A thorough explanation of how a voice-of-the-customer program for libraries can give customers the opportunity to make their opinions known, enabling libraries to develop services that meet or exceed their patrons' changing expectations.A modern library is much like a business in that it must provide a set of products and services to meet the changing needs and expectations of its customers in order to succeed and survive. With libraries now focusing more on their "customers," Listening to the Customer is a critical resource that provides effective strategies for gathering information from the client perspective in order to meet library patrons' expectations and specific information needs.The voice-of-the-customer program described by Hernon and Matthews involves not only listening to customers, but also maintaining an ongoing dialogue with them. The book addresses different types of customers, assorted methods for gathering evidence, data reporting to stakeholders, and relevant metrics for libraries to report. The authors also devote a chapter to regaining lost customers and discuss leadership techniques and preparation steps to meet an uncertain future. Completely unique in its methodological focus, this book is one of very few titles to address the importance of library customer service in the 21st century.

An extensive bibliography compiles works related to customer service and implementing a voice-of-the-customer program

ContentsIllustrationsPrefaceAcknowledgmentsChapter 1: Listening to and Valuing Customer CommentsKano ModelCustomer Excitement with the LibraryWhat Is a Library?Academic Library ScenarioPublic Library ScenarioLibraries Are Still Service OrganizationsTypes of CustomersMore on Lost CustomersLibrary BrandCustomer ExpectationsAre Librarians Really Aware of Customer Expectations?Customer FeedbackLinkage to Strategic PlanningConcluding ThoughtsNotesChapter 2: Obtaining Staff Buy-InLeadership Throughout the OrganizationService LeadershipResistance to ChangeStaff Development PlanA Voice-of-the-Customer ProgramConcluding ThoughtsNotesChapter 3: Methodologies (Structured and Solicited Approaches) for Gathering Voice-of-the-Customer DataSurveysTypes of ErrorCustomer ExpectationsCommunity SurveysInterviewsOne-on-One InterviewsFocus Group InterviewsTelephone InterviewsExit InterviewsCommunity ForumsMystery ShoppingSome Libraries Using Mystery ShoppingCharacterizing the ResultsConcluding ThoughtsNotesChapter 4: Methodologies (Unstructured and Solicited Approaches) and the Presentation of Data CollectedComplaintsComplimentsWays to CommentSuggestionsSuggestion BoxesComment CardsOther Forms of CommentsThose Posted on Web SitesComments and Suggestions Made in SurveysWhat Are Libraries Doing?Concluding ThoughtsNotesChapter 5: Methodologies (Structured But Not Always Solicited Approaches) and Analyzing Study FindingsBuilding Sweeps as an Observation TechniqueSome Other MethodologiesUsability TestingAnthropological Evidence GatheringCustomer RatingsCreating a DatabaseAnalysis of Open-Ended QuestionConcluding ThoughtsNotesChapter 6: Methodologies (Unstructured and Unsolicited Approaches)Discovery ToolsOther Ways to Discover Customer CommentsSocial Search EnginesFinding Information on BlogsSearching on Twitter, Microblogs, and Lifestreaming ServicesMessage Boards and Forum Search ToolsConversations and Comments Search ToolsSocial News and Bookmarking Search ToolsBrand Monitoring Tools and TechniquesApplication ExampleConcluding ThoughtsNotesChapter 7: I Was Once Lost But Now . . .Who are Your Customers?Lost CustomersAnother Meaning of Lost CustomerLibrary NonusersAn Action Plan to Find Lost CustomersAdditional Customer InterceptsA Regaining StrategyAdding ValueConcluding ThoughtsNotesChapter 8: Analyzing and Using the Customer's Voice to Improve ServiceStatisticsTalliesAverageVarianceGap AnalysisQuadrant AnalysisConjoint AnalysisQualitative AnalysisBenchmark AnalysisData DisplaysExamplesAccountability and Service ImprovementUsing InformationConcluding ThoughtsNotesChapter 9: CommunicationBenefits for the LibraryBenefits for the CustomerBenefits for Library Staff MembersBenefits for Funding BodiesA Communications StrategyUnderstand Your AudienceProvide ContextPerceptions That Resonate PositivelyBe CredibleImprove Presentation SkillsStage the Release of InformationConcluding ThoughtsNotesChapter 10: Valuing Library CustomersInformation Needs and Customer Expectations DifferCustomer Service PledgesMythsThe Management ContextKey MetricsReturning to the Library of the FutureAn Alternative ApproachThe Workforce of the FutureConcluding ThoughtsNotesBibliographyIndex