Customers Are Speaking – Are You Listening? Joe Matthews Joe@JoeMatthews.Org Customer Experience Service Organizations Expectations Delighting Customers Framing the Customer Experience Decide to visit the library Check library online catalog Drive / park Search Google Identify an information need Be alerted about a upcoming program Before After Receive a reminder email Meet/exceed expectations During Walk into the library Figure out where to go in the library Visit & select from the collection Approach a staff member Use self-checkout machine Use the borrowed materials Interact with staff – pay fines What’s ….. The Internet The Internet Changes Everything ! Competition More opportunities exist in times of change! Listening to the Customer You want us to do WHAT? Methods of Customer Feedback Structured Unstructured Solicited Surveys: Customer satisfaction Service quality Focus group interviews, exit interviews, and community forms Mystery shopping Comment cards Comments posted on Web site Comments made in customer satisfaction surveys Suggestion boxes Unsolicited Sweeping observation Customer ratings on third party Internet sites Analysis of telephone calls, letters, or e-mail: complaints, compliments, suggestions for improvement Blog posts Comments on social networking sites Comments made to staff Text messaging for a quick response Methods of Customer Feedback Structured Unstructured Solicited Surveys: Customer satisfaction Service quality Focus group interviews, exit interviews, and community forms Mystery shopping Comment cards Comments posted on Web site Comments made in customer satisfaction surveys Suggestion boxes Unsolicited Sweeping observation Customer ratings on third party Internet sites Analysis of telephone calls, letters, or e-mail: complaints, compliments, suggestions for improvement Blog posts Comments on social networking sites Comments made to staff Text messaging for a quick response Expected service Customer 1 Word of mouth, past experiences 5 Perceived service Service delivery Provider 3 Service quality specifications 2 Management perceptions of customer expectations 4 Communications to customers Methods of Customer Feedback Structured Unstructured Solicited Surveys: Customer satisfaction Service quality Focus group interviews, exit interviews, and community forms Mystery shopping Comment cards Comments posted on Web site Comments made in customer satisfaction surveys Suggestion boxes Unsolicited Sweeping observation Customer ratings on third party Internet sites Analysis of telephone calls, letters, or e-mail: complaints, compliments, suggestions for improvement Blog posts Comments on social networking sites Comments made to staff Text messaging for a quick response Observe Customers can be … A resource A co-creator A user Methods of Customer Feedback Structured Unstructured Solicited Surveys: Customer satisfaction Service quality Focus group interviews, exit interviews, and community forms Mystery shopping Comment cards Comments posted on Web site Comments made in customer satisfaction surveys Suggestion boxes Unsolicited Sweeping observation Customer ratings on third party Internet sites Analysis of telephone calls, letters, or e-mail: complaints, compliments, suggestions for improvement Blog posts Comments on social networking sites Comments made to staff Text messaging for a quick response Usability Testing Ethnographic Studies Library Transaction Data Methods of Customer Feedback Structured Unstructured Solicited Surveys: Customer satisfaction Service quality Focus group interviews, exit interviews, and community forms Mystery shopping Comment cards Comments posted on Web site Comments made in customer satisfaction surveys Suggestion boxes Unsolicited Sweeping observation Customer ratings on third party Internet sites Analysis of telephone calls, letters, or e-mail: complaints, compliments, suggestions for improvement Blog posts Comments on social networking sites Comments made to staff Text messaging for a quick response Social Search Engines Info on Blogs Twitter & Microblogs Message Boards & Conversations Social News • • • • • • • • Library of Congress Seattle Public Library San Francisco Public Library Stanford University Library Cleveland Public Library UCLA Library Topeka & Shawnee County PL UC Berkeley Library 589 325 248 184 181 72 24 20 Purpose of Use • Experience Seeker • Patron • Explorer • Scholar • Problem Solver • Spiritual Pilgrim • Facilitator • Hobbyist Action Plan • • • • • • Identify Analyze Learn more Communicate Attracting Welcoming Creating a database The purpose of analysis is INSIGHT! Minimum service level Desired service level Perceived service level Source: Counting Opinions (Toronto) Turn data into figures & charts Tell stories Conversation Compelling Narrative Entertain Anecdotal Texture Context Challenges Customer-focused Outcomes Jargon Boring Inward Mundane Comfortable Dull Staged Smooth sailing Outputs Key Metrics Resolution rate Return rate Recommend rate Delight rate Communication Thanks Joe@JoeMatthews.Org