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Creating a
WOW! Experience
in a Library Setting
August 13, 2009
CREATING a WOW! Experience
In a Library Setting
FOUR (4) Special Ingredients
Creating - requires a planned and targeted activity
WOW!!! - an affirmation above & beyond satisfaction;
when the product or service delights, anticipates
the needs of, or pleasantly surprises a customer.
Customer - the recipient of a product or service
Experience - it involves the whole process in an activity
that touches the human’s emotional side
CREATING a WOW! Experience
In a Library Setting
…STUDENT IS FIRST
…CUSTOMER IS FIRST
CREATING a WOW! Experience
In a Library Setting
BUT, it starts with US –
the members of the Institution
The role of individual members of the
organization is vital in delivering great customer
service.
CREATING a WOW! Experience
In a Library Setting
We need these VALUES:
Confidence - Show pride in yourself, your department, unit,
section, and division
Informative - Demonstrate knowledge of your job and
your role in the organization
Attentiveness - Give immediate attention
Passionate - Constantly strive for improvement
Integrity – Demonstate honesty; tells the truth
CREATING a WOW! Experience
In a Library Setting
Each individual members should have:
Innovativeness - Demonstrate creativity
Good Communication Skill - Provide clear and accurate communications
Empathy – Show concern; putting one’s foot on customer’s shoes
Responsibility – Take responsibility in carrying out your job
Respect – Treat customers with due courtesy
CREATING a WOW! Experience
In a Library Setting
The Important Role of Communication
The Process:
Thought: First, information exists in the mind of the
sender. This can be a concept, idea, information, or
feelings.
Encoding: Next, a message is sent to a receiver in words or
other symbols.
Decoding: Lastly, the receiver translates the words or symbols
into a concept or information that he or she can understand.
CREATING a WOW! Experience
In a Library Setting
HABIT # 5
Stephen Covey
7 Basic Habits of Highly Effective People
Seek First to Understand,
Then to Be Understood
The key to an effective interpersonal communication…
CREATING a WOW! Experience
In a Library Setting
What does Habit No. 5 requires FIRST?
LISTEN…
Among other reasons…we LISTEN to:
Understand
Learn
Be informed
Be entertained
CREATING a WOW! Experience
In a Library Setting
Listening is one of the most
important skills we can have.
Major Impact on:
Effectiveness in doing our job
Quality of our relationships with others
CREATING a WOW! Experience
In a Library Setting
How good are we in our LISTENING SKILL?
REALITY BITES…
25% - 50% retention of what we hear
But, the opportunity to improve is always present.
CREATING a WOW! Experience
In a Library Setting
Take Active Listening to the NEXT LEVEL
Become an Emphatic Listener…
Emphatic listening gets inside another person's frame of reference.
Listening with the intent to understand.
…You gain trust of the people you
work and deal with!
CREATING a WOW! Experience
In a Library Setting
CREATING a WOW! Experience
In a Library Setting
For Our Customers:
Internal Customers:
- Colleagues
- People across all levels of the organization
External Customers:
-Students
- Parents
- Business Partners
- Regulatory Bodies
- Host Communities
- Other Stakeholders
CREATING a WOW! Experience
In a Library Setting
Then, comes Customer Service…
- is an integral part of our job and should not be seen as
an extension of it.
-a series of activities designed to enhance the level of
customer satisfaction – that is, the feeling that a
product or service has met the customer expectation
(Tuban, et all, 2002).
CREATING a WOW! Experience
In a Library Setting
Customer Service
How to develop a Customer Service Strategy?
1. Identify your key programs, products, and services
(what is your value proposition?)
(design the right value proposition for each segment)
2. Identify your customers
(who are your direct and indirect customers?)
3. Determine your customer’s expectations
(Anticipate what are your customers expectations?)
4. Know your customer’s expectations
(survey, focus group, party-hosting, etc.;
(Are your customer expectations consistent and realistic?)
CREATING a WOW! Experience
In a Library Setting
Customer Service
How to develop a Customer Service Strategy?
5. Differentiate between what your customers want and what
you think they want
(Identify and eliminate the gap)
6. Create a unique customer-facing strategy
(How to deliver the service to your customers?)
(Create specific tasks and timelines to roll out)
7. Determine your measurement strategy
(Less number of complaints, higher repeat sales,
higher referral level from satisfied customers…)
(What you can measure… you can improve.)
CREATING a WOW! Experience
In a Library Setting
Tips for a Successful Customer Service Delivery
Train and treat employees well
Be a good listener
Identify and anticipate needs
Make customers feel important and appreciated
Appreciate the power of “yes”
Know how to apologize
Give more than expected
Get regular feedback
CREATING a WOW! Experience
In a Library Setting
PROPER
Great customer service begins and ends with people.
CREATING a WOW! Experience
In a Library Setting
Good Customer Service is no
longer enough!
The customers want more. The
customers demand to be delighted.
The customers would like
to be WOWed!
CREATING a WOW! Experience
In a Library Setting
The Evolution of the World Economy (Product)
Agrarian Economy (Commodities)
Industrial Economy (Goods)
Service Economy
(Services)
Experience Economy
(Experiences)
CREATING a WOW! Experience
In a Library Setting
Experience: A NEW SOURCE OF VALUE
Price of Coffee
Commodity
Goods
Service
Experience
CREATING a WOW! Experience
In a Library Setting
The Progression of Economic Value
Differentiated
Relevant to
Stage Experience
COMPETITIVE
POSITION
Deliver Services
NEEDS OF
CUSTOMERS
Make Goods
Extract Commodities
Undifferentiated
Irrelevant to
Market
Premium
PRICING
Source: Pine and Gilmore, "The Experience Economy: Work is Theatre and Every Business a Stage", 1999, HBS Press
As predicted the customer experience has become the next
competitive battleground. Schmidt
CREATING a WOW! Experience
In a Library Setting
Four Realms of an Experience
1. Entertainment - passive aspect; responding to
2. Educational
- active aspect; full participation
3. Escapist
- draws your guest further;
immersing them in activities
4. Esthetics
- what make your guests want to
come in, sit down, and hang out
CREATING a WOW! Experience
In a Library Setting
How to create a WOW Experience?
CREATING a WOW! Experience
In a Library Setting
How to create a WOW Experience?
1. Theme the Experience
2. Determine the Impressions
3. Identify cues that could connote each impression
4. Map out the effect each cue will have on five senses
5. Add memorabilia to the total mix
CREATING a WOW! Experience
In a Library Setting
1) THEME IT (BRAND IT)
Creating a WOW experience starts by envisioning a welldefined theme.
The theme, as the FOUNDATION of the experience, must
drive all the design elements and staged events of the
experience toward a unified storyline that wholly captivates
the customer.
If a theme is to succeed, it must be completely consistent
with the character of the business that is promoting it.
An effective theme must be concise and compelling.
CREATING a WOW! Experience
In a Library Setting
Company Themes
JACK’S RIDGE
Experience Davao through Jack’s Ridge
Metrobank
SM
You’re in good hands! We’ve got it all for you.
ALI
BDO
We build your dream.
CEBU PACIFIC
We find ways.
It’s time everyone flies.
GMA
ABS-CBN
SMC
Kapamilya
Kapuso
Making everyday life a celebration
STAR
Truth shall prevail
PDI
Balanced News, Fearless Views
UM
The first in Leadership Education
CREATING a WOW! Experience
In a Library Setting
2) IDENTIFY THE IMPRESSIONS
Seeks to answer the question: How you would like the
customers describe the experience?
To create the desired impressions, companies must introduce
cues that together affirm the nature of the desired experience
for the guest. Each cue must support the theme, and none
should be inconsistent with it.
While the theme forms the foundation of an experience, the
experience must be rendered with indelible impressions.
CREATING a WOW! Experience
In a Library Setting
Six Dimensions of Overall Impressions (Schmitt & Simonson)
1. Time - traditional, contemporary, or futuristic
representations of the theme
2. Space - City/country, East/west, home/business, indoor/outdoor
3. Technology - Hand-made/machine-made, natural/artificial
4. Authenticity - original or imitative
5. Sophistication - yielding refined/unrefined or luxurious/cheap
6. Scale - grand or small
CREATING a WOW! Experience
In a Library Setting
3) TWO DIVISIONS OF CLUES (Carbone)
- Mechanics or inanimate
--the sights, smells, tastes, sounds, and
textures generated by things
- Humanics or animate
--emanate from people involved in the
customer encounter
CREATING a WOW! Experience
In a Library Setting
4) EFFECT OF CUES ON THE FIVE SENSES
Sight
Sound
Touch
Taste
Smell
The more effective an experience engages the senses,
which should support and enhance the theme, the
more memorable it will be.
CREATING a WOW! Experience
In a Library Setting
5) MEMORABILIA COMPLETES THE MIX
They signify one’s cherished experience.
“Memorabilia are a way to ‘socialize’ the experience, to
transmit parts of it to others -- and for companies
entering the Experience Economy, they are means to
entice new guests.” (Giussani, WEF)
“Selling memorabilia associated with an experience is
one approach to extending an
experience…”(Pine&Gilmore)
CREATING a WOW! Experience
In a Library Setting
What is the difference between customer service and
student service?
Nothing.
The rise of Students as Customers have been evident…
Students want value for their money…
CREATING a WOW! Experience
In a Library Setting
THE PERFECT or WOW CUSTOMER EXPERIENCE
…results in customers becoming advocates for the company,
creating referral, retention and profitable growth.
THUS, managing intended customer experience, which the
company should have thought through every step, becomes
paramount.
True loyal customers “are your best advertising
because they become advocates for your
company.” (Wilburn 2006)
CREATING a WOW! Experience
In a Library Setting
Challenges: Business of Education
-changing student expectations
-new technologies
-changing student demographics
-demands for greater accountability
-concern about the increasing cost of higher education
-criticism of the moral and ethical climate on campuses
-lack of organizational support
CREATING a WOW! Experience
In a Library Setting
Good Practices
Engages students in active learning
Helps students develop coherent values and ethical standards
Sets and communicates high expectations for student learning
Uses systematic inquiry to improve student and institutional performance
Uses resources effectively to achieve institutional missions and goals
Forges educational partnerships that advance student learning
Builds supportive and inclusive communities
CREATING a WOW! Experience
In a Library Setting
The changing students’ expectations… Prof. Tony Tricker
1970’s
School as:
A place of scholarly reflection and learning
To obtain a degree
Enhanced employment prospects
Support by government funding
Teacher student relationship to be one sided
CREATING a WOW! Experience
In a Library Setting
The changing of students expectations…
1980’s and 1990’s (Davies, 2002):
Flexibility and choice in the delivery of education
Access to cutting edge technology
A two way communication process between themselves
and with the university
To be consulted about the learning experience
Accurate information about their courses, assessment
procedures, complaints, process, ect..
CREATING a WOW! Experience
In a Library Setting
The changing of students expectations…
1980’s and 1990’s (Davies, 2002) - continuation
Honesty with respect to whether their needs can be met or not
Quality and professionalism in the provision of services
Access to suitably qualified teachers and appropriate learning support
Value of study to career prospects
CREATING a WOW! Experience
In a Library Setting
How would the Schools respond?
Improvement in teaching quality
Improve student support
Changing curriculum design to enhance employability
Greater transparency
CREATING a WOW! Experience
In a Library Setting
How would the Schools respond?
Maximize use of new technology
Improve school facilities and equipment
Obtain regular feedback of Student Expectations and Experience
CREATING a WOW! Experience
In a Library Setting
What is our vision of the student’s perfect experience?
Inside our own School Library
CREATING a WOW! Experience
In a Library Setting
What is our vision of the student’s perfect experience?
Beyond the walls of our own
School Library
CREATING a WOW! Experience
In a Library Setting
Are there perceived gaps between the student’s
expectations and actual experiences?
How the Schools can address these gaps?
CREATING a WOW! Experience
In a Library Setting
The ROLE of TECHNOLOGY
in the delivery of
experience
CREATING a WOW! Experience
In a Library Setting
Interconnectivity
Shared resources
Networks
CREATING a WOW! Experience
In a Library Setting
Threats
Investment
Benefits
CREATING a WOW! Experience
In a Library Setting
Workshop Proper
1. How can we create our own Wow! Experience Strategy?
a.
b.
c.
d.
e.
f.
Design and agree on a Theme (say, for 1 service area)
Define your objective/s
Identify your related activities, person involved
Describe how you will deliver
Determine way to get feedback
State how to do review of results
2. Reporting of Output to the whole group
CREATING a WOW! Experience
In a Library Setting
Remember These:
Think World-class
Extra-service does not cost anything
Integrate with Institution’s Vision, Mission, Values
CREATING a WOW! Experience
In a Library Setting
The need for:
STUDENT EXPERIENCE
MANAGEMENT
CREATING a WOW! Experience
In a Library Setting
STUDENT EXPERIENCE MANAGEMENT
Customer (Student) Experience Management
(CEM) is the process of strategically
managing a customer’s entire experience with
a product or a company. (Schmitt 2003)
It is a truly customer-focused management concept,
which is process-oriented, as opposed to marketing
concept (customer satisfaction), which is (product)
output-oriented.
CREATING a WOW! Experience
In a Library Setting
CE MANAGEMENT FRAMEWORK (Schmitt)
Step 1 - Analyzing the Experiential World of the Customer
(the analysis stage)
Step 2 - Building the Experiential platform
(the strategy stage)
CREATING a WOW! Experience
In a Library Setting
CE MANAGEMENT FRAMEWORK (Schmitt)
Implementation stage
Step 3 - Designing the brand experience
Step 4 - Structuring the customer interface
Step 5 - Engaging in continuous innovation
The implementation stage underpins the important roles
of a trained, motivated, satisfied and happy employee.
CREATING a WOW! Experience
In a Library Setting
GUIDING PHILOSOPHIES FOR BUILDING GREAT
CUSTOMER EXPERIENCES (Shaw & Ivens)
1. Great CEs as source of long-term competitive advantage
2. Great CEs are created by consistently exceeding customers
physical and emotional expectation
3. Great CEs are differentiated by focusing on stimulating
planned emotions
4. Great CEs are enabled through inspirational leadership,
an empowering culture and empathetic people who are
happy and fulfilled
CREATING a WOW! Experience
In a Library Setting
GUIDING PHILOSOPHIES FOR BUILDING GREAT
CUSTOMER EXPERIENCES (Shaw & Ivens)
5. Great CEs are designed “Outside In” rather than “Inside Out”
6. Great CEs are revenue generating and can significantly
reduce costs
7. Great CEs are an embodiment of the brand
CREATING a WOW! Experience
In a Library Setting
THE CHALLENGE CONTINUES…
…consistently exceed what you promise to deliver to
earn customers for life and passionate advocates for
your business
It takes more than great products to keep your customers
coming back. You must create the ultimate customer
experience. (Deming)
…THUS, requires consistent and systematic way of
designing the best propositions for a customer, delivering
more value, developing the capability of doing it over again,
and engaging the whole process in continuous innovation.
CREATING a WOW! Experience
In a Library Setting
THE CHALLENGE CONTINUES…
LET US ALL GO FORWARD AND CREATE A
“LONG and SUSTAINED WOW”
IN OUR INSTITUTIONS.
CREATING a WOW! Experience
In a Library Setting
Jimmy – 0921 723 7668; email: jcmaniago@gmail.com
Rayah – 0921 551 5218; email: elminarayah@gmail.com