Part (2)What drives your community?What skills does your library possess?What is your best industry?What is your passion?It’s not a marathon, it’s a journey.So find what best fits your library and make it real.Here is how to articulate success creating that emotional connection by filling the community’s needs.
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1. Marketing DNA: Part 2Best Fitfor Small and
RuralLibraries
2. Presented by The Settlement Library Project Promoting an
Eclectic Librarianship in Rural Appalachia 3.
Your business is people, and if people dont use the library you
will be out of business. Rest assured, people will be moving into
the information age with or without libraries.
Fred Goodman
4.
Changing Your Game:
Aligning to People Through Customer Service
5.
Service is the standard by which libraries are measured.
Joanne P. Roukens
6. What is Service?
The Absolutes
Customers are the First Priority
Customers are Essential
Quality is the Standard
Service is Powerful
Service creates Loyalty
7.
Service must be engineered into the customer experience.
Scott McKain
8. Quiz Yourself
Do your services fit the wants and needs of your
clientele?
What do you do to encourage your customers to repeat the
experience of doing business in your library?
Are you capable of upgrading your service style?
9.
The purpose of any business is to obtain and retain customers
profitably.
Peter Drucker
10. The Transaction
Where to Start
Determine customer preferences
Concentrate on customer needs
Satisfy customer expectations
Create customer value and innovations
11.
To promote a higher concept of the modern library, perhaps we
should promote a higher concept of its public.
Linda A. Christian
12. Quiz
How does your product play to your target audience?
Do you extend your services to promote repeat patronage?
Have you taken your current services and upgraded them to a
higher level?
Do you entice your customers? ow
13.
The purpose of any business is to profitably create emotional
connections that are so satisfying to customers and employees that
loyalty is assured.
Scott McKain
14. Learn Your Customers
Identify and Target
Who are they?
What type of information do they want?
Do they need education?
Do they need assistance?
Do they need an experience?
15.
The knowledge of the community is paramount in building a
collection that serves and mirrors that community.
Anne Gervasi
16. Quiz
What makes your library different from your competition?
What makes your library better than your competition?
What makes your library unique?
What are your strengths?
17.
Libraries build communities; however, it is the history and
culture of the community which give the library its soul and its
character.
Linda A. Christian
18. Get In Touch
Emotional Principles
Connect
Your community is starving.
Satisfy
Engage your public.
Gratify
Build loyalty.
19.
Customers are not captives. They will go elsewhere if not
satisfied.
H. Baird Tenney
20. Quiz
Does your library radiate quality and reliability?
Do your services fit the unique needs and desires of your
customers?
Do you engineer enjoyment into the services you provide?
21.
You either live in spirit with your audience and enhance their
lives, or someone else will.
Tom Asacker
22. Sharpen Your Skills
Audit Your Library
Find your focus
Define yourself
Raise the standard
Deliver your promises
Create an emotional bond
Be willing to change
23.
There is no safety net in being cheap because we will never be
cheap enough. Our safety lies in being essential.
Herbert White
24. Quiz
Can you fulfill your customers expectations and promises?
Do your customers have an emotional connection with your
library?
At what point do your customers experience your library?
Do you reward your customers?
25.
A librarys strategy is the bridge to the librarys future.
26. Public Principles
Access ability:
The Public needs to have easy access to your library and your
services.
Serving the Public is everyones job.
Have enough staff to serve your Public.
Answer the phone.
27.
Approach ability:
The Public needs self-esteem.
The Public needs a friendly, interested, helpful staff.
The Public needs services that are easy to use.
The Public needs goodwill.
28.
Rely - ability:
The Public needs fulfillment.
The Public needs to be impacted by customer service
efforts.
The Public needs uniformity and quality.
The Public needs consistency.
29.
Customize ability:
The Public needs to be social.
The Public needs assistance to locate information and seek out
knowledge.
The Public needs to feel a sense of ownership and pride.
The Public needs to be connnected.
30.
Upgrade ability:
The Public needs answers to questions.
The Public needs solutions to problems.
The Public needs to experience the maximum benefit.
The Public needs to be up-to-date.
31.
Enjoy ability:
The Public needs to be surrounded by pleasantness.
The Public needs a clean, attractive and useful
environment.
The Public needs to experience a positive and social
factor.
32.
Remark ability:
The Public needs recognition.
The Public needs to feel appreciated and important.
The Public needs to experience your uniqueness.
The Public needs to trust you.
33. Quiz
How important are your customers to you individually and
organizationally?
Can your customers easily gain access to your services?
Are your services and your staff approachable?
34.
Do you provide consistent uniformity and quality?
Do you promote a feeling of ownership and pride in your
customers toward your library?
Are you keeping pace with changes in technology or other
advances?
35.
Does your staff promote a sense of satisfaction to your
customers?
Does your staff strive for excellence in customer service?
Does your staff make it a point to learn the names of your
customers?
36.
Loyal employees create loyal customers. When you establish a
remarkable connection between the organization and the employees,
they create amazing emotional connections with customers.
Scott McKain
37. StaffYouAre the Library
Be Alert
Be Approachable
Be Attentive
Be Helpful
Be Considerate
Be Respectful
Be Patient
38.
Your library staff is your added value.
Linda A. Christian
39. Committment
Service Strategy:
Provide Choices
Create an Inviting Environment
Be Polite and Motivated
Sell the Relationship
Empower Staff
Teamwork
40.
What youdois what counts.
Scott McKain
41. Go Face to Face
Your Priorities
Ask
Find out what the customer wants
Respond
Fulfill the request
Satisfy
Make the customer happy
42.
There is no greater motivator for customer service than that of
competition. Treating the public as potential customers forces
library services into the outer limits of customer satisfaction,
customer focused service, marketing, publicity, and public
relations.
Linda A. Christian
43.
Special thanks to Scott McKain for his teachings on how to win
customers and keep them for life.
All Business is Show Business: Strategies for Earning Standing
Ovations from your Customers and Employees.