I did a post some time back looking at Apple store customer service as a model for libraries. They make it so easy to come in and find and purchase whatever it is you're looking for. You connect with one staff person and they see you through the entire process. It makes for a very nice experience.
This morning I started wondering how we could learn from online businesses how to make our online catalogs and ebooks more welcoming, easier and a more satisfying experience for our users.
First of all, let me say that overall I LOVE online shopping. You get to browse all you want, pick out what you want and have it arrive at your doorstep. When you're an Amazon Prime member, it comes with 2 day free shipping. But what about when you have questions or problems? I've noticed lately that occasionally when I'm shopping a chat box will pop up. So, there's someone out there available in case I need to interact with a human being. Today, I was browsing a new ebook subscription site and up came the chat box offering to help and/or answer questions. I decided to take him up on it and told "Corey" I was a librarian checking out the competition and we started a chat. Turned out Corey was actually Bryan, the founder of the company. He was helping out with customer service since they were busy following the rollout of their service. We had a very pleasant exchange and I got his contact info. He'd like to find a way to work with libraries. He also said he was learning a lot by working on customer support. Don't we all!
Another innovative customer support approach is Amazon's "Mayday" button available on their new Kindle Fire HDX. If a customer has a question about or problem with their new device, they can just hit the Mayday button and be connected with "an Amazon expert 24x7, 365 days a year." Almost makes me want to buy a Kindle Fire HDX so I can check it out.
I can't help but contrast this approach with that of most libraries. I went to the website of my library to look for information about ebooks. Now, the good people at Billings Public Library know I love them even though I frequently use them as an example. And actually, I think their website is pretty usable. There are a number of ways to get to the ebooks, particularly if you're web and/or ebook savvy. But if someone doesn't understand the lingo of downloads and/or Montanalibrary2go, it might not be easy for them to figure out where to go to even get started. Once they do find their way to the MontanaLibrary2Go page, there is a lot of self serve assistance available, links to how to information and tutorials. But there doesn't seem to be much for the person who really wants to just get started. Wouldn't it be nice for someone like that, if a chat box magically popped up with an offer "How can I help you?"
So much of our online services seem to mirror the old reference desk model. Come and find us if you need assistance. As we're moving away from that to the roaming information assistants, wouldn't it be nice if we had a way to roam around our websites and online resources to seek out people with questions? I know we tried Ask a Librarian a few years ago and that wasn't successful. But I think, once again, we relied on people to find us and ask for help. It's a bit different to just be there unobtrusively available.
Have you seen good online customer service in libraries? If not in libraries, what about good customer service from online businesses? Are there models we can learn from?
It's true, libraries have traditionally used the "come find us if you need help" model. Online retailers needed another method, and the chat feature seems popular. I think this might help libraries too - as people get more familiar with that type of interaction they won't be surprised if it appears on a library website. One problem is availability: having a dedicated staff person tied to a desk waiting for questions won't work. But if we could include this as part of a complete mobile arrangement (receive chat questions on a device, for example) we might see more patron interest in the service. People who use this type of interaction will be expecting a quick reply (but we don't want to detract from the in-person conversations either - staff texting at a service desk wouldn't appear to be the best customer service model!) I like how Lincoln City Libraries website (Nebraska - http://www.lincolnlibraries.org/) has a tab along the side and options for receiving a response. It might be time to try some new options.
ReplyDeleteIs there any way to utilize the group? have the chat box pop up for the patron, and have the query show up for several staff in different libraries? Then whomever grabs it first?
DeleteThe real trick is "24-7-365" service.
Thank you for yet another insightful article. I think there are some opportunities to provide more immediate online services via social media such as Facebook or Twitter.
ReplyDeleteWonderful idea! I have used the chat boxes several times when moving through unfamiliar websites. They are very handy and would save my rural patrons lots of drive time.
ReplyDelete