taking the holistic view: building a customer feedback database
TRANSCRIPT
Taking the Holistic View: Building a customer feedback database.
Selena KillickLibrary Services Manager (Student Engagement)The Open University
@SelenaKillick
The Open University• Open to People, Places, Methods and Ideas• The UK’s only university dedicated to distance
learning• Over 173,000 students• 30% of new OU undergraduates are under 25
The Open University Library• A trusted, leading-edge service at the heart of
the Open University learning experience• Over 600,000 books, 65% electronic• Over 98,000 serials, 100% electronic• Team of 70 colleagues• Embedded Digital & Information Literacy Skills• 24/7 Virtual Library Helpdesk
Bit about me• Currently Library Service Manager
(Student Engagement)• “lead the strategy, planning and evaluation
of a consistent student experience within Library Services”
• Previously • Library Quality Officer, Cranfield U• LibQUAL+ European Administrator
Building a Customer Feedback Database
Customer Feeback
Focus Groups & Interviews
Social Media
Surveys
Usability Testing
Meeting Minutes
Annual Quality Reviews
Comments
The whole is greater than the sum of its parts. - Aristotle
Recommendations• Systematic analysis of all qualitative data• Use qualitative software & grounded
theory• Review feedback by topic not mechanism• Exploit feedback in strategic planning • Provide ad-hoc feedback query service
for Library Staff• Share feedback outside of the Library
Developing the Database (Phase 1)• Built on initial research• Moved to NVivo• Incorporated more data• Cascading of project to colleagues• No training undertaken• Solo working
Developing the Database(Phase 2)
• Feedback Champions• Staff Development• Grounded Theory• Shared Taxonomy
NVivo Source File Types• Text • Images• Audio & video• Spreadsheets• Databases
• Webpages• Social media• Emails• Evernote, OneNote• Survey Monkey
We assess to improve…
…not to prove.
- Oakleaf
Proactive
Leadership Team Reports
Faculty Reporting
Annual Unit Planning
Reactive
High-Level Data Requests
Ad Hoc Research
Complaint Investigation
Exploiting the Data
Querying the Data
Topic Opinion Date
User type
Study Mode
Discipline
Age Gender Source
Examples of use• What are our key customer concerns and
how are these changing?• What do the Arts students think of the
Library collection?• What reference management software
are our customers using?• What packages do our Alumni want to
access?• For those who are unhappy, what
opening hours do the customers want?
Top Tips
Team work
Staff development
Data exploitation
…and Remember…
Thank you!Selena KillickLibrary Services Manager (Student Engagement)
@SelenaKillick