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

Thank you!

Lauren McMullenlmcmullen@mtlib.org