Creating the Customer-Driven Library: Building on the Bookstore Model

by Jeannette Woodward

Overview

Librarians are now faced with marketing to a generation of students who log on rather than walk in and this cutting-edge book supplies the tools needed to keep customers coming through the door.

Product Details

ISBN-13:	9780838990452
Publisher:	American Library Association
Publication date:	01/01/2009
Sold by:	Barnes & Noble
Format:	eBook
Pages:	234
File size:	483 KB

About the Author

Jeannette Woodward is a principal of Wind River Library and Nonprofit Consulting. After a career in academic library administration, she began a second career in public libraries, serving as director of the Fremont County Library System in the foothills of the Wind River Mountains of Wyoming. Woodward is the author of several books, including What Every Librarian Should Know about Electronic Privacy, Nonprofit Essentials: Managing Technology, Creating the Customer-Driven Library: Building on the Bookstore Model, and Countdown to a New Library: Managing the Building Project. She holds a master's degree in library and information science from Rutgers University, with doctoral study at the University of Texas at Austin.

Table of Contents

Better Than a Bookstore: Creating the Customer-Friendly Library Table of Contents Introduction Focusing on Success Looking Ahead Why Libraries are Better All Libraries Can Learn The Library's Mission Comes First Chapter 1: Why Bookstores are so Appealing Location, Location, Location The Welcoming Bookstore Observing Customer Service Layout and Signage The New Bookstore Model Food, Drink, and Entertainment Leaving the Bookstore Resources Chapter 2: Comparing Libraries and Bookstores The Library's Location The Library Exterior Entering the Library Visiting the Stacks The Joyful Children's Library Meeting Customer Needs Behind the Scenes Taking our Leave Resources Chapter 3: Focusing On The Bottom Line The Bookstore's Single Objective In Search Of A Bottom Line For The Library The Diversity Of Library Services The Value Of Library Statistics Equating Bottom Line With Customer Satisfaction Measuring The Library's Success Collecting Only Useful Information Resources Chapter 4: Valuing Customer Service Checkout Desk vs. Circulation Desk Overdue Fines Comparing Small and Large Libraries The Stressed Research Library The Information Desk Vast, Empty Stacks Reference Assistance Comparing Customer Satisfaction The Responsive Public Service Staff Really Better Than a Bookstore? Resources Chapter 5: Identifying Customer Needs Changing Neighborhoods, Changing Lifestyles Balancing Staff and Customer Needs Does the Librarian Really Know Best? Listening to Our Customers Anticipating Busy Times Finetuning the Library Schedule Full Service vs. Expanded Hours The Responsive Library The Pulse of the Community Learning about the Community Reaching Younger Customers Reaching Other Groups Resources Chapter 6: When the System Crashes: Using Technology to Enhance not Defeat the Library The Beleaguered Customer When The Bookstore's System Crashes Our Dependence On Technology Hiring Technical Staff Managing Technical Staff Planning For Continuity Uniting Technical And Traditional Staff Chapter 7: One Library, One Goal: Establishing Clear Priorities Conflicting Library Goals Integrating Library Priorities Our Customer-Unfriendly Classifications Customers Come Before Theory Automation And The Marc Record Amazon's Catalog Technology Requires Fundamental Changes Customer Service In The Computer Age Learning From Small Libraries The Research Library's Unique Challenge Simulating Real-World Conditions Training Student Staff Notes Resources Chapter 8: What's All This About Ambience? Bookstore Décor Responding to Customers' Sensory Needs The Library as the Customer Views It Designing Buildings Where Customers Feel Important Increasing Public Service Presence Spaces Where Customers Feel at Ease The Importance of Color The Psychology of Color Color Choice Can Be Difficult Attacking Clutter Cleanliness May Indeed Be Next to Godliness Grime as the Customer Sees It Working With a Custodial Staff Carpeting Restrooms Resources Chapter 9: The Art of Display Arrangement Of Materials Making Materials More Appealing Color Color Relationships The Display Designer's Toolbox Paint Construction materials Fabric Carpet Paper Other Materials Props Display Cases Display Cases Require Commitment Getting Ideas Museums Lighting Signage Resources Chapter 10: Finding Their Way: The Importance of Signage The Library's Signage Basics of Good Signage Comparing Bookstore and Library Signs The Right Signs in the Right Location The Signage System Responding to Customer Needs Choosing the Right Words Good Signage Needn't Be Expensive Word Processing and Desktop Publishing Programs Touring the Library as a Customer A Sign System Is a Work in Process Resources Chapter 11: Marketing Our Wares Distinguishing Different Between Kinds of Support Supporters Need Not Be Customers Learning to Use the Tools of Marketing Demographics Discovering Hidden Constituencies Developing a Marketing Plan Begin With Your Mission Statement Identify Community Needs Identify Obstacles to Achieving Goals Distinguish Between Your Primary and Secondary Market Narrow and Focus the Goal Identify the Competition Establish a Marketing Budget Establish a Timeline Leverage the Impact of the Marketing Plan Schedule the Production of Promotional Materials Notes Resources Chapter 12: Creating Promotional Materials The Growth Of Desktop Publishing Isn't It A Lot Of Work? Competing For Your Customers' Attention The Basics of Production Explore Both In-House and Out-Source Options Getting Started Choosing Fonts Graphics Paper Alignment Margins Getting Into Print Make It Perfect Before Printing Protect Precious Files The Joy of Scanning Creating a Promotional Blitz Resources Chapter 13: Serving the Library's E-Patrons A World of Information Providers Creating the Library Website Building the site Website Design Principles Make Routine Maintenance a Priority Applying Library Skills to Cyberspace Using the Website to Achieve Library Goals Attracting Customers Meeting Customers' Cyber-Needs Learning from the Yahoo Model The Website as a Group Effort Creating Webpages for a Larger Site Selecting Hardware and Software Basic Hardware Scanners Digital Cameras Graphics Tablets Finding a Host Resources Chapter 14: Generating Publicity for the Library Reaching New Customers Attracting Financial Support Creating A Publicity Machine Getting Into Print And On The Air Crafting the Press Release The Library as the Media Sees It Sending Out Digital Photos The Library Newspaper Column Play by Their Rules Content Do's and Don'ts Becoming A Public Personality Preparing for a Speaking Engagement Becoming a Speech Writer Forget the Orations of the Past Radio Television Coping with Controversy Let Your Product Speak For Itself Notes Resources Chapter 15: Food and Drink in the Library Clarifying Our Identity The Library Is a Place Learning From Bookstores Collections Location A Café Is A Cooperative Endeavor Legal Issues Complexity Of Operation Sending Out An RFP Evaluating Proposals Notes Resources Chapter 16: Finding the Time and the Money Focus on Resources Not Money Establishing Priorities The Public's View of the Library Accentuating the Positive First Things First Achieving Visible Results Dealing with Crisis Reducing Hours of Operation Prepare the Ground for Recovery Creating An Effective Volunteer Staff Expanding The Role of Library Volunteers Responding to Change Customer Service Training Reviving A Library On A Zero Budget Resources Conclusion Changing Library Needs Facing the Uncertain Future Reexamining the Bookstore Model Building on Our Strengths, Confronting Our Weaknesses