This was one of the 10 most highly rated presentations at LIBER's 2016 Annual Conference in Helsinki, Finland.

1. KNOWING YOUR CUSTOMER
SHAPING PERCEPTIONS
PENNY HICKS, HEAD OF STRATEGIC MARKETING & COMMUNICATIONS
THE UNIVERSITY OF MANCHESTER LIBRARY

2. YouTube Link

3. OUR APPROACH
Investment in strategic marketing Methodology and skills
STRATEGIC
MARKETING
ACADEMIC
ENGAGEMENT
10,000 academics
Over 100 channels
MARKETING & COMMS
40,000 students
University staff
Library staff

4. Who are our customers?
What do they think they
need?
When do they need it?
What is required by the
University/the course?
What could be helpful?
What resource is realistic?
COMBINED
WITH
OUR APPROACH

5. Undergraduate Postgraduate
PHD International
Self-defined disabled Distance learners
KNOWING YOUR CUSTOMER:
STUDENTS

6. Perception of the
Library
How easy is the
Library to use?
Main Library
Redevelopment
How do they
search?
iLibrary project
How and what do
they read?
Books Right Here
Right Now
How do they use
our sites?
From Enquiry to
Expert Support
Training
DEMOGRAPHIC - who thinks what?
BEHAVIOUR - what students think they do?
LIBRARY SPECIFICS

7. 18% 43% 39%
Detractors (0-6) Passives (7-8) Promoters (9-10)
On a scale of 0 to 10 where 0 is not at all likely and 10 is very likely, how likely
would you be to recommend the University of Manchester Library to a friend or
colleague? (Base: 1145)
YEAR ONE: DISCOVERY

8. To what extent do you agree or disagree that it is easy to access help and support
when using Library services online? (Base: 1413)
PAIN
17% 34% 49%
Disagree Neither agree nor disagree Agree

9. YouTube Link

11. MORE PEOPLE, MORE
ACCESSIBLE
MORE SPACE IMPROVED SIGNAGE
INTENSIVE TESTING AND
RESHAPING LIBRARY
SEARCH
EXAM EXTRA CAMPAIGN
TAKE ACTION!

12. Over the past 12 months, would you say the Library has…?
Base: Year 2 respondents who are not in their first year (481)
4 64 32
0 % 20 % 40 % 60 % 80 % 100 %
Got worse Stayed the same Got Better

13. On a scale of 0 to 10, where 0 is not at all likely and 10 is very likely, how likely
would you be to recommend The University of Manchester Library to a friend or
colleague? Base: Year 1 (1445) Year 2 (1004)
18
9
44
43
38
48
0 % 20 % 40 % 60 % 80 % 100 %
Year 1
Year 2
Detractors Passives Promoters

14. To what extent do you agree or disagree that it is easy to access help and support
when using Library services online? Base: Year 2 (1001, 1002)
3 8 33 45 11
0 % 20 % 40 % 60 % 80 % 100 %
Strongly disagree Disagree
Neither agree nor disagree Agree

15. WHAT CAN BECOME
BUSINESS AS USUAL ?
MORE PEOPLE, MORE
ACCESSIBLE
MORE SPACE IMPROVED SIGNAGE EXAM EXTRA
CAMPAIGN

16. 4
2
64
81
32
16
0 % 20 % 40 % 60 % 80 % 100 %
2014
2015
Got worse Stayed the same Got better
Over the past 12 months, would you say the Library has…?
Base: Respondents who are not in their first year 2014 (481) 2015 (1236)
RESULTS CONSOLIDATE:
HAS THE LIBRARY GOT WORSE?

17. 18
9
13
44
43
40
38
48
47
0 % 20 % 40 % 60 % 80 % 100 %
2013
2014
2015
Detractors Passives Promoters
On a scale of 0 to 10, where 0 is not at all likely and 10 is very likely, how likely
would you be to recommend The University of Manchester Library to a friend or
colleague?
Base: 2013 (1445) 2014 (1004) 2015 (1277)

18. Redevelop our
space
Increase group
study rooms
Reduce staff
space ratio
Increase the
visibility of staff
Longer opening
hours

19. Listening Reviewing Challenging
Business should never be usual
for too long without review!

20. KNOWING YOUR CUSTOMER
SHAPING PERCEPTIONS
PENNY HICKS, HEAD OF STRATEGIC MARKETING & COMMUNICATIONS
THE UNIVERSITY OF MANCHESTER LIBRARY