Tom Asacker on Branding

Tom Asacker, who blogs about marketing and branding over at A Clear Eye, gave a short interview after his recent presentation at Brand Manager Camp. I want to highlight one of Tom's statements, but check out the whole interview (which is short) and his blog (which is intelligent and stimulating.)

A brand is a customer's perception and an expectation of receiving something.

This got me thinking: What are my perceptions and expectations of the various businesses that I interact with?

• My perception and expectation of Lubeworks is, a quick oil change, today's paper to read while I'm waiting, fresh coffee, fresh flowers, honest, friendly and helpful staff, AND I'm going to leave with a smile on my face. (Everyone working there is having a good time! They care about me. I'm "tennis guy".)
  
  
• My perception and expectation of Commerce Bank is, I never ever have to interact with a human being to accomplish my business. Yay! (and I'm an extrovert) But on those rare times that I do want to actually interact with a teller or service agent (or whatever they call themselves -- I just noticed, I don't really care), I'm going to be treated by someone with a smile. No charge to dump my jar of pennies in the "penny arcade" and convert my spare change into crisp twenties. Nice touch!
  
  
• My perception and expectation of Wegman's is, they will have good prices, a great selection, a convenient 'small' size cart that's just right for me and easier to push through the aisles (why don't all stores have them?), friendly, attentive service, and never a long wait---because they have a few employees just roving to make sure the lines aren't too long and coordinating the opening of new lines. If I'm honest with myself I have to admit: Going to Wegman's is darn near recreational. ("Hon, what do you want to do tonight, go to movie? Hit the cookie counter at Wegmans?")
  
  
• My perception and expectation of Petro used to be, a big headache, long waits on the phone, disconnects, arguments, mistakes in billing, a freezing home and no service. Just before I hit my limit with this crappy service, a friendly and helpful Petro service agent told me that they were overhauling their phone system, that it was a big nightmare but it was almost done, and PLEASE PLEASE hang in there with them. Now: I expect, no wait on the phone, quick, friendly service at any time of the day or night, a nice website where I can manage my account and -- YAY! -- request an oil delivery without having to pick up the phone or deal with a voice menu. Thanks for turning it around Petro!
  
  
• Our customers' perceptions and expectations of our libraries are... [fill in the blanks] Am I copping out by not telling you my perception/expectation of my library. Uh, yes I am. Truth is, I am a member of two libraries and spend time in countless others. I get great service and really enjoy the feel of being in most of these libraries (and I always have--that's why I became a librarian. Duh.) Lots of smiles, lots of face-out merchandising, coffee, nice nooks to sit in and read or think. Generally, my satisfaction with the physical experience of being at these libraries exceeds my satisfaction with my virtual experience. Libraries, get thee to a web designer!

So what do your customers expect and perceive when they visit your library or website? What experiences are you offering them?

Tom Asacker suggests that if we offer our customers an appealing experience -- that is, an experience that's going to 1) satisfy their problems, and/or 2) help them feel good about themselves, and/or 3) allow them to make social connections -- they will choose to spend their time with us. I think that's good news for libraries. We DO help people solve problems and we (at our best) offer physical spaces that are ripe with opportunity for social connection. (Here come the "I caught them doing it in the stacks" stories...)

My questions: How can we do this better? How can we offer a consistently positive customer experience across time? Across platforms? (i.e. in-person, on the phone, on the web.) If the experience isn't consistent, how can customers ever come to expect it? In looking at my own behavior, I notice that I'll tolerate a low level of consistently poor or mediocre service more than I'll tolerate inconsistent service. Receiving consistently bad service is actually less stressful for me---as long as I know what to expect. It's the uncertainty that stresses me out...

Technorati Tags: branding, customer experience, customer service, libraries

Improving library services

Jennifer Macaulay, an MLS student at Southern Connecticut, has a wonderful post on her blog, Life as I know It on the topic Improving Library Services: A Review of Techniques.

I'm listing her main points below, but I highly recommend the entire post. Her selection of topics is inspired (and inspiring); her annotations on each topic are concise and insightful.

If you want to make a positive change in your library, tack up Jennifer's post on your door, throw a dart, and start doing whatever you hit (unless your aim is bad and you hit that old Calvin and Hobbes comic that you taped up in 1992-- don't, I repeat, don't do what Calvin is doing...)

Here are the techniques Jennifer highlighted, but really, read the post.

• Use of integrated service points
• Cross training of staff
• Flexible management technique
• Redefine the library’s physical space
• Allow users to participate in decisions about which services to offer
• Focus on new models of professional development for the entire staff
• Adding content to library catalogs (OPACs)
• Develop a comprehensive marketing strategy to advertise library services
• Re-evaluate the current library user and their information needs
• Re-evaluate library signage
• Beware of technology for technology’s sake
  

If Jennifer is at all representative of the future of our profession I think we're in good hands.

Tags: libraries, library management, lis, library science, library education, l20

Library as Place

Note: This piece originally appeared in slightly different form in the NJLA Fall (2006) Newsletter.

We are currently experiencing a unique convergence of three societal trends, and that convergence is creating an unprecedented opportunity for libraries.

The first trend is that people are increasingly using the internet in the privacy of their home for activities that were previously conducted in public spaces. Shopping, banking, conversing, researching, listening to concerts, and watching movies are just a few examples of such activities.

The second trend, pointed out by Robert Putnam in his insightful book, Bowling Alone, is that Americans are experiencing a marked decrease in social interaction as we become increasingly disconnected from our family, from our friends, and from each other.

The third trend is more subtle and presents a threat as well as an opportunity: Businesses are increasingly embracing the value of being a "destination of choice" and modifying their environments and their services accordingly. For example, we used to go to the hardware store to buy grout or drywall; now we go to learn how to tile our bathroom or put up a wall. We used to go to the bank to deposit our checks; now we go to attend a retirement planning seminar. We used to go to the bookstore to buy books; now we go to hear music, drink coffee, and, dare I mention, bring our children to story time…

Our customers have a greater need for shared spaces and social interaction than they ever have before, but they also have more options regarding how, and where, they choose to spend their free time.

LIBRARIES ARE TRANSFORMATIVE PLACES
Libraries are transformative places. By our very nature we offer people a “third place” (not home, not work) where they can come to explore, imagine, think, learn, play, and reflect. Our function as a “third place” has never been more important to our continued health and relevance. If libraries are to survive and thrive we must redouble our efforts and refocus our energies to ensure that we are not only “third places" but destinations of choice.

Thinking of “library as place” goes to the heart of the matter. It invokes the big question: Why would someone in our community choose to spend their time here rather than somewhere else? Related questions might be: What does the library look like, smell like, feel like, and sound like? What do our signs communicate? What kind of environment are we offering to the community and how do library staff contribute to the creation of a friendly, welcoming environment?

The thriving library of 2010 will have thoroughly considered these questions and be guided by the answers they have discovered. Many NJLA members are probably familiar with Mount Laurel Library's success with their use of retail merchandising techniques. Those techniques were implemented as part of the "Trading Spaces" project. A do-it-yourself kit, replete with documentation, signage, photos, furniture vendor contacts, prices, and more is available at the project website http://www.sjrlc.org/tradingspaces. Taking a look at this resource page is a great place to start if your library is interested in becoming a destination of choice in your community.

SIX THINGS YOU CAN DO TODAY
Detailing a strategic direction for your library is outside of the scope of this short piece. But in the interest of practicality, here are six things you can do today to enhance your library's status as a true "third place" in your community:

1. DO A SIGNAGE AUDIT: Have everyone on your staff, and maybe a couple of customers, walk through your library with these questions in mind: What makes it easy to find something? What makes it difficult to find something? Are signs readable from a distance? Are signs jargon-free? Do you use Dewey numbers instead of natural language? (Don't.) Get rid of ripped signs and visible tape. Eliminate handwritten notes. Use positive, respectful wording and avoid parental tones.

2. OFFER FOOD AND DRINK IN THE LIBRARY: (Notice, I don't say "permit".) Having food and drink in your library helps create a welcoming environment. The role of our olfactory senses in creating a positive or negative impression of our environment cannot be underestimated. Translation? Coffee smells like comfort.

3. OFFER A VARIETY OF PROGRAMMING FOR DIFFERENT AGES/INTERESTS: This fits in very well with our traditional role and mission, and many libraries already do a wonderful job with programming. Do more. Take some risks. Ask yourself who's NOT coming to the library and try to offer a few programs for that demographic. Think of five new places to advertise your programming (bulletin boards in laundromats, the Y, the Rotary Club, the carwash, etc.)

4. MAKE THE COLLECTION THE STAR: Use themed displays of face-out materials to highlight and promote portions of your collection. Tie themes in with current events, pop culture, current library programs, or anything else that seems relevant, playful, or fun. Make your collection browseable and your customers will reward you by circulating materials in record numbers.

5. INVOLVE YOUR CUSTOMERS: Ask your customers what they would like to see in the library. Ask them for help with walk-throughs and signage audits. Ask them for display ideas, or enlist their help in creating displays. Any way you can involve your community directly will pay off tenfold by giving you an inexpensive and highly effective marketing tool: a cadre of invested community members who will promote the library through word of mouth.

6. GO WIRELESS: Wireless Internet access is a must-have infrastructure. If you're not offering it already, do it now. It's cheaper than you think, and your wireless customers will come out of the woodwork.

Bibliography
Oldenburg, Ray. The Great Good Place. New York: Marlowe & Company, 1999.

Rippel, Chris, "What Libraries Can Learn from Bookstores". Webjunction Marketing Forum. Dec 10, 2003 <http://webjunction.org/do/DisplayContent?id=1191>.

Rockwood, P. E. and Koontz, C. M., "Media Center Layout: A Marketing-Based Plan", School Library Media Annual 1986, Volume Four. Ed. Aaron, S. L. and Scales, P. R. Littleton, Colorado: Libraries Unlimited, Inc., 1986. p. 297-306 <http://www.geolib.org/pdf/slma.pdf>.

Stanley, John, "The Third Place: The Library's Role in Today's Society", MLS Marketing Library Services. Nov.- Dec. 2005: 1,8.

Technorati Tags: library as place, libraryasplace, LibraryGarden, Libraries