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Us and them? Shaping a customer service culture in libraries
1. Us and Them: shaping a
customer service culture
in libraries
Maxine Melling, Director of Learning and Information
Services, Liverpool John Moores University
2. Case Study
Working Together Project, Vancouver
Public Libraries – “a community development
approach to putting library skills at the service of
the community by working with them to link
library services to community understanding of
its needs”
http://www.librariesincommunities.ca/
3. How do we demonstrate our values?
5. STAFF 1. MESSAGES
Who deliver Reflect
2. RULES
4. EVALUATION AND MEASUREMENT
Which come from
And imposed by
3. STRATEGY & POLICY
Informed by
9. Language
In the trenches: military images
Crime and punishment: the delinquent borrower
OPACs, authentication and class. numbers
Incompetence v. Presumed intelligence
10. Space
Accessibility
Self evident and customer-owned
Interactive not controlling
Way-finding rather than dependent on staff help
Consolidated help desk – roving/on-call staff
help
The role of security barriers
14. Strategy & policy
“library & information managers need to ensure that their
policies and strategies reflect a culture of real customer service.
The key to achieving this is to build customer perspectives into
your planning process”
A McDonald, Vancouver Public Library
“Customer service is as much about purpose and culture as it is
about services and delivery. We need strategic management that
brings together corporate values, planning and organisational
responsibilities”
Sheila Corral, Sheffield University
15. Identification of needs, VPL
Traditional model Community-based model
Data Meet people where they are
Statistics most comfortable
User surveys Connect-consult
Comments cards Collaborate
Demographic trends Build relationships based
on trust and respect
16. Service planning, VPL
Traditional model Community-based model
Senior staff develop service Library and community act
proposals to address as partners in planning
identified priorities Community involved in
Staff are consulted stock/services selection
Reference to Work collaboratively to
literature/conferences etc. develop policy
recommendations
17. Evaluation & measurement
Discussions
Narrative based – allow people to use their own
language
Perceptions based (e.g. LibQual)
Qualitative –what else?
Focus groups etc.
Non-use
Segmentation
18. Staff
Critical thinking & self-
awareness
Humility
Contextual listening
Empathy
“we’re going to try to help staff
understand that when we say we
use our values to inform our
work we’re talking about the
library’s values”
Diana Guinn, Supervisor
VPL
19. “Barriers are pervasive…sometimes
they are the result of institutional
goals at…management level, while at
other times they emerge from the
personal beliefs of staff at the public
service level”.
Randy Gatley, Community Development
Librarian, Vancouver Public Library