1. When a Complaint is a Gift
Annabelle P. Acedera Xavier University
user
When a Complaint is a Gift
Conference on Library Management in the 21st Century Escaler Hall Ateneo de Manila University March 2004

2. Overview Introduction user Feedback “A complaint is a gift”
Library quality
Service quality
Service ethic
Feedback
What is feedback?
Feedback in library service
User feedback
Methods of gathering user feedback
“A complaint is a gift”
user

3. Library Quality user Traditional library measures Quantification
Emphasis on size: budget, staff, collection, facilities
Number of users, workload indicators, amount of library use
Disadvantage: Do not indicate how well libraries serve library users or how libraries might change or improve their service

4. Service Quality Service ethic user Know best what users need
Historical and traditional foundation of librarianship
Desire to be helpful and provide good service
“Service was what we were and what we did” (Gorman, 1999)
Know best what users need
user

5. Service Quality Commercial environment Focus on the customer user
Emphasis on “Customer first”
Customer expectations, perceptions, needs, demands
Customer sole judge of quality
“The customer is always right”
user

6. Service Quality Library environment user
“Libraries are in the service business. The most important product they have is service. Without service, libraries are indistinguishable from museums or … they are a combination of a maze and morgue for books. Service is a pervasive ethic of the profession of librarianship.”
(Gorman, 1999)
user

7. Service Quality Library environment user Focus on the library user
“People come first”
Identifying what the library wants and expects
Library users are the reason for having a library
Library users may not always be right but they have a right to express their opinion

8. We need to acknowledge that care of the user is a priority
We need to acknowledge that care of the user is a priority. Second, we have to turn that acknowledgement into action. We have to not only talk the talk, but walk the talk. In the user-centered library, quality service and user satisfaction are goals shared by all staff …
(Wilson, 1996)
How can we satisfy the needs of our library users?

9. Feedback What is Feedback? user Feedback in library service
Customer opinion sought & evaluated
Response to services or functions
Feedback in library service
From the perspective of the library
From the perspective of the library user
user

10. Feedback in Library Service Determinants of feedback in library service
user
How much?
How many?
How economical?
How prompt?
How accurate?
How responsive?
How well?
How valuable?
How reliable?
How satisfied?
(Hernon, 2001)

11. How…?s from User Perspective
Feedback in Library Service Components of the “How…? Questions? From Library and User Perspective
user
Library
How much?
How many?
How economical?
How prompt?
How accurate?
Users
How responsive?
How well?
How valuable?
How reliable?
How satisfied?
How…?s from User Perspective

12. User Feedback Categories user Formal & Informal
The Q words: Quality & Quantity
Direct & Indirect
Proactive & Reactive
Actively & Passively solicited
Solicited & Unsolicited

13. Gathering User Feedback: Methods
Surveys
Questionnaires
Telephone
Mail
Web based
Interviews
On-site interviews
Focus groups

14. Gathering User Feedback: Methods
Unobtrusive data
Using existing data: circulation statistics, performance reports
Direct observation
Actually see what users do and not what people say
Suggestion boxes, comment cards
E-feedback
Telephone

16. Why Focus on Complaints?
Paradigm shift
Primary means of direct communication with user
Complaining users are still library users
Put yourself in the shoes of the library user
Inexpensive
user

17. What is a Complaint? Negative meaning user Positive aspect
Dictionary definitions
Pain, annoyance, illness, accusation, moan and groan, give someone a hard time, find fault
“Bad reputation”
Positive aspect
View as a challenge
Statement about needs and expectations
Opportunity to improve
user

18. Complaints as Gifts Complaint-as-gift philosophy
Positive benefits of complaints
Strategic tool
Teaches value of listening
Turning Complaints into Compliments
Be receptive to negative comments and handling personal criticism
Understand why users complain
Develop and maintain a positive & professional attitude
Communicate back to complaining library users
user

19. Establishing Complaint-Friendly Policies
Establishing policy statement
Procedures for handling complaints
Complaint and Compliment system
Availability of forms
Problem report forms for staff use
Analysis to identify patterns
Action plan
Publicizing results & initiatives

20. “Treat every complaint as ‘a gift’ that should be cherished because a dissatisfied customer spends time pinpointing what’s wrong and gives us a chance to improve…”
Barlow & Moller, 1996

21. Time for Action – ABCDs of User Feedback
Ask
Believe
Communicate
Do something
Satisfied Customer
THANK YOU

22. References
Barlow, Janelle and Claus Moller. A Complaint is a Gift: Using Customer Feedback as a Strategic Tool. San Francisco: Berrett Koehler, 1996.
“Editorial: Service Quality in Libraries and Treating Users as Customers and Non-users as Lost or Never-Gained Customers.” Journal of Academic Librarianship v. 3 issue 3(May 1996):
Gorman, Michael. “Avoiding the Seven Deadly Sins or technology and the Future of Library Service in Academic Libraries.” In People Come First, edited by Dale s. Montanelli & Patricia F. Stenstrom, p Chicago: Association of College and Research Libraries, 1999.
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23. References
Hernon,Peter and Danuta A. Nitecki. “Service Quality: A Concept not Fully Explored.” Library Trends v. 49 issue 4(Spring 2001):
Kyrillidou, Martha and Kaylyn Hipps. “Symposium on Measuring Library Service Quality.” ARL Bimonthly Report 215 (April 2001): April (March 3, 2004)
Phipps, Shelley. “Beyond Measuring Service Quality: Learning From the Voices of the Customers, the Staff, the Processes, and the Organization.” Library Trends, vol. 49 issue 4(Spring 2001):
Quinn, Brian. “Adapting Service Quality Concepts to Academic Libraries,” Journal of Academic Librarianship (September 1997):
user

24. References
Weingand, Darlene E. Customer Service Excellence: A Concise Guide for Librarians. Chicago : ALA, 1997.
Wilson, Lizabeth A. “Glacier or Avalanche? Shifts in the Electronic, Education, and Library Landscape.” In LOEX of the West: Teaching and Learning in a “Climate of Change, edited by Thomas W. Leonhardt, p. 9. Greenwich, Conn.: JAI Press, 1996.
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