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Exceeding Expectations: E-Reference Excellence in Collaborative VR

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This project, spanning from October 2005 to March 2008, evaluates virtual reference services (VRS) through user, non-user, and librarian perspectives. It encompasses various research methods, including focus groups, surveys, and interviews. Key findings highlight the importance of cooperation in VRS, addressing challenges faced by librarians, and enhancing user satisfaction. Recommendations urge librarians to build rapport, ensure clarity in communication, and develop service expectations to exceed user demands. This work aims to elevate the effectiveness of virtual reference services across libraries.

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Exceeding Expectations: E-Reference Excellence in Collaborative VR

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  1. Exceeding Expectations: E-Reference Excellence in Collaborative VR Lynn Silipigni Connaway, Ph.D. Marie L. Radford, Ph.D. Panel: Best Practices in Cooperative Virtual Reference

  2. Seeking Synchronicity:Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives • Project duration • 10/1/2005-3/30/2008 • Four phases: • Focus group interviews* • Analysis of 850 QuestionPoint transcripts • 496 online surveys* • 283 telephone interviews* • * Interviews & Surveys with VRS Users, Non-users, & Librarians

  3. 175 Online Surveys: Majority female & Caucasian Academic librarians outnumber public librarians More urban than suburban or rural Most 41-50 years old 100 Telephone Interviews: Majority female & Caucasian Public librarians outnumber academic librarians More urban than suburban or rural Most 31-50 years old Librarian VRS Providers: Demographics

  4. Recommendations for • Cooperative • Virtual Reference • Services

  5. Research Findings: Cooperative VRS • Survey respondents (N=175): Eliminates geographic boundaries (96%) • Focus group interview participants • “Virtual umbrella” • Provides “dissolution of the boundary.”

  6. Recommendations: Cooperative VRS • DAZZLE ‘EM (FROM A DISTANCE) • ADVERTIZE COOPERATION • PROMOTE GLOBAL/LOCAL PRESENCE • SEIZE OPPORTUNITIES TO BUILD RAPPORT

  7. Research Findings: Cooperative VRS • What is Reported to be Difficult? More public librarians than academic librarians experience difficulty answering questions from different geographic areas • Working in a consortium (38%) • Different libraries and policies • Working with database access rights (18%)

  8. Recommendations : Cooperative VRS • OVERCOME BOUNDARIES & HEIGHTEN AWARENESS OF REMOTE ACCESS ISSUES • DON’T TEASE OR BAIT AND SWITCH • GUIDE USERS BEYOND CONSORTIAL LIMITS

  9. Research Findings: Cooperative VRS • Survey Respondents (N=175): • Consistently rated chat second only to FtF • Satisfaction in a successful encounter very high (71%) • Users’ satisfaction in a successful encounter very high (65%) • Ability to provide reference excellent or very good (>50%)

  10. Recommendations: Cooperative VRS • DEVELOP & SHARE EXPECTATIONS • EXCEED EXPECTATIONS • AIM FOR EXCELLENT SERVICE & CULTIVATE REPEAT USERS

  11. Recommendations for • Individual VRS Providers • Librarians & • Staff

  12. Research Findings: VRS Librarians • Challenges Reported in Online Survey (N=175) • User impatience (79%) • Negative encounters in critical incidents (N=173) • Unrealistically high user expectations (47%) • Homework help (17%) • Rarely or never experience • Prank questions (46%) • Inappropriate language (60%) • Inappropriate questions (50%) • Rude users (50%)

  13. Research Findings: VRS Librarians BUT Survey Respondents • rated VRS second to FtF for users • saying “thanks”

  14. Recommendations: VRS Librarians • START OFF ON THE RIGHT FOOT! • ACCENTUATE THE POSITIVE • MAINTAIN A PROFESSIONAL TONE • BE YOURSELF

  15. Research Findings: VRS Librarians • Positive Online Survey Critical Incidents (N=173) • Query clarification & reference interview (19%) • Challenge - Nonverbal cues missing (83%) • Information Literacy instruction (15%)

  16. Recommendations: VRS Librarians • DO NOT DISMISS QUESTIONS OUT • OF HAND • CLARIFY THE QUESTION

  17. Research Findings: VRS Librarians • Positive Online Survey Critical Incidents (N=175) • VRS is especially good in providing: • Specific resources (62%) • Database searches for articles (26%) • Specific websites (86%) • VRS is less effective in providing: • Technical support (11%) • Library policy info. (11%)

  18. Recommendations: VRS Librarians • INCREASE ACCURACY – • ANSWER THE SPECIFIC QUESTION • PROVIDE A VARIETY OF RESOURCES

  19. Research Findings: VRS Librarians • Online Survey (N=175) • VRS is “good” in ability to refer users to subject specialists • Challenge – Disappearing users (88% reported) • Public librarians report even higher incidence of disappearing users • But… all able to handle such challenges (ability excellent or very good).

  20. Recommendations: VRS Librarians • MANAGE COMPLEX OR MULTIPLE QUERIES • REFER COMPLEX QUESTIONS • THEY DISAPPEARED? • COMPLETE INQUIRY • ANYWAY

  21. End Notes • This is one outcome from the project, Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives, Marie L. Radford & Lynn Silipigni Connaway, Co-Principal Investigators. • Funded by IMLS, Rutgers University and OCLC, Online Computer Library Center, Inc. Special thanks to Patrick Confer, Timothy J. Dickey, Jocelyn DeAngelis Williams, & Janet Torsney. • These slides available at project website: http://www.oclc.org/research/projects/synchronicity/

  22. Questions & Comments • Lynn Silipigni Connaway, Ph.D. • Email: connawal@oclc.org • www.oclc.org/research/staff/connaway.htm • Marie L. Radford, Ph.D. • Email:mradford@scils.rutgers.edu • www.scils.rutgers.edu/~mradford

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