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It Starts with a SMILE: A Customer Service Workshop Based on Retail Training Principles. Created by Tracy McPeck Prince William Public Library System f or the 2012 VLA Leadership Academy Presented at the Virginia Library Association Annual Conference September 27, 2013.

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  1. It Starts with a SMILE:A Customer Service Workshop Based on Retail Training Principles Created by Tracy McPeck Prince William Public Library System for the 2012 VLA Leadership Academy Presented at the Virginia Library Association Annual Conference September 27, 2013 This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License.

  2. Introduction My background: • Managed retail for twelve years • Trained others in customer service • Noticed differences in retail front-line customer service vs. that of libraries, but one thing is all the same: Customers are customers, regardless of where they “shop!”

  3. Outline of Workshop • Introduction • A customer service comparison of libraries and retail stores • Why provide standardized customer service? • Training library staff to deliver consistent service using SMILE. • Role play, coaching, and accountability • Role play demonstration • Q & A

  4. How is a library like a retail store? • Both… • Provide services and goods. • Rely on 21st-century customers: “I want it now!” • Are affected by word-of-mouth gone viral. • Depend on loyal customers for advocacy and marketing.

  5. From "How to Deliver Great Library Customer Service," webinar presented by Laurie Brown Stop satisfying customers! • Huh? • Customers tell stories: • About terrible service • About great service But they don’t tell stories of satisfactory service. Which kind of stories do you want your library customers to tell?

  6. How is library customer service different from that in retail? • Libraries: • Inconsistent service and lack of accountability. • Lack of basic customer service training. • Retail stores: • High service expectations and accountability. • Specific customer service training provided.

  7. Who cares? • 21st-century customer • Wants immediate gratification. • Expects friendly, attentive service. • Has countless ways to share the great and the ugly. • Are OUR customers: our advocates, our marketing team, our loyal stakeholders.

  8. How can we ensure every library customer receives exceptional service? • Specific customer service standards and expectations. • Implement consistent model of training. • Hold staff accountable for minimum expectations. • Provide ongoing feedback and coaching.

  9. Who’s responsible? • Supervisors/trainers responsible: • For training and coaching • For holding staff accountable • All front-line staff members are responsible for adhering to customer service standards. In short, everyone!

  10. The word "SMILE" was suggested by Kathy LaVallee and Kelly Windt, Prince William Public Library System It Starts with a SMILE! Smile and say “hello” Maintain approachability Inquire and listen Locate the answer Express appreciation and follow up

  11. http://www.ala.org/rusa/resources/guidelines/guidelinesbehavioralhttp://www.ala.org/rusa/resources/guidelines/guidelinesbehavioral You’ve heard this before? • SMILE: Similar to RUSA Guidelines for Behavioral Performance of Reference and Information Services Professionals: • Approachability • Interest • Listening/Inquiring • Searching • Follow-up Which is easier to remember?

  12. Train them to SMILE • Tools: • SMILE training/coaching form • SMILE training facilitator’s guide • Role play (sure to be a favorite!) • SMILE tip cards

  13. SMILE • Smile and say hello • Greet within 60 seconds or six feet • Smile and make eye contact • Give name & offer assistance • Positive tone and body language

  14. SMILE • Maintain approachability • Always be visible • Customers before tasks • Acknowledge every customer

  15. SMILE • Inquire and listen • Be friendly and receptive • Listen and rephrase request • Ask appropriate questions

  16. SMILE • Locate the answer • Involve customer in process • Refine search with questions • Walk patron to section

  17. SMILE • Express appreciation and follow up • Offer additional assistance • Give your name • Smile and invite customer back

  18. Role play demonstration Smile: Greet 60 seconds, smile, eye contact, give name, offer assistance, positive tone/language. Maintain approachability: Always be visible, customers before tasks, acknowledge every customer. Inquire and listen: Be friendly and receptive; listen and rephrase request, ask appropriate questions Locate answer: Involve customer in process, refine search with questions, walk patron to section. Express appreciation and follow up: Offer additional assistance, give your name, smile and invite back.

  19. References &Recommended Resources American Library Association. (2013). Guidelines for behavioral performance of reference and information service providers. http://www.ala.org/rusa/resources/guidelines/guidelinesbehavioral Brown, L. (2013). How to deliver great library customer service [webinar]. American Library Association Online Learning. http://www.ala.org/onlinelearning/how-deliver-great-library-customer-service De Stricker, U. (2007). My pleasure to service you: Client service marketing. Feliciter3 (2007). Canadian Library Association. Gallo, C. (2012). Apple store’s secret sauce: 5 steps of service [video]. Forbes. http://www.forbes.com/sites/carminegallo/2012/05/16/apple-stores-secret-sauce-5-steps-of-service-video/ Maddison, Z. (2012). Learning from the legend. OCLC WebJunction. http://www.webjunction.org/news/webjunction/Learning_from_the_Legend.html

  20. (continued) Salt Lake City Public Library. (2011). Library customer service standards. http://econnect.slco.org/homePDF/Library_Customer_Ser.pdf Stock-Kupperman, G. (2012) Being customer-focused: New and emerging trends in customer service [webinar]. InfoPeople Project. http://infopeople.org/training/being-customer-focused Tarbett, M. (2011). Market your library like a bookstore. Voice of Youth Advocates 34(4), 334-336. Woodward, J.A. (2005). Creating the customer-driven library: Building on the bookstore model. Chicago: American Library Association.

  21. Acknowledgments Many thanks to: Sandi Cararo Barnes & Noble Booksellers Michele Brown Central Rappahannock Regional Library Connie Gilman, Kelly Windt, Kathy LaVallee, Jessie Scalph, Tiffany Wiens, Sarah Wright Prince William Public Library System

  22. Thank you! Visit VLA.org or E-mail me for the forms: • SMILE Customer Service Training Coaching Form • SMILE Training Facilitator’s Guide • Role Play Sample Scenarios • SMILE tip cards • Recommended Resources Tracy McPeck Prince William Public Library System @librariansmiles tmcpeck@pwcgov.orgpinterest.com/librariansmiles 703-494-8128 Tracy McPeck

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