In the Spring 2012 semester the University of Illinois Undergraduate Library will offer a roving Librarian service. Students can expect to see library staff in easily identifiable vests around the facility next spring. In the first phase of the project, they will be experimenting with a few different vest options. Pictured is a popular vest model from Menards.

I recently came across a good application of roving, including pictures of some innovative desks being used to support roving at the Appaloosa and Mustang Libraries in Arizona. Hats off to both of them  and to the Arizona Public Library System for forward-thinking and for pro-active approaches to sertvice. The information comes from Ellen Forsyth, consultant, Information, at the State Library, New South Wales, Australia.

There were several of these pods through the library to aid in the proactive delivery of roving reference. While seats are shown, I mostly saw staff standing with the client, after having been walking around looking for people who they could assist. This is a proactive model and it was very exciting to see it in operation. Staff really were walking around and looking for people to help.  They were covering the entire library space.  It was not intrusive, and it looked like it was effective.I was also delighted to see that in her write up, Ellen Forsyth cited approaches and techniques I taught several years ago at the Pro-active Service and Roving workshops we provided for Arizona Public Libraries through the auspices of the Arizona State Library. Approaches and techniques such as “using positive body language” and “non-invasive questions” including “are you finding what you’re looking for” are some of the hallmarks of Mentor Group Training Inc.’s  Library workshops, and we are delighted to see them becoming part of the roving lexicon and to such great effect. Well done!
According to the posts by Ellen Forsyth: “A new term I discovered recently was “shoulder to shoulder” reference service, because the client is next to the staff member. This is the term being used in Appaloosa Library, Arizona.  You are taking the client with you and the service points are designed for this. 

It was part of the service helping people find what they were looking for, before they were frustrated, or left.  The staff used positive body language as well as non-invasive questioning. It really is about asking “are you finding what you are looking for?” or a similarly open type of question, and not expecting the client to come to you – you need to seek them out.”

At the  Mustang Library, Ellen describes these innovative dual use desks this way: “Mustang Library, part of the Scottsdale Library system had impressive staff desks for helping with roving reference.  The desks were signed info/search with the info part for staff and the search for the public.  There were a few of these throughout the library and they were a very effective way of making opac accessible and signaling staff assistance. There were a series of these paired spaces through the library. They were compact and looked great.”

These are only two of the many great pictures viewable on Flickr, using the links above. You can get more information or follow Ellen Forsyth on Twitter. 

Continuing with our Roving “Myth Busting” series, here’s Myth #4(a): “Patrons will hate it.”

Some of the statements I have heard from Library staff members who are imagining an aggressive retail model, and who are unfamiliar with the most professional methods of providing roving reference include:

• “When I go to a store, I don’t want someone hovering over me. I hate that when I’m shopping!
• “Most patrons do not appreciate getting harassed with the dreaded “Can I help you?” question used by retail sales clerks.”
• “I didn’t go into this field to become a floating sales rep.”
• Patrons don’t want us stalking them!

Response: Can’t disagree with any of this – IF this were a true picture of roving! I too hate to be badgered or stalked in a store. If this was what was being advocated as the correct  method for Roving Reference, then I would be against it too!

Having said that, the truth is that providing a professional standard of roving service is both “an Art and a Science”. Doing it successfully requires “Artfulness” such as: using your own natural style of friendliness and approachability, showing discreetness, sensitivity, keen observation (to determine which customers look like they would like some guidance), and good judgment and common sense. It is also a “Science” involving certain laws of Communication and Psychology, with proven methods, most useful approaches and best practices – all of which generate positive responses from patrons more often. For these reasons, training in the best professional roving practices may be essential to success. We’ll deal with that statement in our next post.

Continuing with our Roving “Myth Busting” series I present:

Misconception#3: “We already care about patrons, so we don’t need to do anything different…” “Patrons express how much they appreciate our help…”

Response: In many ways, this is true. Those patrons/customers who have experienced the wonderful, knowledgeable, resourceful assistance of Library staff express their appreciation and delight. BUT –  my question to you is: What about those customers you never talk to? Studies have shown that between 40%-60% of Library customers will likely not approach the desk for assistance, even when they need it. I call these “hidden customers/patrons”, because often don’t even notice them – especially when you are busy. Without roving staff, these “hidden” customers are destined to remain frustrated and under-served. If they are under-served, they are also not likely to be as aware of or impressed by the vast aray of resources and services available to them. There is a huge  opportunity to build strong relationships with those people, simply by being more available at or near their “point of confusion”. The goal of Roving is to find those hidden customers who need and would like some help, and offer it to them, thereby creating relationships with more users, who may well become loyal, Library supporters.

COMING IN MAY: Live Webinar: Best Approaches For Roving Success

Click here to download a Roving Webinar, Printable flyer

“Our desk is busy, and our statistics show some growth, so don’t need to provide roving reference.”

This is the second “Myth or Misperception” I’m going to address in the series “Responses to 8 Common Myths and Misconceptions about Roving”.

Reality check / Response: This perception is not entirely wrong, is it. In actual fact, many Libraries these days are finding that they have trouble keeping up with the demands of the public flocking in. Unfortunately, this is as much a symptom of  the troubled economy and “lean” staffing levels as it is of anything else.

In times of recession, people take advantage of free services, and the library is among the most popular. In the past few years, libraries across the country have seen dramatic increases in the use of their services, which in addition to free Internet access can include programs such as resume workshops and foreclosure seminars.

In addition, there is an upswing in the complexity of more complex reference questions, as people use the internet to answer what once were those “ready reference” questions. This means that more time may be spent with each customer. Both factors contribute to making the desk seem busier.

However, as we know, things may be vastly different in a year or two. To blithely paraphrase a profound Buddhist philosophy…”all things pass“. And that means the economic situation WILL turn around, more people will get jobs, they will be able to afford their own Internet or download all the DVDs they want or buy books and e-book readers…and all too frequently, they will drop away from the Library.

This brings us back to one of the key benefits of Roving Reference – building strong relationships with Library patrons, which helps to secure a Library’s funding and future.  First and foremost, your Library staff are your best advocates – in their everyday one-on-one service interactions with your customers. Who better to demonstrate the value that Libraries deliver? And haven’t we all have experienced the infectious enthusiasm of a loyal, supportive Library member/patron?

Research has shown that positive perceptions of Librarians coupled with a belief that the library is a transformational force in people’s lives is directly related to the level of funding support. See the 2008 OCLC Report “From Awareness to Funding: A study of library support in America“.

Libraries are certainly not “the only game in town” for information, social connections or entertainment. Roving is one of many pro-active service approaches being adopted by Libraries in order to meet and even exceed the changing expectations of their customers.

In the words of Bill Gates: “We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next 10. Don’t let yourself be lulled into inaction.”

This is the first “Myth or Misperception” I’m going to address in the series “Responses to 8 Common Myths and Misconceptions about Roving”.

Ive heard this expressed by many Library staff (before they attended our workshop), and I’ve read it on many Library Blogs. The thinking seems to be that “We hardly get any complaints – so that means that means our patrons think our service is good….so we don’t need to improve our service (by Roving).”

Reality check / Response: A common misperception among Library professionals is to believe that a lack of complaints proves that that there are no complaints…ergo, they don’t need to do anything differently to provide superior service. At the same time, many believe that if their service were not good, their users would certainly let them know. Unfortunately, studies show that for every customer who bothers to complain, there are approximately 24-26 others who remain silent. Only two to four percent of dissatisfied customers actually direct their complaints to the person that provided poor service. Dissatisfied customers are much more likely to tell others, such as relatives and friends (who are also potential customers), about their complaints. And – even worse, the average customer who feels they were “wronged” will tell 8 to 16 people (over 10% will tell more than 20 people). Think about the last time you experienced service bad enough to make your blood boil. And what do many of us do when we’ve received poor service somewhere? Most often – we just don’t go back there. It’s not worth our time to complain, and we may think complaining won’t make a difference anyway. BUT – we do talk about it, don’t we? Think about this – how many times have you told and re-told a tale of poor service that you experienced, and to how many people?

To combat this situation, Libraries can implement friendly Roving service, to ensure people are finding what they want or need at their “point of puzzlement” in the Library. Among many other benefits, this prevents frustration and increases the number of opportunities for patrons to interact with friendly, helpful staff.

“I Don’t Get It!”… The Library Manager brushed some stray hair out of his eyes and gave me a perplexed look over his glasses. “I don’t get it” he said, with a sigh that seemed to indicate that he thought he should.

I looked up from my salad, and stopped making notes on my “Official Library Conference schedule and Guide”. So far, the Library Conference had been very interesting, and I was hard pressed to decide which of the great presentations to attend in the afternoon. The food area in the Conference Exhibit Hall was really crowded and noisy, and I could see that many conversations had sprung up between strangers seated, of necessity, at tables together.

“Oh? Don’t get what?” I said with a smile.

He continued. “Our Director said that it is important for us to focus on “pro-active, patron-first” type strategies like roving, to build relationships and all that . But – I don’t get why this is so important right now. I mean – we’re so busy! Our desk is busy, and our statistics show some growth, so I don’t see the need right now.”

I looked at the Library Manager, now seated across from me,  and smiled. “You’re not wrong”, I said. “It’s that kind of economy, when long line ups for library cards, and shortages of public computers are no longer a blue moon kind of thing like they were in the halcyon days before the economy started to slide. Layoffs continue to happen, families are tightening their belts, and many Library patrons have one thing in common; they don’t have access to a computer or resources at home – if they still have a home.”

“But,” I continued, “As we know, things will not continue this way, and may be vastly different in a year or two. To blithely paraphrase a profound Buddhist philosophy…all things pass. And that means the situation WILL turn around, more people will get jobs, they will be able to afford their own Internet or download all the DVDs they want or buy books or ebook readers…and all too frequently, they will drop away from the Library.”

Our conversation continued, and even began to involve a few other Library conference attendees, eating lunch at the table beside us. Their ideas and opinions and those of hundreds of my Library clients are the foundation for the upcoming posts in this blog. My response to this important question, which I have answered hundreds of times since that interesting lunchtime conversation several years ago.

Over the next few blog posts, I’ll address that question, and answer several others about the best ways to Rove, and how to overcome some of the challenges commonly faced by Libraries as they implement this as a service model. Stay tuned!

The intent of this this Blog is to add to the knowledge and insight that you, as a Library Manager or Staff Member need to know in order to understand the importance of proactive services (such as roving) to your patrons, to your profession, to their future and to the future of the Libraries. And, understanding that, learn some of the best tips for roving comfortably and effectively.