In August a number of library staff attended a Reference and Information Skills Today workshop at Nelson Library. It was run by LIANZA and presented by Lucy Broadbent from Turitea Library (Massey University) and Christine Chambers from Auckland Libraries.
Here are some of the key messages:
“The reference interview is a structured conversation between a librarian and a library user, in which the librarian responds to the user’s initial explanation of his or her information need by first attempting to clarify that need and then by directing the user to appropriate information resources.” (Wikipedia)
Aim of Information Services
You are the intermediary between complicated library systems and the customer, an interaction with a customer should enable them to
• Increase their knowledge and skills
• Gain confidence
• Become independent and self-sufficient
• Feel comfortable coming back again
• Have a positive experience
• Get the information they are looking for, if it’s available
Challenges to a successful outcome
Customers have challenges which prohibit them finding the information they need and minimise the effectiveness of the Reference interview. These include:
• Language difficulties
• Embarrassment /intimidation/anxiety
• Misconceptions of the library, what resources it has & what staff do
• They don’t actually know what they want, or are looking for
• Previous bad experiences with library staff or libraries (school!)
• Preconceived beliefs – you can’t help me.
• The system is too complicated, or too involved. It’s easier not to bother; the value of the information is outweighed by the process.
• Convenience – it’s easier just to use Google rather than having to go to the library, quality isn’t as important as convenience.
• Selective exposure, they only want information which will back up their beliefs, not the best information
Our Goal
• To improve reference accuracy
• To help customers overcome their challenges
• To increase our value in the customer’s eyes
• To ensure we are consulted more often by information-seekers when they need help
How we do this
Use appropriate questing techniques
• How – can I help you?
• Where – have you looked already?
• When – do you need this by?
• Why – do you need this information?
• Who –are you?
• What – content do you want?
Using the above questions Identify the real information need
• Amount needed – A paragraph, a page, a number of books or articles
• Level – introductory, advanced, for a child, for an expert in the field, etc
• Date limits –current data, 1700 century, need immediately, etc
• Format preference – print, electronic, article, book, etc
Map the Information need with all available resources
• Library collection – books, magazines, pamphlets, talking books, subscription databases, etc,
• Internet, e-journals, other online databases and resources
• Resources in other libraries and agencies – interloans, refer to other agency such as the Council.
Know when to pass a query on to an agency which will provide a better level of service.
Follow up
• Ensure the information need has really been met, ask the customer and watch their body language for any indication it’s not what they needed.
• Follow up with any unresolved queries
• Pass your knowledge on to other staff
Create a Welcoming Positive Impression
It is vitally important that you create a welcoming environment for the customer and that they go away feeling that the encounter was a positive experience for them.
If this is the case:
• the reference interview is much more likely to be successful
• the customer will use your services again
• The customer will have a positive view of the library as a whole.
How to create a positive environment
• Smile and greet customers when you see them – obvious but not always done!
• Listen to what they have to say
• Use body language and eye contact, tone of voice and facial expressions (non-verbal skills) to show that you are interested in what they have to say
• Focus on the customer you are helping, put other distractions aside, don’t answer the phone or attempt to help other customers when you are helping a customer
• Avoid jargon
• Follow up on unresolved questions
Good Layout /Physical Environment
Customers need to know where they can get help without being told. A good layout will encourage customers to use the service while a bad one will keep them away.
• Place Information Desks in easy to find spots, in line of sight, and in places where they are most useful to customers, where there is the greatest need
• Clearly identify them so customers know what they are there for.
You Are Here to Help the Customer
Customers need to know that the Information Desk and staff are there for the purpose of helping them. Customers will only feel confident approaching you if you look like you want to help them.
• Don’t read a book or do other work at the Information Desk, you are there only to help the customer, not to catch up on other work.
• Typing, staring at a computer screen, or having your head down over other work, or shuffling piles of paper says to the customer “Go away I’m busy”.
• Let the customer know they are not interrupting you, that you are there to help them.
• Some customers needing help will not approach the Information Desk because they are too intimidated. You will have to approach them instead.
• If you aren’t helping a customer look for a customer who might need your help
Important skill sets needed for a positive customer experience
Soft Skills (the people skills) can’t be taught they are innate and are crucial to a positive customer experience. They are the most important skill set for a reference librarian. Hard skills such as research skills can be taught.
Soft skills include:
• Personality – outgoing, friendly, enjoys meeting new people
• Public service attitude
• Empathy, and patience – the human element of service delivery
• Adaptability – ability to deal with change, adjustment
• Teaching ability
• Communication and Listening skills
• Leadership – work well with others and shares knowledge with others
• Passion, excitement, commitment
Meet the customer where they are
It is an effort for customers to come to or contact the library; you need to make it less of an effort for them
Make use of Facebook, Twitter, IM and other popular platforms to meet the customer where they are.
But be aware that answering queries via email, instant messaging or over the phone is quite different from face to face queries and requires quite different skill sets
• Answering queries via IM requires an awareness of common abbreviations fast typing, etc
• Turnaround times are different – expectations of instant response,
• Consider screen sharing and other tools (screen sharing means you can show the customer at home how to navigate a website etc)
Often what librarians think customers value and need in a library service is quite different from what customers actually value and need. Make sure you’re providing the service your community really wants, not the service you want to provide
Some YouTube Resources on Reference Interviews
The not so good reference interview – 2.5 minutes:
http://www.youtube.com/watch?v=Niac-sIGd8g
Staff from Auckland City Libraries demonstrate a reference interview, 2.3 minutes:
www.youtube.com/watch?v=coLWNp64rZo
Thanks,
Louise
