, whether the product is virtual or
physical.
L 1.0 L 2.0
Closed stacks --> Open stacks
-->
Collection development --> Library suggestion box
-->
Walk-in services --> Globally available services
Walk- -->
“Read-only” catalog --> Amazon-style comments
Read- --> Amazon-
Print newsletter mailed out --> Team-built blog
--> Team-
Easy = dumb users --> Easy = smart systems
-->
Limited service options --> Broad range of options
-->
Information as
Information as commodity -->
-->
conversation
Monolithic applications --> Flexible, adaptive modules
-->
Mission focus is output --> Mission focus is outcome
-->
Focus on bringing ‘em in --> Focus on finding the user
‘em -->
Cited from http://www.slideshare.net/tonywh/library-20-18639
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14. What are the uses
of L2.0 tools in
libraries?
…as Library Portals
…as Library portal
University of Illinois at Urbana-
Champaign Library Portal at
MySpace
Library catalog
search box
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15. …share events, photos, or
engage via discussion board
events
photos
discussion
board
…browse guides,
catalogs, web resources
guides
catalogs
web
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16. …provide book reviews of
new library acquisitions
Book reviews
Example of a local University library page @ Facebook
FB features
FB applications
Feedback
FB applications:
books, journal
articles, photos,
videos, news,
events, libsearch,
reference resources...
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17. …for Marketing/Promotion
Communicate with users thru Ask a Librarian service, an
Instant Messaging and Chatting application
Ideas for Library Blogs
• Online book discussion
• New releases – books, School Librarian in Action
video, electronic
resources
• Upcoming events
• Updating community –
building a new library
• Appeal to special
interest groups
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18. Blogs as Library News
Vehicles
A blogging library …
A blogging librarian …
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19. Uses of Media-sharing tools
• For digital collections
management especially
for historical collections
• Online exhibits
• As training modules
•Teaching as
instructional aids
•Marketing and promotion
•Library and museum
virtual tours
Video-sharing information literacy program
For an for Library Orientation
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20. Video-sharing for Library
Tours
an engaging way to introduce new students to
the campus library as well as to its librarians
Uses of Wikis in Libraries
• Library Websites
• Intranets
• Training tools or course instruction
• Event planning
• Subject Guides
• Reference Wiki
• Best Practices
• Encyclopedic works
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21. Wikis as Subject Guides
PAARLWiki provides links to articles, lectures,
library websites, library organizations, library grants, anything
anything
library-related…
library-
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22. The Semantic Web – Web 3.0
Now the future librarian is
moving towards Library 3.0…
• Librarian 3.0 will enhance the ability to
collect and provide information and to offer
instruction in research techniques and
information use.
• Librarian 3.0 will also have to offer
alternative services such as content curation
and other value added services.
• Librarians or library staff of the future will
have to be prepared for lifelong learning.
http://ir.inflibnet.ac.in/dxml/bitstream/handle/1944/1135/20.pdf?sequence=1
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23. What is content curation?
“Content curation is the act of continually identifying,
selecting and sharing the best and most relevant online
content and other online resources (articles, blog posts,
videos, photos, tools, tweets, or whatever) on a specific
subject to match the needs of a specific audience.”
• a web content curation tool that allows users
to collect information about a topic of interest
and display it all on one attractive visual page.
• integrates instantly with LinkIn, WordPress,
LinkIn, WordPress,
Twitter and Facebook, allowing you to share
Facebook,
with the click of a button, and a newly added
feature allows users to embed a preview of
your Scoop.it page into any blog, wiki or
blog,
website.
• as a Web content curation tool, it lets you
create a topic-specific feed that others can
topic-
follow
• allows you to receive suggestions from your
page visitors and Scoop.it
• has launched an iPhone app that allows you to
manage your topics on the go.
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24. 24

25. My curated topics at Scoop.it
25

26. T
O
P
10
Fa
ce
bo
ok
Ap
ps
for
Li
br
ari
an
s
Service
“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.”
(Gorman, 1999)
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27. In the user-centered library, quality service
and user satisfaction are our primary goals …
service quality and satisfaction are
not synonymous concepts
•Both service quality and
satisfaction can be an
end in themselves
•Each may be examined
as a framework for
evaluating library
services from a
customer's perspective
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28. service quality and satisfaction are
not synonymous concepts
Service quality is an
evaluation of specific
attributes, probes
into precise
statements on which
the library seeks
customer input.
Satisfaction focuses on a specific transaction or, in
the case of overall satisfaction, it is a cumulative
judgment based on collective encounters, of
emotional reactions to an experience or collection
of experiences.
“If customers say there is quality service, then
there is. If they do not, then there is not. It does
not matter what an organization believes about his
level of service”
(Peter Hernon and Ellen Altman,
Service Quality in Academic Libraries, 1996)
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29. Service Quality
• Demands understanding,
appreciating and
responding to user
perceptions
• Commits to continuous
evaluation and improve-
improve-
ment
• 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
5 principles of Gandhi about
Customer
1. Customer is the most important person.
2. He is not dependent on us, rather we depend on
him.
3. He is never an interruption to work, rather he is
the purpose.
4. In serving him, the Library does no favour to
him, rather he obliges us by providing an
opportunity to serve him
5. He is not someone to argue with because no
one can win an argument with him.
Cited from http://www.slideshare.net/mssridhar/serivce-quality-and-
customer-satisfaction-presentation
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30. Understanding the
customer
• tailoring services where
practical to meet
individual needs
• giving users individual
attention
• keeping users’
professional and
personal preferences in
mind
• having the users' best
interests at heart
Library 2.0 customer satisfaction
• First, know who your customers are – present and
potential
• Next, find out what they want, what they need
• Formulate a plan, brainstorm for ideas to adopt for
working toward services that can be called Library 2.0
• Look to other libraries and outside organizations that can
help you come up with ideas for new or improved service
offerings that will better serve your current users and
better reach potential users
• Be flexible and willing to adjust whenever necessary –
• Target to exceed expectations (if you can)
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31. Always get feedback!
a word of advice…
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32. a word of advice…
and don’t forget
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33. For more on measuring service quality, please view my
Slideshare presentation at :
http://www.slideshare.net/verzosaf/delivering-service-quality-and-satisfying-
http://www.slideshare.net/verzosaf/delivering- service- quality- and- satisfying-
library-customers-in-a-changing-environment
library- customers- in- changing-
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34. Questions?
Contact famverzosa@yahoo.com
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35. Please
Remix/Reuse/Share!
This presentation may be used for your library or
organization without further request from the author.
Please feel free to use it in whole or in part,
incorporate it into another presentation, quote from
it, snag the images, etc. A citation to this
presentation with a nod to the original author,
Fe Angela M. Verzosa would be greatly appreciated.
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