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Managing User Expectations in the Changing Information Paradigm 2 nd International Conference of Asian Special Libraries (ICoASL) at United Nations University,

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Presentation on theme: "Managing User Expectations in the Changing Information Paradigm 2 nd International Conference of Asian Special Libraries (ICoASL) at United Nations University,"— Presentation transcript:

1 Managing User Expectations in the Changing Information Paradigm 2 nd International Conference of Asian Special Libraries (ICoASL) at United Nations University, Tokyo, Japan. Feb 10-12, 2011. Mr. B.P.Prakash, Tata Consultancy Services Mumbai, India

2 13 February 2014 Agenda Our users of tomorrow Impact of technology Tightrope walk TCS experiences Extensions to traditional measures Our responsibilities

3 13 February 2014 Look at Numbers 260 languages 412.3 years length in time 3,000,000 tweets per day 140 new applications per day USA top 50 magazines 48% RSS 46% Message Board 38% Publisher Blogs Online 38% Registrations USA top 100 newspapers 80 % Reporter Blogs 76% RSS 75% Section-wise RSS 64% Message Board 61% Videos 38% Online Registrations

4 13 February 2014 Our future users…… 89% start with search engine, 2% with library website (OCLC survey) TCS Generation Web 2.0 Survey 41% begin their search on Google, followed by 26% on print (TCS survey) 63% of urban students spend over an hour online daily 62% have a personal computer at home 93% are aware of social networking Orkut and Facebook are most popular online destinations 46% use online sources to access news 1 in 4 students own lap-tops in metros; 2 of 3 own music players TCS Generation Web 2.0 Survey findings suggest our future users will be - Globetrotters Social networkers Gadgetphiles (Mobiles, PCs, I-pods being highest in use)

5 13 February 2014 Our frustrated users Info obtained is useless 2 hours a day spent in searching info 59% miss relevant info as it exists in wrong places 45% cannot find own company info 57% search numerous sources to find right piece of data Source : Accenture Survey Web-based survey of 1009 managers in companies in the US and UK Its time to change the way we serve

6 13 February 2014 Content types In-house publications Intranet Email Collaborative applications WWW Content Email E-journals, Newsletters TOCs, Book Alerts Blogs, SNS In-house applications Legacy applications Library databases Library catalogues Commercial databases Online directories WebOPACs Internal StructuredUnstructured External

7 13 February 2014 We are not alone

8 13 February 2014 23 ways to access NY Times !!! Print (preferably with coffee and croissants) Website Mobile website (for phones and PDAs) Archive (NYT and third party) Online aggregators Electronic (download) NYT Reader (software platform) Kindle Facebook LinkedIn YouTube Email RSS Blogs Alerts Podcasts SMS texting Avantgo Chumby Opera Mini Twitter Vindigo iPhone app Distributed presence

9 13 February 2014 Impact of technology on services & users Acquisition Contracts & Licensing Fair use ROI Usage vs.cost Training Processing Open Access Open standards Web preservation Marketing Web 2.0 Support Uptime Archiving Migration Portability (print- electronic) Access, Search & Delivery Level Access Linking / OpenURL Federated search Choice of formats/ gadgets

10 13 February 2014 Web 2.0 : Our Emerging Service Model collaborative creative participative conversational developmental RSS Feeds Web Trackers Blogs Twitter Chats Flickr YouTube LinkedIn

11 13 February 2014 Right information to the right user at the right time Segmentised Authorised & authenticated Measured empowerment and participation ANYTIME Value-add to the raw content (intelligence and analysis) Ready- to- Consume Collaborative and aligned (embedded) User-expected formats

12 13 February 2014 Walking the tight rope Federated search vs. distributed deliveries User empowerment without library disintermediation McDonaldization of libraries (Brian A. Quinn, Texas Tech Univ.)

13 13 February 2014 User-satisfaction Information Products Demography Systems and Services Three hinges of user satisfaction

14 13 February 2014 Information Products Information products have an S-curve. All highly customised, value-added, ready –to-consume info-products are successful User-participative and collaborative products increase user trust and librarys visibility Users are more interested in the what than the how. TCS Experience of User Satisfaction

15 13 February 2014 15 Customised Products Info-Watch HR & Competitors Quarterly Digest Job-Advertisement Analysis Tenders/Bids Tracking Based on IOUs (e.g. BFS, BIPM, Insurance, Telecom, Utilities) Based on Technology (e.g. Microsoft, Oracle, SOA) Based on Bus & Mgt Strategies (e.g. TCS, Competitors, Management) Based on Geographies / Accounts (e.g. UK, Japan, Canada, GSK, Aviva) Tracking competitor news across important parameters viz. geography presence, revenue split, strategies, key people, customers, alliances, JVs, hiring, outsourcing, investments, training, R&D, CSR and others Tracking job advertisements featured in local and leading newspapers of 6 metros, and websites of 15 competitors Customised tenders on business opportunities are sent to the concerned bid office and marketing group. Presentation Decks Prepare PowerPoint presentation decks by compiling information from multiple reports and formatting in the user –defined templates ready-to-use Information Products

16 13 February 2014 16 Collaborations (Embedded librarianship) Portal Content Managament Collaboration with LTSG Managing portal sites of domains together with the domain teams. Collaboration with LTSG to promote use of Books 24x7, enhance functionalities and integrate with IRC catalogue / searches. Collaboration with Corp. Marketing Collaboration with Corporate Functions Collaboration with Corporate Marketing Team for shared access to Electronic databases as per customer needs. Collaboration / Active support to Corporate Functions like L&D, Branding, Foreign Language, Business Excellence, Global Security teams to Conduct / celebrate events. Collaboration with Strategic Solutions Collaboration with Strategic Solutions team to add analysis to competitor info digest Information Products

17 13 February 2014 TCS Experience of User Satisfaction Use the users language. Users like convenience. Provide alternatives wherever possible.. E.g. flexible access, search, delivery, communication platforms. Users like to find but librarians teach them to search. Systems provide more than just access. Empowerment and participation delights users. Come in the users flow. Take user feedback seriously. Get back with whats acted upon. Have processes in place to gratify and acknowledge users. Systems and Services

18 13 February 2014 18 Use the users language : Folksonomy used on the TCS Portal Library is an universal term in among other related tags given. (40%) One-word tagging is most favoured than multiple words to describe content (76% : 24%) Singular noun is used by most users, and not plurals (87% : 12%) 15% pose questions under faulty categories Users do not know the difference between a category and a tag. Users do not understand tag cloud. Systems and Services

19 13 February 2014 Clarity of Purpose Why do I need it ?? What is in it for me?? Clarity of Language User-generated content, Aggregation, Single-Sign-On, Mashup $%^&*()_+@#$%^&*()$%^&*()^&*() Clarity of Participation What can I access? What can I share? What is not permissible? Who in the library to do what? Natural Extension IM is the new reference desk, RSS feeds are a new form of library bulletins Viral Content Crisp, engaging, the feeling of What next?? Getting across clearly Systems and Services

20 13 February 2014 20 User convenience Federated Search across pre-defined sources CAS / SDI Systems and Services

21 13 February 2014 21 CAS / SDI Systems and Services

22 13 February 2014 22 Collection Building Involve users in your systems Marketing Talent Search Web 2.0 Reference Services Circulation User Training CAS / SDI OPAC RSS Widgets Tagging Rating Wikis Blogs RSS Widgets Wikis Blogs IM WebEx Tagging Rating Tagging YouTube Flickr LinkedIn YouTube Flickr Facebook RSS Widgets Wikis Blogs LinkedIn Slideshare Widgets RSS Wikis Tagging Rating Systems and Services

23 13 February 2014 Provide alternatives Circulation Collection Building Cataloguing Marketing Reference Services CAS / SDI User Training Talent Search Photos Videos SNS RSS Widgets IM Wikis Blogs Systems and Services

24 13 February 2014 24 Associate Satisfaction Index (2004-2009) : TCS V/s IRC Systems and Services

25 13 February 2014 25 Acknowledge users IRC honors one associate from each centre annually with a Patron of Library award. The criteria for selecting a patron includes: –Assisting the IRC in collection Development. –Promote IRC services within organization. –Give IRC timely feedback & suggestions for continuous improvement. Systems and Services

26 13 February 2014 TCS Experience of User Satisfaction Demography Know your users. In the era of e-content, our user opinion poll showed a 80 :20 ratio with clear inclination to see more print.

27 13 February 2014 TCS Internal Customer Focus Capturing Customer Requirements

28 13 February 2014 TCS Internal Customer Focus Fulfilling Customer Expectations

29 13 February 2014 TCS Internal Customer-centric Goals ObjectiveGoal (To be measured half-yearly)TargetRemarks Focus on customer requirements / regular interactions / customer satisfaction Ensure customer satisfaction through high ASI rating in PULSE (enterprise-wide survey by TCS) 4 (Differential ASI) To be 4 points above TCS ASI at branch & unit level. Ensure Customer satisfaction in Branch level user survey (enterprise-wide IRC survey) 35% rating between 4-5 (on a scale of 5) 25% feedback targeted at BIRC & Unit level. Interact with Heads / Sr Management - ISUs, Accounts, Relationships 50% Repeat visits not to be counted

30 13 February 2014 TCS Internal Opinion Poll Low awareness 2010 Electronic Database awareness GRD usage Info Watch format Print V/s Electronic Documents 2010 2008 2009 2007 2009 User Inputs Low awareness 1. Mail size / traffic. 2. Host on Intranet Almost equal preference (10%) to print & electronic. 27% opted for 50:50 Results Launching Marketing campaigns Awareness drives during events Marketing campaigns Interaction with users, GLs/PLs Focus on quality of content, SLA Awareness increased by 15% in 2010 Format changed to reduce size Drive for 100% copyright compliance Target increased for electronic procurement

31 13 February 2014 One size does not fit all Demography

32 13 February 2014 Public Academic Special Blogs Wikis (wikipedia) RSS SNS (Facebook, Flickr YouTube, LibraryThing) Twitter Pod / Vod casting Mobile services Virtual World Instant Messaging Google tools Mashups Blogs Wikis (wikipedia) RSS SNS (delicious, CiteUlike, LibraryThing) Google tools Mashups Blogs Wikis RSS Google tools Instant Messaging Pod / Vod casting Mobile services Twitter SNS (delicious, CiteUlike, LibraryThing) Virtual World Instant Messaging Pod / Vod casting Mobile services Twitter Mashups Virtual World Mapping Tools to Library Profiles High Medium Low Demography

33 13 February 2014 Extensions to traditional measures Adopting new performance indicators and benchmarks to measure user satisfaction. Deploy optimally, integrate maximally. Integrate the user footprints (print and non-print) Watch out for gaps in library vs.user perspectives through regular surveys (use same paramaters to survey both – users and librarians)

34 13 February 2014 34 Photo-sharing sites show what the library is really about library's interior and exterior (photo tour) staff & customers new services and resources Stickers, posters, books, photo cubes calendars, keychains, back-up discs shirts, bags, mousepads, mugs, etc. print photos on canvas anything you can think of! Podcasting / Videocasting audio library tours database and catalog searching Social networking/collaborating Library blogs and Widgets Library Events Calendar with online registration Google Maps mashup for library locations Library contact form RSS feeds Custom web-enable databases Reference Chats LinkedIn Facebook Wiki Low-cost, wide coverage marketing !! Marketing Library web-site is not enough!

35 13 February 2014 Our responsibilities : Brought to you by library Providing unleashed services, but with personal touch Develop analytical skills on user generated content. Exposing and educating users to the invisible online resources Enhancing visibility of the apparent disintermediation of library staff through embedded services Educating users on digital copyright and licensing to help users expect the rightful Acting as a knowledge centre by connecting the right people with each other

36 13 February 2014 36 Otherwise………..

37 Thank You

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