The Settlement Library Project Presents Part 2 of Marketing DNA: Best Fit for Small and Rural...

1. Marketing DNA: Part 2Best Fitfor Small and RuralLibraries

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

Changing Your Game:

Aligning to People Through Customer Service

Service is the standard by which libraries are measured.

Joanne P. Roukens

The Absolutes

Customers are the First Priority

Customers are Essential

Quality is the Standard

Service is Powerful

Service creates Loyalty

Service must be engineered into the customer experience.

Scott McKain

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?

The purpose of any business is to obtain and retain customers profitably.

Peter Drucker

Where to Start

Determine customer preferences

Concentrate on customer needs

Satisfy customer expectations

Create customer value and innovations

To promote a higher concept of the modern library, perhaps we should promote a higher concept of its public.

Linda A. Christian

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

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

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?

The knowledge of the community is paramount in building a collection that serves and mirrors that community.

Anne Gervasi

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?

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

Emotional Principles

Connect

Your community is starving.

Satisfy

Engage your public.

Gratify

Build loyalty.

Customers are not captives. They will go elsewhere if not satisfied.

H. Baird Tenney

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?

You either live in spirit with your audience and enhance their lives, or someone else will.

Tom Asacker

Audit Your Library

Find your focus

Define yourself

Raise the standard

Deliver your promises

Create an emotional bond

Be willing to change

There is no safety net in being cheap because we will never be cheap enough. Our safety lies in being essential.

Herbert White

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?

A librarys strategy is the bridge to the librarys future.

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.

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.

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.

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.

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.

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.

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.

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?

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?

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?

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

Be Alert

Be Approachable

Be Attentive

Be Helpful

Be Considerate

Be Respectful

Be Patient

Your library staff is your added value.

Linda A. Christian

Service Strategy:

Provide Choices

Create an Inviting Environment

Be Polite and Motivated

Sell the Relationship

Empower Staff

Teamwork

What youdois what counts.

Scott McKain

Your Priorities

Find out what the customer wants

Respond

Fulfill the request

Satisfy

Make the customer happy

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

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.

Rutledge Hill Press

The Settlement Library Project

http://circuit-out-rider.blogspot.com/

The Settlement Library Project Presents Part 2 of Marketing DNA: Best Fit for Small and Rural...

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