Developing Entrepreneurial Customer-Focused Leaders

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

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”)

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

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

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

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

June 3, 2009

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

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.

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.

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

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

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.

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”

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

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!

Developing Entrepreneurial Customer-Focused Leaders

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