Nurturing customer service culture in an experience economy: employees' assessment of the UWI, Mona Library service model

Abstract

PurposeIn an experience economy, the alternative options for higher education are varied; resulting in competition and a deliberate focus on student experience to create competitive advantage. In this regard, the various constituents of the university, including the library, are required to transform the organisational culture, specifically, the service culture, to engage students in a way that creates a memorable experience. In response, The UWI, Mona Library re-launched its Customer Service programme: using an in-house inspired 10 element service model, with initiatives aimed at realising each element, the library purposed to build a service culture. This paper seeks to assess employees' perception of the impact of the initiatives of this model.Design/methodology/approachThis survey research employed individual interviews to assess employees' perception of the impact of the initiatives of the service model, with the objective of refining the model, where needed, for continued use in the Mona Library, and for use in libraries desirous of implementing the model.FindingsThe initiatives of the service model are creating the desired customer service culture and aspects have been identified for refinement.Research limitations/implicationsThe model is based on the needs, experiences, history, culture and strategic priorities of one Caribbean university library. It centres on the employees and their perception. As such, it focuses less on the product, space and the external customer; but it is hoped that by focusing on the employees (specifically creating a service culture amongst them) that this will ultimately impact product, space and the overall customer experience.Practical implicationsProvides the top priorities and considerations for a practicing Caribbean / developing country academic library manger, with an interest in a model for nurturing service culture amongst the employees.Originality/valueThis paper is of value as it centres on creating a service culture, rather than on the usual customer service satisfaction survey, offers a service model and adds to the literature on customer service in academic libraries.