Scott County Library Staff Day Customer service is dead

@infoactivist | @scottlib_mn | #sclstaffday

Customer Service is Dead: Long Live the

Customer Experience

Anthony Molaro, Ph.D.Assistant Professor, St Catherine University

Wednesday, March 4, 15

@infoactivist | @scottlib_mn | #sclstaffdayWednesday, March 4, 15


Who Am I?• Assistant Professor at St Kate’s

• Management & Leadership

• Public Services

• Maker Spaces

• Associate Dean of Libraries and Instructional Technology, Prairie State College

• Director of Highwood Public Library

• Head of Technology and Technical Services

• Various Roles




My Mission

My mission is to inspire and nurture a generation of imaginarians and information activists whose deepest desire is to create an environment where library members can explore and discover their world, relate and connect to their community, develop and foster their identity, grow and expand their mind, and find and inspire their creativity.



Imaginarian

An imaginarian is built on the concept of imagineer from the Disney Corporation. The term imagineer is the blending of imagination and engineering. So I define the term imaginarian as the blending of imagination and librarianship.



ImaginariansImaginarians are tasked with designing and building the human imagination. We focus on the creative and learning processes that take place in the human brain and soul. We help people construct realities and worlds that meet their desires. Imaginarians help people find their voice, identity and creative-self. We foster an environment in which these can soar.



Library Perspective

Bad libraries build collections, good libraries build connections, great libraries build community.

~David Lankes



Customer Experience...



Customer What?




Well We Do Know What it Means



Customer experience is the sum of all interactions a customer has with an

organization and its products over the duration of the relationship. It can also include the feelings that has a customer towards the organization based on their perceived beliefs about the organization.



It’s not transaction-based but experience-

based



A customer experience oriented organization appeals to every sense and emotion of the customer and it

does this by paying attention to every detail




Customer Service vs. Customer Experience

Customer Service Customer Experience

Who Department All

What Consume Participate

Where A point of contact Everywhere

When Single point in time Sum of all interactions

Why Problem oriented Feeling oriented

How Reactionary Proactive



History of Customer Expectation

Customer)Experience)

Customer)Service)

Friendly)Staff)

Easily)Locatable)

Dependable)Product)



Revenue & Profit


Customer)Service)

Friendly)Staff)

Easily)Locatable)

Dependable)Product)


Customer)Service)

Friendly)Staff)

Easily)Locatable)

Dependable)Product)



Customer Experience



Why Should I Care?

• Beyond profit and revenue

• Loyalty

• Forgiveness



The Words Customer Service Have Become

Cliche



What Does a Customer Experience

Organization Look Like?



If a customer service issue has arisen more than once or

twice in the last year, its no longer a customer service issue but an organizational

failure



Culture



• Deliver WOW Through Service

• Embrace and Drive Change

• Create Fun and a Little Weirdness

• Be Adventurous, Creative and Open-Minded

• Pursue Growth and Learning

• Build Open and Honest Relationships with Communication

• Build a Positive Team and Family Spirit

• Do More with Less

• Be Passionate and Determined

• Be Humble



• Zappos is so serious about this that they offer all new employees $2,000 after their first week of training to quit



Anticipatory



The Engineer on a Ladder

• Suppose an engineer on a ladder at a hotel sees a women with her hands full enter the building...



\



Story





Humans naturally seek comfort and stability. Without an inciting incident that disrupts their comfort, they won’t enter into a story. They

have to get fired from their job or be forced to sign up for a marathon. A ring has to be purchased. A home has to be sold. The

character has to jump into the story, into the discomfort and the fear, otherwise the story

will never happen. -Robert McKee



You don’t know a story is happening to you when you’re in it. You slide into the flow of it

like a current in the ocean; you look back at the beach and can’t see the umbrella, and your

hotel is a quarter mile behind you.

-Donald Miller



• Story allows us to relate to patrons better

• Story pushes us to achieve important tasks

• Story provides meaning to our lives




Participatory Culture



Participatory Culture: Patron to Patron





Participatory Culture: Patron to Library

• Provide lots of feedback loops

• Create multiple advisory boards

• Develop avenues for your patrons to talk to you



Participatory Culture: Employee to Employee

• Don’t forget the staff

• Staff book club

• Staff potlucks

• Staff get togethers



Staff





Ordinary

• If you hire ordinary staff for ordinary work then you will have an ordinary organization with ordinary results



Nice & Passionate

• Interview questions

• Are you nice?

• What are you passionate about?



Fearless

• Apple hires:

• 10% for knowledge

• 90% personality

• 100% fearless



• Hire for core values

• Train for everything else



Rethink Roles and Duties

• What if circulation clerks’ primary job was not to check books in and out

• But was to greet everyone single patron that entered the building because being welcoming is part of your core values



Purpose/Passion



Purpose



Fayetteville Free Public Library

• The Fayetteville Free Public Library (New York) is bringing the purpose and passion of the community to the community.


Today’s Date:

What do you love to do?

What are you passionate about?

Would you be interested in sharing what you know/ teaching it to your neighbors/ to the community?

Can I have your contact info?

Name_______________________________

Phone_______________________________

Email________________________________

Do you want to speak in person? Please have the Executive Director contact me ______

Susan L. Considine, Executive Director Fayetteville Free Library 300 Orchard Street Fayetteville, NY 13066 315-637-6374 X 307 [email protected]

Staff Initials_______

Date_____________



Environment



Experience Audit

• IDEO and the hospital experience











Learning and Growth Occur in Circles not

Rows



The Apple Way



Simplicity


https://www.apple.com/retail/galleries/lincolnpark/images/lincolnpark_gallery_image8.jpg

Beautiful




@infoactivist | @scottlib_mn | #sclstaffdayhttp://librarygraphicdesign.blogspot.com/2012/05/library-helps-you-find-your-way.html


http://librarygraphicdesign.blogspot.com/2012/05/library-helps-you-find-your-way.html

http://librarygraphicdesign.blogspot.com/2012/05/library-helps-you-find-your-way.html


Radical Trust

• Apple has an app that allows you to self-checkout in their store

• 2% will steal, so why do we create a bad experience for 98% of our customers based on the 2%?




A.P.P.L.E.

• Approach customers with a personalized warm welcome

• Probe politely to understand all the customer’s needs

• Present a solution for the customer to take home today

• Listen for and resolve any issues or concerns

• End with a fond farewell and an invitation to return


One of the best means of making a library popular is to mingle freely with its users, and help them in every way. When this policy is pursued for a series of years in any town, a very large portion of the citizens receive answers to questions, and the conviction spreads through the community that the library is an institution of such beneficent influences that it can not be dispensed with. -Samuel Swett Green (1876).



• We should design experiences and solve problems

• We often try to solve experiences and design problems



• If patrons wanted quiet they’d likely stay home

• But we also need to ensure that we have quiet spaces too



Practice Radical Trust

Radical trust is about trusting the community. We know that abuse can happen, but we trust (radically) that the community and participation will work. In the real world, we know that vandalism happens but we still put art and sculpture up in our parks. As a online community we come up with safeguards or mechanisms that help keep open contribution and participation working.

~Michael Stephens



not to say that public service isn’t sexy because it definitely is but that’s not why we do it... we do it because we get the chance to work hard at work worth doing along side a team of people who we love



Lightning Round: Quick Tips for Today



Show Don’t Tell

• Never give verbal directions

• If you must give directions, write them down

• Never point to a location

• Per Se restaurant guideline #20 “When asked, guide guests to the bathroom instead of pointing”



Phones

• Every patron phone call is precious, never let an automated system upset your patron experience



• Hand written note for every new patron

• Follow up with a birthday card (at least for the kids)




Make Waiting Enjoyable



• Know your patron by name

• People want to be recognized



“Remember that a person’s name is to that person the sweetest and most important sound in any language.”

~Dale Carnegie



• Patrons long for a positive and personal connection

• It may be the only time they experience a connection all day





Thank YouQuestions?


Scott County Library Staff Day Customer service is dead

Leadership & Management

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blending of imagination

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term imaginarian