It’s All About the Experience
(For original post, with comments, see: http://librarygarden.blogspot.com/2009/08/its-all-about-experience.html)
In July 2008, I posted on authenticity and what it means for libraries. Essentially explaining that we are in an experience economy and that we need to be aware of the expectations that exist regarding libraries, services and technology.
It is easy to find examples of other businesses trying to create an experience, from fitness instructors and personal trainers to pet spas and resorts. Keith Goodrum writes in his post, Are You Creating an Experience instead of a Transaction? about the delight he and his wife experienced after leaving their dog at a pet resort while they were on vacation. The experience wasn’t just about the novelty but about the way the pet resort made Keith and his wife feel.
Is this what libraries are doing? How do library users feel after being in the library or using their library’s website? Are they experiencing your library or are they merely conducting transactions?
My renewed interest and changed perspective on the experience economy is based on my new job as the Virtual Branch Manager at a public library. When looking for library websites to get ideas and inspiration for a website redesign or overhaul, I have to admit that in many places, that “experience” feel is missing. And its not just the libraries’ websites either; it is the vendors and databases libraries subscribe to or use, as well. For example, there is no reason why any digital media download site should be convoluted. If you have to click more than 2 or 3 times to actually start a download, how frustrated are you getting? Now imagine a library patron, with a slower internet connection, who isn’t sure if they really want to use these digital resources and what will their response be? My money would be on a few quick clicks, then give up and move on to a place that literally takes one click to download, purchase, etc. (think iTunes or Amazon.com).
While there is a plethora of information out there about how to design an experience that will excite and satisfy library users, consider two great resources as a place to start:
- David Lee King, in his new book, Designing the Digital Experience and on his blog, discusses libraries, websites, marketing and emerging technologies. He has experience from which to draw (he is the Digital Branch and Services Manager at the Topeka and Shawnee County Public Library)and lots of great tips and insights to help get your started.
- Kathy Dempsey, blogger at the M-Word and author of The Accidental Library Marketer, talks about marketing your library (and its website) and making it more relevant. Her book mainly focuses on marketing and promotion of library services. However, she does say that most libraries, unfortunately, do not try to create an experience. Part of creating an experience is to find out what people want and need (all part of the marketing process) and then to give it to them.
In my authenticity post from a year ago I wrote: “It may take lots of work to make the vision and missions of our institutions match and exceed positive expectations that people have about libraries of all types.” This does not just relate to your physical building but also to your web presence and the resources and services you offer. As libraries and librarians move towards creating experiences for users, it is important to remember that those experiences have to be true to the library’s mission and vision. Remember advice from authors James H. Gilmore and B. Joseph Pine II in Authenticity: What Consumers Really Want: “Be what you say you are by finding your very own original way for customers to experience your offering in the places you establish” (p.152).
Entry filed under: Customer Experience.