Presented by Marie L. Radford, Ph.D to NSW public libraries online 17 June 2020

1. Reference Service Excellence
Amid Challenging Times
Presented by Marie L. Radford, Ph.D.
Rutgers University
(mradford@rutgers.edu)
State Library of New South Wales
Sydney, Australia
June 2020

2. • Unprecedented changes
• Must adapt quickly in changing environment
• What’s coming next?

3. • Factors adding to complexity &
uncertainty:
• Impact of COVID-19
• Budget Constraints
• Technology Changes
• Time & Staffing Constraints
• E-books vs. Tree Books?

4. Fig. 1.3
Livingston Parish (La.) Library System
Fig. 1.2
Livingston Parish (La.) Library System
Fig. 1.1
Center Line (Mich.) Library

5. Fig. 2.1 Boyd County (Ky.) Public Library
Fig. 2.2 Tom Green County (Tex.) Library System
Fig. 2.3 Niles-Maine District Library
(Chicago, IL)

6. Fig. 3.1 Crook County (Ore.) Library
Fig. 3.2 (TX)
Fig. 3.3 (TX)

7. Fig. 4.1 IMLS
Fig. 4.2 Elmhurst (Ill.) Public Library
Fig. 4.3 Braden River Library,
Manatee County (FL)

8. Fig. 5.1 Titusville (Fla.) Library
Fig. 5.2 Livingston Parish (La.) Library System Fig. 5.3 Livingston Parish (La.) Library System

9. TRADITIONAL
• Face-to-face at a service desk
• Phone service staffed at service desk
VIRTUAL REFERENCE
• 1990s email (still most prevalent!)
• 2000s live chat
• 2010s texting
• 2010+
• IM
• Social Media (Facebook, Twitter, Instagram)
• Video (Zoom, Bluejeans, WebEx, Skype, Facetime, etc.)

10. Ross, Nilsen, & Radford (2019). Conducting the
Reference Interview, 3rd Ed. Radford et al.
Radford & Radford, Library Conversations (2017)
Radford, Connaway, & Shah - Cyber Synergy (2011-’14)
Radford & Connaway-Seeking Synchronicity (2005-’08)

11. • Short-term objective
• Immediate gratification
• Expect to use less effort than
actually required
• Technological idolatry
• Long-term objective(s)
• Creation of “Independent
User”
• Instruction opportunity
• Expects good attitude &
effort

12. Current conceptualizations reject the linear model
S M R
(Source sends a Message to a Receiver)
Instead view perceived meaning of interactions as
co-created between people.

13. • The “WHAT”
• Information
exchange
• “HOW” message is
to be taken
• Relationship of
participants

14. Highly value…
• Librarian’s attitude
& personal qualities
• Some value interpersonal
aspects more than receipt of
information
Highly value…
• Content, transfer of
information
• Also value relationship
qualities (but to a lesser
degree)

15. • Visibility/Approachability
• Interest
• Listening/Inquiring
• Searching
• Follow-up

16. • Extremely important for service excellence
• FtF – Mostly communicated nonverbally
• Virtual – Communicated through text
& re-representation of NV behaviors
(e.g., emojis & emoticons)

17. • 65% or more of communication
• Powerful, instant, judgments
• Diverse user base = NV
differences
• NV behavior differs for different
cultures

18. • Immediately acknowledges user
• Frequent eye contact
• Nods, or indicates that request is
being understood
• Uses sympathetic noises (mmm)
• Holds head up
• Cheerful facial expression
• Leans forward

19. • 1st Q is often NOT “Real Question”
• Types of Questions:
• Open “Tell me more about topic X”
• Neutral “What would you like to know about X?”
• Closed “Do you want a book or an article?”
• “Active Listening” for Upset Visitors

20. • Give full attention to person speaking
• Show that you are doing so
• by eye contact
• by expression
• Respond with empathy
• Then focus on problem

21. • Involve user in the search!
• First understand query
• Construct & discuss search strategy
• Encourage user to contribute ideas
• Work with user to narrow or broaden search
• Additional info needed? Ask
• Can’t find info? Make good referral

22. • End encounter on a positive note
• Ask: “Have I answered your question
completely?”
• Invite them to return to the desk if further
help is needed
• Avoid: “Negative Closure”

23. • Making unmonitored referral
• Implying visitor should have done something else
before asking for help
• Trying to get reader to accept info easily found,
rather than what is actually needed
• Warning reader to expect defeat

24. What Do Visitors Want?
• Access when working from home, home schooling, etc.
• Convenience!!
• Range of options for reference help
Increase Driven by
• Increased shelter at home, work at home
• Online education
• Growing demand for ebooks & e-reference collections

25. • Real Time
• Time Pressure!
• Negotiating Questions
• Answering Questions
• Service Excellence as Goal
• Variety of Visitors
• Building Relationships

26. • Keyboard Woes!
• Lack of NV Cues!
• Limited Knowledge of Virtual Visitor
• Chat Speak
• Knowledge of Available Resources
• Technical Problems
• Transcript Produced

27. • Greeting
• Inclusion (let’s, we, what do you think?)
• Word contact…
• Rapport Building
• Deference & politeness
• Humor
• Closing/farewell

28. • Answer specific question asked!
- Before you push a general information
page…
- Make sure it has specific & exact answer to
question!
• Check for broken links before sending URLs
• Make sure you answer all questions, all parts
of questions

29. Use positive approaches to
problematic people!

30. LAST
Listen
Apologize
Solve Problem
Thank Them!

31. When the Answer is
• Remember, people are stressed out to the max
• Focus on what you CAN do, vs. CAN’T do
• Offer alternatives
• Offer partial accommodation
• Show genuine regret
• Provide some explanation
• Broken Record Technique –
• Be polite, but firm in repeating “no” if necessary

32. FtF & VRS Users want…
• Interaction w/ friendly librarians
• Relationships with librarians
• Extended hours of service
• Access to e-info

33. • Build positive relationships FtF,
phone, or virtual
• Understand readers/visitors to
serve them better
•Realize others are stressed, we are
also stressed. Be kind to yourself
as well as others!

34. Fig. 6.1 Belgium
Fig. 6.2 UNC Charlotte

35. Additional Resources for Further Reading
Dar, Mahnaz (2020, April 1). Ramping Up Remote Reference During COVID-19
Campus Shutdowns, Library Journal.
https://www.libraryjournal.com/?detailStory=ramping-up-remote-reference
Johannesen, Kirk (2020, June 1). IU Libraries' virtual reference tools aid student,
faculty research.
https://news.iu.edu/stories/2020/06/iub/inside/01-librarians-provide-virtual-reference-assistance-for-
students-faculty.html
Ross, Catherine S., Nilsen, Kirsti, & Radford, Marie L. (2019). Conducting the
Reference Interview (3rd edition), NY: ALA Editions/Neal-Schuman.
Wong, Melissa & Saunders, Laura (Eds.) (2020). Reference and Information
Services: An Introduction (6th edition). Libraries Unlimited.