Managing User Expectations in the Changing

Information Paradigm
"2
nd
InternationaI Conference of Asian SpeciaI Libraries" (ICoASL)
at United Nations University, Tokyo, Japan. Feb 10-12, 2011.
Mr. B.P.Prakash,
Tata Consultancy Services
Mumbai, ndia
November
enda
November
ook at Numbers
lanuaes
4.3 years lenth in time
3,, tweets per day
4 new applications per day
USA top 50 magazines
48% RSS
4% Messae Board
38% Publisher Blos Online
38% Reistrations
USA top 100 newspapers
8 % Reporter Blos
7% RSS
75% Section-wise RSS
4% Messae Board
% Videos
38% Online Reistrations
November
Our future users..
89% start with search enine, % with library website (OCC survey)
TCS Generation Web . Survey
4% bein their search on Goole, followed by % on print (TCS survey)
3% of urban students spend over an hour online daily
% have a personal computer at home
93% are aware of social networkin
Orkut and Facebook are most popular online destinations
4% use online sources to access news
in 4 students own lap-tops in metros; of 3 own music players
TCS Generation Web . Survey findins suest our future users will be -
Globetrotters
Social networkers
Gadetphiles (Mobiles, PCs, -pods bein hihest in use)
November
Our frustrated users
nfo obtained is useless
hours a day spent in searchin info
59% miss relevant info as it exists in wron places
45% cannot find own company info
57% search numerous sources to find riht piece of data
Source : ccenture Survey
Web-based survey of 9 manaers in companies in the US and UK
t's time to chane the way we serve
November
Content types
n-house publications
ntranet
Email
Collaborative applications
WWW Content
Email
E-journals, Newsletters
TOCs, Book lerts
Blos, SNS
n-house applications
eacy applications
ibrary databases
ibrary cataloues
Commercial databases
Online directories
WebOPCs
InternaI
Structured Unstructured
ExternaI
November
We are not alone
November
3 ways to access NY Times !!!
Print (preferably with coffee and croissants)
Website
Mobile website (for phones and PDs)
rchive (NYT and third party)
Online areators
Electronic (download)
NYT Reader (software platform)
Kindle
Facebook
inkedn
YouTube
Email
RSS
Blos
lerts
Podcasts
SMS textin
vanto
Chumby
Opera Mini
Twitter
Vindio
iPhone app
Distributed presence
November
mpact of technoloy on services & users
Acquisition
Contracts & icensin
Fair use
ROI
Usae vs.cost
Trainin
Processing
Open ccess
Open standards
Web preservation
Marketing
Web .
Support
Uptime
rchivin
Miration
Portability (print- electronic)
Access, Search &
DeIivery
evel ccess
inkin / OpenUR
Federated search
Choice of formats/
adets
November
Web . : Our Emerin Service Model
collaborative
creative
participative
conversational
developmental
RSS Feeds
DeI.icio.us
Web Trackers
BIogs
Twitter
Chats
FIickr
YouTube
LinkedIn
November
Riht information to the riht user at the riht time
Segmentised
Authorised &
authenticated
Measured
empowerment and
participation
ANYTIME VaIue-add to the raw
content (inteIIigence
and anaIysis)
Ready- to- Consume
CoIIaborative and
aIigned (embedded)
User-expected
formats
November
Walkin the tiht rope
Federated search vs. distributed deliveries
User empowerment without library disintermediation
McDonaldization of libraries (Brian . Quinn, Texas Tech Univ.)
November
User-satisfaction
Demography
Three hines of user satisfaction
November
Information Products
nformation products have an S-curve.
ll hihly customised, value-added, ready to-consume info-products are
successful
User-participative and collaborative products increase user trust and library's
visibility
Users are more interested in the 'what' than the 'how'.
TCS Experience of User Satisfaction
November
Customised Products
Info-Watch
HR & Competitor's
QuarterIy Digest
Job-Advertisement
AnaIysis
Tenders/Bids
Tracking
Based on OUs (e.. BFS, BPM, nsurance, Telecom, Utilities)
Based on Technoloy (e.. Microsoft, Oracle, SO)
Based on Bus & Mt Strateies (e.. TCS, Competitors, Manaement)
Based on Georaphies / ccounts (e.. UK, Japan, Canada, GSK, viva)
Trackin competitor news across important parameters viz. eoraphy
presence, revenue split, strateies, key people, customers, alliances, JVs,
hirin, outsourcin, investments, trainin, R&D, CSR and others
Trackin job advertisements featured in local and leadin newspapers of
metros, and websites of 5 competitors
Customised tenders on business opportunities are sent to the concerned bid
office and marketin roup.
Presentation Decks
Prepare PowerPoint presentation decks by compilin information from
multiple reports and formattin in the user defined templates ready-to-use
Information Products
November
Collaborations (Embedded librarianship)
PortaI Content
Managament
CoIIaboration with
LTSG
Manain portal sites of domains toether with the domain teams.
Collaboration with TSG to promote use of Books 4x7, enhance
functionalities and interate with RC cataloue / searches.
CoIIaboration with
Corp. Marketing
CoIIaboration with
Corporate Functions
Collaboration with Corporate Marketin Team for shared access to
Electronic databases as per customer needs.
Collaboration / ctive support to Corporate Functions like &D, Brandin,
Forein anuae, Business Excellence, Global Security teams to
Conduct / celebrate events.
CoIIaboration with
Strategic SoIutions
Collaboration with Strateic Solutions team to add analysis to competitor
info diest
Information Products
November
TCS Experience of User Satisfaction
Use the users lanuae.
Users like convenience. Provide alternatives wherever possible..
E.. flexible access, search, delivery, communication platforms.
Users like to 'find' but librarians teach them to 'search'.
Systems provide more than just access. Empowerment and participation delihts
users. Come in the users flow.
Take user feedback seriously. Get back with what's acted upon.
Have processes in place to ratify and acknowlede users.
Systems and Services
November 18
Use the users lanuae :
Folksonomy used on the TCS Portal
"ibrary is an universal term in amon other related tas iven. (4%)
One-word tain is most favoured than multiple words to describe content (7% : 4%)
Sinular noun is used by most users, and not plurals (87% : %)
5% pose questions under faulty cateories
Users do not know the difference between a 'cateory' and a 'ta'.
Users do not understand 'ta cloud'.
Systems and Services
November
Clarity of
Purpose
Why do need it ??
What is in it for me??
Clarity of
anuae
User-enerated content, reation, Sinle-Sin-On, Mashup
$%^&*()_+@#$%^&*()$%^&*()^&*()
Clarity of
Participation
What can access? What can share?
What is not permissible? Who in the library to do what?
Natural
Extension
M is the new reference desk, RSS feeds are a new form of library
bulletins
Viral Content
Crisp, enain, the feelin of What next??
Gettin across clearly
Systems and Services
November 20
User convenience
Federated Search
across pre-defined
sources
Systems and Services
November 21
Systems and Services
November 22
CoIIection BuiIding
nvolve users in your systems
Marketing
TaIent Search
Web 2.0
Reference Services
CircuIation
User Training
CAS / SDI
OPAC
RSS
Widets
Tain
Ratin
Wikis
Blos
RSS
Widets
Wikis
Blos
M
WebEx
Tain
Ratin
Tain
YouTube
Flickr
inkedn
inkedn
YouTube
Flickr
Facebook
RSS
Widets
Wikis
Blos
inkedn
Slideshare
Widets
Widets
RSS
Wikis
Tain
Ratin
Systems and Services
November
Provide alternatives
CircuIation
CoIIection BuiIding
CataIoguing
Marketing
Reference Services
CAS / SDI
User Training
TaIent Search
Photos
Videos
SNS
RSS
Widets
M
Wikis
Blos
Systems and Services
November 24
ssociate Satisfaction ndex (4-9) : TCS V/s RC
8
7
7
74
7
78
8
TCS Score
RC Score
1CS Score 716 721 73 737 744 717
l 8C Score 7347 7388 7683 788 786 736
200403 200306 200607 200708 200809 200910
Systems and Services
November 25
cknowlede users
RC honors one associate from each centre annually with a "Patron of ibrary award. The criteria for
selectin a patron includes:
ssistin the RC in collection Development.
Promote RC services within oranization.
Give RC timely feedback & suestions for continuous improvement.
Systems and Services
November
TCS Experience of User Satisfaction
Demography
Know your users.
n the era of e-content , our user opinion poll showed a 8 : ratio with clear
inclination to see more print.
November
TCS nternal
Customer Focus
Capturing Customer Requirements
November
TCS nternal
Customer Focus
FuIfiIIing Customer Expectations
November
TCS nternal
Customer-centric GoaIs
Objective GoaI (To be measured haIf-yearIy) Target Remarks
Focus on
customer
requirements /
reular
interactions /
customer
satisfaction
Ensure customer satisfaction throuh hih
S ratin in PUSE (enterprise-wide survey
by TCS)
4
(Differential
S)
To be 4 points above TCS
S at branch & unit level.
Ensure Customer satisfaction in Branch level
user survey (enterprise-wide RC survey)
35% ratin
between 4-5
(on a scale
of 5)
5% feedback tareted at
BRC & Unit level.
nteract with Heads / Sr Manaement - SUs,
ccounts, Relationships
5%
Repeat visits not to be
counted
November
TCS nternal
Opinion PoII
ow
awareness

Electronic
Database
awareness
GRD usae
nfo Watch
format
Print V/s
Electronic
Documents

8
9
7
9
U
s
e
r

I
n
p
u
t
s
ow
awareness
. Mail size /
traffic.
. Host on
ntranet
lmost equal
preference (%) to
print & electronic.
7% opted for 5:5
R
e
s
u
I
t
s
aunchin Marketin campains
wareness drives durin events
Marketin campains
nteraction with users, Gs/Ps
Focus on quality of content, S
Awareness increased by 15% in 2010
Format chaned to reduce size
Drive for % copyriht compliance
Taret increased for electronic
procurement
November
One size does not fit all
Demography
November
PubIic Academic
SpeciaI
Blos
Wikis (wikipedia)
RSS
SNS (Facebook, Flickr
YouTube, ibraryThin)
Twitter
Pod / Vod castin
Mobile services
Virtual World
nstant Messain
Goole tools
Mashups
Blos
Wikis (wikipedia)
RSS
SNS (delicious, CiteUlike,
ibraryThin)
Goole tools
Mashups
Blos
Wikis
RSS
Goole tools
nstant Messain
Pod / Vod castin
Mobile services
Twitter
SNS (delicious, CiteUlike,
ibraryThin)
Virtual World
nstant Messain
Pod / Vod castin
Mobile services
Twitter
Mashups
Virtual World
Mappin Tools to ibrary Profiles
H
i

h
M
e
d
i
u
m

o
w
Demography
November
Extensions to traditional measures
doptin new performance indicators and benchmarks to measure user satisfaction.
Deploy optimally, interate maximally. nterate the user footprints (print and non-print)
Watch out for aps in library vs.user perspectives throuh reular surveys (use same
paramaters to survey both users and librarians)
November 4
Photo-sharing sites
show what the library is really about
library's interior and exterior (photo
tour)
staff & customers
new services and resources
Stickers, posters, books, photo
cubes
calendars, keychains, back-up
discs
shirts, bas, mousepads, mus,
etc.
print photos on canvas
anythin you can think of!
Podcasting / Videocasting
audio library tours
database and catalo searchin
SociaI networking/coIIaborating
ibrary blos and Widets
ibrary Events Calendar with online
reistration
Goole Maps mashup for library
locations
ibrary contact form
RSS feeds
Custom web-enable databases
Reference Chats
Del.icio.us
inkedn
MyFace.com
Facebook
Wiki
ibrary web-site is not enouh!
November
Our responsibilities :
Brought to you by "library
Providin unleashed services, 'but' with personal touch
Develop analytical skills on user enerated content.
Exposin and educatin users to the invisible online resources
Enhancin visibility of the apparent disintermediation of library staff throuh embedded services
Educatin users on diital copyriht and licensin to help users expect the rihtful
ctin as a knowlede centre by connectin the riht people with each other
November
Otherwise.....
Thank You