Libraries and customer service

It has become clear after extensively reviewing the literature on customer services in the Higher Education sector that student services have been slow to the party when it comes to changing processes and services to reflect changing student expectations.

I have found that the university library sector has been ahead of the game for years and there is a significant amount of published research, case studies and articles outlining what has been achieved over the past twenty to twenty five years.

Libraries have really followed on from IT Help Desk systems where staff in organizations became connected to networked Help systems. These allowed staff to place a ‘ticket’ that specified an issue or system failure. The response would likely be someone visiting the staff or a fix via network tools.

Over time the IT Help Desk was reconfigured into a Service Desk where service staff were able to provide more customer focused services not just system fixes. Service Desk staff were eventually able to provide training and other support.

These Service Desk and Help Desk systems have now been introduced into university student service desks and allow students to access 24 hour self service and receive streamlined services.

The issue for where I am carrying out my research project is the SID system (Student Information Desk) combined with a new physical student HUB has significantly changed the working practices of the Faculty support teams. The main impact has been a reduction in student foot-fall and fewer students coming in person.

This has had considerable impact on the Faculty teams in terms of how they now perceive their roles, the SID system has in fact imposed an alternative identity on teams and individuals. The system has demanded that the staff undertake additional training and changes to work process flows. Students are now more likely to go to the student HUB and issues are posted on the SID system where Faculty interventions are needed.

The system has changed the relationship between the staff and students and what were front line staff have now become back-office staff. These issues have generated a mass of data for my research project.

Last interview

I carried out my last interview on the 3 July. The interviewee was the Academic Services manager who talked about the SID system and the new student HUB that will be opening in September.

The interview was interesting because it was a summary of the situation now and acts as an end point to the start of the interview process that looked back to times before the current organisation structure, over a period of about thirteen years.

The early interviews described long periods of pre-tchnology use where staff self identified as ‘paper pushers’ up to the present day where staff now self identify as having expertise and knowledge that is valuable to academic staff and students.

The next steps will be to tie all the interview strands together and create a chronology of actions or a set of chronotopes.

 

 

Continuing with the interviews

I have been working on completing the research interviews. My supervisor is concerned that I do not carry on interviewing too many people due to the time that it will take to do the analaysis. The problem is the more people I interview the more interesting the project becomes and the more I want to carry on with the interviews.

In some respects this issue is at the core of the research process, how much data is enough. With the interviews I am getting to the point where saturation has been reached.

In order to provide as comprehensive overview as possible I am planning to carry out a couple of observations of meetings and some observations of staff using the SID system. I have also managed to gather a large number of documents that describe the SID development process, implementation and a series of emails regarding the use of the system by staff.

The fifth interview

The fifth interview was very interesting. The participant was a team member with a very different perspective on the question.

The participant currently works in a customer facing role and has had a lot of student interaction. This has changed though over the past three to four years as a result of the introduction of technologies particularly web based services that allow students to upload their work electronically which previously had to be submitted on paper. The paper had to be processed, catalogued passed on to markers, returned to the administration team and returned to students.

This process was very labour intensive and made the participant feel underappreciated especially when it came to how they felt they were viewed by other staff – particuallary academic staff.

The impact of technology on the team has been to free up time for the participant to spend more time with students and they felt that this allowed them to provide a much better and more personalised service than before,

The number of students coming in person has significantly reduced and this has meant that those coming in have more complex issues to deal with. This has allowed the participant to develop better customer service skills. The participant mentioned that they felt that the team had developed a better skill set and was more appreciated by academic staff as a group that had real expertise – rather than just being paper pushers.

The participant said that the SID system is a success but it is early days and there is a need to constantly reinforce the message – with staff and students – that it should be used.

This was a very interesting interview because the participant is a direct user of the SID system and had some useful insights. Once again I felt the interview went well and there were some very useful convergent points raised.

The fourth interview

The fourth interview was with a person was quite different from the three earlier ones. The main difference was the three earlier interviews were with managers the fourth was with a team member who had quite a different perspective on the question.

The interviewee was much more focused on operational issues and talked about team structure issues. The issue of staff changes was raised and how these have had an impact on the team and its work. The participant mentioned that over the years the institution has discussed many organizational level changes but many have not been implemented and many others have been only partially implemented.

On one occasion a merger between two teams was stopped due to teams objecting to job changes and the need to develop common practices. This resulted in some conflicts developing due to a lack of openness to new ways of working.

Over time jobs have changed though mainly due to the impact of new technologies being introduced. Technologies that have reduced the need to handle paper. The technologies have increased the skill level of the team and this has in turn built the confidence level of team members who now have more time to provide better customer support.

The use of the student information desk (networked communication system) was raised and the difficulty of building a supportive network of users and how difficult it is to get user buy in. It is felt by the participant that the SID system creates an impersonal service – unlike direct email communication – even though the SID system is seen as a better system than email.

I found that this interview worked well probably because I’ve done a few now and am getting more confident about the process. The data collected is becoming very relevant to the project and ties in very well with relevant theories.

Thoughts on why anyone would want to be interviewed, or not…

I asked the interviewee that I used last week if I could re-interview her as part of the Convergent Interviewing process. The reply I got was interesting, basically along the lines of “you interviewed me last week why do it again?”

This got me thinking about the difficulties of interviewing and why people volunteer to be interviewed. The question is, why do people agree to take part in interviews or, what’s in it for them?

A number of points and questions arose from this thought:

  1. Getting interviewee participants is not easy. There has to be a benefit to the interviewee otherwise why would they agree to participate?
  2. What is the incentive for the interviewee participant? I think there is a very narrow and short lived engagement process that occurs in the mind of a potential participant. Possibly the potential participant’s initial thought is based on a feeling that someone is interested in what they have got to say about something – although I’m not sure what this says about randomly selected participants. Why the hell would a randomly selected person want to participate in an data collection exercise? Surely there’s even less motivation for them to participate?
  3. I can see how purposeful selection could lead to greater engagement but again there has to be some kind of incentive for the participant but I’m assuming if someone is told that they have been selected on the basis of their expertise then they might be more forthcoming.
  4. The potential difficulties of getting interview participants and getting people to agree to more than one or two interviews is potentially a difficulty if the researcher is undertaking Convergent Interviewing or just wanting to go back to speak to people again. There are also issues around timing, availability, getting a room and also if you are going back multiple times to people issues around confidentiality might come up because of something as simple as people going off for meetings.
  5. When planning interviews and selecting participants I think depending on the number of people you need to interview it would be good to have more people to interview than absolutely necessary in order to keep numbers up in case some participants decide not to turn up or walk out during an interview.
  6. In some ways small numbers of participants might be easier to manage than large numbers because you can build a closer relationship with potential interviewees and they might be more likely to make a commitment and a contribution.
  7.  I think there is a possibility that the feelings of the interviewer could have an effect on the interviewee. For example today I had a second interview scheduled with my participant from last week but I was feeling tired and did not really want to proceed. I needed to drive up some energy in order to make the interview happen again. As it turned out I did do the interview but it was not as effective as the one I did last week possibly because I was not in the mood but I also detected that the participant was also not in the mood. This could be a significant downside to interviewing – how does the interviewer keep their feelings and physical demeanor neutral so that they do not ‘contaminate’ the interviewee and influence the energy and motivation of the participant?
  8. After completing the two interviews I realized the importance of having sound questions. I found that especially in the second interview I realized that the question I asked was not specific enough but I did not want to ask a leading question either.

A lot of the literature around interviewing is based on getting a valid statistical sample and the methods that can be used to make interviewing more effective but there is not much (in the books I’ve looked at) on why people actually volunteer to be interviewed and why they don’t. I think purposeful selection of participants for interviewing might be the way forward – where this is a choice – because I think choosing people might be more effective than the random sample because of the issues around massaging ego’s on one side and people not wanting to be involved on the other.

I think I have gathered a reasonable amount of data that is interesting in terms of the research questions that I have used but I think if this was my full scale research project I would need to do a lot more work around question design and thinking more specifically what I want out of the interview. Reading the literature prior to the interviews has helped my thinking in terms of the domain of interest and contextualized in terms of what my participant has said and the restructuring process that is currently going on.

 

 

Convergent interview number two

I am planning to carry out my second Convergent Interview on Monday 16th December with the person I interviewed this week. I’m aiming to review and draft the transcript of the interview from this week and then work out a new interview question. I will try to make sure that I am much better prepared for the next interview than the first one!

Servce Science Research Areas – IBM Suggestions

On the IBM Service Science website there are some suggestions for research areas for SSME. One that resonates with me is:

People in Services

  • Customer behavior in networked environment, service social network and models
  • Organizational relationship, alignment, and culture

My research question at the moment is:

Where organizations have implemented service systems and service innovation cultures, how have staff teams been transformed and developed and what measures constitute success?

Sub-questions:

  • What is service innovation?
  • What are service systems?
  • What are the expected results of service systems and innovation?
  • What is the impact of service innovation on service culture?
  • How is customer / service value determined?
  • How scalable is service innovation and service systems?
  • What management techniques are applicable to service innovation and service systems team transformation?
  • What constitutes a service innovation?

Service Innovation and Innovative Services