sla 2012 listening to our customers
DESCRIPTION
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.TRANSCRIPT
LISTENING TO OUR USERS:
Comparing Feedback & Insights from Multiple Surveys & Points of Contact
LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple 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 CustomersTEXAS A&M UNIVERSITY LIBRARIES
LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple Surveys and Points of Contact
About Our Libraries – 2011 DataTEXAS A&M UNIVERSITY LIBRARIES
¨ 4.5 million volumes¨ 123,000 unique serial titles (95% available electronically)¨ 1,365 databases
¨ 9.4 million successful full-text downloads¨ 1.4 million print circulation transactions ¨ 100,000 document deliveries
¨ 12 Libraries (Additionally support 4 libraries & 280 centers)¨ 3.3 million visitors to our libraries¨ 3.3 million visitors to our websites
¨ Delivered 1,200 instructional sessions (includes for-credit courses)¨ Provided 554 online tutorials, class & subject guides
LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple Surveys and Points of Contact
QUALITATIVE
RELE
VA
NC
YQUANTITATIVE
TEXAS A&M UNIVERSITY LIBRARIES
Our Assessment Approach
“… only Customers judge quality;all other judgments areessentially irrelevant”Zeithaml, Parasuraman, Berry. (1999)Delivering quality service. NY: The Free Press
From On Great Service: A Framework for Action by Len Berry
¨ Transaction Surveys
¨ Total Market Surveys
¨ Mystery Shopping Reports
¨ Focus Group Interviews
¨ Employee Field Reporting
Customer Listening Devices
¨ Employee Research
¨ Service Reviews
¨ Customer Advisory Panels
¨ New-, Declining- & Former-Customer Surveys
LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple Surveys and Points of Contact
LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple Surveys and Points of Contact
LibQUAL+® - About the Survey
¨ LibQUAL+™: Our principle listening device
¨ Barometer & harbinger of needs/expectations
¨ Measures 5 areas¨ Customer Treatment¨ Job Knowledge¨ Library Study & Learning Environments
¨ Measures Users’¨ Expectations/Priorities¨ Perceptions of Services & Resources ¨ Concerns
Total Market Survey
¨ Resource Availability¨ Resource Accessibility
LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple 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 from Multiple 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 from Multiple 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 from Multiple Surveys and Points of Contact
TEXAS A&M UNIVERSITY LIBRARIES
Customer Service Points
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)
LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple Surveys and Points of Contact
TEXAS A&M UNIVERSITY LIBRARIES
Customer Service Points
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)
LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple Surveys and Points of Contact
TEXAS A&M UNIVERSITY LIBRARIES
Mystery Shopper Reports Consultation Desks (D) Service Reviews Subject Specialist Duties (D) Customer Advisory Panels Customer Advisory Panels (U)
Customer Service Points
LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple Surveys and Points of Contact
TEXAS A&M UNIVERSITY LIBRARIES
Customer Service Points
New, Declining & Former Customer Surveys
Library 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)
LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple Surveys and Points of Contact
TEXAS A&M UNIVERSITY LIBRARIES
Employee Field Reporting Customer Service Studies (P) Employee Research Customer Service Studies (P)
Customer Service Points
LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple Surveys and Points of Contact
TEXAS A&M UNIVERSITY LIBRARIES
Focus Group Interviews
Website Usability Studies (U)
LibQUAL+™ Survey Follow Up (D)
Unknown
Open Study Areas
Customer Service Points
LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple Surveys and Points of Contact
TEXAS A&M UNIVERSITY LIBRARIES
Conclusion
¨ Active participation is vital
¨ Data must be shared and used
¨ Programs must be sustainable
¨ Documentation of results and actions is required
LISTENING TO OUR USERS: Comparing Feedback and insights from Multiple Surveys and Points of Contact
COMMENTS ?
QUESTIONS ?CONTACT INFO
THANK YOU
LESLIE J. REYNOLDSInterim Associate Dean for
User ServicesTexas A&M University Libraries
eMail: [email protected]
MICHAEL L. MACIELAssessment Coordinator
Texas A&M University LibrarieseMail: [email protected]
TEXAS A&M UNIVERSITY LIBRARIES