Shop Your Way to Service Excellence: Secret Shopping for Academic Libraries
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Transcript of Shop Your Way to Service Excellence: Secret Shopping for Academic Libraries
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Shop Your Way to Service Excellence: Secret Shopping for Academic Libraries
QQML Conference2012
Kathy CroweAssociate Dean for Public Services
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University of North Carolina at Greensboro (UNCG)
• Publicly supported• University of North Carolina 17 campus system• Enrollment: 17,540 (16,090.25 FTE)• Undergraduate: 14,315 (13,583.25 FTE)• Graduate: 3,225 (2,507 FTE)
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University Libraries
• Jackson Library and Music Library
• 1.2 million book volumes
• 37,000+ e-subscriptions• 500 databases• 95 faculty & staff
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Previous assessments of public services
• LibQual+ overall score 7.5 in 2008• Qualitative comments indicated some issues
at service desks• 3.5 out of 4 for staff responsiveness on
University of North Carolina system satisfaction surveys in 2010
• Sought more in-depth assessment of services
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Outcome of study
• Customer service will reflect the values and standards established by the University Libraries
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Secret or Mystery shopping
• Used often in retail and service industries• Applied in public libraries but not often in
academic libraries• Kocevar-Weidinger, Elizabeth, Candice Benjes-
Small, Eric Ackermann and Virginia R. Kinman. "Why and How to Mystery Shop your Reference Desk." Reference Services Review 38, no. 1 (2010): 28-43
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Secret shopping at UNCG Fall 2010
• Reference Desk (Jackson)
• Check out Desk (Jackson)
• Music Library
• Desk, phone, chat
• Desk, phone
• Desk, phone
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Shoppers
• Recruited Hospitality Management students
• Attended training session
• Received extra credit and $10 food coupon
• 6 shoppers completed the exercise
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Procedure
• Survey team included Associate Dean, Human Resources Librarian, Assessment analyst
• Staff told exercise would happen “sometime this semester.”
• Questions suggested by public services department heads and by survey team
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Protocol
• Focused on customer service experience• Developed rating sheet based on Libraries’
established customer service values • http://
library.uncg.edu/info/mission_statement.aspx• Protected anonymity of staff
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Rating sheet
Behavior• Greeting• Follow up questions to
clarify request• Confirming satisfaction• Referral
Rating• 1 Poor• 2 Satisfactory• 3 Very good
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Yes/No questions
• Treated with respect• Avoided jargon or technical language• “Went the extra mile”
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Results - Greeting
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Clarifying questions
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Confirmed satisfaction
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Referral
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Treated with respect
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Avoided jargon
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Went the extra mile
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Follow up
• Departmental results shared with heads• Overall results shared with entire library• Public service “standards” developed• Training developed
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Training
• Training on “going the extra” mile developed and delivered for full-time staff during Summer 2011
• Online training developed for student staff http://uncg.libguides.com/customerservice
• New staff encouraged strongly to attend day-long campus customer service training
• Customer service values and standards in new employee packets
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Student training comments
• “These skills seem like common sense, but it's amazing how people you see that don't follow it. You should send this video to the workers in Subway”
• “I easily get flustered when a person is frustrated at me, however this video taught me how to properly handle the situation and remain calm and respectful”
• “I’ve never thought to look for people who need help because I always assumed they would ask, now I know.”
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Staff training comments
• “More helpful would be a workshop of case studies of difficult interactions or reference interviews and have public service employees think and talk through these interactions.”
• “I thought it was a really good and informative workshop. If we have the workshop again though, I don't feel like it needs to be four hours long. I think what was taught could have been done in half the time.”
• “I felt as though the group discussion was the best part, so who was at your session was really important to how much you got out of it.”
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2012
• Repeated assessment to determine if training had impact
• Added newly created Special Collections service desk
• Had LIS graduate student• 9 shoppers completed exercise
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Improvement!
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Improvement!
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Questions and comments