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    1. Tuesday, 28 August 2012 1

    2. Tuesday, 28 August 2012 2

    3. Tuesday, 28 August 2012 3 Overview of Presentation Context Who are the customers and what do they want? The cultural framework The management framework Tips from experience Questions and comments

    4. Tuesday, 28 August 2012 4

    5. Tuesday, 28 August 2012 5

    6. Tuesday, 28 August 2012 6

    7. Tuesday, 28 August 2012 7 The Context Staff and students as customers Value for money Increasing expectations Bridging the gap between service capacity and excellence Rapid pace of change Technology Service options and alternative service providers Brand differentiation and certification Financial pressures

    8. Tuesday, 28 August 2012 8 Service Excellence Change happens. Transformation, however, is planned. (Sapp & Gilmour, 2003) Focus on delivering Excellent Customer Services Without customers, there is no need for the service! Customer focussed culture Teamwork Continuous Improvement and Innovation Certification ?

    9. Tuesday, 28 August 2012 9 Which Customers? Staff Teachers Researchers Teachers/Researchers Tutors Administrators Support Staff etc Students Undergraduates 1st year Post graduates coursework Post graduate research FE Part time Mature age School leavers Off-campus Off-campus international International Students with a disability Those who dont use the service etc

    10. Tuesday, 28 August 2012 10 What do know about library customers expectations of excellence?

    11. Tuesday, 28 August 2012 11 Which Processes and Methodologies? Satisfaction Surveys Service Quality Instruments LibQUAL+/Rodski/Servqual/Kano Model Focus Groups One-on-One Interviews Customer Value Discovery

    12. Tuesday, 28 August 2012 12 Which Processes and Methodologies? Satisfaction Surveys Service Quality Instruments LibQUAL+/Rodski/Servqual/Kano Model Focus Groups One-on-One Interviews Customer Value Discovery There is no Best Way methodology

    13. Tuesday, 28 August 2012 13 Customer Value Discovery Facilitators 15 maximum customers Staff Participants No pre-defined Questions / Blank Sheet Reporting and Analysis Hierarchy of Value; Hierarchy of Irritation Interactive Value Modelling

    14. Tuesday, 28 August 2012 14 Which Expectations? I know what they want. Ive been working with them for years!

    15. Tuesday, 28 August 2012 15 Which Expectations? Never assume that you, or your staff, know what your customers want. Here is the proof!

    16. Tuesday, 28 August 2012 16

    17. Tuesday, 28 August 2012 17 Which Expectations? Gaps? Comparisons with other library services? Comparisons with total life experiences! Values or Excellence Defined Performance against Excellence Irritants Defined Frequency of Irritation Severity of Irritation Surveys ask what we think we should ask LibQUAL has predefined dimensions; these may not be exactly what the customer wants/needs/gets annoyed by CVD comparing excellence to supermarket checkouts, quick print services, AMAZON.comSurveys ask what we think we should ask LibQUAL has predefined dimensions; these may not be exactly what the customer wants/needs/gets annoyed by CVD comparing excellence to supermarket checkouts, quick print services, AMAZON.com

    18. Tuesday, 28 August 2012 18 Not all Gaps are Equal! Different Customers have different expectations of excellence Need to identify: The most important Values The most important Irritants With the Biggest Gaps That Can be Remedied Short term Medium term Long term

    19. Tuesday, 28 August 2012 19 Different Types of Gaps Gap 1 Service/Resource provided; but it doesnt meet customer expectations Gap 2 Service/Resource that the customer wants is not provided Gap 3 Service/Resource provided but it is not required; it is a waste of time/resource

    20. Tuesday, 28 August 2012 20 Different customers have different issuesDifferent customers have different issues

    21. Tuesday, 28 August 2012 21 Do Not Rely on Satisfaction Survey Results Alone! Customers can be satisfied with a service but still identify areas for improvement

    22. Tuesday, 28 August 2012 22 Satisfaction with NTU libraries by sub-group

    23. Tuesday, 28 August 2012 23 They were Satisfied, But Excellence was a long way off

    24. Tuesday, 28 August 2012 24

    25. Tuesday, 28 August 2012 25 Achieving Excellence Should focus on both Values and Irritants Every transaction has a capacity to Irritate!

    26. Tuesday, 28 August 2012 26 Single Transaction Example Whole of Service exampleSingle Transaction Example Whole of Service example

    27. Tuesday, 28 August 2012 27 Change Keeps Happening Delighters / WOW services become Basic tomorrow In 1999, digital full text journals were regarded as WOW In 2005, digital full text journals were expected Didnt excite or warrant perception of excellence But, if not provided, would seriously annoy an academic library customer Technology keeps changing; offering new opportunities to add value and/or reduce irritation / deliver excellence

    28. Tuesday, 28 August 2012 28

    29. Tuesday, 28 August 2012 29 Defining Excellence and How it is to be Achieved Library staff should understand what is the definition of Value / Gold Standard Service / Customer Service Excellence Engage them with the customer feedback process: Obtaining feedback Analysing feedback Defining action plans Implementing plans

    30. Tuesday, 28 August 2012 30 Management Framework Understand what Excellence looks like from the customers perspective Goals/Objectives based on definition of excellence Action Plans to deliver goals Performance Targets Monitoring and reporting mechanisms Communication strategies: Customers Library staff Stakeholders Re-planning based on customer feedback

    31. Tuesday, 28 August 2012 31 Management Framework Defining and publishing Service Charters and Standards with responsibilities on each side Service Provider and Customer Publicly reporting performance against standards Articulating feedback mechanisms Actively seeking input and feedback

    32. Tuesday, 28 August 2012 32 Organisational Culture Values Customers matter Continuous Improvement Accountability and Responsibility Team work Competencies, Attitudes and Behaviours Articulated criteria Individual performance review Staff development and training Zero tolerance of bad behaviour

    33. Tuesday, 28 August 2012 33 Organisational Culture Great leadership Great management and supervision Celebrating milestones and achieving goals Recognising and rewarding excellence along the way Success Breeds Success

    34. Tuesday, 28 August 2012 34 Tips from the old and wise Dont seek accreditation unless you have an appropriate cultural and management framework The work is never done; change keeps happening Customer expectations New opportunities You cant over communicate Internally Externally

    35. Tuesday, 28 August 2012 35 Its Not Easy But The Rewards are Worth It

    36. Tuesday, 28 August 2012 36 No One will be Bored!!!

    37. Tuesday, 28 August 2012 37

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