Shop Your Way to Service Excellence:Secret Shopping for Academic Libraries          QQML Conference                   2012...
University of North Carolina at          Greensboro (UNCG)• Publicly supported• University of North Carolina 17 campus  sy...
University Libraries          • Jackson Library and            Music Library          • 1.2 million book            volume...
Previous assessments of public               services• LibQual+ overall score 7.5 in 2008• Qualitative comments indicated ...
Outcome of study• Customer service will reflect the values and  standards established by the University  Libraries
Secret or Mystery shopping• Used often in retail and service industries• Applied in public libraries but not often in  aca...
Secret shopping at UNCG Fall 2010• Reference Desk   • Desk, phone, chat  (Jackson)• Check out Desk   • Desk, phone  (Jacks...
Shoppers• Recruited Hospitality  Management students• Attended training  session• Received extra credit  and $10 food coup...
Procedure• Survey team included Associate Dean, Human  Resources Librarian, Assessment analyst• Staff told exercise would ...
Protocol• Focused on customer service experience• Developed rating sheet based on Libraries’  established customer service...
Rating sheetBehavior                    Rating• Greeting                  • 1 Poor• Follow up questions to    • 2 Satisfac...
Yes/No questions• Treated with respect• Avoided jargon or technical language• “Went the extra mile”
Results - Greeting
Clarifying questions
Confirmed satisfaction
Referral
Treated with respect
Avoided jargon
Went the extra mile
Follow up•   Departmental results shared with heads•   Overall results shared with entire library•   Public service “stand...
Training• Training on “going the extra” mile developed  and delivered for full-time staff during  Summer 2011• Online trai...
Student training comments• “These skills seem like common sense, but its  amazing how people you see that dont follow it. ...
Staff training comments• “More helpful would be a workshop of case studies of  difficult interactions or reference intervi...
2012• Repeated assessment to determine if training  had impact• Added newly created Special Collections  service desk• Had...
Improvement!
Improvement!
Questions and comments
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Shop Your Way to Service Excellence: Secret Shopping for Academic Libraries

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Shop Your Way to Service Excellence: Secret Shopping for Academic Libraries

  1. 1. Shop Your Way to Service Excellence:Secret Shopping for Academic Libraries QQML Conference 2012 Kathy Crowe Associate Dean for Public Services
  2. 2. University of North Carolina at Greensboro (UNCG)• Publicly supported• University of North Carolina 17 campus system• Enrollment: 17,540 (16,090.25 FTE)• Undergraduate: 14,315 (13,583.25 FTE)• Graduate: 3,225 (2,507 FTE)
  3. 3. University Libraries • Jackson Library and Music Library • 1.2 million book volumes • 37,000+ e-subscriptions • 500 databases • 95 faculty & staff
  4. 4. Previous assessments of public services• LibQual+ overall score 7.5 in 2008• Qualitative comments indicated some issues at service desks• 3.5 out of 4 for staff responsiveness on University of North Carolina system satisfaction surveys in 2010• Sought more in-depth assessment of services
  5. 5. Outcome of study• Customer service will reflect the values and standards established by the University Libraries
  6. 6. Secret or Mystery shopping• Used often in retail and service industries• Applied in public libraries but not often in academic libraries• Kocevar-Weidinger, Elizabeth, Candice Benjes- Small, Eric Ackermann and Virginia R. Kinman. "Why and How to Mystery Shop your Reference Desk." Reference Services Review 38, no. 1 (2010): 28-43
  7. 7. Secret shopping at UNCG Fall 2010• Reference Desk • Desk, phone, chat (Jackson)• Check out Desk • Desk, phone (Jackson)• Music Library • Desk, phone
  8. 8. Shoppers• Recruited Hospitality Management students• Attended training session• Received extra credit and $10 food coupon• 6 shoppers completed the exercise
  9. 9. Procedure• Survey team included Associate Dean, Human Resources Librarian, Assessment analyst• Staff told exercise would happen “sometime this semester.”• Questions suggested by public services department heads and by survey team
  10. 10. Protocol• Focused on customer service experience• Developed rating sheet based on Libraries’ established customer service values• http://library.uncg.edu/info/mission_stateme nt.aspx• Protected anonymity of staff
  11. 11. Rating sheetBehavior Rating• Greeting • 1 Poor• Follow up questions to • 2 Satisfactory clarify request • 3 Very good• Confirming satisfaction• Referral
  12. 12. Yes/No questions• Treated with respect• Avoided jargon or technical language• “Went the extra mile”
  13. 13. Results - Greeting
  14. 14. Clarifying questions
  15. 15. Confirmed satisfaction
  16. 16. Referral
  17. 17. Treated with respect
  18. 18. Avoided jargon
  19. 19. Went the extra mile
  20. 20. Follow up• Departmental results shared with heads• Overall results shared with entire library• Public service “standards” developed• Training developed
  21. 21. Training• Training on “going the extra” mile developed and delivered for full-time staff during Summer 2011• Online training developed for student staff http://uncg.libguides.com/customerservice• New staff encouraged strongly to attend day- long campus customer service training• Customer service values and standards in new employee packets
  22. 22. Student training comments• “These skills seem like common sense, but its amazing how people you see that dont follow it. You should send this video to the workers in Subway”• “I easily get flustered when a person is frustrated at me, however this video taught me how to properly handle the situation and remain calm and respectful”• “I’ve never thought to look for people who need help because I always assumed they would ask, now I know.”
  23. 23. Staff training comments• “More helpful would be a workshop of case studies of difficult interactions or reference interviews and have public service employees think and talk through these interactions.”• “I thought it was a really good and informative workshop. If we have the workshop again though, I dont feel like it needs to be four hours long. I think what was taught could have been done in half the time.”• “I felt as though the group discussion was the best part, so who was at your session was really important to how much you got out of it.”
  24. 24. 2012• Repeated assessment to determine if training had impact• Added newly created Special Collections service desk• Had LIS graduate student• 9 shoppers completed exercise
  25. 25. Improvement!
  26. 26. Improvement!
  27. 27. Questions and comments

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