Why Understanding Customer Desires is Crucial for Library Services

In today’s rapidly evolving information landscape, understanding what your patrons truly want is more important than ever. Customer desires—the specific features, services, and experiences users expect when engaging with library resources—directly influence how patrons interact with your offerings. These desires encompass both explicit requests and implicit needs, shaping satisfaction, loyalty, and overall engagement.

For library and go-to-market (GTM) leaders, recognizing and responding to these desires is essential to delivering relevant, impactful experiences that foster deeper connections and maximize resource utilization. Ignoring customer desires risks misaligned services, wasted budgets, and declining patron engagement. Conversely, proactively capturing and addressing these desires drives innovation, personalization, and competitive differentiation—especially as libraries transition into increasingly digital and hybrid service models.

Mini-definition: Customer desires refer to the explicit and implicit expectations users have about the features and services that enhance their experience with a product or service.

How to Discover What Patrons Really Want from Library Resources

Unlocking genuine customer desires requires a multi-faceted approach combining direct feedback, data analytics, and community engagement. Below are proven strategies to uncover what patrons truly value:

1. Conduct Targeted User Surveys and Feedback Campaigns

Gather direct input on desired features, pain points, and emerging needs through thoughtfully designed surveys. Incorporate open-ended questions to reveal unmet desires and innovative ideas.

2. Use Behavioral Analytics to Reveal Implicit Preferences

Analyze user behavior data—such as search queries, session durations, and resource downloads—to identify patterns that indicate unstated needs and preferences.

3. Build Personalized and Flexible Service Offerings

Leverage collected user data to deliver tailored experiences, such as customized reading lists, alerts, or virtual librarian support, enhancing relevance and satisfaction.

4. Engage User Communities and Focus Groups

Facilitate conversations with diverse patron segments to co-create solutions, validate assumptions, and deepen understanding of user motivations.

5. Integrate AI and Chatbots for Smarter Assistance

Deploy AI-driven recommendation engines and chatbots to streamline resource discovery and provide 24/7 support, improving responsiveness and user experience.

6. Leverage Multi-Channel Communication for Continuous Feedback

Maintain ongoing dialogue using email, social media, mobile apps, and other channels to keep patrons informed and encourage regular input.

7. Ensure Seamless Cross-Platform Access

Provide consistent, responsive experiences across desktop, mobile, and tablet platforms to maximize convenience and accessibility.

8. Prioritize Accessibility and Inclusivity

Design services that accommodate diverse abilities, languages, and preferences to broaden your library’s reach and demonstrate commitment to all community members.

Step-by-Step Guide to Implementing Strategies That Capture Customer Desires

To translate these discovery methods into action, follow this practical implementation roadmap:

1. Conduct Targeted User Surveys and Feedback Campaigns

• Define Clear Objectives: Identify what you want to learn—whether it’s uncovering new service opportunities or validating existing offerings.
• Choose the Right Tool: Use survey platforms that combine quantitative and qualitative feedback effectively. For example, Zigpoll offers quick, engaging surveys that balance ratings with open responses, enabling richer insights.
• Distribute Widely: Share surveys via newsletters, social media, your library website, and in-branch kiosks to maximize reach and diversity of responses.
• Analyze Results Thoroughly: Leverage built-in analytics to prioritize features based on frequency and user impact, complemented by qualitative insights.
• Act on Insights Promptly: Prioritize development based on user demand and communicate upcoming changes to survey participants, closing the feedback loop.

Pro Tip: Boost response rates by offering incentives such as exclusive content, early access to new features, or entry into prize draws.

2. Use Behavioral Analytics to Identify Usage Patterns

• Integrate Analytics Platforms: Employ tools like Google Analytics, Mixpanel, or library-specific platforms to track user behavior across digital resources.
• Monitor Key Metrics: Analyze page views, resource downloads, search queries, and session durations to detect patterns.
• Visualize User Journeys: Use heatmaps and session recordings (e.g., Hotjar) to observe navigation flows and identify friction points or drop-off areas.
• Identify Service Gaps: Detect underused features or common exit points that may indicate unmet needs or confusing interfaces.
• Validate Findings: Conduct follow-up surveys or interviews (tools like Zigpoll can complement this step) to confirm hypotheses and deepen understanding.

Privacy Reminder: Ensure compliance with data protection regulations by anonymizing data and obtaining user consent where required.

3. Develop Personalized and Flexible Service Offerings

• Segment Your Audience: Collect demographic and preference data through surveys and forms to tailor experiences effectively.
• Leverage CRM Systems: Use platforms such as HubSpot CRM or Salesforce to securely store user profiles and preferences.
• Create Targeted Alerts and Recommendations: Offer notifications for new arrivals, personalized reading lists, or relevant events.
• Pilot Personalization Features: Test new offerings with select user groups and gather feedback for refinement.
• Iterate Based on Engagement: Use data and user input to continuously improve personalization efforts.

Example: The New York Public Library’s “My Library Picks” uses borrowing history to curate book suggestions, resulting in a 15% increase in digital checkouts.

4. Engage User Communities and Focus Groups

• Recruit Diverse Participants: Include students, researchers, casual readers, and other key demographics to ensure broad representation.
• Host Moderated Discussions: Use platforms like Zoom or Microsoft Teams to facilitate in-depth conversations exploring service gaps and ideas.
• Capture Rich Feedback: Record and transcribe sessions for detailed qualitative analysis.
• Share Insights Internally: Communicate findings with product and service teams to drive actionable improvements.
• Close the Loop with Participants: Inform contributors about how their input influenced changes to build trust and ongoing engagement.

Benefit: Co-creation strengthens relationships and ensures services align closely with real patron needs.

5. Integrate AI and Chatbots for Enhanced Support

• Evaluate AI Solutions: Consider platforms like IBM Watson Assistant, Drift, Intercom, or AI-enhanced survey tools with capabilities tailored for library environments.
• Deploy Chatbots: Embed chatbots on your website and mobile apps to provide immediate answers, guide users, and recommend resources.
• Train AI Models: Use your catalog data and historical user interactions to improve chatbot accuracy and relevance.
• Monitor Performance: Track resolution rates, user satisfaction, and response times to optimize chatbot effectiveness.
• Maintain and Update: Regularly refresh AI knowledge bases to reflect new resources, services, and patron feedback.

Example: Seattle Public Library’s virtual librarian chatbot reduced call center volume by 30%, significantly improving response times.

6. Leverage Multi-Channel Communication for Feedback and Updates

• Identify Patron Preferences: Capture customer feedback through various channels including email, SMS, social media, mobile apps, and survey platforms.
• Schedule Regular Touchpoints: Send updates about new features, solicit feedback, and share success stories with embedded survey links.
• Automate and Personalize Messaging: Utilize tools like Mailchimp, Hootsuite, or Buffer to tailor messages and optimize send times.
• Analyze Engagement Metrics: Monitor open rates, click-throughs, and feedback volume to refine strategies.
• Close Feedback Loops: Transparently share how patron input has shaped service enhancements.

Tip: Segment audiences carefully to avoid overwhelming users with irrelevant messages.

7. Create Seamless Cross-Platform Experiences

• Test Across Devices: Use BrowserStack, UserTesting, or Adobe XD to identify inconsistencies and usability issues on desktops, mobiles, and tablets.
• Adopt Responsive Design: Ensure your website and applications fluidly adapt to different screen sizes and orientations.
• Synchronize User Data: Maintain continuity by syncing preferences, reading history, and personalized settings across platforms.
• Offer Offline Access: Enable resource downloads for use without internet connectivity to support users with limited access.
• Gather Platform-Specific Feedback: Collect input on device-specific experiences to guide targeted improvements.

Outcome: Consistent, convenient experiences increase patron satisfaction and frequency of use.

8. Prioritize Accessibility and Inclusivity

• Conduct Accessibility Audits: Use tools like WAVE, Axe, and JAWS to identify and address compliance gaps.
• Implement Inclusive Features: Support screen readers, adjustable font sizes, keyboard navigation, and multi-language options.
• Train Staff on Inclusivity: Equip frontline and virtual support teams with skills to assist diverse patrons effectively.
• Validate with Users: Test services with patrons of varied abilities to ensure accessibility features meet real-world needs.
• Embed Accessibility in Development: Make inclusivity a continuous priority throughout design and updates.

Impact: Expands your library’s reach and demonstrates a strong commitment to serving all community members.

Comparison Table: Tools to Support Customer Desire Strategies

Prioritizing Customer Desires: A Practical Framework for Libraries

To maximize impact while managing resources effectively, use this prioritization framework:

1. Map Impact vs. Effort: Plot potential strategies on a matrix to identify those offering the highest user impact with manageable investment.
2. Align with Library Goals: Focus on initiatives that support key objectives such as digital adoption, patron retention, or community engagement.
3. Start with Quick Wins: Launch rapid surveys using tools like Zigpoll and improve communication channels to establish immediate feedback loops.
4. Iterate Rapidly: Use ongoing data and user input to refine priorities and scale successful pilots.
5. Allocate Resources Wisely: Balance investments between urgent improvements and innovative features that differentiate your library.

Getting Started: A Roadmap to Capture and Act on Customer Desires

• Form a Cross-Functional Team: Include marketing, IT, frontline staff, and leadership to champion customer-centric initiatives.
• Launch Baseline Surveys: Use platforms such as Zigpoll to quickly gather patron input on desired services and pain points.
• Analyze Existing Data: Complement survey insights with behavioral analytics to uncover implicit needs.
• Identify Priorities: Select one or two high-impact features or services to develop and pilot.
• Communicate Progress: Share updates with patrons and solicit ongoing feedback to maintain engagement and transparency.

Pro Tip: Track all customer desires and progress using a centralized project management tool like Trello or Asana to ensure accountability.

Real-World Examples of Customer Desires Driving Library Innovation

How to Measure the Impact of Customer Desire Strategies

FAQ: Common Questions About Customer Desires in Libraries

What are customer desires in the context of library resources?

Customer desires are the specific features, services, and experiences library users want to enhance their interaction with resources.

How can I find out what new services my patrons want?

Use targeted surveys (e.g., platforms like Zigpoll), analyze behavioral data, and conduct focus groups to gather both direct and indirect feedback.

Which tools are best for collecting customer feedback in libraries?

Tools like Zigpoll, SurveyMonkey, and Qualtrics provide user-friendly survey options with strong analytics capabilities.

How do I know if new features meet customer desires?

Measure adoption rates, user satisfaction scores (like NPS), and engagement metrics to evaluate success.

How often should library services be updated based on customer desires?

Review feedback and analytics at least quarterly to keep services aligned with evolving user needs.

Implementation Checklist: Prioritize Customer Desires Effectively

• Define clear goals for understanding customer desires
• Select feedback and analytics tools (e.g., Zigpoll, Google Analytics)
• Design and distribute comprehensive user surveys
• Analyze usage data to uncover implicit desires
• Segment users for personalized offerings
• Establish user communities or focus groups
• Integrate AI tools and chatbots for enhanced support
• Maintain multi-channel communication strategies
• Conduct accessibility audits and implement improvements
• Develop metrics to track success and iterate

Expected Benefits of Focusing on Customer Desires

• Boost patron engagement and resource usage by up to 20%
• Increase customer satisfaction (NPS) by 15-25 points
• Improve retention through personalized services
• Lower support call volume with AI-powered chatbots
• Expand reach via accessible and inclusive design
• Enhance reputation as a user-focused, innovative library

Take Action Today: Empower Your Library with Customer-Centric Strategies

Begin by launching a survey using platforms such as Zigpoll to capture your patrons’ top desires and pain points. Combine these insights with behavioral analytics to build a prioritized roadmap tailored to your community. Engage users through focus groups and pilot personalized services to deliver meaningful improvements.

Unlock the full potential of your library resources by making customer desires the heart of your strategy.