Delivering remote services

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Virtual reference is reference service initiated electronically, often in real-time, where patrons employ computers or other Internet technology to communicate with reference staff, without being physically present. Communication channels used frequently in virtual reference include chat, videoconferencing, Voice over IP, co-browsing, email, and instant messaging.

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While online sources are often utilized in provision of virtual reference, use of electronic sources in seeking answers is not of itself virtual reference.
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Virtual reference queries are sometimes followedup with telephone, fax, in-person and regular mail interactions, even though these modes of communication are not considered virtual.

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Same old reference, different format/method of delivery.

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Expands service to remote users
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Those with physical disabilities and mobility issues
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Hearing impaired
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Rural patrons
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May overcome other barriers to approaching physical/traditional reference desk

Planning for service

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Clearly define the clientele
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Address issues of patron authentication, if required.
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Any exclusions should be uniformly enforced
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Market to targeted groups

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Should be extension of traditional reference
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Same quality goals
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Clearly define levels of service, including:
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Types of questions service will (or will not) answer.
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How to respond to queries outside of the parameters of service.
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Is document delivery included? Is it free?
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Patron population served.

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Equipment, facilities, and technology must be updated, plan for evolution
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Considerations must be made for patron infrastructure/equipment access, including patrons with disabilities.

asynchronous email Instant message synchronous
Commercial chat
Page-pushing
Co-browsing
Voice over IP
Web conferencing

Advantages
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Patron familiarity
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Low/ no cost
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Little/ no special technology
Disadvantages
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Management intensive
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Queuing
Stats
Typing (no scripting, no page-pushing or cobrowsing= more typing)
Many different applications- Meebo solves some of this

Advantages
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Page-pushing/ Cobrowsing
Application sharing
Scripting
Transcripts
Stats
Question routing
Disadvantages
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More tech intensive
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Plug-ins
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More platform dependence
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Server space/ tech support
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Expensive
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Lower patron familiarity

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Embedded IM
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Libraryh3lp
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Multiple logins
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Saves transcripts
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Facilitates transfers
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Meebo, etc.
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Crosses platforms
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Allows for embedding

Staffing, Training, & Customer Service

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On-site or Off-site
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Hours of operation
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Regular, predictable schedule
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Single or Double duty
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Prioritizing if double duty
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Scheduling if single duty
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Collaborative/ Consortium Staffing
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More common in public libraries
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Issues of geo-local questions

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General technology- software/products
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Resources
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Customer service and quality expectations

In Digital Reference

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Time to answer
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Lack of nonverbal cues
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Online behaviors
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Incorporating instruction

Librarians
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Effective reference interview
Adherence to RUSA guidelines
Bias or discrimination during interactions
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Response times
Length of answers
Forms of address and closure
Users
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Inappropriate questions/ remarks
Threats
Impatience
Inappropriate requestshomework, copyrighted or subscription protected materials.

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Set levels of expectation for behavioral interactions and quality
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Importance of greetings and closings
Maintaining “word contact” throughout interaction to avoid
“dropped” patrons
Web communication conventions
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Acronyms (BTW, IMHO)
Emoticons ;0)
Time parameters
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Order of answering calls
Turnaround time on emails
“Callbacks” or email follow-up for in-depth questions

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User guidelines (i.e. Texas State)
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Be patient. Network traffic may affect response time. A reference librarian will respond to your question as soon as possible. If your question is urgent, you may send your response by email.
Communicate in short sentences.
Reference questions will be answered in the order they are received.
Inappropriate behavior will not be tolerated. Common courtesies are expected and appreciated.
A survey will be available at the end of each chat session for users for feedback and comments about the service.
 http://www.library.txstate.edu/about/departments/ref/policies/vrpolicy.ht
ml

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A substantial amount of instruction takes place
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Incorporate guidance on finding and evaluating information, not just providing answers
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Advantage is single contact, point-of-need assistance
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Can reduce time by incorporating video, images, and web annotation rather than just text

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Include privacy disclaimers
Develop retention schedules for transcripts & make publicly available
Patrons should be alerted if transcripts are saved
Remove identifying information
If questions are used for databases & FAQs, make sure no privacy/confidentiality is violated
Alert patrons that question content may be sued in this way.
Allow for patron feedback

Access, Outreach, & the Digital Divide

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Overall connectivity (at home)
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55% of American adults have broadband
 17% growth in adoption over 1 year
10% have dial-up access
27% are not internet users (mostly over 60)
Breakdown
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25% of low income (>$20,000/yr)
43% of African Americans
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Flat growth rate for both above groups
38% of rural Americans (compared to 57% urban)

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Levels of service
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54% have basic broadband
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29% have premium
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One in ten non-broadband users say services aren’t available where they live
 http://www.pewinternet.org/~/media/Files/Reports/2
008/PIP_Broadband_2008.pdf


Breitbach, William and DeMars, J. Michael(2009)
'Enhancing Virtual Reference: Techniques and Technologies to Engage Users and Enrich Interaction', Internet Reference
Services Quarterly, 14: 3, 82 — 91
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Gronemyer, Kate; Deitering, Anne-Marie. ‘I Don’t Think It’s
Harder, Just Different.’ Reference Services Review, 2009,
Vol. 37 Issue 4, p421-434,
Pew Research Report. (2008) Broadband. http://www.pewinternet.org/~/media/Files/Reports/20
08/PIP_Broadband_2008.pdf

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Texas State Virtual Reference Policies http://www.library.txstate.edu/about/departments/ref/policies/vrpolicy.h
tml
IFLA Digital Reference Guidelines http://archive.ifla.org/VII/s36/pubs/drg03.htm
RUSA Guidelines http://www.ala.org/ala/mgrps/divs/rusa/resource s/guidelines/virtrefguidelines.cfm