May 2006/Marketing and Getting to Know Your Customers

LibSatLibrary Customer Satisfaction Management Service, unlike the traditional survey approaches that you have used in the past, is a continuous, ongoing survey. This means that you have the ability to collect customer satisfaction data from your customers everyday, every month, throughout the year. This also means you are constantly listening to your customers and you are not limiting yourself to a specific time period to capture your customers' valuable opinions.

As you know, your customer base changes and fluctuates throughout the year. They utilize different services at varying frequencies throughout the year; their motivations for using the Library may vary; they may be an avid user; or they may be an extremely occasional user of your services. The point is, getting to know and listen to your customers is critically important for understanding your customers' needs and subsequently, ensuring that they continue to be customers.

From the moment the links to LibSatLibrary Customer Satisfaction Management Service Customer Satisfaction survey(s) are put up on a subscribing Library's web site, that Library system is ready to start collecting customer satisfaction data. In fact, with little or no effort, responses to the LibSatLibrary Customer Satisfaction Management Service survey(s) start coming in by simply placing a prominent link to the survey(s) on the library's home page. All of the current Subscribers so far have made this observation - library customers are more than willing to share their opinions regarding the services their library provides...with very little persuasion.

Getting customer responses through the LibSatLibrary Customer Satisfaction Management Service survey(s) is obviously critical to deriving benefits from a LibSatLibrary Customer Satisfaction Management Service subscription. Consequently, it is important to promote and to encourage participation. All of the current LibSatLibrary Customer Satisfaction Management Service Subscribers agree with this need. While response rates are strong at the outset, maintaining a satisfactory response rate means that the library customer has to be engaged from time to time. Ultimately the reward is a growing Customer Satisfaction Database and as the database grows so do the opportunities to make key observations and to determine the most appropriate action.

Don't forget that LibSatLibrary Customer Satisfaction Management Service will also help to focus your marketing approaches. For example, LibSatLibrary Customer Satisfaction Management Service can help you to determine whether or not a particular demographic has been effectively represented in your results. LibSatLibrary Customer Satisfaction Management Service can also help to determine trends during specific periods of time and within a demographic subset, giving knowledge about when and who is using the libraries services. Given this information, you may choose to create a campaign that compliments your general marketing initiatives to target a certain group or type of user you have identified and perhaps during specific periods of time. You may also get your staff involved in driving customers to the in-house terminals that link to the LibSatLibrary Customer Satisfaction Management Service survey, by providing customers with the survey URL, or by handing the customer the print-based version of the survey.