Sla 2012 listening to our customers
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Sla 2012 listening to our customers

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The Texas A&M University Libraries annually conducts several surveys and focus groups that seek to understand and identify the needs and expectations of Users. The purpose of this paper and ...

The Texas A&M University Libraries annually conducts several surveys and focus groups that seek to understand and identify the needs and expectations of Users. The purpose of this paper and presentation will be to collate the findings of these separate listening devices and then report the similar and desperate themes that came out of these collected works. We will also discuss how effective and interactive these tools can be when delivered at critical points within our library services.

Each year the University Libraries conducts two surveys and one focus group project. These are the Association of Research Libraries’ LibQUAL+™ survey (in use for 12 years), the Library Instruction Services Feedback Form analysis (in use for 4 years) and the Web Usability Study (in use for 6 years). In addition, beginning in 2012, the Libraries will use Transactional Surveys at our Customer Service Desks and eMail surveys as part of our user-driven acquisitions policy (pilot study was conducted in 2009).

Previously, no study has been conducted to compare and contrast the data that has resulted, or that will result, from these Customer listening tools. As we begin to experiment with more of the 9 listening devices outlined in Leonard Berry’s book, Delivering quality service, we need to look at the importance and impact of each tool, how these individual efforts interact and support one another and how sustainable these programs will be for the Libraries.

Overall, our goal is to address our search for identifying the most effective means of reaching out to our Customers so that we can understand what their current and potential needs are with regard to the services and resources that we provide. We will do this by reviewing data, discussing common and unique themes, considering sustainability of listening tools and pin-pointing critical points of Customer interaction where we can best seek out these insights.

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  • Texas A&M University is one of two flagship universities in the state of Texas. We provide information services to paying customers – our undergraduates fund 88% of the library budget through designated student fees. The shift in our funding from state supported to fee-based supported meant that our students needed to see and understand value for their dollars
  • You see, if we need to raise our fee to pay for serials inflation, our students need to approve the fee and understand why it is so important. They tell us what they want from the library in a variety of ways, and we work to provide it. There are many ways we touch the students lives, and we try to turn these touch points into listening points.
  • Only customers judge quality – with this as a driving force, we are constantly looking at what we are doing, gathering qualitative and quantitative data. Our customers are our users. As a result of that, not only do we seek to meet their needs, but we want to exceed their expectations. Different approaches to data collection fill in the gaps and help us to understand the stories of our customers and how we might better help them in their learning research and discovery.We need to make sure we are collecting the data that answers the questions we have about our customers. Sometimes the data collected, inspires additional questions to gain a deeper understanding of our customers needs, wants and expectations. We review the data that we do collect to make certain it is relevant to the our customers needs.
  • We conduct surveys and focus groups that seek to understand and identify the needs and expectations of our customers. We have begun to collate the findings of our total market survey, LibQual, with other surveys, focus groups and other customer feedback. It is important to systematically listen to our customers through multiple approaches to capture and disseminate service quality information that can support decision making, such as improvements to our website, renovating spaces and improving instruction techniques. This is to help our managers determine the best ways to create and manage our services and resources. Our primary focus for these listening devices is our customers – those who come into the library and those who only use us digitally. Faculty and staff at Texas A&M University Libraries have created and continue to develop qualitative assessment tools to learn how units could best meet customer needs and expectations. These studies provide the opportunity for on-going assessment –the use of an effective means to cultivate a dialog with our customers at the service point. We go into our customers world and seek feedback (via email surveys, focus groups) and we speak to customers currently using our physical environments.

Sla 2012 listening to our customers Sla 2012 listening to our customers Presentation Transcript

  • LISTENING TOOUR USERS:ComparingFeedback &Insights fromMultiple Surveys &Points of Contact
  • LISTENING TO OUR USERS:Comparing Feedback and insights fromMultiple Surveys and Points of Contact We serve the Texas A&M University and the Texas A&M Health Sciences Center 52,000 Students Land, Sea and Space Grant University Student Fees fund 88% of Libraries’ budget About Our Customers TEXAS A&M UNIVERSITY LIBRARIES
  • LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple Surveys and Points of Contact4.5 million volumes123,000 unique serial titles (95% available electronically)1,365 databases9.4 million successful full-text downloads1.4 million print circulation transactions100,000 document deliveries12 Libraries (Additionally support 4 libraries & 280 centers)3.3 million visitors to our libraries3.3 million visitors to our websitesDelivered 1,200 instructional sessions (includes for-credit courses)Provided 554 online tutorials, class & subject guides About Our Libraries – 2011 Data TEXAS A&M UNIVERSITY LIBRARIES
  • LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple Surveys and Points of Contact“… only Customers judge quality; all other judgments are essentially irrelevant” Zeithaml, Parasuraman, Berry. (1999) Delivering quality service. NY: The Free Press Our Assessment Approach TEXAS A&M UNIVERSITY LIBRARIES
  • LISTENING TO OUR USERS:Comparing Feedback and insights fromMultiple Surveys and Points of Contact Transaction Employee Surveys Research Total Market Service Surveys Reviews Mystery Shopping Customer Reports Advisory Panels Focus Group New-, Declining- Interviews & Former- Customer Employee Field Surveys Reporting Customer Listening Devices From On Great Service: A Framework for Action by Len Berry
  • LISTENING TO OUR USERS:Comparing Feedback and insights fromMultiple Surveys and Points of Contact Total Market Survey LibQUAL+™: Our principle listening device Barometer & harbinger of needs/expectations Measures 5 areas Customer Treatment Resource Availability Job Knowledge Resource Accessibility Library Study & Learning Environments Measures Users’ Expectations/Priorities Perceptions of Services & Resources Concerns LibQUAL+® - About the Survey
  • LISTENING TO OUR USERS:Comparing Feedback and insights fromMultiple Surveys and Points of Contact PRIORITIES Library Web to locate info on my own A comfortable and inviting location Info easily accessible for independent use Easy-to-use tools to find things on my own eResources accessible from home or office Employees who are consistently courteous Employees w/knowledge to answer questions LibQUAL+® - 2011 Results
  • LISTENING TO OUR USERS:Comparing Feedback and insights fromMultiple Surveys and Points of Contact SUCCESSES Employees who are consistently courteous Willingness to help users Employees w/knowledge to answer questions Employees deal with users in a caring fashion Readiness to respond to users questions A comfortable and inviting location LibQUAL+® - 2011 Results
  • LISTENING TO OUR USERS:Comparing Feedback and insights fromMultiple Surveys and Points of Contact CONCERNS Library Web to locate info on my own Quiet space for individual activities Easy-to-use tools to find things on my own Info easily accessible for independent use eResources accessible from home or office LibQUAL+® - 2011 Results
  • LISTENING TO OUR USERS:Comparing Feedback and insights fromMultiple Surveys and Points of Contact Transaction Surveys Service Desk Transactions (D) Telephone Transactions (P) eMail Communications (U) Mobile Device Transactions (P) Virtual Reference/Chat Transactions (P) Online Comments/Suggestions Box (U) Customer Service Points TEXAS A&M UNIVERSITY LIBRARIES
  • LISTENING TO OUR USERS:Comparing Feedback and insights fromMultiple Surveys and Points of Contact Transaction Surveys Instructional Service Programs (U)* Developing a direct learning outcome metric to include as well as transaction survey User Driven Acquisitions (D) Document Delivery (D) Study Room Reservations (U) Equipment Use (P) Customer Service Points TEXAS A&M UNIVERSITY LIBRARIES
  • LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple Surveys and Points of ContactMystery Shopper Reports Consultation Desks (D)Service Reviews Subject Specialist Duties (D)Customer Advisory Panels Customer Advisory Panels (U) Customer Service Points TEXAS A&M UNIVERSITY LIBRARIES
  • LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple Surveys and Points of ContactNew, Declining & FormerCustomer SurveysLibrary Presentations to - New Student Camps (P) - Library Presentations (P)Beginning of the year on-site fairs (P)NSSE (U)Graduating Seniors Survey - Texas A&M University (D) - Vet Med (P) Customer Service Points TEXAS A&M UNIVERSITY LIBRARIES
  • LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple Surveys and Points of ContactEmployee Field Reporting Customer Service Studies (P)Employee Research Customer Service Studies (P) Customer Service Points TEXAS A&M UNIVERSITY LIBRARIES
  • LISTENING TO OUR USERS:Comparing Feedback and insights fromMultiple Surveys and Points of Contact Focus Group Interviews Website Usability Studies (U) LibQUAL+™ Survey Follow Up (D) Unknown Open Study Areas Customer Service Points TEXAS A&M UNIVERSITY LIBRARIES
  • LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple Surveys and Points of ContactActive participation is vitalData must be shared and usedPrograms must be sustainableDocumentation of results and actions is required Conclusion TEXAS A&M UNIVERSITY LIBRARIES
  • LISTENING TO OUR USERS:Comparing Feedback and insights fromMultiple Surveys and Points of Contact COMMENTS ? QUESTIONS ? CONTACT INFO LESLIE J. REYNOLDS Interim Associate Dean for User Services Texas A&M University Libraries eMail: leslier@tamu.edu MICHAEL L. MACIEL Assessment Coordinator Texas A&M University Libraries eMail: maciel@tamu.edu THANK YOU TEXAS A&M UNIVERSITY LIBRARIES