ncompass live: customer service means convenience
DESCRIPTION
Research shows that library users opt for convenience. Books nearer the door circulate more, and books from middle shelves circulate more than those from top or bottom shelves. Laura Johnson, Continuing Education Coordinator at the Nebraska Library Commission, will discuss how we can streamline the library user experience and offer services that speed up, remove uncertainty, and are present at point-of-need. NCompass Live - April 10, 2013. http://nlc.nebraska.gov/ncompasslive/TRANSCRIPT
Customer Servicemeans
Convenience
• Every book its reader.
• Save the time of the reader.
• A library is a growing organism.
Five Laws of Library Science
• Books are for use.
• Books are for all; or, Every reader his book.
The Situation
Harris Says Americans Read
Three in ten (30%) Americans say their favorite activity is reading
The Customer-Focused Library
AV=1/3 of circulation
70% checked
out books
12% viewed signage
Most visited alone
56% spent less than 10
minutes
95% visited once a month
2/3 didn’t know what they wanted before
they arrived
http://www.oclc.org/reports/2010perceptions/thelibrarybrand.pdf
“I wish there was like a Netflix for books. Like you can just order whatever you want, and then when you’re done, you can just give it back and take out another one.”
The Library brand is
“Books.”
What is the first thing you think of when you think of the library?
75% of Americans said
“books”
Parents are working
• 70% of children in families ages 0 -17 have either 2 working parents, or live in a single parents household with a working parent
• 65% of children under 6 in families have either 2 working parents, or live in a single parents household with a working parent
Less Leisure Time
The median number of leisure hours available each week dropped 20% in 2008, from 20 hours in 2007, to an all-time low of only 16 hours this year. This continues a trend which has seen America’s median weekly leisure time shrink 10 hours - from 26 hours per week in 1973.
http://www.bls.gov/tus/
2 miles42%Don’t Use
58%Use the Library
Long walk
42%Use the Library
58%Don’t Use
Principle of Least Effort
Principle of Least Effort[Zipf's Law]
In information seeking:
• Most convenient, least exacting method
• Stop as soon as acceptable results achieved
• Use tools that are most familiar, easiest to use
Shelves just inside the door circulate 24% more books than shelves 15 feet inside the door.
(98) (74)Shaw, 1938
Books on middle shelves are checked out more often
18
29
18
28
16
135
Top
Bottom
Row 2
Row 3
Row 4
Row 5
Row 6
Search Engine v Library
83% claimSearch Engines
“easier-to-use”
90% agree Search Engines
“more convenient”
91% say
Search Engines
“faster “
Choice
Jam Experiment
More Choice
≠ More Satisfaction
Situation Analysis
• Many people enjoy reading.
• Not everyone thinks “library” when they think about reading, but people who do think about libraries think “books.”
• But they are busy.
• Their behavior indicates that they tend to go with the readily available and the easiest to access.
• Too much choice is confusing and leads to lower satisfaction.
UX
Predictable
Efficient
Convenient
Personality
Personal
Advocacy
Affirming
The7Essentials of
Customer-CentricBusiness
Aspects of Convenience
• Actual Convenience - Reduction of physical effort and/or time required
• Flow– Inclusion of related products and services– Logical structure
• Perception– Set expectations, reduce uncertainty– Fill inactive time
• Control
Convenient
1. allowing you to do something easily or without trouble
2. located in a place that is nearby and easy to get to
3. giving you a reason to do something that you want to do
What will make the library more convenient?
Access Search
Possession Transaction
4 Stages of Convenience
1. Access
What factors affect how easy or difficult it is to travel to the library and enter it?
2. Search
What factors affect how easy or difficult it is to identify and select desired materials?
Signs, signs, everywhere there's signs
Photos by Michael Sauers. Available on Flickr
Problematic Terms
Acronyms & brand names *
Database ‡
Library Catalog ‡
E-journals‡
Index
Interlibrary Loan
Periodical
Serial*
Reference *
Resource *
Subject categories such as Humanities or Social Sciences
‡ Often Misunderstood * Often Not Understood
Kupersmith’s Best Practices
1. Test2. Avoid - or use with caution - terms that users
often misunderstand. 3. Use natural language equivalents 4. Enhance potentially confusing terms with
additional words and/or graphics to provide a meaningful context.
5. Provide glossaries of library terms6. Provide intermediate pages 7. Provide alternative paths
Displays
3. Possession
What factors make it easy or difficult to gain possession of desired materials?
80/20 Rule (Pareto Principle)
20% of your books are responsible for 80% of your circulation
000 Generalities Odds and ends100 Philosophy & Psychology Man explaining himself200 Religion Man tries to explain the inexplicable300 Social Sciences Man looks at his community400 Language Man communicates with others500 Science & Math Man looks at the world and nature600 Technology Man uses/applies nature700 The Arts Man’s self-expression and interpretation800 Literature and Rhetoric900 Geography & History Man records his experience
DDC Organization
578.23D28i
578.235S93q
596.4T23b
596.4Y11a
596.6H67a
4. Transaction
What factors make it easy or difficult to check out and return materials?
Circulation
Check Out Here
What is convenient to one segment of the population may not be important to another.
• Silent Generation• Boomers• Gen-X• Millennials
Information Seeking Behavior ofSilent Generation (1922-1943)
• Accustomed to top-down flow of info• Formal• Stable learning environment
• Prefer materials organized and summarized–Ex: Reader’s Digest, DDC
Information Seeking Behavior ofBoomers (1943-1960)
• Formal Feedback• Interactive & Non-authoritarian
• Easy to scan format– Ex: Business Week, USA Today, People
Information Seeking Behavior ofGen-X (1961-1980)
• Independent, self-directed• Want frequent, immediate feedback• Learn by doing• Not attracted to classroom
• Prefer fewer words, Visual– Ex: Fast Company, Wired, Chatroom dialogue
Information Seeking Behavior ofMillennials (Nexters) (1981-1999)• Cyberliterate• Media savvy• Mutitaskers• Teamwork
• Readers• Lively & varied materials• Chat (IM)• Search (Google)
Things You Can Do Right Now1. Make staffers easy to identify2. Offer assistance3. Use lay language4. Display, display, display5. Declutter6. Weed7. Do not use bottom shelves8. Post your hours and address
http://nlc.nebraska.gov/CE/ConvenienceBibliography.pdf
The list of sources is available at:
• ADA Guide for Small Businesses. http://www.ada.gov/smbusgd.pdf• Circulation. “The Influence of sloping shelves on book circulation” by Ralph R. Shaw, The Library Quarterly, Vol. 8, No. 4,
October 1938, pp. 480-490.• The Customer Focused Library. Metropolitan Library System and Envirosell. available on Web Junction at:
http://www.webjunction.org/documents/webjunction/The_Customer_Focused_Library.html.• Four Stages. "Attention retailers! How convenient is your convenience strategy?." Seiders, Kathleen, Leonard L. Berry, and
Larry G. Gresham. 2000. Sloan Management Review 41, no. 3: 79-89. OmniFile Full Text Select (H.W. Wilson), EBSCOhost (accessed October 15, 2012).
• Information Searches That Solve Problems, by Lee Rainie, Leigh Estabrook, Evans Witt. Dec 30, 2007 http://www.pewinternet.org/Reports/2007/Information-Searches-That-Solve-Problems/05-Who-goes-to-Public-Libraries/1-The-profile-of-public-library-users-is-similar-to-that-of-internet-users.aspx
• Information Seeking. “Information seeking behavior and the generations.” Eileen Abels. http://www.ala.org/rusa/sites/ala.org.rusa/files/content/sections/rss/rsssection/rsscomm/virtualreferencecommittee/an07infoseekgen.pdf.
• Leisure Time. Harris Poll 2008, http://www.harrisinteractive.com/vault/Harris-Interactive-Poll-Research-Time-and-Leisure-2008-12.pdf
• Library Brand. Perceptions of libraries, 2010. OCLC. http://www.oclc.org/us/en/reports/2010perceptions.htm.• Like Netflix. Anonymous teen quoted by Nate Bolt in his 2009 Urban Libraries Council Webinar, “The Future of Library User
Experience” at: http://www.slideshare.net/boltpeters/future-of-library-user-experience.• Parents are working. 2011 U.S. Census, American Community Survey 1-Year Estimates.
http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_11_1YR_C23008&prodType=table• Principle of least effort: Wikipedia. http://en.wikipedia.org/wiki/Principle_of_least_effort . • Problematic Terms & Best Practices. “Library Terms That Users Understand,” Internet Librarian 2005. John Kupersmith,
University of California, Berkeley, http://www.jkup.net/terms-il05.html• Search engine v Library. Perceptions of Libraries and Information Resources, 2005. OCLC,
http://www.oclc.org/reports/2005perceptions.htm.• “7 Essentials of Customer-Centric Business.” Different. UX Magazine. http://uxmag.com.• “When Choice is Demotivating: Can One Desire Too Much of a Good Thing?” Sheena S. Iyengar & Mark R. Lepper. Journal of
Personality and Social Psychology, 2000, Vol. 79, No. 6, 995-1006. http://www.columbia.edu/~ss957/articles/Choice_is_Demotivating.pdf
Sources
Photos• Boy using the library catalog. San Jose Library, available at:
http://www.flickr.com/photos/sanjoselibrary/2910254126/.• Display. Kraemer Family Library.
http://www.flickr.com/photos/27640054@N08/3513324940/• Library stacks. OZinOH , available at
http://www.flickr.com/photos/75905404@N00/2184350729/.• OPAC sign. Enokson, available at:
http://www.flickr.com/photos/vblibrary/4385120039/.• Signs. All by Michael Sauers, from his Library Signage Set, available at:
http://www.flickr.com/photos/travelinlibrarian/sets/72157594237320616/with/224087761/.
• All under Creative Commons License