virtually a librarian

I stumbled across this amusing gem from the Annoyed Librarian tonight, while trying to deal with my well overflowing feed reader in a slightly more productive way than hitting ‘mark all as read’.

But then, I may as well just hit that oft maligned button, given that more than half the posts are from library blogs and will therefore say nothing, repeat themselves, link to images I don’t want to see, or be full of recipes and advice I’m not interested in. Pah! ‘Mark all as read’, here I come!

The Other Librarian makes a really useful analogy about swimming and the web. If we want to protect our kids from drowning, we teach them to swim, and we supervise them. Ideally, if we don’t know how to swim, we could (should?) learn to swim ourselves so we can save them if the need arises. It’s a no-brainer, right?

The same should apply for the web. To ’save’ kids from the potential ‘dangers’ of the web, we should teach them to swim (or surf safely). And if we aren’t the best swimmers (or surfers) ourselves, we should send them to a swimming (or web) school where they can learn what they need to know. Better still, if we only know how to tread water, we should send ourselves to swimming (or web) school too. And then we should be the lifeguards by the pool, giving advice.

We don’t drain every pool, pond, or other water-holding vessel our children are going to come into contact with to save them from drowning. We teach them how to deal with the water - and have fun in it. I wonder, is filtering Internet content akin to draining our pools of water?

Thanks for the analogy, Ryan. I love a good analogy (clearly, cause I just went to town with this one). This is one issue that I’ll personally find a lot easier to talk about with this kind of simple, on-the-money analogy up my sleeve.

At Free Range Librarian, K. G. Schneider posts about two positive customer service experiences she’s had recently. Proof that it’s often oh-so-easy to make our customers happy.

This is what I miss most about working on the frontline: the opportunity to surprise someone by providing a level of service they don’t expect; they opportunity to make a customer really happy through a very simple action. It’s so easy to do it, and the impact of creating an exceptional service experience extends far beyond the few minutes it takes for you to create the experience.

At Aurora this past week, I was chatting with one of the facilitators, Becky Schreiber, who mentioned that she had bought a year’s worth of training along with her MacBook, using Apple’s One to One program. For $99 a year, you  can take advantage of up to 52 one hour sessions with a Mac trainer. The training takes place in Apple stores, one-on-one, and covers a huge variety of topics. (I’ve never heard of this before: do they do this in Australia?)

Why is this so great?

• First up, they’re making money from this - not a great deal, but they’re making some money where their staff would otherwise be idle.
• They’re maximising the amount of productive time their store staff have (I think - I’m working on the assumption that the training is run by sales staff - correct me if I’m wrong) - instead of downtime between customers, store staff could potentially be training customers.
• They’re up-skilling their users and creating power users. Power users are going to use products to their full and to my mind, are probably going to be a whole lot more likely to invest in other products
• Cost/benefit wise, this program has the potential to yield excellent return on investment for customers, and for Apple.
• They’re helping customers to become fully acquainted with the product, and to learn about all the features and benefits that they might otherwise never discover. Enlightened customers have the potential to use products to their fullest. I don’t know about you, but every time I discover something new I can do with one of my gadgets, I’m even more satisfied with my decision to buy it.

Becky suggested that it would be great if libraries could figure out a way to do something similar. How could we capitalise on the time when we’re not interacting with customers in our traditional roles to provide this kind of personalised, value added service? What a great idea, and one that warrants some thinking.

Instead of just signing customers up and handing over their membership cards, what if we offered them an appointment to come back and spend half an hour with a librarian, to assist them discover what the library has to offer? It wouldn’t even necessarily need to be a one-on-one session. We could simply offer every new customer the chance to book in for a group-based new customer tutorial, where we could feasibly run through the features and benefits of the product (ie. the library) they’ve just bought into and show them how to get the most out of it.

What if we invested even ten minutes orienting every new customer with, for example, the catalogue and our online resources before we hand their card over and send them on their merry way? We’d be on the way to creating happy, power users, and happy, power users are more likely to become regular users who want more of what we have to offer.

A number of libraries already offer customers the opportunity to make an appointment to chat with a librarian, through “book a librarian” or “book an information coach” sessions. But what if we said, to every new customer, “would you like a librarian with that library card?”

How many of our customers really know what the library can do for them, and how they can get the most out of the library? Getting them in the door is only half the battle. How do we keep them coming back?

After sales care and training for library customers? What a great idea! Thanks, Becky!