Managing User Expectations in the Changing
Information Paradigm
“2nd International Conference of Asian Special Libraries“ (ICoASL)
at United Nations University, Tokyo, Japan. Feb 10-12, 2011.
Mr. B.P.Prakash,
Tata Consultancy Services
Mumbai, India
Agenda
Our users of tomorrow
Impact of technology
Tightrope walk
TCS experiences
Extensions to traditional measures
Our responsibilities
13 April 2015
Look at Numbers
USA top 50 magazines
48% RSS
46% Message Board
38% Publisher Blogs Online
38% Registrations
USA top 100 newspapers
80 % Reporter Blogs
76% RSS
75% Section-wise RSS
64% Message Board
61% Videos
38% Online Registrations
• 260 languages
• 412.3 years length in time
• 3,000,000 tweets per day
• 140 new applications per day
13 April 2015
Our future users……
• 89% start with search engine, 2% with library website (OCLC survey)
TCS Generation Web 2.0 Survey
• 41% begin their search on Google, followed by 26% on print (TCS survey)
• 63% of urban students spend over an hour online daily
• 62% have a personal computer at home
• 93% are aware of social networking
• Orkut and Facebook are most popular online destinations
• 46% use online sources to access news
• 1 in 4 students own lap-tops in metros; 2 of 3 own music players
TCS Generation Web 2.0 Survey findings suggest our future users will be • Globetrotters
• Social networkers
• Gadgetphiles (Mobiles, PCs, I-pods being highest in use)
13 April 2015
Our frustrated users
• Info obtained is useless
• 2 hours a day spent in searching info
• 59% miss relevant info as it exists in wrong places
• 45% cannot find own company info
• 57% search numerous sources to find right piece of data
Source : Accenture Survey
Web-based survey of 1009 managers in companies in the US and UK
It’s time to change the way we serve
13 April 2015
Content types
Internal
In-house applications
Legacy applications
Library databases
Library catalogues
In-house publications
Intranet
Email
Collaborative applications
Structured
Unstructured
WWW Content
Email
E-journals, Newsletters
TOCs, Book Alerts
Blogs, SNS
Commercial databases
Online directories
WebOPACs
External
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We are not alone
13 April 2015
Distributed presence
23 ways to access NY Times !!!
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Print (preferably with coffee and croissants)
Website
Mobile website (for phones and PDAs)
Archive (NYT and third party)
Online aggregators
Electronic (download)
NYT Reader (software platform)
Kindle
Facebook
LinkedIn
YouTube
Email
RSS
Blogs
Alerts
Podcasts
SMS texting
Avantgo
Chumby
Opera Mini
Twitter
Vindigo
iPhone app
13 April 2015
Impact of technology on services & users
Acquisition
• Contracts & Licensing
• Fair use
Marketing
• Web 2.0
Processing
• Open Access
• Open standards
• Web preservation
Access, Search &
Delivery
• Level Access
• Linking / OpenURL
• Federated search
• Choice of formats/
gadgets
ROI
• Usage vs.cost
• Training
Support
• Uptime
• Archiving
• Migration
• Portability (print- electronic)
13 April 2015
Web 2.0 : Our Emerging Service Model
RSS Feeds
LinkedIn
Del.icio.us
YouTube
• collaborative
• creative
• participative
• conversational
• developmental
Web Trackers
Blogs
Flickr
Chats
Twitter
13 April 2015
Right information to the right user at the right time
• Value-add to the raw
content (intelligence
and analysis)
• Segmentised
• Ready- to- Consume
• Measured
empowerment and
participation
• Collaborative and
aligned (embedded)
ANYTIME
• Authorised &
authenticated
• User-expected
formats
13 April 2015
Walking the tight rope
Federated search vs. distributed deliveries
User empowerment without library disintermediation
McDonaldization of libraries (Brian A. Quinn, Texas Tech Univ.)
13 April 2015
Three hinges of user satisfaction
User-satisfaction
Demography
13 April 2015
TCS Experience of User Satisfaction
Information Products
• Information products have an S-curve.
• All highly customised, value-added, ready –to-consume info-products are
successful
• User-participative and collaborative products increase user trust and library’s
visibility
• Users are more interested in the ‘what’ than the ‘how’.
13 April 2015
Customised Products
Information Products
Info-Watch
HR & Competitor’s
Quarterly Digest
Job-Advertisement
Analysis
Tenders/Bids
Tracking
• Based on IOUs (e.g. BFS, BIPM, Insurance, Telecom, Utilities)
• Based on Technology (e.g. Microsoft, Oracle, SOA)
• Based on Bus & Mgt Strategies (e.g. TCS, Competitors, Management)
• Based on Geographies / Accounts (e.g. UK, Japan, Canada, GSK, Aviva)
• Tracking competitor news across important parameters viz. geography
presence, revenue split, strategies, key people, customers, alliances, JVs,
hiring, outsourcing, investments, training, R&D, CSR and others
• Tracking job advertisements featured in local and leading newspapers of 6
metros, and websites of 15 competitors
Customised tenders on business opportunities are sent to the concerned bid
office and marketing group.
• Prepare PowerPoint presentation decks by compiling information from
multiple reports and formatting in the user –defined templates ready-to-use
Presentation Decks
13 April 2015
Collaborations (Embedded librarianship)
Information Products
Portal Content
Managament
Managing portal sites of domains together with the domain teams.
Collaboration with
Strategic Solutions
Collaboration with Strategic Solutions team to add analysis to competitor
info digest
Collaboration with
LTSG
Collaboration with LTSG to promote use of Books 24x7, enhance
functionalities and integrate with IRC catalogue / searches.
Collaboration with
Corp. Marketing
Collaboration with
Corporate Functions
Collaboration with Corporate Marketing Team for shared access to
Electronic databases as per customer needs.
Collaboration / Active support to Corporate Functions like L&D, Branding,
Foreign Language, Business Excellence, Global Security teams to
Conduct / celebrate events.
13 April 2015
TCS Experience of User Satisfaction
Systems and Services
• Use the users language.
• Users like convenience. Provide alternatives wherever possible..
E.g. flexible access, search, delivery, communication platforms.
• Users like to ‘find’ but librarians teach them to ‘search’.
• Systems provide more than just access. Empowerment and participation delights
users. Come in the users flow.
• Take user feedback seriously. Get back with what’s acted upon.
• Have processes in place to gratify and acknowledge users.
13 April 2015
Use the users language :
Folksonomy used on the TCS Portal
Systems and Services
• “Library” is an universal term in among other related tags given. (40%)
• One-word tagging is most favoured than multiple words to describe content (76% : 24%)
• Singular noun is used by most users, and not plurals (87% : 12%)
• 15% pose questions under faulty categories
• Users do not know the difference between a ‘category’ and a ‘tag’.
• Users do not understand ‘tag cloud’.
13 April 2015
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Getting across clearly
Systems and Services
Clarity of
• Why do I need it ??
Purpose
• What is in it for me??
Clarity of
• User-generated content, Aggregation, Single-Sign-On, Mashup
Language
Clarity of
Participation
Natural
Extension
$%^&*()_+@#$%^&*()$%^&*()^&*()
• What can I access? What can I share?
• What is not permissible? Who in the library to do what?
• IM is the new reference desk, RSS feeds are a new form of library
bulletins
• Crisp, engaging, the feeling of What next??
Viral Content
13 April 2015
User convenience
Systems and Services
Federated Search
across pre-defined
sources
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Systems and Services
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Involve users in your systems
Systems and Services
Wikis YouTube
Flickr
LinkedInFacebook
Tagging
Rating Blogs
Widgets
Wikis
Tagging
Rating
Collection Building
Widgets
Circulation
Talent Search
RSS
LinkedIn
Widgets
Marketing
Web 2.0
YouTube
Blogs
Wikis RSS Flickr
CAS / SDI
WebEx
Reference Services
LinkedIn
Tagging
Widgets
RSS
Widgets
User Training
Slideshare
OPAC
Blogs
Wikis RSS
Tagging IM
Rating
13 April 2015
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Provide alternatives
Systems and Services
Circulation
Photos
Videos
Collection Building
SNS
Cataloguing
RSS
Marketing
Widgets
Reference Services
IM
CAS / SDI
User Training
Talent Search
Wikis
Blogs
13 April 2015
Associate Satisfaction Index (2004-2009) : TCS V/s IRC
Systems and Services
80
78
76
TCS Score
74
IRC Score
72
70
68
2004-05
2005-06
2006-07
2007-08
2008-09
2009-10
TCS Score
71.6
72.1
73
73.7
74.4
71.7
IRC Score
73.47
73.88
76.83
78.8
78.6
75.6
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Acknowledge users
Systems and Services
• IRC honors one associate from each centre annually with a “Patron of Library ” award. The criteria for
selecting a patron includes:
– Assisting the IRC in collection Development.
– Promote IRC services within organization.
– Give IRC timely feedback & suggestions for continuous improvement.
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TCS Experience of User Satisfaction
Demography
• Know your users.
• In the era of e-content , our user opinion poll showed a 80 :20 ratio with clear
inclination to see more print.
13 April 2015
Customer Focus
Capturing Customer Requirements
TCS Internal
13 April 2015
Customer Focus
Fulfilling Customer Expectations
TCS Internal
13 April 2015
Customer-centric Goals
Objective
Focus on
customer
requirements /
regular
interactions /
customer
satisfaction
Goal (To be measured half-yearly)
Target
Remarks
Ensure customer satisfaction through high
ASI rating in PULSE (enterprise-wide survey
by TCS)
4
(Differential
ASI)
To be 4 points above TCS
ASI at branch & unit level.
Ensure Customer satisfaction in Branch level
user survey (enterprise-wide IRC survey)
35% rating
between 4-5
(on a scale
of 5)
25% feedback targeted at
BIRC & Unit level.
Interact with Heads / Sr Management - ISUs,
Accounts, Relationships
TCS Internal
50%
Repeat visits not to be
counted
13 April 2015
Opinion Poll
Low
awareness
Launching Marketing campaigns
Awareness drives during events
2010
2008
GRD usage
Low
awareness
Marketing campaigns
Interaction with users, GLs/PLs
Focus on quality of content, SLA
Awareness increased by 15% in 2010
2009
2007
Info Watch
format
2009
Print V/s
Electronic
Documents
1. Mail size /
traffic.
2. Host on
Intranet
Almost equal
preference (10%) to
print & electronic.
27% opted for 50:50
TCS Internal
Results
Electronic
Database
awareness
User Inputs
2010
Format changed to reduce size
Drive for 100% copyright compliance
Target increased for electronic
procurement
13 April 2015
One size does not fit all
Demography
13 April 2015
Mapping Tools to Library Profiles
Demography
Medium
High
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Blogs
Wikis (wikipedia)
RSS
SNS (Facebook, Flickr
YouTube, LibraryThing)
Twitter
Pod / Vod casting
Mobile services
Virtual World
Instant Messaging
Google tools
Mashups
• Special
Academic
Public
• Blogs
• Blogs
• Wikis (wikipedia)
• Wikis
• RSS
• RSS
• SNS (delicious, CiteUlike,
LibraryThing)
• Google tools
• Instant Messaging
• Google tools
• Mashups
• Pod / Vod casting
• Mobile services
• SNS (delicious, CiteUlike,
LibraryThing)
• Twitter
Low
• Pod / Vod casting
• Virtual World
• Mobile services
• Instant Messaging
• Twitter
• Mashups
• Virtual World
13 April 2015
Extensions to traditional measures
• Adopting new performance indicators and benchmarks to measure user satisfaction.
• Deploy optimally, integrate maximally. Integrate the user footprints (print and non-print)
• Watch out for gaps in library vs.user perspectives through regular surveys (use same
paramaters to survey both – users and librarians)
13 April 2015
Library web-site is not enough!
Photo-sharing sites
• show what the library is really about
• library's interior and exterior (photo
tour)
• staff & customers
• new services and resources
• Stickers, posters, books, photo
cubes
• calendars, keychains, back-up
discs
• shirts, bags, mousepads, mugs,
etc.
• print photos on canvas
• anything you can think of!
Social networking/collaborating
• Library blogs and Widgets
• Library Events Calendar with online
registration
• Google Maps mashup for library
locations
• Library contact form
• RSS feeds
• Custom web-enable databases
• Reference Chats
• Del.icio.us
• LinkedIn
• MyFace.com
• Facebook
• Wiki
• Podcasting / Videocasting
• audio library tours
• database and catalog searching
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Our responsibilities :
Brought to you by “library”
• Providing unleashed services, ‘but’ with personal touch
• Develop analytical skills on user generated content.
• Exposing and educating users to the invisible online resources
• Enhancing visibility of the apparent disintermediation of library staff through embedded services
• Educating users on digital copyright and licensing to help users expect the rightful
• Acting as a knowledge centre by connecting the right people with each other
13 April 2015
Otherwise………..
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Thank You