Customer survey at Stockholm University 2002

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Customer survey at Stockholm University 2002

• Management and Marketing Pre-seminar
• IFLA Glasgow
• Christina Tovoté
• Education co-ordinator/developer
• Stockholm University Library

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Contents

• Methods, definition, goals
• Realization
• Touch screen pros and cons
• Result compared to earlier investigations
• Results in relation to the goals
• How to proceed
• Marketing comments

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Methods, definitions, goals

• Objective How do the users apprehend our
  services
• Differences compared to earlier surveys
• Relevant fields of service
• 28 questions, two segmentation questions, open
  ended question
• 484 participating visitors, 87 students

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Realization

• Quick Search
• Touch screen
• Contact and marketing opportunity

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Result and comparison

• Translation of scale
• New formulations
• New questions
• To consider Which questions coincide and which
  do not? Why?

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Result tables
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 Please tell us if you have other comments
and/or opinions that you couldnt express in this
survey! Around 70 comments of which the following
repeated several times

• Too short opening hours, opens too late and
  closes too early - 9 times
•  Bad ventilation, too cold 4 times
•  Badly cleaned, especially the toilets and the
  toilets also need renovating 8 times
• The music just before closing is irritating 7
  times
•  Speeches in the loudspeakers and too loudly
  speaking staff 6 times
•  Irritating mobile phones 7 times

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Other comments

• The staff should consist of academics educated at
  Stockholm University!
• Very hard to find what you are looking for when
  it should be there according to the catalogue.
  Not alway someone is looking in it in the
  library!
• Bad collection
• Too few books for one week loans in some courses
• There should be a place where you can leave books
  when the library is closed.
• It is sometimes hard to find books on the
  shelves. If it depends on careless students or
  heavy workload among staff I dont know. Besides
  this kind of investigation is a good thing!
• (Atmosphere Look after the tramps! Or
  Interesting originals!)

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Method pros and cons

• Quick
• Easy
• New
• Visibility
• Marketing
• Serious?
• Missuse especially in the open ended part
• Integrity?

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Marketing comments and discussion

• When you do a user survey it is very important to
  combine this with a sum of money in the budget in
  order to be able to start actions according to
  the results!
• The tendency to be satisfied is normal!
• Which target groups should we really proceed in a
  survey? Non-users or potential users?
• Easy method relevant answers?
• How often can we or do we need to conduct a
  survey of this kind?