MODULE 3: COMMUNICATING WITH PATRONS

LEARNING OUTCOMES

Model behaviors and actions in the reference interview improve service.

You must be able to communicate effectively with all library patrons in order to provide quality reference
service. Using recommended actions and behaviors for the reference process promotes effective
communication.

Module 3 focuses on these model behaviors and actions. In this module, you will learn:

How to overcome barriers and make patrons comfortable during the reference interview
How to handle challenging situations
The difference between in-person and virtual communications
The information in Module 3 is drawn from the RUSA Guidelines.
APPROACHABILITY

Verbal and non-verbal behaviors let patrons know you are available to help.

Your job is to encourage questions by being approachable and using welcoming behaviors.

Below are examples of verbal and non-verbal behaviors for encouraging questions by showing respect and
courtesy to your patron.

Verbal

Smile and greet your patrons as they enter the library

Use a relaxed, upbeat tone of voice
When on the telephone, ensure your voice projects interest
Non-Verbal

Maintain natural eye contact (but also be aware of cultural and social sensitivities)
Be at a patrons eye level if you can
Keep a relaxed, open posture
Have an interested facial expression
Wear your name tag
Maintain patron privacy
Eliminate physical barriers
Lower noise levels behind the desk
Approachability in Virtual Reference

Approachability is also very important in a virtual setting. Instead of focusing on facial expression and body
language, virtual approachability is based around design and language choices. To create an approachable
digital reference platform:

Include a place for or link to the virtual reference platform on the homepage of the librarys
website.
Make sure virtual reference interfaces are welcoming and encouraging by providing a clutter-free
visual design.
Provide a clear statement of scope for the service, including
o What is expected of those using it
o What type of information is being provided
o Who the service is intended for

MAJOR POINT: BEING APPROACHABLE ENCOURAGES QUESTIONS.

ORE Exercise

Rove around your library.

1. Can you easily identify a staff member?

2. Is patron privacy respected?

3. Are there physical barriers to access?

4. Are noise levels an issue?

If youve worked at the library for some time, it may be difficult for you to think like a patron. Pretend
that youve never been in the library before when evaluating approachability. If you find problems, think
about what you can do individually to overcome them, e.g., move to a quieter spot when talking to a patron
or standing in a way that is respectful to patrons and their privacy.
BODY LANGUAGE AND NO NVERBAL COMMUNICATIO N

Expressing interest in the question

More than a Smile

Approachability is more than just smiling; it is also about using the correct body language to indicate that
you are available. Patrons take notice of our words and our behavior. Our physical behaviors are another
way of showing patrons respect and courtesy and expressing interest in what the patron is saying. In
addition to smiling:

Accompany your patron. Directions that may seem simple could be confusing to a patron.
Give the patron your full and undivided attention.
Be aware of cultural differences; in some cultures it is impolite to make direct eye contact. Do not
be disconcerted if some patrons do not return eye contact.
Communication Style in Virtual Reference

Users should know what to expect. It is important to have procedures and policies in an accessible place.
They should indicate scope, type of answers provided, and expected turnaround times.

With regard to communication in virtual reference interviews, beyond the tips in Module 2, try to:

Greet the patron in text-based environments by sending a prompt to convey interest in the patrons
question
In e-mail, acknowledge users questions in a timely manner with a response

MAJOR POINT: BEING APPROACHABLE AND EXPRESSING INTEREST IN THE PATRONS

QUESTIONS ARE ESSENTIAL MODEL REFERENCE BEHAVIORS, IN BOTH IN-PERSON AND
VIRTUAL REFERENCE SERVICES.
MODEL BEHAVIORS

Specific behaviors and actions improve reference service success

Model Reference Behaviors A Checklist

In addition to approachability, working with the checklist of model behaviors, making patrons comfortable,
and using successful reference interview skills will ensure peak effectiveness when working with a reference
patron. Consistently followed, these powerful techniques can have a much greater impact on the success of
reference than the size of the collection or the number of years of experience and education of the staff.

Reference Behaviors Checklist

Approachability
o Smile
o Make natural eye contact
o Give a friendly greeting
Comfort
o Speak in a relaxed tone
o Go with the patron
Interest
o Maintain eye contact
o Make attentive comments
o Give patron full attention
Listening
o Do not interrupt
o Paraphrase
o Clarify
Inquiring
o Ask open-ended questions
o Verify
Searching
o Try to find the answer
o Search other sources
o Keep patrons informed
o Offer referrals
Informing
o Speak clearly
o Check if the answer is understood
o Cite source
Follow-Up
o Ask does this completely answer your question?
o Ask other follow-up questions
Additional Virtual Reference-Specific Behaviors

Be friendly
Type like you talk conversationally
Use correct spelling, grammar, punctuation, and capitalization
Use the patrons name periodically if they have provided it
Avoid yes/no responses. These can be interpreted as cold and unfriendly
Clarify confusing terminology and avoid excessive jargon (i.e. Interlibrary Loan not ILL)
Our goal is to teach, so always include an explanation of your search process or strategy in your
response. Some examples include:
o Provide the name of the library tool/resource you will be using to find information (i.e. Let
me search the library catalog for this item; Im going to try to search the librarys Quick
Search database to find some articles)
o Provide a short description of where to find a research tool on the website (i.e. Quick
Search is the default search box on the librarys home page; The Yellow Find It button will
help you locate full text of the articles)
o If you send a link to an EBSCO search, explain what the link goes to and what the patron
should do when they arrive (i.e. Im sending you a link to a search I did for add your
keywords here Take a look through the results on this link to see if any of these are
relevant)
o If you send a link to a book or database, let the patron know how you came to find this link
(i.e. This link will take you to the book record in our catalog; Here is a link to the fill in the
blank database you can find this on the librarys website under research databases)
Try to let the patron know what you are doing approximately every minute, which ensures the
patron does not feel abandoned
When appropriate, refer patrons to the subject librarian for the topic being researched or invite
them to come back again for more questions
If the chat is getting too complex for the format, ask for the patrons contact info so that we can get
back to them later; refer to a subject librarian if needed

[Additions added by Sue Polanka, May 2017]

ORE Exercise

Using the printed copies of the Reference Behaviors Checklist:

1. For the period of one week, monitor you behavior while working with patrons. Fill out the separate
copies of the Reference Behaviors Checklist for five of these interactions. (Record the spoken
questions or instructions used when working with the patron on your worksheet.)

2. Which behaviors are already part of your routine?

3. Which behaviors do you need to incorporate into your interactions with patrons?

[Its helpful to observe other staff members who are successfully working with patrons and learn from them
too.]
BARRIERS

Recommended reference behaviors may not be enough

Patron Preconceptions

Patrons may have preconceived ideas of what services libraries may offer and what librarians are like. These
preconceptions may keep some patrons from coming to the library when they have an information need.

Communication Barriers in Reference Services

Once the patron is in the library, it may still be difficult for them to tell you their need. The patron could
have trouble speaking English, may be afraid to ask a dumb question, and may not be familiar with how
libraries work, or how to express an information need.

Try to be alert to barriers in communication, such as:

The patrons clear discomfort or unfamiliarity with libraries

Language, cultural, or educational differences
Physical, emotional, or socio-economic issues that patrons may have
Physical Barriers in Reference Services

Barriers can be more than just communication or behavioral; they can be physical too!

A barrier that needs to be breached is the physical space of the building. Dont just point. Go with the
patron, if possible. It is much easier to show a patron where something is and also puts them more at ease
in knowing that they will be ushered to the exact place they need to go.

If you cannot leave the area you are in, gesture in a friendly way, make sure you give clear directions and
details as necessary, say you will be over to check on the patrons progress as soon as possible, and then do
so.

Barriers in Virtual Reference

Section 508 of the Americans with Disabilities Act gives requirements for equal access to the Internet for all.
Recommendations include:

Provide text equivalents (written descriptions) for all images and multimedia such as animations,
audio, and video
Ensure that all information conveyed by color is also available without it
Provide summaries of graphs and charts
Organize content logically and clearly, such as with headings, list elements, meaningful links, and
navigation bars
You can go with the patron virtually too! Use appropriate technology (such as co-browsing, scanning,
faxing, etc.) to help guide patrons through library resources, when possible.
MAJOR POINT: COMMUNICATION AND PHYSICAL BARRIERS, MISCONCEPTIONS ABOUT
LIBRARIES, AND CONFUSING LIBRARY OR WEBSITE DESIGNS CAN CREATE OBSTACLES TO
SUCCESSFUL REFERENCE SERVICE.

ORE Exercise

1. When you first came to the library, what were your initial reactions about the space? Do you
remember how you felt about the general atmosphere, signs, lights, arrangement, and ease of
finding things? Did anything confuse you at first?

2. Think of a store or business youve recently been to for the first time. How easy was it for you to
find things and understand the arrangement of the facility?

(Your librarys arrangement can be difficult to understand for anyone unfamiliar with it, much like
this experience you had at the new store.)
TELEPHONE AND E-MAIL REFERENCE

Model behaviors and approachability on the telephone or by e-mail

The Telephone Reference Transaction

Many users find it convenient, even imperative, to contact the library by phone rather than in person.
Phone reference requires special skills and presents special problems:

You cant see your patrons facial expressions, and they cant see yours.
The telephone distorts words, so its easier to make mistakes in hearing.
You cant see who your patron is, so dont assume the kind or level of information wanted. You
need to ask.
You may feel under more time pressure if patrons become restless waiting for a reply because they
cant see what youre doing.
Model Reference Behaviors and standard reference interview practice still apply!
Use open-ended questions and clarify when necessary.
Verify or repeat the question back to the patron.
Telephone Reference Interview Process

Always have scrap paper and a pencil ready (or prepare to type if you prefer that format).
As soon as you pick up the receiver, focus your attention on the caller. Do not continue to have a
conversation with someone else.
Identify your library and/or branch clearly.
Your initial greeting sets the tone for the rest of the interview. Let your voice show that you are
confident and willing to help.
Put warmth and friendliness into your voice. Callers cannot see you smile, but they can hear it
reflected in your voice.
Speak clearly and articulate. Rapid speech may translate to curtness.
Use simple, straightforward language and avoid library jargon.
If a patron gives their name, write it down phonetically and try to use it in the conversation.

If you must leave the telephone:

o Put the patron on hold if you can. This respects the privacy of other patrons conversations
in the library. Let the patron know so they dont think they have been cut off.
o Warn the patron if you plan to leave the phone for more than a few minutes. Three
minutes can seem like an eternity when youre listening to dead phone silence.
o When you return to the phone, alert the patron by saying Sir or Maam, or simply an
interrogative Hello? to recapture their attention.

Giving the Answer

o Start by saying, I have it here when you are ready or something similar
o Offer to spell difficult words or names and check to make sure the patron heard what you
said using Did you get that? or Would you like me to repeat that?
o Always identify the source of the information first: title and date are necessary for the
patron to evaluate the currency and accuracy of the information.
 o Use a standard follow-up question to end the interview, such as Does that completely
answer your question?
If you DO NOT have the answer:

Do not panic!
Offer to refer the question to another source, either inside or outside of the library
Never let a question drop because you cant find an answer right away
If a patron has time to wait, offer to call back after working on it further
The E-mail Reference Transaction

When you cant see the user, cant use your voice to convey meaning, and are putting answers in writing,
special care is required.

Recommended Policies and Procedures

A well-defined e-mail reference policy is critical. Pertinent parts of the policy should be made clear to
patrons, both in the library and on the website, so that they will know what to expect. When establishing
library policies for e-mail, consider the following tips:

Make sure your e-mails have a generic address that patrons can send information and responses
back to the e-mail. No one person should be the e-mail librarian unless your library has assigned
this service to a specific staff person.
Create an effective e-mail reference form that prompts the patron to give you the six pieces of
evidence needed for a complete reference interview.
It is helpful if the form requests an e-mail address, telephone, and mailing address in case you need
to contact the patron for more information to send information that will not fit in one e-mail
response.
Give your patrons clear directions and expectations for turnaround time and the type of answer and
materials that are available.
State whether the documents will be sent electronically, by mail, or if the patron must pick them
up in the library.
Create a Frequently Asked Questions section for patrons so they can get information on what to
expect from the service and how to use the service effectively.
Tips for E-mail Responses

Check e-mail responses for consistency when multiple librarians work on different e-mails to insure
patrons are being served equally.
Use clear and descriptive subject line entries.
Begin with a greeting to the user, and identify the sender.
Library jargon and abbreviations should be avoided (e.g., ILL or ADA).
Spell out dates and commonly used words, avoiding web acronyms like BTW or IMHO.
Provide complete citations for both print and Internet sources.
Set off titles, URLs, etc. on lines by themselves to make them stand out.
Avoid using capital letter unnecessarily.
Keep instructions simply and easy to follow.
Check your responses carefully for spelling and other errors, and make sure they are complete and
understandable.
 If possible, identify the librarian who worked on a specific request with initials or another coding
system, but do not use full names.
Setting the Tone for E-mails

In e-mail communication, the patron cannot hear your tone of voice or see your facial expressions.

The tone of e-mails should be more business than personal, depending on the patron.
Remarks that may be witty or appropriate in person or even over the telephone can be easily
mistaken by e-mail.
Dont write anything that you would not want forwarded to a third party.

MAJOR POINT: FOR TELEPHONE AND E-MAIL REFERENCE, USE YOUR VOICE OR WORDS
TO SMILE, EMPHASIZE THE REFERENCE INTERVIEW BEHAVIORS, AND SPEAK OR WRITE
CLEARLY.

OER Exercise

1. What is your librarys policy/procedure for telephone reference? (This is in your Handbook.)

2. Does your library use e-mail for reference and/or as follow-up for other forms of reference? What
are the guidelines? Are privacy and confidentiality covered in the guidelines?
TRICKY SITUATIONS

In any situation, the primary responsibility is to provide service excellence

Tricky Situations and How to Handle Them

Many situations arise at the reference desk that dont have clear-cut right-or-wrong answers. Some possible
solutions are listed in this module, but your own librarys policies should be your final guide. No policy can
cover all possible difficult situations. You will be called on often to use your judgement both in new
situations and in applying guidelines to common ones. Feel free to discuss points like these with your
supervisor, and dont hesitate to call for help if you find yourself in a situation you are not sure how to
handle.

Remember that service to patrons is your primary responsibility

Apply professional ethics
Use the techniques discussed in reference interviews
Be positive and helpful
Stay calm even in stressful situations
Too Many People, Not Enough Time

All who work at public desks are at times faced with several people waiting for attention. You can only serve
one person at a time effectively, and you should always fully serve the person in front of you. Some tips for
handling lines at the reference desk are:

Ask if anyone has a very quick question (like directions to a part of the library) that can be
answered immediately. Sometimes a patron may think they have a quick question that turns out to
be a long one. In this case, you may have to return to the patron who was next in line and get back
with the quick question patron.
Acknowledge the people waiting. Let them know you are aware of them and will get to them as
soon as you can.
Keep your equanimity; getting frustrated or rattled is very counterproductive
Be frank with patrons. Let them know that this is a busy time and that you will be glad to do what
you can now, but that if they contact you at a less busy time, you might be able to provide more
in-depth assistance. Let the patron choose what they would like to do.
Create procedures for a system that allows you to call for back-up without leaving your current
patron. While not possible at every library, when it is possible, it helps clear congestion.
Juggling Phone Calls

Juggling phone and in-person users is a case where you need to know your own librarys policy. Some
libraries give preference to in-person users, since they have taken the trouble to come to the library. Others
treat phone patrons and in-person patrons equally and take them in order.

It will save frustration for you and your patrons if you are clear about how your own library handles this
area. All staff should be consistent in the approach to this problem. Some tips include:

Take callers names and phone numbers and offer to call them back at a less busy time. Be realistic
about when that might be. Dont promise to call soon if you cant follow through.
 A ringing phone is a distraction to everyone. Its very hard to ignore. It is often better to answer the
phone, take a number to call back, and then continue to help the in-person patron. Let your patron
in the library know you will be right back to help them with their question. However, it is oaky to
allow the call to go to voicemail, but get to the message as soon as possible.

MAJOR POINT: YOU CAN ONLY SERVE ONE PERSON AT A TIME EFFECTIVELY, AND YOU
SHOULD ALWAYS FULLY SERVE THE PERSON IN FRONT OF YOU.

OER Exercise

1. What is the procedure in your library for handling many people? Do you work with patrons and
also take calls? If you cant answer a question completely, do you call back later? If youre not sure,
talk to other staff members.
RECAP

What have you learned?

Approachability

It is important during the reference interview to encourage questions by being approachable and by
using verbal and nonverbal welcoming behaviors. Websites and library remote services must also
exhibit approachability to encourage patrons to use the services.
Major Point: Being approachable encourages questions.
Body Language and Nonverbal Communication

Use body language to show respect for patrons. Stop what you are doing and pay complete
attention when listening to the question. For remote transactions, avoid long delays that make the
user feel abandoned.
Major Point: Expressing interest in the patrons question is an essential model reference behavior,
whether providing either face-to-face or remote services. In person, a smile and respectful body
language can help patrons feel comfortable.
Model Behaviors

Discovering and meeting information needs is more successful when all model reference behaviors
are used: approachability, comfort, interest, listening, inquiring, searching, informing, and follow-
up.
Major Point: Model reference behaviors will improve the success of your reference work.
Barriers

Cultural, physical, language, education, or emotional differences can create communication

barriers that prevent patrons from indicating real information needs. Misconceptions about
libraries and confusing library arrangement can prevent patrons from using the library or library
services successfully.
Major Point: Cultural, physical, technological, or language barriers; misconceptions about libraries;
and a confusing library set up or website design can be barriers to successful reference service. Our
task is to eliminate or minimize these barriers
Telephone and E-mail Reference

Remote reference by telephone presents special problems and requires special skills. You must use
your voice to show approachability. With e-mail you cannot see the user or use your voice to
convey meaning, and are putting answers in writing, so special care is required!
Major Point: For telephone and e-mail reference, use your voice or words to smile, emphasize the
reference interview behaviors, and speak or write clearly.
Tricky Situations

Service to patrons is your primary responsibility. You can only serve one person at a time
effectively, and you should always fully serve the person in front of you. There are solutions to
handling too many people, but your own librarys policies should be your final guide.
Major Point: You can only serve one person at a time effectively, and you should always fully serve
the person in front of you.

MAJOR POINT: UNDERSTANDING PATRON DIFFERENCES AND USING MODEL BEHAVIORS

IN THE REFERENCE INTERVIEW WILL INCREASE SUCCESS IN DETERMINING REAL
INFORMATION NEEDS.
MODULE 3 QUIZ
1. List three physical barriers to good reference service. Are any of these barriers a problem in your
library, and if so, what do you think could help eliminate the barriers?

2. The Model Reference Behaviors checklist outlines behaviors in eight categories. List the categories
and give an example of each.

3. Which of these behaviors did you find the most difficult to do or the most difficult to remember to
do? What could you do to improve that?

4. Describe in your own words how using the Model Reference Behaviors can help improve the
quality of reference service to a patron.

5. From your observations, did you find that you and everyone in your library are remembering to ask
follow-up questions such as Does this completely answer your question? What could be done to
improve the chances of using, and getting others to use, this behavior?

6. List three things that you can do to assure a quality reference experience for patrons who are
physically disabled, hard of hearing, or do not see well. What do you think is the most important
thing to remember when working with these patrons?
7. Does your library have patrons who speak another language or are from another culture? What are
three things that will help when working with patrons whose first language is not English?

8. In a telephone reference interview, what can you do to be more approachable or to overcome

such telephone disadvantages as voice distortion, inability to see facial expressions, or the
possibility of misunderstanding or being misunderstood? Give three examples.

9. What is your librarys policy or customary procedure when there are too many people at the
reference desk for one person to handle easily?

10. What is your librarys policy for answering the telephone while you are already working with a
patron at the library?