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The Customer Focused Library

The Customer Focused Library. MSL Fall Workshops September 24, 2010 Great Falls, Montana. What we’ll look at today. How to create a satisfying customer experience How to connect customers with library products Market research & bookstore practices

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The Customer Focused Library

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  1. The Customer Focused Library MSL Fall Workshops September 24, 2010 Great Falls, Montana

  2. What we’ll look at today How to create a satisfying customer experience How to connect customers with library products • Market research & bookstore practices • Adapting to changing patron behavior, evolving patron needs • Customer service response as it relates to library building layout, signage, collections & services

  3. Studies of Library Patron Behavior • Envirosell http://www.envirosell.com/ • Best Practices for the Customer-Focused Library (Metropolitan Library System 2009) • Why We Borrow! Redesigning Libraries using Retail Touchpoints (CLA 2007)

  4. Who are your customers? • Most shoppers/library patrons are women • 2nd - Moms with kids • 3rd - Groups of friends, like teens using the Internet • How do these trends compare with your observations at the library? • What’s happening for men at your library?

  5. What do they do? • Most of them visit frequently, most of them visit alone • Most of the them are familiar with the library, know where they are going, and visit for a specific reason, but they don’t necessarily know what they are looking for • Most patrons spend less than 30 minutes in the library and a large proportion of those stay less than 10 minutes

  6. Once inside the library… Where do they go? What do they look at? Circulation desk or other desk Computers New Books Children’s area Café What are your library hotspots?

  7. Café at Bozeman Public Library http://www.flickr.com/photos/jsemenza/3798485374/

  8. Café at Liberty County Library

  9. When do patrons need help? • More than half of patrons receive assistance • Finding items or sections • Using the catalog or other library technology • Guiding research or answering questions • Explaining services • Recommending items • Check out items • Information about programs/events

  10. Challenges: People need information at the point of a decision – where to go next? (wayfinding) Many people prefer to consult signs to find the way rather than ask for help Make it easier for your patrons and free staff from repeatedly having to answer the same questions

  11. Solutions • Make the library self-navigating • Use space creatively • Redesign your staff • Market your resources effectively

  12. Make the library self-navigating • Design library layout based on patron behavior • Provide wayfinding tools • Effective signage, you are here maps, branded areas • Reduce Information overload • Provide self-service points • Teach people to use the library

  13. Library Layout Entrance Primary display area is 5-20 steps inside and to the right of the front door Customers can stand 10 steps inside of the front door and read hundreds of titles

  14. Recommendations Place displays directly in front of or close to the front door Place circulation desk to the right of the front door to make returning books convenient

  15. Entering the Library

  16. Hundreds of Titles

  17. Library Layout – Power Aisles Major aisles lead customers to all parts of a store Use observation to map patron pathways (this observation will also reveal which parts of the library collection are not being used and could be redesigned for different use) Place major book displays along major pathways

  18. Wayfinding - signage Make signs easy to read while moving Fewer words, better placement, creatively designed Hierarchical signage and branded areas Position in-depth signage in wait areas Don’t use jargon, for example use popular subjects on endcap signs Don’t forget – Book covers and spine labels are signage too!

  19. Wayfinding – Signage Hierarchy

  20. Movement

  21. Lower Budget Movement

  22. Signage

  23. End Cap Signs

  24. Information?

  25. Reduce Information Overload Shelving by genre Present books in limited numbers Display books covers front whenever possible Create book lists – staff recommendations, top 100 lists, award winners, best sellers, read-alikes

  26. Shelving by Genre

  27. Covers Front!

  28. Picture Books

  29. Use Space Creatively Group computers, lounge seating, and periodicals in “waiting area” Allow loud and quiet spaces with buffer zone between them Repurpose little used areas to add room to high traffic areas Use new fixtures for circulating (not storing) materials

  30. Fixtures

  31. Multi-purpose Areas

  32. Recommendations Create a designated computer space for teens so they can socialize Provide areas for group study, quiet study, a teen center Express computers near the library entrance are very popular

  33. For Teens

  34. Redesign the staff, too! Staff must be able to help patrons from wherever they are Get them out from behind the desk – roving service, encourage outgoing behavior Zoning – assign staff by zones (in larger libraries) Cross-train everyone

  35. Recommendations Provide information about services upon entry Periodically offer classes on “How to use the library” Encourage library staff to proactively approach patrons – ask questions, offer informal introduction to library Offer new patrons a take-home manual/welcome booklet

  36. Market your Resources Create visually stimulating environments Display books cover out to increase capture power Offer more ways to pair patrons with materials Create an AV “store within a store” Change displays often

  37. Sell your stuff! Identify waiting points for placement of displays for impulse buy – for example AV materials More Americans over 65 (products stocked too high or low are off limits to them) Kid’s section is the most inviting part of the store – expand the atmosphere to other parts of the store

  38. Waiting Areas

  39. Not Too High or Low

  40. Amazing Places

  41. Displays Effective method of recommending books Place displays in high traffic areas End panels of stacks are very effective for sales Try eye-catching displays based on color rather than topic Try illuminated displays

  42. New Books

  43. Other Displays

  44. End Cap Displays

  45. Make the books important! Create displays around themes, holidays, local events, special topics Have recommended books on display Utilize patron recommendations

  46. Important Children’s Books

  47. Patron Recommendations

  48. Final Conclusions • Internet usage, media perusal, socializing in groups are popular patron activities • Provide opportunity for group interaction at computers • Self service/self navigation is important, but help must be available when patrons need it • Some users need help and you must teach them • Teens need their own space • Libraries need more and more versatile computers

  49. PACs

  50. Looking Ahead • Don’t try to change people’s behavior – design for it • Think outside of the box • Prepare staff for change • Train circ staff to be ambassadors for other services • Analyze service at your first point of contact (often the desk closest to the door) • Involve new eyes – enlist people outside the library who are not bound by traditional views of library services

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