welcome to the webjunction webinar: the customer focused ... · welcome to the webjunction webinar:...

Welcome to the WebJunction webinar:The Customer Focused Library

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Welcome to the Customer Focused Library Webinar. We’ll begin at the top of the hour. Please indicate:

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Today’s Hosts

Michael PorterCommunications Manager, WebJunction

Jennifer PetersonCommunity Manager, WebJunction


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Lessons Learned from RetailWebJunction Presentation

March 17, 2009

The Customer Focused Library


Today’s Presenters

Gretel Stock-Kupperman

Director of Consulting and Continuing Education at the Metropolitan Library System

Jamie Bukovac

Director of Indian Prairie Public Library

Detlev Pansch

Director of Barrington Area Public Library (formerly Frankfort)


Agenda

• Introduction to the Project• What was it like to be studied?• Brief Findings• Best Practices and Applications• Looking Forward


Introduction

Background and Methodology


Research Objectives

Explore the dynamics of visitor behavior at four Chicago area libraries, including both public and academic libraries

Measure visitor interactions at touch points in the library

Generate information on how public and academic libraries in the Chicago area can better service and educate their visitors, thereby creating a more satisfying library visit


Participants

FrankfortTuesday, November 13, 2007- Hours 12-8Wednesday, November 14, 2007- Hours 9-5

Indian PrairieTuesday, November 13, 2007- Hours 12-8Wednesday, November 14, 2007- Hours 9-5

AcornThursday, November 15, 2007- Hours 12-8Friday, November 16, 2007- Hours 9-5

North ParkThursday, November 15, 2007- Hours 12-8Friday, November 16, 2007- Hours 9-5


Research Methodology


Observational

Tracking: Researchers used mapping programs to track and time customers’movements and interactions within the library.

424 visitor groups were observed in four Chicago area libraries


Questionnaires: Library patrons were intercepted after their visit to the library to inquire about their experience in the library and the services which they regularly use. Patrons were offered a five dollar gift card to complete the questionnaire.

Attitudinal

267 patrons were interviewed after their library visit


Video

Over 750 hours of video footage were generated for analysis

Small video cameras were installed in key areas of the libraries in order to capture behavioral patterns, traffic flow, wait and transaction times.


Being Studied

Why we participated, and what it was like to be studied.


Brief Findings


Visitor Profile

Two-thirds did not know what they wanted before they arrived. Since patrons may not come to the library with a specific “need,” we have an opportunity to appeal to their “wants.”

Frequency of Visit 28%

25%33%

9%

2%2%

More than once a weekWeeklyTwo or three times per monthOne time per monthTwo or three times every 6 monthsOne time per year


Visitor Behavior


Fewer than one in ten patrons age 14-24 visited the Books section

The Percentage of Patrons in Each Age Group Who Visit Each Section Type

0%

10%

20%

30%

40%

50%

60%

70%

80%

<14 [n=11] 14-17 [n=12] 18-24 [n=111] 25-34 [n=48] 35-44 [n=76] 45-54 [n=63] 55-64 [n=52] 65+ [n=51]

Audio Visual (all) Books Computers Desks Interactives Public Areas Rooms Services

The Future The Past


Assistance


Frankfort—Density Map

ChildrenTeenagersCollege-AgeAdultsSeniorsLibrary Staff

Source: ObservationEnvirosell Draft Report for the Metropolitan Library System


Signage


Questions?


Best Practices and Applications


Best Practice #1

Market Resources Effectively


Market Resources Effectively


Best Practice #2

Orient Yourself to Patron Convenience


Orient Yourself to Patron Convenience


Best Practice #3

Use Space Creatively


Use Space Creatively


Best Practice #4

Use Signs Effectively


Use Signs Effectively


Questions?


Looking Forward


Gather Information


Assess and Involve Staff

• Prepare staff for change.• If our focus is service, make

sure staff are service focused.

• Train staff to be ambassadors for other services.

• Analyze service at your first point of contact, often the desk closest to the door.


Challenge, Create, Innovate

•Don’t try to change people’s behavior: identify it and design for it.•Let go of sacred cows, including materials, furniture and assumptions.•Think outside the box!


The most pointed lessons we learn from retail are in examining our staff and patron behaviors, updating our marketing practices, and offering

patron-oriented services. With demonstrated dedication to meeting

patron’s wants and needs, the Customer Focused Library is

achievable.


Questions?


Stay Involved• On WebJunction: Customer Service & Interpersonal

Skills• Continue the discussion• Access the session archive and resources• Full report:

http://www.webjunction.org/interpersonal/articles/content/8052613

• Keep sharing your strategies and INNOVATE • Gretel Stock-Kupperman [email protected]

Questions– Email [email protected]– Or find us on WebJunction


WJ Learn Together Project• March featured discounted course:

The Customer's VoiceEnroll in March and you'll receive a 50% discount.

• Join fellow learners in the Group: Customer’s Voice to share insights and discoveries as you work through the self-paced course.

• We started with a live Wimba kick-off of the Learn Together Project last week, but it’s not too late to join in this social learning experiment!

welcome to the webjunction webinar: the customer focused ... · welcome to the webjunction webinar:...

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