Managing Customer Satisfaction

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Managing Customer Satisfaction
PL

• OLA Super Conference 2006
• Carl ThompsonCounting Opinions (SQUIRE) Ltd.

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Moments of Truth

• Interactions (direct indirect)
• Information, facilities, equipment, collections,
  services and people
• Customer Perspective
• Purpose and Outcome in mind
• Work Learn Play
• Expectation
• Experience Emotion Rationale
• Choices
• Competition

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What to do?
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Objective

• Positive Outcomes
• Ability 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

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Measurement

• Impacts Outcomes
• Action Reaction
• Cause Effect
• Short Long Term Trends
• Same Respondent Trends
• Micro Macro Level
• Benchmark Results
• Targets
• Locations
• Peers
• Services
• Competition

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Before You Begin
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When
Who
How
What
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What to Measure

• Core services
• From perspective of the consumer
• Staff/Management Perceptions
• Actual Behaviour and Feedback
• Everything anything that helps
• Relevance
• Value Proposition
• Captures bodies, minds hearts

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What is Important?
Rank Out of 10
1 Collections 9.54
2 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
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Whats 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
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Attend Events/Programs
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Attend Events/Programs
Importance
Status not somewhat very RowTotal
student 139343.128.6 95929.721.7 87927.217.8 323122.7
workforce 213834.443.9 215534.748.8 191930.938.9 621243.7
homemaker 29117.96 38223.58.6 95158.619.3 162411.4
educator 35329.87.2 37131.38.4 462399.4 11868.3
retired 46538.79.6 36230.18.2 37631.37.6 12038.5
other 22930.24.7 18924.94.3 34144.96.9 7595.3
ColumnTotal 486934.3 441831.1 492834.7 14215100

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Recommend
Satisfaction
Status Not Some-what Very RowTotal
student 61521.440.7 117941.125.9 107737.518 287123.9
workforce 54010.535.7 212141.246.6 248848.341.7 514942.8
homemaker 1057.26.9 38826.88.5 9566616 144912
educator 11111.27.3 32632.97.2 55455.99.3 9918.2
retired 849.45.6 33136.97.3 48253.78.1 8977.5
other 578.53.8 20230.14.4 41261.46.9 6715.6
ColumnTotal 151212.6 454737.8 596949.6 12028100
Not Some-what Very RowTotal
85729.446.7 111138.125 94532.415.6 291323.6
58411.131.8 21044047.3 256648.842.3 525442.5
8864.8 37125.28.3 101268.816.7 147111.9
14514.17.9 32431.57.3 55954.49.2 10288.3
878.94.7 32433.37.3 56357.89.3 9747.9
7310.34 21630.54.9 41959.26.9 7085.7
183414.9 445036 606449.1 12348100
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Analyze / Compare / Prioritize
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To Find Information
Methods Used
Preferred Method
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Relative Value, Use Preference
Relative Value
Use
Preference
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Reason for Preference
This Library
Other Libraries
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Frequency Years of Use
Frequency
Years of Use
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SQUIRE
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Service Priorities
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Equipment Priorities
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Benefits of Measurement

• Improve customer employee loyalty
• React quickly to changes in the market
• Identify and capitalize on opportunities
• Retain or gain share of customers 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

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Best Practices

• Top management commitment
• Continuously Listen and Measure
• Include Employee perceptions
• Dont 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

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Questions?
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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

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Upcoming 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

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Collections
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Policies Relative Importance
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Importance of Staff
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Analyze / Question / Hypothesize
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• Customer service training
• Employee Recognition
• Competency-Based Employee Performance Management
• Supplier Performance Reviews
• Customer Communications

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Priorities

• Customer Driven
• Continuous Improvement
• Minimal need for scarce Resources
• Increasing Value
• Available On-demand
• Responsive

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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

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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

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Unlimited Reporting

• Simplified operation
• Summary reports
• Custom Filtering
• Cross tab reports
• Trend Reports
• Integrated mapping

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Advanced Graphics

• Data Reports
• Graphs and Charts

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Response Data Mapping

• Location Reports

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Unique Features

• Customer Comments classification system

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Special Features

• Multiple languages

Spanish
French
English
Punjabi
Chinese Simplified
Chinese Traditional
others based on demand
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Requirements

• Hardware 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

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Start-Up

• Implementation
• 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)

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Day-to-day

• Data 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