Health Libraries Group Conference

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Health Libraries Group Conference September 2004
Belfast Never mind the quality feel the width
using quality standards to demonstrate
effectiveness to stakeholders and
customers. National Assembly for Wales Health
Promotion Library Sue Thomas Librarian
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• This session looking at quality standards and
  effectiveness will show how
• Quality becomes an integral part of service
  delivery and not an 'added extra.
• Services are refocused from a systems approach
  to one in which the customer comes first.
• Setting standards and monitoring performance
  with a focus on quality is one step to
  demonstrating effectiveness.
• Regularly engaging with customers feeds into a
  continuous improvement cycle.
• Winning a quality award gives you a publicity
  profile.
• Handouts of all slides are available, and copies
  of all documents mentioned in this presentation
  can be provided.

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How do I know your service meets quality
standards?

• The Library is part of the Wales Quality
  Network, and is a second-time Charter Mark'
  award winner for excellence in customer service.
  We were re-awarded Charter Mark status in
  October 2002 for another three years.

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Some definitions to help our discussions Effecti
veness the quality of being effective. Effectiv
e That has an effect Efficient Fit for work
or service. Effect Something caused or
produced a result, consequence. Quality The
nature, kind, or character (or something) hence,
the degree of grade of excellence. Shorter
Oxford English Dictionary 1973.
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• The Health Promotion Library some facts and
  figures
• National library in Wales for health promotion
  and public health.
• A physical library with a virtual membership
  across Wales. Something of a challenge!
• Anyone in Wales can join - this includes
  children and students.
• Services include membership induction
  enquiries range of current awareness
  publications training sessions marketing via
  outreach at conferences and events.

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• Charter Mark? Think Ive heard of this, but not
  really sure
• Putting the customer first. Promoting choice,
  flexibility and innovation in public service.
• Ultimately change in public services depends on
  organisations who have Charter Mark.
• Rather than just operating the system Change
  Makers say should that be the system? Can we
  do this better? Prime Minister Tony Blair 2002.
• Valid for a three year renewable period.

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• Charter Mark basic principles
• Launched in 1992.
• Many changes to the award and to the submission
  process since first launch.
• Remains a quality improvement programme that
  helps you understand and improve the customer
  focus of your organisation.
• Re-orientates services around needs of customers
  and not systems and processes.
• Helps you to demonstrate effectiveness.
• Full details about Charter Mark Criteria and a
  self- assessment tool are on the web at
  www.chartermark.gov.uk

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• Charter Mark in action Setting standards
• Service standards are set and reviewed annually
  with all existing customers.
• All new customers receive a copy of the latest
  standards.
• Services are delivered to the standards as set.
  This is the minimum level customers can expect.
  Where it is possible Charter Mark asks that you
  exceed expectations!
• Standards measure quality as well as quantity.
• All standards develop from the baseline set to.
• Provide an efficient customer friendly and
  effective library information service for all
  customers.
• How are we doing? Library performance is
  measured against these standards. Information
  collected is reported back to customers and
  stakeholders.

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• Charter Mark in action Actively engaging with
  customers What do YOU want us to achieve?
• We plan what we are going to achieve each year
  in consultation with our customers.
• We produce a Library Action Plan to make our
  internal operational plan meaningful to our
  customers.
• The Plan is based on
• ? A review of the previous years plan.
• ? Feedback from customers to the annual survey
  (more on this tool later).
• ? Regular feedback from evaluation of enquiry,
  training and current awareness services (if it
  moves we evaluate it!!!)

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• Charter Mark in action Actively engaging with
  customers What do YOU want us to achieve?
  Continued...
• To make the 2004 plan even more useful we
  included
• ? Costs for proposals.
• ? Success criteria against which proposed
  activity can be measured.
• ? Names of the lead member of library team
  against all proposed activity for customers to
  be able to contact them directly with queries.

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• Measuring effectiveness tell us how were doing
• Feedback can come in many guises!
• Dont follow us and ignore the informal
  responses on post-it notes compliment slips
  etc. These are invaluable!
• SAVE ALL feedback however received!
• It takes TIME to achieve regular feedback.
• TIPS FOR SUCCESS
• ? Regularly ask for feedback.
• ? Collecting feedback must be systematic.
• ? Make the process easy both for customers and
  staff.
• ? Customers are keen to provide feedback after
  they have received a service, good or bad!

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Measuring effectiveness tell us how were doing
- Continued... TIPS FOR SUCCESS ? Ask for a
response as you provide the service. You can
always follow-up at a later time. ? Act on the
feedback you receive. This doesnt mean you
will do everything customers want. But you tell
them WHY you cant do something. ? Feedback
will dry up if you consistently fail to take
action. Why would YOU bother?
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• Feedback What WE do?
• Field-test all new publications with customers.
• Ask for comments on new developments in Library
  News.
• Send Enquiry response forms with all enquiries
  handled.
• Use evaluation forms for training days,
  conference exhibitions, library visits and
  current awareness publications.
• Carry out an annual customer satisfaction survey
  measuring overall satisfaction, use and
  usefulness of services.
• Use a feedback form on our web site allowing
  customers to remain anonymous or to ask for a
  personal response.
• www.cmo.wales.gov.uk/content/library/form-feedback
  -e.htm

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• Promoting choice and ensuring fairness
• Services must be easily available to everyone
  who needs them.
• Customers should have choice in how they access
  and use the services provided.
• Services should be provided flexibly.
• Particular attention should be given to
  customers with special needs such as visual or
  hearing difficulties, those whose first language
  is not English and people with learning
  difficulties.
• Examples include
• ? Making library update available in large print
  and in Braille.

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Promoting choice and ensuring fairness -
Continued... Examples include ? Asking
customers whether they have any specific
requirements for large print, and meeting
these. ? Deaf Awareness training for library
staff. ? FREEPOST for return of all feedback
forms, and return of items sent out to
customers by postal loan. ? Free membership
available to anyone in Wales.
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• How do these quality measures in place help us to
  show we are effective?
• We know
• ? Overall customer satisfaction rates as well as
  satisfaction rates for specific services.
• ? Trend data on which services customers find
  most useful, and which services are most
  used.
• ? Whether we provide information as requested and
  at the right level.
• ? That we can instantly provide additional
  information if needed.
• ? The areas of the current awareness publications
  which are of most interest and value.
• ? Any new areas which customers want included in
  future issues.
• ? Whether customers would recommend the service
  to others.
• ? Whether we will have repeat business.

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• Reporting back to customers and stakeholders
• Keeping customers and stakeholders informed is
  an essential part of a quality service.
• We use a number of ways of doing this.
• ? Monthly report showing the usual statistics
  loans, new members etc.
• ? Customers told us that they didnt want to be
  overwhelmed with data, so we altered the
  presentation and keep statistics to a
  minimum.
• ? These are displayed in the library Did you
  know that in June we
• ? Library News has figures for the previous two
  months. Minimum data and on the back page.
  Moved from the front where WE though it
  essential that customers should have this!
• ? Twice yearly reports to stakeholders
  demonstrating progress achieved against
  targets set.

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Reporting back to customers and stakeholders -
Continued... The Annual Report provides ? An
overview of highlights during the previous
year. ? A summary of action taken against targets
set in the Library Action Plan focusing on
the quality improvements we have made. ?
Statistics are given but these are NOT the main
focus. ? Analysis of performance which is
presented separately in the appendix. ?
Achievements against service standards set. ? Use
made of services and usefulness of services to
customers. ? Trend analysis where possible.
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Latest results from Annual Report April 2003 -
March 2004 Performance achieved
Overall satisfaction

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Latest results from Annual Report April 2003 -
March 2004 Overall satisfaction /
dissatisfaction with library services
Customers overall satisfaction with our services
continues at a high level, with no statistically
significant changes in trend data to report.
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• Marketing and publicity
• Quality standards and the evidence you have that
  you are providing an effective service are
  important publicity tools
• Stakeholders think more highly of your service
  when customer feedback is positive.
• Winning a recognised national award thrusts your
  service into the spotlight.
• What we do
• Marketing a key activity to engage with existing
  customers and let potential customers know
  about our services.
• Providing library exhibitions at public health
  and health promotion conferences in all areas
  of Wales.
• 17 exhibitions between April 2002-March 2003.

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• Marketing and publicity - Continued...
• What we do
• Library publicity material exhibition banners
  and library fliers.
• Library fliers provided to all new customers and
  to partner organisations for referral to the
  service.
• Articles in range of newsletters.
• Links to partner web sites.
• Published annual report sent to stakeholders and
  key partners.
• Encouraging customers to recommend service to
  others.

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Handouts available Copies of all documents
listed can be sent either in print, as email WORD
attachments, or are available on the web at
www.cmo.wales.gov.uk/content/library/index-e.htm
Please complete your details on the name and
address sheet and the number of the document you
need. 1. Service standards March 2004. 2.
Library Action Plan April 2004-March 2005. 3.
Membership form. 4. Enquiry response form. 5.
Training day evaluation form. 6. Conference
exhibition checklist. 7. Library visit evaluation
form.
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Handouts available - continued... 8. Library
News evaluation. 9. New Books Bulletin
evaluation. 10. Health Promotion Research
Bulletin evaluation. 11. Annual customer
satisfaction survey. 12. Library News latest
update. 13. Annual Report April 2003-March
2004. 14. Library marketing flier.
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Contact details If you have any additional
queries, comments, or suggestions please
contact Sue Thomas Librarian National Assembly
for Wales Health Promotion Library Ffynnon-Las Ty
Glas Avenue Llanishen Cardiff CF14
5EZ Wales Tel [phone] (enquiry line) Fax
029 20 756000 Minicom 029 20 681357 Email
hplibrary_at_wales.gsi.gov.uk Web
www.cmo.wales.gov.uk