Back from a week in Edmonton (well, “a week in the West Edmonton Mall” would be more accurate!)
During the week, I took advantage of being in a city with an Apple Store to visit the Genius Bar and get some help with a few different questions I had about my laptop and iPhone.
(Unfortunately, they’re not in a position to say why my blog keeps crashing so I’m still troubleshooting that problem on my own. So feel free to drop me a line if you notice that it’s down as my mother-in-law did during the week while we were gone!)
Anyhow, Apple Stores are well-known for revolutionizing retail stores in a number of ways (and it’s most easy to see in the fact that every single tech-type store you encounter these days – Telus, Bell, Microsoft, Bose, SaskTel – have all been re-designed to match the look of Apple Stores)
So after spending just under an hour in one of those revolutionary Apple Stores, it inspired me to think of a few things public libraries could learn from Apple Stores…
- Hire people with tech skills and aptitude. When I was in HR at RPL, I was a big advocate for the idea that we should be doing a basic technology skills test for all new hires. My rationale was that we used to do typing tests to ensure a minimum proficiency for new employees and a test of basic computer skills – can you attach a file to an e-mail? Find information using Google? Troubleshoot a basic computer problem? – was the modern equivalent and should be the absolute baseline for people working in a public library.
- Hire outgoing people. Libraries, of course, are stereotyped as a home for introverts and bookworms. Like many stereotypes, there is some truth to this. But as libraries change and shift from being a quiet, book-focused place to a thriving, energetic, community-focused hub, you need employees to match that vibe. In reading more about the Apple interview process, I learned that they will hold mixers for prospective employees where potential new employees are assessed for their soft skills – how they relate, not just to one another but to people who are working at the mixer serving appetizers and drinks, how outgoing they are, how helpful they are. They also have a multi-step interview process which, although more expensive and complicated in the short term, probably ends up saving the company money in the long term by ensuring they hire the “right” employees.
- Find and Hire Evangelicals. Apple is known for its “fanboys” – dedicated mega-believers who’ve “drank the Apple Kool-Aid” and believe the company can do no wrong. These are the type of people that Apple hires to work in their stores because who better to represent and promote the company than the most unabashed fans? I’ve also long said that libraries need to hire similar true believers – people who’ve had positive experiences with libraries as a child or that used the library as a refuge growing up or whatever. This doesn’t just apply to front-line staff either – you should want library lovers in your support units too as much as possible to reduce turnover, ensure those people in HR and Marketing and IT “get” libraries as much as possible, and help maintain a singular focus on making the best library possible. That also ensures that you have people who want to work in the library instead of people who just want a job, any job, and will jump to the next good offer that comes along.
- Create Buzz. I’ve worked at RPL’s Central Branch and at another branch and although I saw busy times at both (usually on weekends or evenings), the Apple Store seemed to be packed ALL THE TIME – not just when I had my appointment mid-afternoon on a Wednesday but any time we walked past it throughout the week. This is partly because Apple offers desirable products, partly because of the free service and partly because the stores simply have a general “cool” factor. I’m not saying that libraries should try to be “cool” like Apple necessarily but we should look at ways to make sure our locations are busier on a more constant basis. For example, in a place like Regina, that doesn’t have an Apple Store, what if we had a dedicated “Geek Counter” where, like Apple Stores, patrons could book appointments and get help with their devices (right now, we do this to a point but usually try to limit our support to e-book devices and basic computer help.)
Traffic counts are equally amazing, particularly in such a condensed space. Apple is averaging 15,000 customers per week in their stores, which is extraordinary given the compact store size.
- Create A Culture of Teamwork To Ensure Efficiency – When I took my seat at the Genius Bar, I ended up at the far end of it, closest to the employee entrance at the back of the store. That gave me a great perch to watch the employees as they interacted with each other before dealing with customers. I got to overhear how they made sure customers were served promptly, unforeseen problems were addressed, and how they communicated quickly and efficiently using an earbud microphone system with other employees throughout the store.
I also mentioned that there’s one way libraries shouldn’t try to be like Apple Stores. The reality is that Apple and the products it sells are aimed at customers who have an ability to pay for a premium product. Their pricing, their marketing, their “fanboy” culture – all of it revolves around making Apple something for the privileged, something exclusive.
That is the exact opposite of what public libraries have been, are right now and will hopefully continue to be in the future. We need to be the embodiment of democracy, a place where every member of society can go to seek the information they need without restriction or judgement, regardless of social class or ability to afford $699 iPads and $2500 MacBook Pros!
Now, another question – is there anything that Apple Stores should or could learn from public libraries? If not, then we’re doing something really wrong!
