Customer Service vs User Experience
WhenÂ talking to other librarians aboutÂ user experience, the question/observation thatÂ invariably comes up is “but isn’t that just another way of saying we all need to give great customer service”. I admit it’s a good question. I don’t doubt that organizations that have mastered theÂ user experienceÂ all incorporate great customer service into the process.Â A talk I attended recently got me thinking about the difference between great customer service and great library user experiences. I would say there is a difference and that it can be explained.
Good customer service is important to any service organization, and that includes libraries. To my way of thinking, good customer serviceÂ must beÂ a given. It’s not added value. We might even describe good customer service, for library organizations, as a core value service. Without it we fail to fulfill our mission. But if every library provided great customer service there is nothing about great customer service that differentiates an individual library. Most library users wouldÂ then (and I would argue should) have the expectation to getÂ good customer service in any library they visit.
User experience, on the other hand, is all about creating a difference. As was explained in the talk I attended, so many competitors can now offer exactly the same products, at exactly the same price, with exactly the same customer service. Differentiation is a critical strategy in any highly competitive environment. For many businesses and services the only way to now achieve differentiation is to create a unique experience for their customers. And that experience can’t be random. It should be the result of a carefully constructed design.
I’m not saying that consistently delivering good customer experience is easy. But I do think our staff working in those areas of the library operationÂ that are expected to offer good customer service know what they need to do and some basic ways in which it can be accomplished. Designing a good library user experience, on the other hand,Â is going to take a more strategic effort to determineÂ how and in what ways the library can differentiate itself through a variety of customer interactions. It’s not going to necessarily be the same for every library. At one library the experience might be designed around total simplicity – making the library and its systems as easy to use at every possible touch point. At another library it might designed around academic success – always communicating the message that the library helps students and faculty achieve success on their terms – and delivering on it at every touch point. Why will those library experiences be different? Because, asÂ our speaker told us, all user experience design eminates from an organization’s core value system. Each library, as it develops its design for the user experience, must first grasp and be able to articulate what its core value propositions are.
Fortunately, quite a few of my library colleagues attended this talk. I’m glad they heard these messages about designing a user experience for a library, why it’s important in our competitive information landscape, and why it’s about more than good customer service. Together I think we canÂ begin to discuss what our core values are, and then use that knowledge to design our library user experience.