7. Framing the Customer Experience
Decide to visit the library
Check library online catalog
Drive / park
Search Google
Identify an information need Walk into the library
Before
Figure out where to go in
Be alerted about a the library
During
upcoming program After
Visit & select from the
Receive a reminder email collection
Approach a staff member
Meet/exceed expectations
Use self-checkout machine
Use the borrowed materials
Interact with staff – pay fines
26. Methods of Customer Feedback
Structured Unstructured
Solicited Surveys: Comment cards
Customer satisfaction Comments posted on Web
Service quality site
Focus group interviews, exit Comments made in customer
interviews, and community satisfaction surveys
forms Suggestion boxes
Mystery shopping
Unsolicited Sweeping observation Blog posts
Customer ratings on third Comments on social
party Internet sites networking sites
Analysis of telephone calls, Comments made to staff
letters, or e-mail: Text messaging for a quick
complaints, response
compliments,
suggestions for
improvement
27. Methods of Customer Feedback
Structured Unstructured
Solicited Surveys: Comment cards
Customer satisfaction Comments posted on Web
Service quality site
Focus group interviews, exit Comments made in customer
interviews, and community satisfaction surveys
forms Suggestion boxes
Mystery shopping
Unsolicited Sweeping observation Blog posts
Customer ratings on third Comments on social
party Internet sites networking sites
Analysis of telephone calls, Comments made to staff
letters, or e-mail: Text messaging for a quick
complaints, response
compliments,
suggestions for
improvement
28.
29.
30. Expected service Word of mouth, past
experiences
Customer 5
Perceived service
1
Service delivery
Provider
3 Communications to
Service quality 4 customers
specifications
2
Management perceptions of
customer expectations
31.
32.
33.
34.
35.
36. Methods of Customer Feedback
Structured Unstructured
Solicited Surveys: Comment cards
Customer satisfaction Comments posted on Web
Service quality site
Focus group interviews, exit Comments made in customer
interviews, and community satisfaction surveys
forms Suggestion boxes
Mystery shopping
Unsolicited Sweeping observation Blog posts
Customer ratings on third Comments on social
party Internet sites networking sites
Analysis of telephone calls, Comments made to staff
letters, or e-mail: Text messaging for a quick
complaints, response
compliments,
suggestions for
improvement
47. Methods of Customer Feedback
Structured Unstructured
Solicited Surveys: Comment cards
Customer satisfaction Comments posted on Web
Service quality site
Focus group interviews, exit Comments made in customer
interviews, and community satisfaction surveys
forms Suggestion boxes
Mystery shopping
Unsolicited Sweeping observation Blog posts
Customer ratings on third Comments on social
party Internet sites networking sites
Analysis of telephone calls, Comments made to staff
letters, or e-mail: Text messaging for a quick
complaints, response
compliments,
suggestions for
improvement
54. Methods of Customer Feedback
Structured Unstructured
Solicited Surveys: Comment cards
Customer satisfaction Comments posted on Web
Service quality site
Focus group interviews, exit Comments made in customer
interviews, and community satisfaction surveys
forms Suggestion boxes
Mystery shopping
Unsolicited Sweeping observation Blog posts
Customer ratings on third Comments on social
party Internet sites networking sites
Analysis of telephone calls, Comments made to staff
letters, or e-mail: Text messaging for a quick
complaints, response
compliments,
suggestions for
improvement
62. • 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
63.
64. Purpose of Use
• Experience Seeker • Patron
• Explorer • Scholar
• Problem Solver • Spiritual Pilgrim
• Facilitator • Hobbyist
65.
66.
67.
68. Action Plan
• Identify
• Analyze
• Learn more
• Communicate
• Attracting
• Welcoming
Every library has customers now.What are their customer experiences?Flickr RetailByRyan95The interior of the York County Public Library in York County, VA, on 8500 George Washington Memorial Highway.
Libraries are service organizationsFlickr Library Development @ Washington State Library Circulation desk @ the Bellingham Public Library
Flickr Imapix Expectations
Noriaki Kano, quality expertFlickr Socialgallery Kano model
Red sky at night, sailors delightFlickr petervanallenShepherd'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
Flickr WaydanVotaVancouver, BC XO Laptop User Group Meetup
ICE
Mobile – access now! Flickr samsungtomorrow Samsung to drive momentum for mobile phone business in NA
Laptops and tabletsFlickr kelsey.borza Computers and lecture
Social networks
Lot’s of competitionOCLC Perception studies, Ithaka studies show the library is less and less seen as a gateway or starting point for locating informationFlickr mason2448 100B0603
Convenience trumps (almost) everything
Perhaps we should – listenWe have the opportunity to learn so much more about our customers and how we can better serve them
Library staff are watching you!Pushback from staff – really?
Library management
4 broad categories to obtain customer feedbackListening to the “Voice of the Customer”
Local vs StandardizedProblems with Surveys Measurement errors, sampling errors, nonresponse errors, respondent errors, interviewer errorsFlickr LeadPro Customer Survey
Flickr shaleza Tomball survey
Gaps Model of Service Quality – Parasuraman, Zeithmal, & Berry1 = Understanding gap2 = Design gap3 = Service delivery gap4 = Communications gap5 = Service quality gap
ARL – ARL 3 dimensions – affect of service, library as place, information control Not a customer satisfaction survey - moreCounting Opinions – is a customer satisfaction survey
Net Promoter Scorepublic libraries score fairly high 70%Survey results are highly skewedGoogle images debradejong.blogspot.com
Community survey – mail or telephone – users and nonusers – randomLarge number of respondents = ExpensiveFlickr plattsphillip Community survey
Interviews 1on1 Focus groups – moderator (agenda), observers, record?, # participants Telephone – cell phones Exit interviews – what?, # questions, when?, who, how record responses Community forums – setting, facilitator, limit agendaGoogle 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 characteristics of shoppersGoogle images - blog.uspsoig.gov
Comment cardsComments posted on library Web siteComments made in surveysSuggestion boxes
SAS AirlineEach touchpoint between a customer and the airline
Few libraries actual use
Complaints – viewed as a failure – inward lookingViewed as a gift – learn something about the library from the customer’s perspective
United Airlines - bicycle
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 customersFrom staff membersJohn Lubbens – 3 ring binder – publically accessibleCan you make suggestions online?Suggestions must lead to action
Observe – carefullyWhat are people doing in the library?
San Jose Public Library – video camerasUse the security cameras already installed
A resource – a source of ideasA co-creator – help design new servicesA user – beta testing (Web site usability testing)
Observations – carefully of a few usersSweeps – counts - develop a checklistAlone or engaged with others, what interactions
University of RochesterWhy do you like to come here?What is missing?Cameras, videos, scrapebook, maps
Note star rating and reviews
CivicTechnologies.com
Collection analysis – compare % of collection to % of circulationGoogle images hds.harvard.edu
Discovery tools
Southwest Airlines+ Yelp
Maximum score of 1,000Track 20 social network sites
Who are your customersWhat do you call your customer? Names are important – patron, guest, client, visitor, member, studentRegistered card holders – jurisdiction boundariesGIS – census data and lifestyle data – mapsSort by use – frequent, moderate, infrequent, nonusersGoogle images blog.atlassoft.com
User, Lost, NonuserUser – 80% ruleLost – they found the library but did not returnIt takes 20 visits for people to become regular customersNonuser – 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 siteDownload ebooks, journal articles, and so forth
Most companies lose between 10 and 40% of their customers each yearLost & nonusers – no use due to distance, inconvenient hours, purchase own materialsLost – newer & larger collectionsNonuser – more locations, more hoursWithout customer segmentation, time, effort and money will be spent with little chance of enticing them backAverage 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 ingrainedSend emails, post cards, personal lettersWelcoming – brochure, short tour, come see ME
Analysis
Counting Opinions - LibPAS
Gap analysis - LibQUAL
ImportanceSatisfaction
Opportunity IndexImportance and satisfaction
Change to one branch location and priorities change
Storytelling vs. Library Speak
Nancy Pearl action figureTurn results into action
The single biggest problem with communication is the illusion that it has taken place.George Bernard Shaw
Communication strategies Understand your audience Provide context Build on perceptions that resonate Improve your presentation skills Stage the release of informationGoogle images britannica.com
All this competition for people’s time and attention is not going to kill librariesWhat will? Lack of imaginationNeed to focus on the customer and their needsIt’s time to create a better customer experienceNASA