Customers are speaking

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Presents the contents of a book - Listening to the Customer by Peter Hernon and Joseph Matthews

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  • 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
  • Customers are speaking

    1. 1. Customers Are Speaking – Are You Listening? Joe Matthews Joe@JoeMatthews.Org
    2. 2. CustomerExperience
    3. 3. ServiceOrganizations
    4. 4. Expectations
    5. 5. Delighting Customers
    6. 6. Framing the Customer Experience Decide to visit the library Check library online catalog Drive / park Search GoogleIdentify 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
    7. 7. What’s …..
    8. 8. The Internet
    9. 9. The InternetChangesEverything !
    10. 10. Competition
    11. 11. More opportunities exist in times ofchange!
    12. 12. Listening to theCustomer
    13. 13. You want us to do WHAT?
    14. 14. Methods of Customer Feedback Structured UnstructuredSolicited 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 shoppingUnsolicited 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
    15. 15. Methods of Customer Feedback Structured UnstructuredSolicited 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 shoppingUnsolicited 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
    16. 16. Expected service Word of mouth, past experiencesCustomer 5 Perceived service 1 Service deliveryProvider 3 Communications to Service quality 4 customers specifications 2 Management perceptions of customer expectations
    17. 17. Methods of Customer Feedback Structured UnstructuredSolicited 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 shoppingUnsolicited 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
    18. 18. Observe
    19. 19. Customers can be … A resource A co-creator A user
    20. 20. Methods of Customer Feedback Structured UnstructuredSolicited 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 shoppingUnsolicited 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
    21. 21. Usability Testing
    22. 22. EthnographicStudies
    23. 23. Library Transaction Data
    24. 24. Methods of Customer Feedback Structured UnstructuredSolicited 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 shoppingUnsolicited 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
    25. 25. Social Search Engines
    26. 26. Info on Blogs
    27. 27. Twitter & Microblogs
    28. 28. Message Boards & Conversations
    29. 29. Social News
    30. 30. • 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
    31. 31. Purpose of Use• Experience Seeker • Patron• Explorer • Scholar• Problem Solver • Spiritual Pilgrim• Facilitator • Hobbyist
    32. 32. Action Plan• Identify• Analyze• Learn more• Communicate• Attracting• Welcoming
    33. 33. Creating a databaseThe purpose of analysis is INSIGHT!
    34. 34. Minimum service level Desired service levelPerceived service level
    35. 35. Source: Counting Opinions(Toronto)
    36. 36. Turn datainto figures & charts Tell stories
    37. 37. JargonConversation BoringCompelling InwardNarrative MundaneEntertain ComfortableAnecdotal DullTexture StagedContext Smooth sailingChallenges OutputsCustomer-focusedOutcomes
    38. 38. Key MetricsResolution rate Return rateRecommend rate Delight rate
    39. 39. Communication
    40. 40. Thanks Joe@JoeMatthews.Org

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