Managing Customer Satisfaction

OLA Super Conference 2006

Carl ThompsonCounting Opinions (SQUIRE) Ltd.

^

PL

Moments of Truth

Interactions (direct & indirect)

Information, facilities, equipment, collections, services …

and people

Customer PerspectivePurpose and Outcome in mind

Work – Learn – Play

ExpectationExperience – Emotion – Rationale

Choices Competition

What to do?

Measure

Plan

Ac

tA

na

lyze

Objective

Positive OutcomesAbility to …

- Understand and improve customer satisfaction

- Measure impacts and outcomes

- Gain support for initiatives

- Identify Actionable Priorities for Improvement

Support Chosen Methodology/Approach …- ISO 9000

- TQM

- Balanced Scorecard

- Continuous Improvement

Measurement

Impacts & OutcomesAction & Reaction

Cause & Effect

Short & Long Term Trends

Same Respondent Trends

Micro & Macro Level

Benchmark ResultsTargets

Locations

Peers

Services

Competition

Before You Begin

Measure

Plan

Ac

tio

n An

aly

ze

When

How

Who

What

Measure

Plan

Ac

tio

n An

aly

ze

What to MeasureCore services

From perspective of the consumer Staff/Management Perceptions

Actual Behaviour and Feedback

Everything & anything that helps …RelevanceValue PropositionCaptures bodies, minds & hearts

What is Important?

Rank Out of 10

1 Collections 9.542 Lending policies 9.41

3 Borrow Service 9.39

4 Holds / Renewals 9.33

5 Hours of access and operation 9.31

6 Check-In / Check-Out 9.23

7 Provide assistance when asked 9.14

8 Catalogue 9.09

9 Really hear what you said 8.99

10 Web site 8.91

What’s least Important

Rank Out of 10

40 Inbound Comm devices (Phone, Fax, Modem/TTY …) 7.13

41 Computer S/W Machines 7.12

42 Thank you and invite you back? 6.98

43 Copiers 6.91

44 Access to restricted and for fee services 6.54

45 Internet access 6.32

46 Outbound Comm devices (Phone/Fax, Modem/TTY …) 6.24

47 Listening/Viewing Stations 6.23

48 Printers 6.22

49 Attend events/programs 5.20

Attend Events/Programs

1 2 3 4 5 6 7 8 9 10

ImportanceSatisfaction

Recommend

Attend Events/ProgramsImportance

Status not somewhat veryRowTotal

student1393

43.1%28.6

95929.7%21.7

87927.217.8

323122.7

workforce213834.443.9

215534.748.8

191930.938.9

621243.7

homemaker29117.9

6

38223.5%

8.6

95158.6%19.3

162411.4

educator35329.87.2

37131.38.4

462399.4

11868.3

retired46538.79.6

36230.18.2

37631.37.6

12038.5

other22930.24.7

18924.94.3

34144.96.9

7595.3

ColumnTotal

486934.3

441831.1

492834.7

14215100

SatisfactionStatus Not

Some-what

VeryRowTotal

student61521.440.7

117941.125.9

107737.518

287123.9

workforce54010.535.7

212141.246.6

248848.341.7

514942.8

homemaker105

7.2%6.9

38826.8%

8.5

95666%16

144912

educator11111.27.3

32632.97.2

55455.99.3

9918.2

retired849.45.6

33136.97.3

48253.78.1

8977.5

other578.53.8

20230.14.4

41261.46.9

6715.6

ColumnTotal

151212.6

454737.8

596949.6

12028100

RecommendNot

Some-what

VeryRowTotal

85729.446.7

111138.125

94532.415.6

291323.6

58411.131.8

210440

47.3

256648.842.3

525442.5

886%4.8

37125.2%

8.3

101268.8%16.7

147111.9

14514.17.9

32431.57.3

55954.49.2

10288.3

878.94.7

32433.37.3

56357.89.3

9747.9

7310.3

4

21630.54.9

41959.26.9

7085.7

183414.9

445036

606449.1

12348100

Analyze / Compare / Prioritize

To Find Information

Methods Used

Preferred Method

Relative Value, Use & Preference

Use Preference

Relative Value

Reason for Preference …

This Library …

Other Libraries …

Frequency & Years of Use

Frequency

Years of Use

SQUIRE

1 23 4

5 6 7 8 9 10

Expectations

Quality

Satisfaction

Recommend

Importance

Use (reuse)

Service Priorities

Equipment Priorities

Benefits of Measurement

Improve customer & employee loyalty

React quickly to changes in the market

Identify and capitalize on opportunities

Retain or gain share of customer’s body, mind and heart

Reduce costs (e.g., turnover or hiring)

Maximize investment in changes by knowing which has biggest payoff

Use the information to secure support and funding

Best Practices

Top management commitment

Continuously Listen and Measure

Include Employee perceptions

Don’t forget the follow-up

Link recognition and rewards to Customer Satisfaction

Identify, measure, and track drivers of satisfaction

Set customer-based improvement goals

Make Plans for operational improvements

Support customer satisfaction skills improvement

Change corporate hiring practices

Benchmark internally and externally

Questions?

What is LibSat?PL specific survey questions

Continuous …– Capture responses online, paper/phone– Real-time reporting

Customized (for each Library)– Identity, locations, language, etc. …

Secure Customer Portal

Subscription Pricing

Upcoming AnnouncementsUpcoming Announcements Performance Assessment System

– Performance indicator management and reporting– Immediate feedback on KPIs and benchmark rankings (no waiting)– No re-entry of PI data across collections– Service Point specific and System-wide PIs– Flexible collection periods (yearly, monthly, quarterly, …)– LibSat subscribers can …

• integrate quantitative PIs and qualitative results• Perform peer benchmarking using system-wide or location specific comparators

– Additional Tiers of Service for custom PI collections• Organization specific PI collections and historical data• Limit access to defined subscriber subsets or provide access to all

– Searchable Directory and Maps of PLs in Canada and US (20,000+)– Auto locator feature and Find nearest location(s) – PLs can easily integrate custom searchable maps on their web site– Currently supports Google Maps and Yahoo!Maps

Collections

1 2 3 4 5 6 7 8 9 10

SatisfactionImportance

Policies – Relative Importance

1 2 3 4 5 6 7 8 9 10

LendingHolds/Renewals

Check-In/Check-OutFines/Fees

Importance of Staff …

1 2 3 4 5 6 7 8 9 10

Provide AssistanceListen

WelcomeOffer Help

Appreciated

Thank You

Analyze / Question / Hypothesize

Measure

Plan

Ac

tio

n An

aly

ze

Customer service training

Employee Recognition

Competency-Based Employee Performance Management

Supplier Performance Reviews

Customer Communications

Priorities

Customer Driven

Continuous Improvement

Minimal need for scarce Resources

Increasing Value

Available On-demand

Responsive

A Customer Driven Solution

Focus on Public Libraries– Not a Generic Product– Ongoing Related Product Development

Customer Portal– Reporting Tools– Marketing Support Materials– Training and Support Materials– Articles– News

Impact on Existing Clients“Limited only by subscriber imagination”

– Impact Analysis (e.g., Pilot projects)– Feedback Monitoring– Benchmarking– Trend Analysis– Customer Segment Analysis – Goal Setting– Collection Development– Strategic Plan Development– Grant Applications– Library Presentations– Quality Management– Best Practices– Customer Expectations/Requirements– …

Simplified operation

Summary reports

Custom Filtering

Cross tab reports

Trend Reports

Integrated mapping

“Unlimited” Reporting

Advanced GraphicsData Reports

Graphs and Charts

Response Data MappingLocation Reports

Unique FeaturesCustomer Comments

classification system

Special Features

Multiple languages …

PunjabiChinese SimplifiedChinese Traditional

SpanishFrenchEnglish

… others based on demand …

RequirementsHardware and Software

– No hardware or software required– Internet connection required to access online services

Maintenance– Core upgrades included free of charge– Worry free, secure, uninterrupted service

Learning and Training– Straightforward, easy-to-use interface– No formal training required

Time– Data analysis– Data management (Comment Categorization)– Customer contact

Start-UpImplementation

– Service Customization (Branding, Contacts, Links, etc.) done by Counting Opinions

– 1 Sr. Staffer for 8 hrs. recommended for co-ordination effort over 3-4 week implementation period (or as short as 1 week)

– 13 Month First Year Subscription

Orientation– Staff Awareness and Perception

– Staff Survey Participation

Promotion– Campaign Planning and Implementation

– Collateral materials (Posters, bookmarks, banner ads, pop-ups…)

Day-to-dayData Analysis

– Tracking Progress– Identification of Trends– Report Customization– Response Planning and Implementation

Data Management– Comment Categorization– Internal Reporting– Public Reporting

Data Entry– Paper-based Surveys

Customer Contact*– Preparation and Follow-up