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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 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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Sla 2012 listening to our customers

  1. 1. LISTENING TOOUR USERS:ComparingFeedback &Insights fromMultiple Surveys &Points of Contact
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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

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