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