welcome to the webjunction webinar: the customer focused ... · welcome to the webjunction webinar:...
TRANSCRIPT
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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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Click the arrow tool at left, then click on map where you are located.
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Lessons Learned from RetailWebJunction Presentation
March 17, 2009
The Customer Focused Library
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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)
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Agenda
• Introduction to the Project• What was it like to be studied?• Brief Findings• Best Practices and Applications• Looking Forward
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Introduction
Background and Methodology
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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
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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
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Research Methodology
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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
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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
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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.
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Being Studied
Why we participated, and what it was like to be studied.
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Brief Findings
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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
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Visitor Behavior
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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
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Assistance
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Frankfort—Density Map
ChildrenTeenagersCollege-AgeAdultsSeniorsLibrary Staff
Source: ObservationEnvirosell Draft Report for the Metropolitan Library System
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Signage
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Questions?
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Best Practices and Applications
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Best Practice #1
Market Resources Effectively
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Market Resources Effectively
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Market Resources Effectively
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Market Resources Effectively
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Market Resources Effectively
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Best Practice #2
Orient Yourself to Patron Convenience
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Orient Yourself to Patron Convenience
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Orient Yourself to Patron Convenience
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Orient Yourself to Patron Convenience
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Orient Yourself to Patron Convenience
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Best Practice #3
Use Space Creatively
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Use Space Creatively
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Use Space Creatively
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Use Space Creatively
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Use Space Creatively
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Use Space Creatively
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Best Practice #4
Use Signs Effectively
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Use Signs Effectively
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Use Signs Effectively
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Use Signs Effectively
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Questions?
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Looking Forward
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Gather Information
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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.
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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!
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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.
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Questions?
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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
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For phone access, dial 1-866-915-8780 and click on phone icon below to get your unique PIN
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!