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

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