Creating The Customer-driven Library

by Woodward, Jeannette A.

• ISBN13: 9780838908884
• ISBN10: 0838908888
• Format: Paperback
• Copyright: 2004-11-01
• Publisher: Ala Editions

Author Biography

Jeannette Woodward is currently serving as director of the Fremont County Library System in the foothills of the Wind River Mountains of Wyoming.

Table of Contents

Introduction	xiii
Focusing on Success	xiii
Looking Ahead	xiv
Let's Hear It for Libraries	xv
All Libraries Can Learn	xv
The Library's Mission Comes First	xvii
Why Bookstores Are So Appealing	1	(8)
Location, Location, Location	1	(2)
The Welcoming Bookstore	3	(1)
Observing Customer Service	4	(1)
Layout and Signage	4	(1)
The New Bookstore Model	5	(1)
Food, Drink, and Entertainment	6	(1)
Leaving the Bookstore	7	(2)
Comparing Libraries and Bookstores	9	(12)
The Library's Location	9	(3)
The Library Exterior	12	(1)
Entering the Library	13	(1)
Visiting the Stacks	14	(2)
The Joyful Children's Library	16	(1)
Meeting Customer Needs	16	(1)
Behind the Scenes	17	(1)
Taking Our Leave	18	(3)
Focusing on the Bottom Line	21	(10)
The Bookstore's Single Objective	21	(1)
In Search of a Bottom Line for the Library	22	(1)
The Diversity of Library Services	23	(2)
The Value of Library Statistics	25	(1)
Equating the Bottom Line with Customer Satisfaction	26	(1)
Measuring the Library's Success	27	(2)
Collecting Only Useful Information	29	(2)
Valuing Customer Service	31	(11)
Checkout Desk versus Circulation Desk	31	(1)
Overdue Fines	32	(1)
Comparing Small and Large Libraries	33	(1)
The Stressed-Out Research Library	34	(4)
The Information Desk	35	(1)
Vast, Empty Stacks	35	(1)
Reference Assistance	36	(2)
Comparing Customer Satisfaction	38	(1)
The Responsive Public Service Staff	39	(1)
The Library's Not-So-Secret Weapon	40	(2)
Identifying Customer Needs	42	(14)
Changing Neighborhoods, Changing Lifestyles	43	(1)
Balancing Staff and Customer Needs	43	(2)
Does the Librarian Really Know Best?	45	(1)
Listening to Our Customers	46	(1)
Anticipating Busy Times	46	(1)
Fine-Tuning the Library Schedule	47	(2)
Full Service versus Expanded Hours	49	(1)
The Responsive Library	50	(1)
The Pulse of the Community	51	(2)
Learning about the Community	53	(1)
Reaching Younger Customers	54	(1)
Reaching Other Groups	55	(1)
When the System Crashes: Using Technology to Enhance Not Defeat the Library	56	(12)
The Beleaguered Customer	56	(3)
When the Bookstore's System Crashes	59	(1)
Dependence on Technology	60	(2)
Hiring Technical Staff	62	(1)
Managing Technical Staff	63	(1)
Planning for Continuity	64	(1)
Uniting Technical and Traditional Staff	65	(3)
One Library, One Goal: Establishing Clear Priorities	68	(18)
Conflicting Library Goals	68	(1)
Integrating Library Priorities	69	(1)
Our Customer-Unfriendly Classifications	70	(1)
Customers Come before Theory	71	(1)
Automation and the MARC Record	71	(1)
Amazon's Catalog	72	(5)
Technology Requires Fundamental Changes	77	(2)
Customer Service and the Library Staff	79	(2)
Learning from Small Libraries	81	(1)
The Research Library's Unique Challenge	81	(5)
Simulating Real-World Conditions	82	(1)
Training Student Staff	83	(3)
What's All This about Ambience?	86	(18)
Bookstore Decor	86	(1)
Responding to Customers' Sensory Needs	87	(4)
Increasing Public Service Presence	91	(1)
Spaces Where Customers Feel at Ease	92	(1)
The Importance of Color in Libraries	93	(3)
The Psychology of Color	93	(2)
Color Choice Can Be Difficult	95	(1)
Attacking Library Clutter	96	(1)
Cleanliness May Indeed Be Next to Godliness	97	(7)
Grime As the Customer Sees It	98	(1)
Working with a Custodial Staff	98	(2)
Carpeting	100	(2)
Restrooms	102	(2)
The Art of Display	104	(14)
Arrangement of Materials	105	(1)
Making Materials More Appealing	106	(1)
Color	107	(1)
Color Relationships	108	(1)
Getting Started	109	(1)
The Display Designer's Toolbox	110	(3)
Paint	110	(1)
Construction Materials	110	(1)
Fabric	111	(1)
Carpet	111	(1)
Paper	112	(1)
Other Materials	112	(1)
Props	113	(1)
Display Cases	113	(5)
Display Cases Require Commitment	114	(1)
Getting Ideas	115	(1)
Museums	115	(1)
Lighting	116	(1)
Signage	117	(1)
Finding Their Way: The Importance of Signage	118	(12)
The Library's Signage	118	(1)
Basics of Good Signage	119	(1)
Comparing Bookstore and Library Signs	120	(1)
The Right Signs in the Right Location	121	(1)
The Signage System	122	(1)
Responding to Customer Needs	123	(1)
Choosing the Right Words	124	(1)
Good Signage Needn't Be Expensive	124	(2)
Word Processing and Desktop Publishing Programs	126	(1)
Touring the Library as a Customer	127	(1)
A Sign System Is a Work in Process	128	(2)
Marketing Our Wares	130	(16)
Distinguishing between Kinds of Support	131	(1)
Learning to Use the Tools of Marketing	132	(1)
Demographics	133	(3)
Discovering Hidden Constituencies	135	(1)
Developing a Marketing Plan	136	(1)
Begin with Your Mission Statement	136	(1)
Identify Community Needs	137	(1)
Identify Obstacles to Achieving Goals	138	(8)
Distinguish between Your Primary and Secondary Markets	138	(1)
Narrow and Focus the Goal	139	(1)
Identify the Competition	140	(1)
Establish a Marketing Budget	141	(1)
Establish a Time Line	142	(1)
Leverage the Impact of the Marketing Plan	143	(1)
Schedule the Production of Promotional Materials	144	(2)
Creating Promotional Materials	146	(12)
The Growth of Desktop Publishing	146	(1)
Isn't It a Lot of Work?	147	(1)
Competing for Your Customers' Attention	148	(1)
The Basics of Production	149	(1)
Explore Both In-House and Outsourced Options	149	(1)
Getting Started	150	(2)
Fonts	150	(1)
Graphics	150	(1)
Paper	151	(1)
Alignment	151	(1)
Margins	151	(1)
Getting into Print	152	(3)
Make the Right Printing Choice	152	(1)
Get the Most Effective Publication for the Lowest Price	153	(1)
Make It Perfect before Printing	153	(1)
Protect Precious Files	154	(1)
The Joy of Scanning	154	(1)
Investigate Desktop Publishing Programs	155	(1)
Creating a Promotional Blitz	155	(3)
Serving the Library's E-patrons	158	(16)
A World of Information Providers	159	(1)
Creating the Library Website	159	(5)
Building the Site	160	(2)
Website Design Principles	162	(1)
Make Routine Maintenance a Priority	163	(1)
Applying Library Skills to Cyberspace	164	(1)
Using the Website to Achieve Library Goals	164	(5)
Attracting Customers	165	(1)
Meeting Customers' Cyber Needs	166	(1)
Learning from the Yahoo! Model	166	(1)
The Website as a Group Effort	167	(1)
Creating Web Pages for a Larger Site	168	(1)
Selecting Hardware and Software	169	(3)
Basic Hardware	170	(1)
Scanners	170	(1)
Digital Cameras	170	(1)
Graphics Tablets	171	(1)
Finding a Host	172	(2)
Generating Publicity for the Library	174	(20)
Reaching New Customers	174	(1)
Attracting Financial Support	175	(1)
Creating a Publicity Machine	175	(2)
Getting into Print and on the Air	177	(3)
Crafting the Press Release	178	(1)
The Library as the Media Sees It	179	(1)
Sending Out Digital Photos	179	(1)
The Library Newspaper Column	180	(2)
Play by Their Rules	181	(1)
Content Dos and Don'ts	182	(1)
Becoming a Public Personality	182	(6)
Preparing for a Speaking Engagement	183	(2)
Becoming a Speech Writer	185	(2)
Forget the Orations of the Past	187	(1)
Radio	188	(1)
Television	189	(3)
Coping with Controversy	191	(1)
Let Your Product Speak for Itself	192	(2)
Food and Drink in the Library	194	(11)
Clarifying Our Identity	195	(1)
The Library Is a Place	195	(1)
Learning from Bookstores	196	(2)
Collections	197	(1)
Location	197	(1)
A Cafe May Be a Cooperative Endeavor	198	(1)
Legal Issues	199	(1)
Complexity of Operation	200	(1)
Sending Out an RFP	201	(1)
Evaluating Proposals	202	(3)
Finding the Time and the Money	205	(16)
Focus on Resources, Not Money	205	(1)
Establishing Priorities	206	(4)
The Public's View of the Library	206	(2)
Accentuating the Positive	208	(1)
First Things First	208	(2)
Achieving Visible Results	210	(1)
Dealing with Crisis	210	(2)
Reducing Hours of Operation	211	(1)
Paving the Way for Recovery	212	(1)
Creating an Effective Volunteer Staff	212	(3)
Expanding the Role of Library Volunteers	214	(1)
Responding to Change	214	(1)
Customer Service Training	215	(1)
Reviving a Library on a Zero Budget	215	(6)
CONCLUSION	221	(4)
Changing Library Needs	222	(1)
Facing the Uncertain Future	222	(1)
Reexamining the Bookstore Model	223	(1)
Building on Our Strengths, Confronting Our Weaknesses	223	(2)
Index	225