Updated presentation on building a customer feedback database. Delivered at the University of York Library, July 2016.

1. Taking the Holistic View:
Building a customer feedback database.
Selena Killick
Library Services Manager (Student Engagement)
The Open University
@SelenaKillick

2. The Open University
• Open to People, Places, Methods and Ideas
• The UK’s only university dedicated to distance learning
• Over 173,000 students
• 30% of new OU undergraduates are under 25

3. The Open University Library
• A trusted, leading-edge service at the heart of the Open
University learning experience
• Over 600,000 books, 65% electronic
• Over 98,000 serials, 100% electronic
• Team of 70 colleagues
• Embedded Digital & Information Literacy Skills
• 24/7 Virtual Library Helpdesk

4. Bit about me
• Currently Library Service Manager (Student
Engagement)
• “lead the strategy, planning and evaluation of a
consistent student experience within Library Services”
• Previously
• Library Quality Officer, Cranfield U
• LibQUAL+ European Administrator

5. Building a Customer Feedback Database

7. Customer
Feeback
Focus
Groups &
Interviews
Social
Media
Surveys
Email
Usability
Testing
Meeting
Minutes
Annual
Quality
Reviews
Comments

9. The whole
is greater
than the sum
of its parts.
- Aristotle

10. Recommendations
• Systematic analysis of all qualitative data
• Use qualitative software & grounded theory
• Review feedback by topic not mechanism
• Exploit feedback in strategic planning
• Provide ad-hoc feedback query service for Library
Staff
• Share feedback outside of the Library

11. Developing the Database
(Phase 1)
• Built on initial research
• Moved to NVivo
• Incorporated more data
• Cascading of project to colleagues
• No training undertaken
• Solo working

12. Developing the Database
(Phase 2)
• Feedback Champions
• Staff Development
• Grounded Theory
• Shared Taxonomy

15. NVivo Source File Types
• Text
• Images
• Audio & video
• Spreadsheets
• Databases
• Webpages
• Social media
• Emails
• Evernote, OneNote
• Survey Monkey

16. We assess to improve…
…not to prove.
- Oakleaf

17. Proactive
Leadership Team
Reports
Faculty Reporting
Annual Unit
Planning
Reactive
High-Level Data
Requests
Ad Hoc Research
Complaint
Investigation
Exploiting the Data

18. Querying the Data
Topic Opinion Date
User type
Study
Mode
Discipline
Age Gender Source

19. Examples of use
• What are our key customer concerns and how are
these changing?
• What do the Arts students think of the Library
collection?
• What reference management software are our
customers using?
• What packages do our Alumni want to access?
• For those who are unhappy, what opening hours
do the customers want?

20. Top Tips
Team work
Staff development
Data exploitation

21. …and Remember…

22. Thank you!
Selena Killick
Library Services Manager (Student Engagement)
Selena.Killick@open.ac.uk
@SelenaKillick