The big question - Executive Outlook - customer service techniques - Brief Article

Information Outlook, June, 2002

"What Matters Most?" is a question that many of us have been pondering in our personal and professional lives, It was also "The Big Question" of the month at a recent SLA staff meeting.

Staff quickly discovered that what may seem apparent, is not always so. While this may appear on the surface to be a simple question with a quick answer, we were at a loss to form a consensus on the answer. Why? Because it is not about what matters most to the staff or to the organization. Our big question came with more substantial and impactful answers in helping us define how the association matters to you, our members.

Given the diverse interests and needs of the SLA membership, we recognize that it is not possible to be all things to all people. It is, however, possible to please most of the people most of the time. Achieving this goal requires the proper development of techniques. We know that we need to stand out and be noticed and go beyond the expectations. But how are we doing this?

We've opted to utilize a customer-centric approach in determining what matters most. We are spending more time on the front end of product development, enabling us to:

(1) focus outward;

(2) produce a sharper, more compelling product;

(3) tap a greater pool of talent and ideas; and

(4) reduce the overall costs.

Our customer-centric approach is cohesive, systematic, repeatable and more likely to lead to a unified view.

As a result, you have seen, and will continue to see, an increase in the number of surveys requesting your thoughts on what is important to you in terms of products and services, means of communication and issues affecting the profession. We are also incorporating electronic feedback mechanisms into our products, services and communiques. We encourage you to utilize these as the re-evaluation process leads us to progress and positive change in developing products and services. This is your association, and we need to hear your voice in what we can do to provide superior products and services.

Our customer-centric definition has enabled the staff to focus on much more critical functions to include problem solving, co-branding, teamwork, results, passion and attitude. These lead to launching products and services that you define as meaningful, creating a unified organization, embracing our community and celebrating success.

Lynn K. Smith, CAE

SLA Acting Executive Director