Transcript e-Xploring Virtual Reference

e-Xploring Virtual Reference
Education Institute
2 November 2006
What is Virtual Reference?
For our context, virtual reference is currently
defined as the synchronous exchange of
information between library reference staff
and patrons, using online chat software.
Virtual reference does not include email
reference.
Why Virtual Reference?
Stephen Abram at Netspeed, 2001:
How often do our users not find the answers
they are looking for in our catalogue or in our
databases?
How often do these queries become
questions at the Reference Desk?
Current Trends

E-learning is proliferating

88% of 18-29 year-olds now go online, with 42%
of all Americans having broadband connection*

In D. Oblinger’s article, Boomers, Gen-Xers and
Millennials: Understanding the “New Students”,
the author identifies the following patterns and
expectations of students:




*
24x7 mentality: immediacy of services
Expectation of good customer service
Experiential, interactive and authentic learning
Use of technologies to stay connected (pages 42-44).
(http://www.pewinternet.org/pdfs/PIP_Internet_Impact.pdf)
Establish a Need

Talk to your current & potential users

Define your audience(s)
Academic: open to all including public?
 Public: open to all? Only those with a public
library card?
 Special Library: libraries partnering with similar
libraries/patrons?

What do you want to achieve?

It’s vital to determine the mission of the
service
Is it to provide answers?
 Is it to teach patrons how to find information
for themselves?
 A combination of the two?

What’s the best way of achieving
your mission?
Is it introducing virtual reference, or is it
improving your existing services (i.e. email,
phone, in-person)?
 Virtual reference questions take twice as
long to answer*
 What is the best way to serve your patrons
wherever they happen to be? *

*Coffman, S., & Arret, L. To chat or not to chat - taking another look at virtual reference, part 2. Searcher,
12(8), October 31, 2006 . Retrieved October 31, 2006,
http://www.infotoday.com/searcher/sep04/arret_coffman.shtml
Software Selection

Re-examine your mission and decide what
features are most important in making your
service successful

Develop a software comparison template (VPL)

Identify Primary and Secondary factors






Patron download?
Co-browsing?
Ease of Use?
Cost?
Compatibility?
Level of support from vendor?
Sample Software Comparison Chart
Product A
Product B
Product C
Co-browsing

 (only with
patron download)
 (only with
advanced mode)
Patron Download
x

x
Browsers
Supported
IE, Netscape
IE, Netscape,
Firefox
IE, Netscape
Operating
Systems
Supported
Chat: all
Co-browse:
Windows only
All
Windows only –
No Macs
Form Sharing

Surveys
Built-in
Customizable
Built-in
Costs
Annual license:
$4500
Annual license +
5 seats: $6000
Install $2500
Annual license
$3500

Staffing (1 of 2)

Project leader(s)

Participants: librarians, library assistants,
graduate students, library school students?

Voluntary basis or required?

Staff workload/recognition of participation
Staffing (2 of 2)

What skills are required?
Good typing
 Multi-tasking: toggling between patrons and
windows, typing, sending web pages, etc.
 Well-honed communication skills
 Desire to learn
 Reference skills, including customer service

Training

Vendor Training
 in
person
 WebEX
 training manuals

Train the Trainer Model

Mentoring & Collegial Support
Scheduling

Blonde’s survey findings:
Hours of service per week
 Length of shifts


Our schedule:
Monday to Friday, 11am – 5pm, Sept-April
 Term schedule

Communication

How will your participants communicate
with each other?
List-serv
 Intranet
 Regular meetings
 Newsletter

Marketing




Develop a marketing plan including a budget
Key to success*
What kinds of marketing will you do?
 Examples: postcards/mailings, post-it notes,
sandwich boards, press release, electric
message board, chalkboard messages
Don’t forget other forms of reference service!
*Vilelle, L. (2005). Marketing virtual reference : What academic libraries have done. College
& Undergraduate Libraries, 12(1/2), 65-79.
Assessment (1 of 3)

How will you determine success?
Number of questions received
 Feedback from users
 Number of repeat users


Statistics from software may not give you all
of the information you need.
Assessment (2 of 3)

Examples of Qualitative & Quantitative
Statistics:
Date & time question received
 Type of Question (research, circulation, etc)
 Patron Status (undergrad, faculty, public, etc)
 Location of Patron (based in IP ranges)
 Patron Feedback (comments via survey and transcripts)

Assessment (3 of 3)

How will you deal with issues of quality
control?
Concerns with quality of service (collegial
support, authority, in-person reference)
 Issues with software (responsiveness of vendor,
communicate with other customers, etc.)

How does Virtual Reference Fit
with Current Reference Services?
Scheduling
 Staffing
 Meetings
 Training
 Software

Integrated Reference Service
Plan for Success

Project forward in time and plan for success

Staffing will be the key issue
Do you have sufficient human resources to staff
this service?
 Will you have to outsource, ask non-volunteers
to volunteer, etc.

Future of Virtual Reference

There are other types of “virtual reference”
available

Which technology is most appropriate for
your users?


Instant messaging, SMS, etc.
Technology is evolving – virtual reference
will look different in the future
Bibliography (1 of 2)
Blonde, J. (2006). Staffing for live reference: Balancing service and sacrifice. In
Lankes R. D. (Ed.), The virtual reference desk : Creating a reference future
(pp. 75-88). New York: Neal-Schuman Publishers.
Coffman, S., & Arret, L. (2004). To chat or not to chat - taking another look at
virtual reference, part 1. Searcher, 12(7), October 31, 2006 . Retrieved
October 31, 2006,
http://www.infotoday.com/searcher/jul04/arret_coffman.shtml
Coffman, S., & Arret, L. (2004) To chat or not to chat - taking another look at
virtual reference, part 2. Searcher, 12(8), October 31, 2006 . Retrieved
October 31, 2006,
http://www.infotoday.com/searcher/sep04/arret_coffman.shtml
Duncan, V., & Fichter, D. M. (2004). What words and where? Applying usability
testing techniques to name a new live reference service. Journal of the
Medical Library Association, 92(2), 218-225.
Hirko, B., & Ross, M. B. (Eds.). (2004). Virtual reference training : The complete
guide to providing anytime, anywhere answers. Chicago: American Library
Association.
Lankes, R. D. (Ed.). (2006). The virtual reference desk : Creating a reference
future. New York: Neal-Schuman Publishers.
Bibliography (2 of 2)
McClure, C. R., Information Institute of Syracuse, & Florida State University.
Information Use Management and Policy Institute (Eds.). (2002). Statistics,
measures, and quality standards for assessing digital reference library
services : Guidelines and procedures. Syracuse, N.Y. Tallahassee: Information
Institute of Syracuse School of Information Studies Syracuse University ;
School of Information Studies Information Use Management and Policy
Institute Florida State University.
Meola, M., & Stormont, S. (Eds.). (2002). Starting and operating live virtual
reference services : A how-to-do-it manual for librarians. New York: NealSchuman Publishers.
Oblinger, D. (2003). Boomers, Gen-Xers and Millennials: Understanding the
“new students”. EDUCAUSE Review, 38, 37-47. Retrieved November 1,
2006 from http://www.educause.edu/ir/library/pdf/ERM0342.pdf
Sloan, B. (2004). Digital reference services bibliography. Retrieved October 31,
2006 from http://people.lis.uiuc.edu/~b-sloan/digiref.html
Vilelle, L. (2005). Marketing virtual reference : What academic libraries have
done. College & Undergraduate Libraries, 12(1/2), 65-79.
Contact Information
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(306) 966-6023
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(306) 966-6004