Engagement and customer service guidelines
G5. Marketing and promotion
Objective
To ensure that all members of the community are made aware of library services and programs.
To facilitate easy access to library facilities, services and programs for all members of the community.
This guideline should be read in conjunction with G22. Customer service.
Relevant standard: S18. Satisfaction with library services.
Guidelines
A proportion of the library budget is allocated to marketing and promotional activities.
Library staff participate in marketing and promotion.
Local electronic, print and non-print media, including accessible formats, are used to promote library services and programs.
Specific strategies are developed to provide information about targeted library services and programs, including dissemination of publicity materials in alternate formats and languages other than English.
Good quality informational, directional and promotional material is used.
Library policies are developed, reviewed and revised with consideration given to their effect on the library’s public relations.
Partnerships have been formed with local community organisations, local businesses, State Library of NSW and ALIA to facilitate library marketing and promotion.
Partnerships are monitored to ensure ongoing relevance.
Library surveys are conducted with both library customers and people who are not library users, on a regular basis, e.g. every two years.
The success or popularity of library programs and events is evaluated using surveys of opinion or by assessing the impact on, for example, visits, loans and membership.
Media coverage is monitored for frequency of mention of library service and usefulness for library events and programs, including specific media coverage for specific events and programs.
Suggested performance indicators
- number of promotional activities per annum
- number of positive media mentions of the library service per annum
- number of participants attending activities
Points to consider
Libraries may need to operate within the constraints of local council policy (if any) on media relations and promotion.
Council’s media/public relations staff may be able to assist the Library in promotional activities and preparation of promotional materials
A ‘Friends of the Library’ group can provide advocacy, publicity, and support for the library.
Other resources
- Membership and visitation
- Community engagement (sublanding)
G21. Qualitative data collection
Objective
Community opinions on library services are important in assessing performance. Libraries and their councils may collect information for a variety of reasons, for example, to:
- inform library planning
- monitor performance for continuous improvement
- establish trends in performance for management and training purposes
- compare performance of different council services
- assess community response to plans
- assess customer response to new or changed services
- identify services that might encourage non-members to join the library.
Points to consider
Qualitative information can be collected in a variety of ways, such as surveys (in-library questionnaires, online forms, telephone surveys), interviews, and focus groups. Usually the collection tool is designed for a particular purpose, with questions intended to elicit the information required to assess performance, compare services, or plan an activity or service.
In addition to the simple question posed at S18. Satisfaction with library services, library managers have suggested the following:
- customer satisfaction surveys — include virtual and physical surveys, surveys of members and non-members, users and non-users
- library services are included in any overall council surveys.
See also G22. Customer service.
G22. Customer service
Objective
To provide high quality customer service to library clients of all ages.
High quality customer service underpins the targets set in the standards, and the suggestions made in the guidelines. In addition, customer service involves not just what is delivered, but how it is delivered, i.e. there are both quantitative and qualitative aspects to customer service.
Relevant standard: S18. Satisfaction with library services
See also G21. Qualitative data collection
Guidelines
Library has adopted guidelines for customer service, which are promulgated to all staff, and which are reviewed periodically.
All library staff display a positive and helpful attitude in compliance with Library policy and standards of behaviour.
Library has a published Customer Service Charter.
Customer service training is identified in the library’s training plan.
Library staff receive diversity and ability awareness training for communicating with library customers and co-workers, including people with a disability, those from diverse cultural backgrounds, adult new readers and individuals speaking languages other than English (LOTE).
Library staff are available during opening hours for customer assistance and inquiries.
Staff members are easily identifiable when working on public service points or providing a roving service.
Staff clothing conforms with the dress code established by the library or Council and with work health and safety requirements.
Good quality informational and directional signage and material are provided.
Staff rosters are arranged to ensure that staff numbers are sufficient to deliver the services set out in the Library Act 1939, section 10 and other services appropriate for the library’s community and library opening hours. (See also S3–S4 and G2. Opening hours; S6–S8 and G8. Library staffing; and G13–G19, Targeted services).
Library communicates information about new items, services or programs to customers, using means such as email, website, mass media, social media (see also G5. Marketing and promotion).
Library communicates with individual customers according to customer preference by means such as email, SMS, social media messages.
Within the library, communication with customers is by appropriate means such as public address announcements, programmable electronic signs, online messages/announcements.
Clear directions for use are provided for all equipment used by customers (for example, self-checkers, photocopiers, printers, wireless internet access).
Copyright notices are displayed on equipment used by customers (e.g. computers, scanners and photocopiers).
Suggested performance indicators
- Satisfaction rate for service delivery standards (customer survey results)
Points to consider
The council may have customer service principles and requirements which are suitable for adoption or adaptation by the Library. Similarly, council may have a customer service training program which is suitable for Library staff.
Council or library may have a dress code or uniform.
Other resources
- Reference Excellence self-paced reference and information services training