"...Rather than thinking of our users as remote, we should instead recognize than it is we who are remote from our users." ~ Anne Lipow
"More than 100 years ago Melville Dewey issued a call for academic library staff to shift the emphasis from warehousing information to providing personal assistance that facilitates library use." ~
"For a long time, there were about as many definitions of 'virtual reference' as there were librarians trying to define it. ... Using computer and communications technology to provide reference service to patrons anytime and anywhere." ~ OCLC
"Information that is not easy to find on the Internet is simply not searched out. More and more patrons want to find materials on the web, and avoid as much as possible the hassle and frustration of using a bricks and mortar library." ~ Lee Hadden
"...Meet the users where they are, to seek them out, to market in language intelligible and attractive to our target communities, and to customize services based on the users' needs, preferences, and timetables." ~ Karen Schneider
"Users want 24/7, coffee shop environments, speed, ease of use, etc. and these aren't usually among the top priorities of reference librarians who are planning future services. ... Unfortunately some users are already making their statement 'with their feet.' They aren't coming through the doors of the library. There is currently a growing disconnect between many reference librarians and their users." ~ R.M. Doughe
"...Effective digital reference services are neither easy to set up nor easy to maintain. It took us several years, a log of experimentation, and a lot of custom software development, to produce an effective procedure and the tools to make it work." ~ Michael McClennen
"...The ability of virtual reference to create a trail of accountability for reference work is nothing short of revolutionary. It becomes a document of what transpired and an educational tool for skills improvement. Reference is by and large 'hidden work,' unlike surgery of woodwork or escalator repair." ~ Karen Schneider
"Without good marketing, your service will not be developed to its full potential; it will stagnate and eventually fail." ~ Nicole Phillips
"Whereas traditional reference work is founded primarily on an oral tradition with little concern for reference artifacts, digital reference is centrally concerned with reference artifacts from a primarily textual context. As such, much of digital reference explores the creation of digital artifacts [previously asked questions, knowledge bases, questions as quanta that can be transferred between institutions]." ~ R. David Lankes
"... knowing that the patron is waiting at the other end of a live connection, the librarian can feel rushed and pressured to get fast results rather than accurate results." ~ Larry Schankman
"Reference desk schedules have been developed and reference desks have been located for the convenience of the librarians. A static reference desk is a remnant of the days when everything that students and researchers needed was in the library. ~ Marty Kesselman
"The big trend is using social-networking tools to move beyond the reference desk. By putting ourselves in blogs and social networks, it opens up a door to patrons." ~Brian Mathews
"Going to where students are seems to be a theme in social-networking discussions, and they mean virtually. It's equally important to go where they are physically." ~ Eric FriersonThe ideal for reference work has been one user face to face with one professional reference librarian in the library with appropriate resources close at hand. There would be adequate time to spend with each client. Resources would be adequate to answer whatever information need appears.
The likely situation, until recently, in most libraries, has been that there were relatively few professionals and many users. Face-to-face contact was limited because other clients were waiting and the telephone was ringing. In some libraries, para-professionals met the public at some times. Resources were often inadequate.
Today, many libraries are experiencing a decline in traffic into the reference department and a decline in the number of queries handled. The WWW is often cited as the reason for this decline. A positive outcome is that professionals are more likely to have time to spend with clients. However, declining numbers places pressure on staff size and increases the need for alternative roles such as instruction, developing institutional repositories, digitizing special collections, grant writing or whatever that may or may not increase user or potential user contact.
At the same time, many libraries use information technology to personalize or customize the library experience. For example, a growing number of academic and some public libraries allow users to create a customized "my library" page with those features or elements of most interest, such as favorite or frequently used databases. MyLibrary @ Cornell is a good example. Such initiatives make use of library content easier and more rewarding. Quite a few reference librarians have facebook pages.
In reference work, federated searching or simultaneous searching of multiple databases via one interface, if it really works well, is the single most important improvement in usability of library content.
Traditionally, reference service has been built around the reference desk located in a highly visible place in the reference room. This was the spot where users would come to ask questions and find help. Here, we ignore that fact that quite a few would ignore the reference desk and ask for help at the circulation desk. The evidence, much anecdotal, also suggests that many [perhaps 40 to 60 percent of library users] do not ask for help -- either from ignorance or fearing loss of face.
Although still somewhat rare, a few libraries are eliminating the focus on the reference desk. Alternatives including moving reference librarians to academic units on a campus, creating a "help desk" in an information commons environment that combines IT and reference, creating a virtual reference desk, and using roving reference librarians.
The proper function/role of the reference desk, where it should be located, and who should staff it are questions that you will likely need to be able to discuss as a reference librarian.
Although there is a separate note on the reference interview, here I'll add a brief list of the elements of successful reference work regardless of format. Note that quite a few users would rather deal with a pleasant, cheerful, outgoing reference librarian that a more competent one who is less personable. It is interesting that there is a small movement to consider reference service as part of relationship management [RM = acquiring, retaining, and partnering with customers]. Clearly, relationship management involves much more than finding the right answer. It is also not a one time relationship.
Burnout is a special concern since reference librarians may face continuous or difficult challenges. User expectations have increased over the years, especially with the rapid growth of the Internet and "right now" expectations. Heavy workload, including too many desk hours, is a major problem in some libraries. Attempting to respond to walk-in, telephone, and Internet queries from one desk substantially increases the pressure. Changing technologies also adds to the stress.
Academic libraries have found that substantially fewer
users come to the library to ask reference queries. In some cases,
questions and traffic in the reference room are down dramatically. The
Internet, especially the WWW, is the likely cause. Many users prefer
WWW resources instead of library resources or use those library
resources available via a library gateway or portal. Sources used at
home or at work are more attractive than those that involve a trip to
the library and mediation with a reference librarian.
As more libraries have digital or virtual reference services, the need to visit the library is further reduced. Libraries contribute to this trend by placing guides and pathfinders on the WWW. Lists of evaluated, quality sites on various subjects are also available via many library web pages. It appears then that a combination of information technology and diligent work by many information professionals is well on the way to solving the problem of the overwhelmed reference librarian.
The nature of requests for help is also changing. There are far fewer requests for help in using print periodical indexing or abstracting services. Instead, there are instructional questions about finding information on the WWW, how to use a database, and a variety of questions about how to use hardware/software available in the library or at home. One public library reported that its reference staff spends 11 hours per week in tinkering with computers, printers and the like to keep them working.
At the same time, the number of ready reference questions [easily answered on the web] has notably declined. The questions that do arrive at the library are more likely to be stumpers.
If users do their reference work at home from their desktop, what role is their for the reference librarian? Do we need walk-in customers to warrant professionally staffed reference desks in the future or will virtual reference mean that we may continue much as before? What about all those expensive reference books? Will they be replaced by digital databases accessed via a library website? Could the reference department be outsourced to India or to a Butler building somewhere [rather like call centers]? With cooperative or collaborative arrangements, how many reference librarians are needed?
It does seem reasonable, in the longer term, that fewer professional reference librarians will be needed. I assume that some walk-in traffic will continue so that there will be a need for a smaller reference unit, but one with relatively few hard copy publications and stack space. The instructional role is likely to increase, especially since there are so many information sources available via the WWW and many of these are of poor quality. The selection role will continue to be important as guides, path finders, and approved lists will need to be created and revised.
We are on the edge of a new era for reference work in libraries--an era in which self-service SS reference, using resources prepared by information professionals, will become the norm.
The common response in most libraries, especially academic ones, is to use professionals to respond to unique and difficult queries. This means that there must be an established process to track queries and identify repeated questions. For example, if each member of a political science course must prepare a legislative history, it makes sense to create a path finder or guide with step by step instruction which can be given to students when they need it. In a public library, frequent requests by elementary school students for information needed for "state" reports might also result in a guide. Since a large number of reference queries are repeated, preparing responses ahead of time can save substantial amounts of staff time. Although paper pathfinders or guides are still popular, many libraries place their guides on a website where they can be read, printed, or down loaded at the user's convenience. Obviously, guides need to be visible, and useful. They need to be reviewed on a regular schedule to insure that they are current. This is especially important if guides contain URLs and website evaluations.
The path finder or guide is designed to inform the user how to find needed information; it is or should be a step-by-step strategy illustrated with appropriate sources. In contrast, the FAQ, made popular on the WWW, provides answers to frequently asked reference questions. Responses could answer questions such as which source is best for xxxxx and that would then be similar to the information provided in a more structured way by the path finder. A series of FAQs mounted on a website would be an excellent companion to the guides and would likely save considerable staff time. The FAQ for a typical public Library might include answers to questions about:
There are many other possibilities.
Bibliographic or library instruction [simply instruction would be better] is found in most school and academic libraries. It is designed to save the time of the user and the reference staff by instructing users in how to identify, retrieve and evaluate needed information. Successful bibliographic instruction teaches students how to do their own reference work. Such instruction is most effective when the instruction is given when students begin work on an assignment. Point of use instruction is most effective. Instruction given some time before the need is not likely to be useful and has limited appeal.
A small, but growing, trend is to use para-professionals to screen reference questions and then refer those likely to be difficult to a professional. Directional questions, how to use basic resource questions, and relatively straight-forward ready reference questions may not require professional attention. This process is similar to the use of allied health professionals in a dentist's or physician's office.
A study done at Temple University [2005-2006] provides a persuasive rationale. In September, the reference desk received 4,400 queries. About 2,300 were fairly straight-forward and more than 1800 were directional. Only 243 involved extensive research and interaction. This argues for a filter and referral model where the easier questions are handled by para-professionals with the stumpers going to reference librarians [likely a smaller number of librarians needed]. Colorado State University has done this.
Convenience is a powerful variable. When users can ask questions and receive answers from work or home, they are more likely to use a reference service. Going to the library, finding parking, finding the reference department, and asking for help and waiting for the answer process may require considerable time and effort. Thus, a growing emphasis on how to make reference services more convenient.
Although not convenient or quick, asking questions via conventional letter mail has been possible for many years. Because of the time lag this approach is most useful for the scholar or the enthusiast who needs access to specialized information from or about a distant collection. As research libraries began to issue [usually via for profit publishers] print versions of their special collection catalogs, distant users could use those to identify needed items.
Email is often used to return answers to email reference questions. In fact, email reference has been somewhat popular for some time. It does provide more time for staff reflection and research. The lack of visual and auditory cues inhibits the interview and may result in an inadequate response. Typically, an automatic message is generated when an email query is submitted from the library's webpage [to a generic reference department email address] indicating how long it will be before a response is generated. Typically, the query is included on a reference query form found on the webpage. Avoiding premature diagnosis is a common problem. A good form, if completed [many users don't like the forms], helps. Here are common form elements:
We can also save the time of the user by providing reference service to the user where the user is. Telephone reference has been available for some time. Brooklyn Public Library, for example, has provided this service since 1953. Public libraries often have hours for telephone reference and dedicated phone lines. There are usually limits on the number of questions and a time limit, e.g. no more than three short fact questions and five minutes. Short fact questions might include:
Today, with wireless phones, the user has even more convenient access to reference resources. Limited library hours, however, represent quite a problem for those used to 24/7 information access. Collaborative networks, however, may allow 24/7 access.
One interesting experience is to call the library at its main number, not the reference department, and see how welcoming and helpful that first telephone contact is.
Fax machines normally complemented telephone reference. The telephone was still best for the short fact query. The fax machine allowed the user to receive pages from reference sources, tables for example, which would be difficult to share via audio. Note that many contemporary computers contain a fax module and can receive faxes. Fax reference is less popular today than in the recent past.
Digital Reference, sometimes called "virtual reference" or "on-line reference," may be asynchronous (delayed reactions as via email) or synchronous (reacting in real time via IM or chat). Digital reference is human-mediated assistance available to users through the Internet. Virtual reference = real time, online responses to queries. Some estimates conclude that most academic libraries and many public libraries now offer some version of digital reference. Such service is growing rapidly, but is still considered experimental by some reference librarians. It is likely to be a basic service in the near future.
Depending on library policies and procedures as well as the nature of the questions received, librarians could respond to queries while at home or on the road using virtual reference resources. Ideally, at the library, it would be best if hardware/software would place IM, chat, and phone reference in a single line.
The digital reference interview is somewhat different. It is more difficult to learn if the material provided met the user's needs. The reference interview is often more difficult because it is less natural (there are no cues from body language, tone of voice, and the like) and can take more time if the question is difficult and requires a delayed response. If users are new to the library, they may have unrealistic expectations. Some potential users are unwilling to provide the information needed to properly handle the query. Some users will want an immediate answer and will not wait for the interaction or time required for a proper response. The IFLA Digital Reference Guidelines provide an excellent introduction. Common digital interview problems include:
Since digital reference is often available to those not affiliated with the local community, responding to questions asked by those beyond the community can be a problem. For example, academic libraries often receive questions from students at other institutions. Database licenses normally limit use to members of a particular community. Should those who do not pay for access to local library services have access to virtual reference?
It usually takes longer to keyboard a response than to provide a verbal one. Since digital responses may be forwarded, shared with others, or captured in print, it is important to check grammar, usage, and spelling as much as possible. It is, however, easier to capture and analyze digital reference transactions. Mean times to respond to a digital reference vary notably, but 15 to 20 minutes is often reported for medium level of difficulty in email reference questions.
Experience clearly demonstrates that education and training are needed if traditional reference librarians are to be highly competent with virtual reference. A major problem for some librarians has been the user perception that the reference librarian is unfriendly or rude. Training should minimize this problem.
Guide lines or rules are needed to clearly indicate:
Band width has been a limiting variable. As that improves, more options become available. LifeRef: A Registry of Real-Time Digital Reference Services is worth a visit. Bernie Sloan's Digital Reference Services: A Bibliography is an essential source.
One of the major advantages of digital reference is the ease with which queries and answers may be captured and made available for future use.These knowledge databases have the potential to eliminate considerable duplication of effort in libraries around the world. You may wish to examine Statistics, Measures and Quality Standards for Assessing Digital Reference Library Services: Guidelines and Procedures. Examples of accessible databases include:
One new aspect has been the development and adoption of reference management software to track and handle each stage of a virtual reference question from start to finish. RefTracker is one such system. Such software provides a variety of useful metrics for measuring reference quality and effectiveness.
Cooperative or collaborative digital reference uses the same resources but shares answering among several institutions. Questions may be forwarded to a particular agency based upon specialized collections. The best known of these networks is QuestionPoint [formerly the Collaborative Digital Reference Service (CDRS) established by the Library of Congress in 1998, but now at OCLC with LC a partner]. The focus was on an online network that would combine the power of local collections and local subject knowledge into global access 24/7. QuestionPoint provides both individual library service based on chat, which may be custom designed, or participation in a regional group or even a global initiative. Question routing is a key aspect. In addition, answers to questions are kept in a knowledge base for member access in the future.
User sends question via email. The library responds, usually with a certain time period, i.e. 24 hours. Quick, easy, and minimal skill required. Because the information requested is often ready reference, little interviewing or back and forth is required.
User completes form on library website. Clicks on send button and query is sent. Library responds, usually within a certain time. Requires more time and patience. Template insures that appropriate questions/context is captured and is likely to result in a better query.
Some libraries have reported that about one-third of potential virtual reference users won't respond to more extensive preliminary forms.
Most libraries will use scripts to respond to common queries or query categories. Scripts may include FAQs and guides with some front and back end modifications. Like the knowledge database, they save time and effort. Some libraries also use scripts for inappropriate or rude queries.
The library purchases server-side software [QuestionPoint for example. Some chat software is limited to certain hardware/software and that can be a problem. User logs onto chat software page or module provided by library website. Clicks on button to get attention of librarian on duty. Short messages (often text only) are exchanged much like that at the reference desk. Response may be then or later depending on the nature and difficulty of the question. Chats usually last 15 to 20 minutes. Chat reference is especially popular with undergraduates and high school students.
Some more sophisticated software will allow the librarian to "push" content to the user's browser to co-browse to a particular website such as the library catalog or a search engine. Thus, the chat can occur while the librarian shows the user appropriate sources.
At the moment, most libraries receive a relatively small number of chat reference questions, but that number is expected to grow. Florida's Ask a Librarian service is a good example of a web-based chat cooperative.
At the moment, although not always true for a particular library, IM is the most popular form of virtual reference. It is anonymous which some users prefer. The service uses instant message software, often from AOL or MSN, to respond to questions. Larger libraries can respond to the two or three major applications widely used with AOL being the most common. Trillian software allows one interface regardless of software used. Since this is not really web-based, the reference librarian cannot push pages or co-browse. The Thomas Ford Memorial Library is a good example of IM reference service. Silence on real-time chat while the librarian is finding stuff can seem much longer than it really is. It may be a challenge for the librarian to establish a professional voice/manner while using this medium.
What steps might be taken to make reference work in a library of your choice more efficient? In particular, what might you do to make it easier for users to do their own reference work?
Discuss the assets and liabilities of the self-service reference department.
If more users abandon the reference department and the library for WWW resources, what steps might reference professionals take to insure that they are needed in the future?
Last major revision: August 2007.
