The Texas A&M University Libraries annually conducts several surveys and focus groups that seek to understand and identify the needs and expectations of Users. The purpose of this paper and presentation will be to collate the findings of these separate listening devices and then report the similar and desperate themes that came out of these collected works. We will also discuss how effective and interactive these tools can be when delivered at critical points within our library services. Each year the University Libraries conducts two surveys and one focus group project. These are the Association of Research Libraries’ LibQUAL+™ survey (in use for 12 years), the Library Instruction Services Feedback Form analysis (in use for 4 years) and the Web Usability Study (in use for 6 years). In addition, beginning in 2012, the Libraries will use Transactional Surveys at our Customer Service Desks and eMail surveys as part of our user-driven acquisitions policy (pilot study was conducted in 2009). Previously, no study has been conducted to compare and contrast the data that has resulted, or that will result, from these Customer listening tools. As we begin to experiment with more of the 9 listening devices outlined in Leonard Berry’s book, Delivering quality service, we need to look at the importance and impact of each tool, how these individual efforts interact and support one another and how sustainable these programs will be for the Libraries. Overall, our goal is to address our search for identifying the most effective means of reaching out to our Customers so that we can understand what their current and potential needs are with regard to the services and resources that we provide. We will do this by reviewing data, discussing common and unique themes, considering sustainability of listening tools and pin-pointing critical points of Customer interaction where we can best seek out these insights.

1. LISTENING TO
OUR USERS:
Comparing
Feedback &
Insights from
Multiple Surveys &
Points of Contact

2. LISTENING TO OUR USERS:
Comparing Feedback and insights from
Multiple Surveys and Points of Contact
We serve the
Texas A&M University
and the
Texas A&M Health
Sciences Center
52,000 Students
Land, Sea and Space
Grant University
Student Fees fund 88%
of Libraries’ budget
About Our Customers
TEXAS A&M UNIVERSITY LIBRARIES

3. LISTENING TO OUR USERS:
Comparing Feedback and insights from
Multiple Surveys and Points of Contact
4.5 million volumes
123,000 unique serial titles (95% available electronically)
1,365 databases
9.4 million successful full-text downloads
1.4 million print circulation transactions
100,000 document deliveries
12 Libraries (Additionally support 4 libraries & 280 centers)
3.3 million visitors to our libraries
3.3 million visitors to our websites
Delivered 1,200 instructional sessions (includes for-credit courses)
Provided 554 online tutorials, class & subject guides
About Our Libraries – 2011 Data
TEXAS A&M UNIVERSITY LIBRARIES

4. LISTENING TO OUR USERS:
Comparing Feedback and insights from
Multiple Surveys and Points of Contact
“… only Customers judge quality;
all other judgments are
essentially irrelevant”
Zeithaml, Parasuraman, Berry. (1999)
Delivering quality service. NY: The Free Press
Our Assessment Approach
TEXAS A&M UNIVERSITY LIBRARIES

5. LISTENING TO OUR USERS:
Comparing Feedback and insights from
Multiple Surveys and Points of Contact
Transaction Employee
Surveys Research
Total Market Service
Surveys Reviews
Mystery Shopping Customer
Reports Advisory Panels
Focus Group New-, Declining-
Interviews & Former-
Customer
Employee Field Surveys
Reporting
Customer Listening Devices
From On Great Service: A Framework for Action by Len Berry

6. LISTENING TO OUR USERS:
Comparing Feedback and insights from
Multiple Surveys and Points of Contact
Total Market Survey
LibQUAL+™: Our principle listening device
Barometer & harbinger of needs/expectations
Measures 5 areas
Customer Treatment Resource Availability
Job Knowledge Resource Accessibility
Library Study & Learning Environments
Measures Users’
Expectations/Priorities
Perceptions of Services & Resources
Concerns
LibQUAL+® - About the Survey

7. LISTENING TO OUR USERS:
Comparing Feedback and insights from
Multiple Surveys and Points of Contact
PRIORITIES
Library Web to locate info on my own
A comfortable and inviting location
Info easily accessible for independent use
Easy-to-use tools to find things on my own
eResources accessible from home or office
Employees who are consistently courteous
Employees w/knowledge to answer questions
LibQUAL+® - 2011 Results

8. LISTENING TO OUR USERS:
Comparing Feedback and insights from
Multiple Surveys and Points of Contact
SUCCESSES
Employees who are consistently courteous
Willingness to help users
Employees w/knowledge to answer questions
Employees deal with users in a caring fashion
Readiness to respond to users' questions
A comfortable and inviting location
LibQUAL+® - 2011 Results

9. LISTENING TO OUR USERS:
Comparing Feedback and insights from
Multiple Surveys and Points of Contact
CONCERNS
Library Web to locate info on my own
Quiet space for individual activities
Easy-to-use tools to find things on my own
Info easily accessible for independent use
eResources accessible from home or office
LibQUAL+® - 2011 Results

10. LISTENING TO OUR USERS:
Comparing Feedback and insights from
Multiple Surveys and Points of Contact
Transaction Surveys
Service Desk Transactions (D)
Telephone Transactions (P)
eMail Communications (U)
Mobile Device Transactions (P)
Virtual Reference/Chat Transactions (P)
Online Comments/Suggestions Box (U)
Customer Service Points
TEXAS A&M UNIVERSITY LIBRARIES

11. LISTENING TO OUR USERS:
Comparing Feedback and insights from
Multiple Surveys and Points of Contact
Transaction Surveys
Instructional Service Programs (U)*
Developing a direct learning outcome metric to
include as well as transaction survey
User Driven Acquisitions (D)
Document Delivery (D)
Study Room Reservations (U)
Equipment Use (P)
Customer Service Points
TEXAS A&M UNIVERSITY LIBRARIES

12. LISTENING TO OUR USERS:
Comparing Feedback and insights from
Multiple Surveys and Points of Contact
Mystery Shopper Reports Consultation Desks (D)
Service Reviews Subject Specialist Duties (D)
Customer Advisory Panels Customer Advisory Panels (U)
Customer Service Points
TEXAS A&M UNIVERSITY LIBRARIES

13. LISTENING TO OUR USERS:
Comparing Feedback and insights from
Multiple Surveys and Points of Contact
New, Declining & Former
Customer Surveys
Library Presentations to
- New Student Camps (P)
- Library Presentations (P)
Beginning of the year on-site fairs (P)
NSSE (U)
Graduating Seniors Survey
- Texas A&M University (D)
- Vet Med (P)
Customer Service Points
TEXAS A&M UNIVERSITY LIBRARIES

14. LISTENING TO OUR USERS:
Comparing Feedback and insights from
Multiple Surveys and Points of Contact
Employee Field Reporting Customer Service Studies (P)
Employee Research Customer Service Studies (P)
Customer Service Points
TEXAS A&M UNIVERSITY LIBRARIES

15. LISTENING TO OUR USERS:
Comparing Feedback and insights from
Multiple Surveys and Points of Contact
Focus Group Interviews
Website Usability Studies (U)
LibQUAL+™ Survey Follow Up (D)
Unknown
Open Study Areas
Customer Service Points
TEXAS A&M UNIVERSITY LIBRARIES

16. LISTENING TO OUR USERS:
Comparing Feedback and insights from
Multiple Surveys and Points of Contact
Active participation is vital
Data must be shared and used
Programs must be sustainable
Documentation of results and actions is required
Conclusion
TEXAS A&M UNIVERSITY LIBRARIES

17. LISTENING TO OUR USERS:
Comparing Feedback and insights from
Multiple Surveys and Points of Contact
COMMENTS ?
QUESTIONS ?
CONTACT INFO
LESLIE J. REYNOLDS
Interim Associate Dean for
User Services
Texas A&M University Libraries
eMail: leslier@tamu.edu
MICHAEL L. MACIEL
Assessment Coordinator
Texas A&M University Libraries
eMail: maciel@tamu.edu
THANK YOU
TEXAS A&M UNIVERSITY LIBRARIES