Enhancing Virtual Reference Services: Bridging Perspectives for Improved User Satisfaction

1. Smiling Online:Applying face-to-face reference skills in a virtual environment Presented by Lynn Silipigni Connaway, Ph.D. Senior Research Scientist OCLC Research Marie L. Radford, Ph.D. Associate Professor Rutgers, The State University of New Jersey

2. Seeking Synchronicity:Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives • Why people use – or choose not to use – VRS • Ways to encourage non-users to try VRS • How to communicate with users of different age groups • How to boost accuracy and satisfaction with your VRS • How to handle impolite and impatient users

3. Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives • Four project phases: • 8 Focus group interviews • 850 QuestionPoint chat transcripts analyzed • Online surveys 176 VRS librarians 184 VRS non-users 137 VRS users • 283 telephone interviews

4. Libraries • Meet the information needs of differing groups • Largest groups • Baby boomers (1945-1964) • Cohort #1 (Born 1946 – 1954) • Cohort #2 (Born 1955 – 1964) • Millennials (1979 – 1994) • Screenagers (Born 1988 -1994)

5. How to Communicate with Users of Different Age Groups • VRS Transcript Analysis

6. Facilitators – DifferencesMillennials (n=296) vs. Adults (n=76) • Millennials demonstrated these behaviors less often than Adults • On average(per transcript) • Thanks • Self Disclosure • Closing Ritual • On average (per occurrence) • Seeking reassurance • Polite expressions

7. Facilitators – DifferencesMillennials (n=296) vs. Adults (n=76) • Millennials demonstrated these behaviors more often than Adults • On average (per occurrence) • Agree to suggestion • Lower case • Greeting Ritual • Admit lack knowledge • Interjections/Hedges • Slang

8. Barriers – DifferencesMillennials (n=296) vs. Adults (n=76) • Millennials demonstrated these behaviors more often than Adults • On average (per transcript) • Abrupt Endings • Impatience • Rude or Insulting

9. Why People Use – OR Choose Not to Use – VRS • VRS Online Survey Analysis

10. VRS User Demographics Online Surveys (n=137) • Majority Respondents • Female • Caucasian • 29-65 years old • Suburban public libraries

11. VRS UsersReasons for Choosing VRS (n=137) • Convenience, convenience, convenience • Immediate answers • Lack of cost • Available 24/7 • Important to Screenagers • Efficiency • Enjoy medium • Millennials find much more enjoyment • Lack of intimidation

12. VRS Users Other Generational Differences • Millennials • More “desperate” needs for quick answers • Multi-tasking • Screenagers • Greater connection to the librarian • Opportunity for dialogue • Elimination of geographic boundaries • Less intimidating than the reference desk • Librarian’s reactions more clear • Easier to express thanks to a librarian

13. VRS Non-User Demographics Online Surveys (n=184) • Majority Respondents • Female • Caucasian • 12-28 years old • Suburban and urban public libraries

14. VRS Non-Users Why they Choose Among Modes • Convenience, convenience, convenience • Working from home • At night or on weekends • Millennials especially value convenience

15. VRS Non-Users Why they Choose Among Modes • Qualities of the individual librarian • Knowledge (FtF) • Trustworthy sources (FtF) • Persistence (FtF & telephone) • Friendliness (FtF & telephone) • Perception that librarian is too busy • More prevalent with Boomers

16. Reasons for Non-use of VRS • Boomers & Millennials • Do not know • Service availability • Librarian can help • 24/7 availability • Satisfied with other information sources • Boomer concerns • Their own • Computer literacy • Typing speed • Complexity of chat environment

17. Important to both VRS Users & Non-Users • Librarian Qualities • Knowledge of sources & systems • Positive attitude • Good communication skills • Accuracy of answers/information

18. One Simple Way to Boost Accuracy • For ready reference queries, • answer specific question asked! • Before you push a general info. page… • Make sure it has specific & exact answer to user’s question

19. Other Simple Ways to Boost Accuracy • For all types of queries • Clarify the question! • Use a follow-up question! • E.g., “Did this completely answer your question?”

20. Multiple Demands on the Library

21. Implications for Practice • Communication critically important! • Difficult process • Generational differences add to complexity! • Need user education for more realistic expectations

22. Avoiding Impatient or Rude Behavior • Greetings – crucial moment • Chance to establish personal relationship & trust • Use self-disclosure to build rapport • Recognize that any user may be impatient at times • Question complex? Tell them “this may take some time” & ask if they can wait • Don’t force instruction

23. Do Use common sense & intuition Remain polite Apologize as appropriate Don’t Take it personally Mirror rudeness Reprimand user Encountering Rude or Impatient Behavior?

24. Encouraging Non-users to Try VRS • Creative marketing • Promote full range of reference options • Reassure young people that chat is safe • Build positive relationships 1 person at a time, whether FtF, phone, or online

25. In Conclusion • Use your basic interpersonal skills • Chat & FtF – very similar interactions • And, most importantly… • Relax about time pressure • Be yourself & show your smile :) <grin>

26. Additional Resources • Boomer Nation: The Largest and Richest Generation Ever and how it Changed America, S. Gillon. New York: Free Press, 2004. • College Student Perceptions of Libraries and Information Resources, OCLC, Dublin: OH, 2005 • Generations: The History of America’s Future, 1584-2069, N. Strauss & W. Howe. New York: Morrow, 1991. • Generations at Work, S. Luck. http://dps.dgs.virginia.gov/Forum2006/Presentations/S201%20PPSluck%20Generations.ppt • Growing Up Digital, D. Tapscott. www.growingupdigital.com • Millennial Behaviors and Demographics. Sweeney,R. http://library1.njit.edu/staff-folders/sweeney/Millennials/Article-Millennial-Behaviors.doc • Millennial Net Values: Disconnects between Libraries and the Information Age Mindset, R. Mcdonald & C. Thomas. http://dscholarship.lib.fsu.edu/general/4/ • Millennials Rising: The Next Great Generation, W. Howe & N. Strauss. New York: Random House, 2000.

27. Additional Resources • Net Generation Students and Libraries, J. Lippincott. In Educating the Net Generation, Educause 2005. • Perceptions of Libraries and Information Resources, OCLC Dublin: OH, 2005. • Playing the Future: How Kids’ Culture Can Teach Us to Thrive in an Age of Chaos, D. Rushkoff.  New York: HarperCollins, 1996. • Sense-making the Information Confluence:  The Hows and the Whys of College and University User Satisficing of Information Needs, Brenda Dervin, Ohio State University, Principal Investigator; Lynn Silipigni Connaway and Chandra Prabha, Co-Investigators. Institute for Museums and Library Services Research Grant, 2003-2005. http://www.oclc.org/research/projects/imls/default.htm • “Screenagers” and Live Chat Reference: Living Up to the Promise, M.L. Radford & L.S. Connaway. (February, 2007). Scan, 26(6), 31-39. • Studying Students: The Undergraduate Research Project at the University of Rochester, N. Foster & S. Gibbons. Chicago: Association of College and Research Libraries, 2007.

28. End Notes • This is one of the outcomes from the project Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives • Funded by IMLS, Rutgers University, & OCLC Online Computer Library Center, Inc. • Special thanks to Jocelyn DeAngelis Williams, Patrick Confer, Timothy J. Dickey, Julie Strange, Susanna Sabolcsi-Boros, Mary Anne Reilly, Jannica Heinstrom, and Andrea Simzak. • This presentation is available at project web site: http://www.oclc.org/research/projects/synchronicity/

29. Questions & Comments Lynn Silipigni Connaway Marie L. Radford