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Alison Mackenzie Dean of Learning Services & SOLSTICE Director

Alison Mackenzie Dean of Learning Services & SOLSTICE Director. 'Does the consumer know best?': Immediate and future challenges for the 'middle man'. NOWAL conference 5 th September 2008.

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Alison Mackenzie Dean of Learning Services & SOLSTICE Director

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  1. Alison Mackenzie Dean of Learning Services & SOLSTICE Director 'Does the consumer know best?': Immediate and future challenges for the 'middle man'. NOWAL conference 5th September 2008

  2. Edge Hill

  3. Our context … ‘The time has come for all the information professions to re-examine their core values and discipline boundaries…… Disintermediation (loosely defined and understood as ‘cutting out the middleman’) has left many professionals in a state of shock and denial…… Nicholas, D & Rowlands, I (2008) Digital Consumers reshaping the Information profession

  4. Our context….2 “ Google has flattened expertise, creating confusion between finding information and possessing the literacy to judge and evaluate information.” Brabazon, Tara. Boomers in thrall to a Wiki Universe, THES, 6 November 2007

  5. Recent publications….. RIN ‘Mind the skills Gap: Information handling training for Researchers CIBER ‘ Beyond the Google Generation’ Recent launches The ink won’t run, the pages won’t tear: will book worms get their teeth into this? Times September 2nd 2008, p.4 Our Context…3

  6. Key messages…. • Collaboration by key bodies on training initiatives e.g. VITAE; RIN; RCUK; SCONUL • Evaluation of training provision and impact measures • Strategic management of training at an institutional level – co-ordinated and balanced • New competencies required by information professionals to deliver research training • Additional resources should be available to support these developments…… RIN (2008) ‘Mind the skills gap; information handling trining for researchers’

  7. Key messages • Information literacy has not improved with access to technology • Find it difficult to develop effective search strategies • Have poor understanding of their own information needs • Like using natural language and not keywords • Find it difficult to assess/sift through lots of information • Speed of searching results in little time spent on evaluation • Preference for Google/Yahoo • Known brand • Library sponsored resources non-intuitive CIBER (2008) ‘ Beyond the Google Generation’

  8. Embracing diversity: offering choice ?

  9. A vision of Students today a short video summarizing some of the most important characteristics of students today - how they learn, their goals, hopes, dreams, what their lives will be like, and what the need…..

  10. Edge Hill University seeks to provide an innovative, high quality and inclusive learning experience underpinned by a commitment to the advancement, dissemination and application of knowledge. As a learning-led University, Edge Hill is dedicated to developing individuals as skilled and autonomous learners in challenging and supportive environments. Edge Hill University Mission statement Part 2 :Edge Hill

  11. Who has the power/influence? @ Education Image Gallery

  12. Stakeholder power/interest matrix Senior Managers High Power/ Interest Academic Staff Students Researchers Governors Government; HEFCE; QAA; NHS; TTAProfessional bodies e.g. Law society Partnership Colleges Regional HEIs Colleagues in other service areas Visitors P O W E R Learning Services Staff Disempowered LOW INTEREST HIGH

  13. Inward facing….. “ When we fail - and we do fail - very often you can trace that failure back to the fact that we became too focused on internal priorities. We’ve been thinking too much about what’s good for Carphone Warehouse and forgetting what it’s like to be a customer” Charles Dunstone, CEO Carphone Warehouse New Business Spring 2005

  14. Being seen where it matters • Visibility • Key messages • Conversations……Discussions…where are they taking place?

  15. Engagement with academic planning processes Membership of validation panels Working with different groups of colleagues volunteering Collaborative working with different parts of the organisation Talk about what you’re doing to a range of audiences Invest in public relations….. Market; market; market Visibility outside the Service Dr Tanya Byron with Learning Services bag

  16. The learning resource specialist The study skills guru The academic Multi professional working The learning technologist The researcher The student

  17. “Learner – focussed” RESPONSIVE “Student centred” COLLABORATIVE “Learner led” BESPOKE PERSONALISED CUSTOMISED “User orientated” “Customer care”….. PROFESSIONAL Does the rhetoric reflect reality? What is our position?

  18. Learner centred IT skills Information Literacy Study Skills & SpLD Learner Online Learning Media facilities

  19. Focus on the individual….

  20. Into the Flow Then: the user built their workflow around the library Now: the library must build its service around the user workflow With thanks to Lorcan Dempsey

  21. But…do we really know our customers? @ Education Image Gallery

  22. Information seeking behaviour in the digital environment • Observations of behaviour from the CIBER report • Horizontal information seeking • c. 60% of e-journal users view no more than 3 pages • Navigation • Finding your bearings • Viewers • On-line reading = ‘power browsing’ skim content pages and abstracts for quick wins • Squirreling behaviour • Download and keep…..but read? • Diverse information seekers • One size does not fit all • Checking information seekers • Assess authority in seconds – display brand loyalty

  23. The customer’s journey…… Oxford Strategic Marketing

  24. Perceived Benefits of the Process BETTER CUSTOMER EXPERIENCE GREATER EFFICIENCY • Plan the most efficient and effective • experience by reducing duplication • and shortening the length of processes Journey mapping helps: Journey mapping helps: • Target limited resource for maximum impact • See things from the customer’s point of view + • Get it right when it really matters e.g. when emotions are highest or need greatest • Deliver a seamless, streamlined experience that cuts across silos • Identify cheapest ‘cost to serve’, • Deliver information, messages and services at the most appropriate time • Identify ‘baton-change’ points where service or communication breakdown is most likely

  25. Messages for the profession • Understand the information-seeking profiles/needs of your customers • Target services – abandon ‘one stop shop’/one size fits all • Define (re-define) your role as a source of expertise • Use impact studies to market your successes at the strategic level

  26. Good news Not quite the headlines but… ‘Libraries unleashed’ supplement More articles in THES SCONUL/JISC SCONUL/HEA @ Education Image Gallery

  27. Any questions?

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