Developing Entrepreneurial, Customer-Focused Leaders Mark Livingston, Transformational Library Partners Kem Ellis, High Point Public Library This presentation describes how the North Carolina Library Association (NCLA) implemented an innovative Leadership Institute starting in October 2008 to develop entrepreneurial and serving leaders who strategically build and creatively use high performance libraries to transform the customer experience and deliver measurable value for the people and communities they serve. The program designers and facilitators of the Leadership Institute describe results achieved by North Carolina library professionals in 2009 to transform the “physical and emotional experience” of customers and create, keep, and grow “loyal promoters.” The presentation explains the learning design of the 4-day Leadership Institute and 8-month Post-Institute Experience. Examples from across North Carolina to transform the customer experience will illustrate the fundamental shift in thinking and behavior required of “outside-in” leaders and their staff as they redesign “customer touch-points” and deliver memorable experiences that engage and excite library customers. The presenters also share results achieved by the High Point Public Library to implement the High Point Library Experience and grow the number of passionate customers who become loyal promoters and vocal advocates. Mark Livingston is the President of Transformational Library Partners Kem Ellis is the Director of High Point Public Library

1. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009
Developing Entrepreneurial,
Customer-Focused Leaders
Kem Ellis, Director
High Point Public Library, High Point, NC
kem.ellis@highpointnc.gov...336.883.3694
Mark Livingston, President
Transformational Library Partners, Greensboro, NC
careerps1@earthlink.net...252.451.0367

2. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009
Presentation Aims
• Review Design of the 2008 NCLA Leadership Institute and the
2009 Post-Institute Experience
• Introduce Key Concepts, Models, and Tools Used in the Institute
• Share Preliminary Results Achieved by Track 2 Participants in
the Post-Institute Experience
• Describe Transformation of the High Point Library Experience
(the Leadership Institute’s “test kitchen”)

3. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009
Key Beliefs
1. Authentic Leadership Starts with Passion and Purpose
2. Libraries Offer Significant Value and Can Make a Measurable
Difference in the Communities They Serve
3. The Ultimate Test of Leadership is Earning and Keeping the
Loyalty of Employees and Customers

4. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009
Institute Theme and Practices
Theme: “Transforming the Library Customer Experience”
Leadership Practices:
 Think and Act “Outside-In”
 Strengthen Relationships and Loyalty
 Focus on the Total Library Experience
 Lead with Purpose and Authenticity

5. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009
Performance and Learning Themes
 It Starts With You, But It’s Not About You
 Show Up, Speak Up, Step Up
 Expect Exemplary Performance
 Be Ready to Learn and Share
 Engage and Actively Participate
 Reflect On and Commit to Personal Growth

6. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009
Learning Strategy Maps (see handouts)
 Vision Statement
 Core Purpose Statement
 Strategy Statement (read bottom to top)
 Key Outcomes
 Learning Topics, Objectives, and Experiences

7. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009

8. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009

9. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009
Key Concepts, Models, and Tools
 The Progression of Customer Relationships Model and Survey
 The Progression of Leader Relationships Model and Survey
 The Customer Experience Point of View
 Outside-In Organizations and Leaders
 The Family of Positive and Negative Emotions
 The Family of Loyal Promoters©
 Key Behaviors of Loyal Promoters

10. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009
The Customer Experience Point of View
The “Experience” of Customers is…
…a combination of the physical senses and perceptions, emotions,
stated needs/requirements, and deeper expectations.
…50% physical and 50% emotional (at least).
…cumulative and assessed by customers are every single “point of
contact” (called a customer touch-point).
…is largely forgettable and not very memorable.

11. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009
Customer Touch-Point
A “customer touch-point” or “moment of truth” is where a library
customer “touches” or comes into contact with any aspect of the
facility or its services, programs, or people….directly or remotely.

12. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009
Outside-In Organizations and Leaders
 “Inside-Out” Organizations look at what is good for them and
impose that experience on customers.
 “Outside-In” Organizations look at what customers want and
change their organization.
Colin Shaw….Building Great Customer Experiences

13. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009

14. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009
Key Behaviors of Loyal Promoters
1. Loyal Promoters Show Up!
• They Visit Frequently (Regularly)
• They Invest Time to Learn About Library Resources
• They Bring Family, Friends, and Colleagues
2. Loyal Promoters Speak Up!
• They Provide Constructive Feedback
• They Tell Their Story to Others (In-Person, Online)
• They Advocate and Support
3. Loyal Promoters Step Up!
• They Recommend and Refer You to Others
• They Freely Give Their Time and Talent and Treasure

15. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009
Design of the Post-Institute Experience (Track 2)
Grow Passionate Library Customers and Loyal Promoters
by…
1. Refocusing Purpose, Vision, and Strategy on loyal customers/promoters.
2. Establishing expectations of great customer service and library experiences.
3. Improving design and delivery of service and experiences.
4. Assessing and measuring ability to deliver on expectations and promises.
5. Transforming the work spirit and culture to “Outside-In” and for doing what it
takes to take care of customers.
6. Recognizing and rewarding excellence in serving people and the community.
7. Aligning stakeholders (internal and external) around the Customer
Experience Point of View and Library Purpose, Vision, and Strategy.

16. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009
Preliminary Results Achieved in Post-Institute
 “A Handful of Positives” (Crystal Baird, Davidson County CC)
 “Talent Promotion” (Louise Humphrey, Appalachian Regional)
 “Holiday Events” (Fannie Dillard, Rowan-Cabarrus CC)
 “Library Walkabouts” (Greg Needham, Wilson County)
 “Customer Feedback” (Catherine Lee, Cape Fear CC; Deana Guido,
Braswell Memorial)
 “IT Service Transformation” (Crystal Baird)
 “The Ideal Library Experience” (Sharon Faulkner, Montgomery County CC)
 “Statements of Customer Experience”
 “Personal Leadership Development Plans”
 “Language and Discussion”
 “Statements of Leadership Purpose”
 “Others Stepping Up”

17. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009
Transformation of the High Point Library
Experience (aka, Institute “test kitchen”)
 Customer Experience Design and Strategy Mapping
 Customer Experience Implementation Team(s)
 Customer Experience Statement and Touch-Point Mapping
 Customer Service Expectations and Coaching
 Loyal Promoter Luncheons and Single Best Question
 Quarterly Strategy Reviews

18. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009

19. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009
“Now It’s Your Turn” Exercise!
Your Customer Experience Design Project:
…Given the following 3 “spaces” from the High Point Library
Expansion and Renovation project…identify 5-8 key elements of
the “physical and emotional experience” that will keep customers
“coming back for more” and be so memorable that they will “tell
everyone else.”
…Be prepared to “speak up” and share your ideas with the entire
group!

20. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009

21. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009

22. INSPIRATION, INNOVATION, CELEBRATION
an entrepreneurial conference for librarians
June 3, 2009