1. Customer-Centric Culture
CX Tool
Navigating a Brand Experience Evolution: Changing Thinking, People & Facilities
Alison Circle
Columbus Metropolitan Library
Customer-Centric Culture
B2C

2. Who is Columbus Metropolitan Library?

3. Who is CML?

4. Who is CML?

5. Who is CML?

6. Why Change?

7. Why Change?

8. Customer Experience Evolution

9. Why Change? Changing customer needs
Evolution of materials format (books, magazines, reference materials)
Evolution of learning methods and formats
Circulation of eBooks higher than 10 of 21 branches

10. How Are We Changing? Thinking
Before
The old hierarchical design of library staff

11. How Are We Changing? Thinking
The new matrix design
of library staff
After

12. How Are We Changing? Thinking
Before
The old siloed approach to customers based on our expertise

13. How Are We Changing? Thinking
After
New approach to customers based on their life and needs

14. How Are We Changing? People
Building the case for change
Lead the Change
Emerging Leaders
CML Certified Training

15. How Are We Changing? People
Appointed a Chief Customer Experience Officer
Strategic Attributes Investments Desired Outcomes
ENERGY
Inspirational Leadership
Change Management
Leadership Institute
CML Values
Develop People
Proactive Communication Plans
A motivated workforce
ACCOUNTABILITY
Doing right by today’s customers
No Excuses (KIPP model)
Whole Branch Experience
Branch Audit Teams
Service Delivery Plans
ECE
CML usage grows
SUSTAINABILITY
Ensuring our future
How to be Important
Chart the Lifecycle of a Customer
Create a Future Vision
A Culture of Innovation
Business Plans
A new generation of users

16. How Are We Changing? People
Weekly Briefings from Chief Customer Experience Officer

17. How Are We Changing? People
Content from cxpa.com
Educating and Sharing Best Practice Information

18. How Are We Changing? Facilities
Rethink the purpose and utility of our facilities
Refine the CML brand

19. How Are We Changing? Facilities

20. What’s Next? Mystery Shopper

21. What’s Next? Concierge ServiceVS
Passive
Proactive

22. What’s Next? 8 New Facilities
What happens in a library?
What do customers expect?
How do young people drive our change?

23. Lessons Learned
Success driven from top leadership, from Board of Trustees through CEO.
Always explain the “why”: staff want to be smart about business decisions and the “why” helps with buy-in.
It doesn’t happen overnight. Our internal strategy focused on staff drives to an outcome of “World Class Customer Service.” This change has happened over the last two years.
Key training: all managers trained on Managing Transitions, by William Bridges to help staff embrace change.