Customers are speaking

Customers Are Speaking –Are You Listening?

Joe Matthews Joe@JoeMatthews.Org

Customer

Experience

Service Organizations

Expectations

Delighting Customers

Before

DuringAfter

Identify an information need

Search Google

Check library online catalogDecide to visit the library

Drive / park

Walk into the library

Figure out where to go in the library

Visit & select from the collection

Approach a staff member

Use self-checkout machine

Interact with staff – pay fines

Use the borrowed materials

Meet/exceed expectations

Receive a reminder email

Be alerted about a upcoming program

Framing the Customer Experience

What’s …..

The Internet

The InternetChanges

Everything !

Competition

More opportunities

exist in times of

change!

Listening to the

Customer

You want us to do

WHAT?

Structured Unstructured

Solicited Surveys: Customer satisfaction Service qualityFocus group interviews, exit interviews, and community formsMystery shopping

Comment cards Comments posted on Web siteComments made in customer satisfaction surveysSuggestion boxes

Unsolicited Sweeping observationCustomer ratings on third party Internet sitesAnalysis of telephone calls, letters, or e-mail: complaints, compliments, suggestions for improvement

Blog postsComments on social networking sitesComments made to staffText messaging for a quick response

Methods of Customer Feedback

Structured Unstructured

Solicited Surveys: Customer satisfaction Service qualityFocus group interviews, exit interviews, and community formsMystery shopping

Comment cards Comments posted on Web siteComments made in customer satisfaction surveysSuggestion boxes

Unsolicited Sweeping observationCustomer ratings on third party Internet sitesAnalysis of telephone calls, letters, or e-mail: complaints, compliments, suggestions for improvement

Blog postsComments on social networking sitesComments made to staffText messaging for a quick response

Methods of Customer Feedback

Expected service

Perceived service

Service delivery

Service quality specifications

Management perceptions of customer expectations

Customer

ProviderCommunications to customers

Word of mouth, past experiences

1

2

34

5

Structured Unstructured

Solicited Surveys: Customer satisfaction Service qualityFocus group interviews, exit interviews, and community formsMystery shopping

Comment cards Comments posted on Web siteComments made in customer satisfaction surveysSuggestion boxes

Unsolicited Sweeping observationCustomer ratings on third party Internet sitesAnalysis of telephone calls, letters, or e-mail: complaints, compliments, suggestions for improvement

Blog postsComments on social networking sitesComments made to staffText messaging for a quick response

Methods of Customer Feedback

Observe

Customers can be …

A resource

A co-creator

A user

Structured Unstructured

Solicited Surveys: Customer satisfaction Service qualityFocus group interviews, exit interviews, and community formsMystery shopping

Comment cards Comments posted on Web siteComments made in customer satisfaction surveysSuggestion boxes

Unsolicited Sweeping observationCustomer ratings on third party Internet sitesAnalysis of telephone calls, letters, or e-mail: complaints, compliments, suggestions for improvement

Blog postsComments on social networking sitesComments made to staffText messaging for a quick response

Methods of Customer Feedback

Usability Testing

EthnographicStudies

Library Transaction Data

Structured Unstructured

Solicited Surveys: Customer satisfaction Service qualityFocus group interviews, exit interviews, and community formsMystery shopping

Comment cards Comments posted on Web siteComments made in customer satisfaction surveysSuggestion boxes

Unsolicited Sweeping observationCustomer ratings on third party Internet sitesAnalysis of telephone calls, letters, or e-mail: complaints, compliments, suggestions for improvement

Blog postsComments on social networking sitesComments made to staffText messaging for a quick response

Methods of Customer Feedback

Social Search Engines

Info on Blogs

Twitter & Microblogs

Message Boards & Conversations

Social News

• Library of Congress589

• Seattle Public Library325

• San Francisco Public Library 248• Stanford University Library 184• Cleveland Public Library

181• UCLA Library

72• Topeka & Shawnee County PL 24• UC Berkeley Library

20

Purpose of Use

• Experience Seeker

• Explorer

• Problem Solver

• Facilitator

• Patron

• Scholar

• Spiritual Pilgrim

• Hobbyist

Action Plan

• Identify• Analyze• Learn more• Communicate• Attracting• Welcoming

Creating a database

The purpose of analysis is

INSIGHT!

Minimum service level

Desired service level

Perceived service level

Source: Counting Opinions (Toronto)

Turn data

into figures & charts

Tell stories

Conversation

Compelling

Narrative

Entertain

Anecdotal

Texture

Context

Challenges

Customer-focused

Outcomes

Jargon

Boring

Inward

Mundane

Comfortable

Dull

Staged

Smooth sailing

Outputs

Key Metrics

Resolution rate

Return rate

Recommend rate

Delight rate

Communication

Thanks

Joe@JoeMatthews.Org