Are you satisfying the service needs and expectations of your customers

1. Are you satisfying the service needs and expectations of your customers? A customer service workshop by Neil Paterson

2. Setting the scene Do libraries and information providers have �customers�? What is �customer service�? Do you know what the service expectations of your customers are? How can you measure how satisfied your customers are with the service you provided?

3. Do library and information providers have customers? Users? Clients? Students? Readers? Visitors? Guests? Customers?

4. �Banish the words �user� or �borrower�. If you want to be serious about customer care, talk customers.� (McArthur and Nicholson, 2005, p. 2) �Librarians often prefer the terms patron or user, perhaps to avoid the implications of a [service] exchange occurring between the library and the people using the service.� (Hernon and Altman, 1998, p. 3) Do library and information providers have customers?

5. We are all in a service industry We engage in service encounters with our customers But what is a service encounter? So, down to the basics�.

6. A service encounter An interaction you have with your customers face to face / in person by e-mail over the telephone anything that involves an �exchange� of information, advice, ideas, physical resources, etc

7. The customer decides�.. During a service encounter the customer will form a judgement on the service provided based on their personal: expectations perceptions desires feelings needs wants values

8. �satisfaction guaranteed? A definition of quality customer service from the college sector: ��giving customers what they want in a manner that suits them and ensuring what you give them is what they want.� (Tom MacMaster, Lauder College) �Service is basic to the customers� satisfaction or delight with the library� (Hernon and Altman, 1998, p. 15)

9. Getting it wrong, getting it right? There are three general levels of customer service: Poor: failure to meet customers� expectations Acceptable: customers� expectations are met but not exceeded Excellent: customers� expectations exceeded

10. The link between expectations and satisfaction This activity is based on the Channel 4 TV quiz, Countdown

11. Customer Countdown - results How did you do? Let�s examine the expectations first�

12. And now let�s look at how satisfied you are How do you feel right now? Customer Countdown - outcomes

13. So where can you go from here? So how can you measure your customer service? And what exactly can you measure?

14. How can you measure customer service?

15. The ten attributes of customer service quality Conceptual model proposed by Parasuraman, Zeithaml and Berry in 1985 10 attributes of service quality There are other models that can be utilised

16. Customer service:the 10 attributes The 4 �management� attributes Security: safety of the environment and the customers Tangibles: products, resources Access: ease of access to service, opening hours Reliability: does equipment work properly, robust operational procedures

17. Customer service:the 10 attributes The 6 �soft� attributes Courtesy: politeness and respect for others Communication: staff have appropriate interpersonal skills Competence: staff have been trained to an appropriate level

18. Customer service:the 10 attributes Responsiveness: willingness to help, go the �extra mile� Credibility: customer-centric: customer first, will you keep your promises? Understanding the customer: talk and listen to your customers, are you giving them the service they require?

20. The Elmwood way forward 2007/08 Courtesy more �please� and �thank you� Access rovering/roving during first few weeks of term Responsiveness returning to customers a few minutes later after they had asked a question and asking �how did you get on with that?�

21. What happens next�? Discuss in groups what you will take from this workshop What will you now do differently? And remember, a complaint is a gift��.

22. References & Bibliography Berry, L. L. and Parasuraman, A. (1991) Marketing services : competing through quality. New York: Free Press. Guptas, D. K. and Jambhekar, A. (2002) �Which way do we want to serve our customers?� Information Outlook, July. pp. 26-32. Hernon, P. and Altman, E. (1998) Assessing service quality: satisfying the expectations of library customers. Chicago: American Library Association. MacArthur, M. and Nicholson, K. (2005) �The customer care challenge�. Public Library Journal. Summer. pp. 2-4. MacMaster, T. (2006) Interviewed by Neil Paterson. Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1985) �A conceptual model of service quality and its implications for future research�. Journal of Marketing, Autumn. pp. 41-50.