customers are speaking
DESCRIPTION
Presents the contents of a book - Listening to the Customer by Peter Hernon and Joseph MatthewsTRANSCRIPT
Customer
Experience
Service Organizations
Expectations
Delighting Customers
Before
DuringAfter
Identify an information need
Search Google
Check library online catalogDecide to visit the library
Drive / park
Walk into the library
Figure out where to go in the library
Visit & select from the collection
Approach a staff member
Use self-checkout machine
Interact with staff – pay fines
Use the borrowed materials
Meet/exceed expectations
Receive a reminder email
Be alerted about a upcoming program
Framing the Customer Experience
What’s …..
The Internet
The InternetChanges
Everything !
Competition
More opportunities
exist in times of
change!
Listening to the
Customer
You want us to do
WHAT?
Structured Unstructured
Solicited Surveys: Customer satisfaction Service qualityFocus group interviews, exit interviews, and community formsMystery shopping
Comment cards Comments posted on Web siteComments made in customer satisfaction surveysSuggestion boxes
Unsolicited Sweeping observationCustomer ratings on third party Internet sitesAnalysis of telephone calls, letters, or e-mail: complaints, compliments, suggestions for improvement
Blog postsComments on social networking sitesComments made to staffText messaging for a quick response
Methods of Customer Feedback
Structured Unstructured
Solicited Surveys: Customer satisfaction Service qualityFocus group interviews, exit interviews, and community formsMystery shopping
Comment cards Comments posted on Web siteComments made in customer satisfaction surveysSuggestion boxes
Unsolicited Sweeping observationCustomer ratings on third party Internet sitesAnalysis of telephone calls, letters, or e-mail: complaints, compliments, suggestions for improvement
Blog postsComments on social networking sitesComments made to staffText messaging for a quick response
Methods of Customer Feedback
Expected service
Perceived service
Service delivery
Service quality specifications
Management perceptions of customer expectations
Customer
ProviderCommunications to customers
Word of mouth, past experiences
1
2
34
5
Structured Unstructured
Solicited Surveys: Customer satisfaction Service qualityFocus group interviews, exit interviews, and community formsMystery shopping
Comment cards Comments posted on Web siteComments made in customer satisfaction surveysSuggestion boxes
Unsolicited Sweeping observationCustomer ratings on third party Internet sitesAnalysis of telephone calls, letters, or e-mail: complaints, compliments, suggestions for improvement
Blog postsComments on social networking sitesComments made to staffText messaging for a quick response
Methods of Customer Feedback
Observe
Customers can be …
A resource
A co-creator
A user
Structured Unstructured
Solicited Surveys: Customer satisfaction Service qualityFocus group interviews, exit interviews, and community formsMystery shopping
Comment cards Comments posted on Web siteComments made in customer satisfaction surveysSuggestion boxes
Unsolicited Sweeping observationCustomer ratings on third party Internet sitesAnalysis of telephone calls, letters, or e-mail: complaints, compliments, suggestions for improvement
Blog postsComments on social networking sitesComments made to staffText messaging for a quick response
Methods of Customer Feedback
Usability Testing
EthnographicStudies
Library Transaction Data
Structured Unstructured
Solicited Surveys: Customer satisfaction Service qualityFocus group interviews, exit interviews, and community formsMystery shopping
Comment cards Comments posted on Web siteComments made in customer satisfaction surveysSuggestion boxes
Unsolicited Sweeping observationCustomer ratings on third party Internet sitesAnalysis of telephone calls, letters, or e-mail: complaints, compliments, suggestions for improvement
Blog postsComments on social networking sitesComments made to staffText messaging for a quick response
Methods of Customer Feedback
Social Search Engines
Info on Blogs
Twitter & Microblogs
Message Boards & Conversations
Social News
• Library of Congress589
• Seattle Public Library325
• San Francisco Public Library 248• Stanford University Library 184• Cleveland Public Library
181• UCLA Library
72• Topeka & Shawnee County PL 24• UC Berkeley Library
20
Purpose of Use
• Experience Seeker
• Explorer
• Problem Solver
• Facilitator
• Patron
• Scholar
• Spiritual Pilgrim
• Hobbyist
Action Plan
• Identify• Analyze• Learn more• Communicate• Attracting• Welcoming
Creating a database
The purpose of analysis is
INSIGHT!
Minimum service level
Desired service level
Perceived service level
Source: Counting Opinions (Toronto)
Turn data
into figures & charts
Tell stories
Conversation
Compelling
Narrative
Entertain
Anecdotal
Texture
Context
Challenges
Customer-focused
Outcomes
Jargon
Boring
Inward
Mundane
Comfortable
Dull
Staged
Smooth sailing
Outputs
Key Metrics
Resolution rate
Return rate
Recommend rate
Delight rate
Communication
