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MSL Fall WorkshopsSeptember 24, 2010Great Falls, Montana
How to create a satisfying customer experience
How to connect customers with library products
Market research & bookstore practices Adapting to changing patron behavior,
evolving patron needs Customer service response as it
relates to library building layout, signage, collections & services
2
Envirosell http://www.envirosell.com/ • Best Practices for the Customer-Focused
Library (Metropolitan Library System 2009)• Why We Borrow! Redesigning Libraries
using Retail Touchpoints (CLA 2007)
Most shoppers/library patrons are women
2nd - Moms with kids 3rd - Groups of friends, like teens
using the Internet How do these trends compare with
your observations at the library? What’s happening for men at your
library?
Most of them visit frequently, most of them visit alone
Most of the them are familiar with the library, know where they are going, and visit for a specific reason, but they don’t necessarily know what they are looking for
Most patrons spend less than 30 minutes in the library and a large proportion of those stay less than 10 minutes
Where do they go? What do they look at?
Circulation desk or other desk Computers New Books Children’s area Café What are your library hotspots?
More than half of patrons receive assistance• Finding items or sections• Using the catalog or other library
technology• Guiding research or answering questions• Explaining services• Recommending items• Check out items• Information about programs/events
People need information at the point of a decision – where to go next? (wayfinding)
Many people prefer to consult signs to find the way rather than ask for help
Make it easier for your patrons and free staff from repeatedly having to answer the same questions
Make the library self-navigating Use space creatively Redesign your staff Market your resources effectively
Design library layout based on patron behavior
Provide wayfinding tools• Effective signage, you are here maps,
branded areas Reduce Information overload Provide self-service points Teach people to use the library
Entrance Primary display area is 5-20 steps
inside and to the right of the front door
Customers can stand 10 steps inside of the front door and read hundreds of titles
Place displays directly in front of or close to the front door
Place circulation desk to the right of the front door to make returning books convenient
Major aisles lead customers to all parts of a store
Use observation to map patron pathways (this observation will also reveal which parts of the library collection are not being used and could be redesigned for different use)
Place major book displays along major pathways
Make signs easy to read while moving Fewer words, better placement,
creatively designed Hierarchical signage and branded areas Position in-depth signage in wait areas Don’t use jargon, for example use
popular subjects on endcap signs Don’t forget – Book covers and spine
labels are signage too!
Shelving by genre Present books in limited numbers Display books covers front whenever
possible Create book lists – staff
recommendations, top 100 lists, award winners, best sellers, read-alikes
Group computers, lounge seating, and periodicals in “waiting area”
Allow loud and quiet spaces with buffer zone between them
Repurpose little used areas to add room to high traffic areas
Use new fixtures for circulating (not storing) materials
Create a designated computer space for teens so they can socialize
Provide areas for group study, quiet study, a teen center
Express computers near the library entrance are very popular
Staff must be able to help patrons from wherever they are
Get them out from behind the desk – roving service, encourage outgoing behavior
Zoning – assign staff by zones (in larger libraries)
Cross-train everyone
Provide information about services upon entry
Periodically offer classes on “How to use the library”
Encourage library staff to proactively approach patrons – ask questions, offer informal introduction to library
Offer new patrons a take-home manual/welcome booklet
Create visually stimulating environments
Display books cover out to increase capture power
Offer more ways to pair patrons with materials
Create an AV “store within a store” Change displays often
Identify waiting points for placement of displays for impulse buy – for example AV materials
More Americans over 65 (products stocked too high or low are off limits to them)
Kid’s section is the most inviting part of the store – expand the atmosphere to other parts of the store
Effective method of recommending books
Place displays in high traffic areas End panels of stacks are very
effective for sales Try eye-catching displays based on
color rather than topic Try illuminated displays
Create displays around themes, holidays, local events, special topics
Have recommended books on display Utilize patron recommendations
Internet usage, media perusal, socializing in groups are popular patron activities
Provide opportunity for group interaction at computers
Self service/self navigation is important, but help must be available when patrons need it
Some users need help and you must teach them
Teens need their own space Libraries need more and more versatile
computers
Don’t try to change people’s behavior – design for it
Think outside of the box Prepare staff for change Train circ staff to be ambassadors for
other services Analyze service at your first point of
contact (often the desk closest to the door)
Involve new eyes – enlist people outside the library who are not bound by traditional views of library services
Envirosell Reports & Presentations:Best Practices for the Customer-Focused
Library: Metropolitan Library System (2008) http://www.webjunction.org/c/document_library/get_file?folderId=8052623&name=DLFE-1830002.pdf
Why We Borrow! Redesigning Libraries Using Retail Touchpoints. Presentation at CLA 2007 http://www.sjlibrary.org/about/sjpl/sjway/Envirosell_presentation_CLA07.ppt
Infopeople Workshop (archived) - Show It Off: Techniques for Increasing Circulation through Merchandising Your Collection and Services http://infopeople.org/training/past/2008/show/
WebJunction Webinar (2009, archived) The Customer Focused Library http://www.webjunction.org/events/webinars/webinar-archives/-/articles/content/49775033
San Jose Public Library Signage Guidelines http://www.sjlibrary.org/about/sjpl/sjway/signage_guidelines.pdf
What Libraries Can Learn from Bookstores: Applying Bookstore Design to Public Libraries (Chris Rippel, Central Kansas Library System 2003) http://www.ckls.org/~crippel/marketing/bookstore.html
Learn more about your users: American Factfinder
http://factfinder.census.gov/home/saff/main.html?_lang=en
Market Research Focus on the User (Ohio Library Council Marketing the Library http://www.olc.org/marketing/2research.htm
Photo Credits: Slide 16: http://www.franklinfixtures.com/images/medium/006.jpg Slide 19: http://www.adamsahern.com/pix/portfolio/library1.jpg Slide 20: http://www.uky.edu/Libraries/images/hubhelpdeskstour.JPG http://www.libraryjournal.com/articles/images/LJ/20050915/LBDpicks_Signage_Circulat
_.jpg
Slide 21: http://www.brad.ac.uk/lss/images/signage.jpg http://www.designinglibraries.org.uk/gallery/main.php?
g2_view=core.DownloadItem&g2_itemId=4070&g2_serialNumber=4 http://www.friendsofcpl.org/img/signage_web.jpg Slide 22:
http://www.libraryjournal.com/articles/images/LJ/20050915/LBDpicks_Signage_Stack_.jpg
http://farm3.static.flickr.com/2063/2179832032_8973672cbf.jpg?v=0 Slide 23: http://www.openingthebook.com/uploads/interiors/signage/ashford-
panels.jpg http://dclstrategicplan.pbworks.com/f/1176993684/PDEW%20026-sm.jpg http://deweyfree.files.wordpress.com/2008/08/picture-124.jpg Slide 26: unknown source Slide 27: http://www.flickr.com/photos/mysapl/2634909326/ Slide 30:
http://www.libraryjournal.com/articles/images/LJ/20080915/ljx080902lbdMobileIslandBook.jpg
Slide 42: http://tulane.edu/news/newwave/images/011807_bookstore1_1.jpg Slide 43: http://www.ckls.org/~crippel/marketing/display4.jpg
