What role does technology play in the relationship information agencies develop with their users?
Information agencies are committed to meeting the information needs of their users (Chow & Bucknall, 2012, p. 131), it is upon this premise that a relationship is formed. Serving to provide cultural, social and learning spaces in our society, these knowledge repositories, Kim and Abbas (2010, p. 211) argue, function as agents for the dissemination of knowledge. However, revolutionary changes in the technological, information and learning environment have challenged the position these information agencies hold (Choy, 2010, p. 62). Equally, the extensive lockdown period (2020) due to the COVID19 Pandemic has prompted many agencies to rethink the delivery of their services and look to technology support systems to maintain relationships with their users. Initially the impact of technology on both the agency and its users will be discussed to provide a clearer understanding of the nature of the connection between these stakeholders. To better understand how technology is used and the role it plays to support the relationships information agencies have with their users, the “stickiness” model proposed by Davenport and Beck (2001, as cited in Wilcox & Chia 2012, p. 176) will be employed. The four essential factors of convenience, relevance, engagement and community, identified as key to gaining and retaining attention (stickiness) will guide discussion and provide a framework to assess the value of technology.
Information professionals must have 21st Century skills in order to competently offer traditional and new services (Chigwada, 2020, p. 46) whilst interacting effectively with users. Flexible in nature, these professional, technical and soft skills, developed formally and informally are needed to manage the shifting information seeking behaviours of users in the digitally disrupted online environment (Chigwada, 2020, p. 46). Information agencies are harnessing a variety of available technologies in order to deliver services in new ways to address the changing needs of their users. Kim and Abbas (2010, p. 211) point to the integration and utilisation of Web 2.0 technologies present in library services, creating Library 2.0 functionalities. It is evident that this use of technology is transforming the relationship between information agencies and their users. Choy (2010, p. 62) argues that the power has shifted to the user and the dependence relationship has been inverted, however in many ways an apparent two-way communication and knowledge exchange is now commonplace (Kim & Abbas, 2010, p. 211; Chigwada, 2020, p. 43).
Convenience is essential where users now expect access to information anytime, anywhere. Here technology can provide fast and intuitive systems (“Enhancing library impact through technology”, 2015, p. 222) with the introduction of one stop search services, seamless research discovery and information on the go (Wilcox & Chia, 2012, p. 177; Sherriff et al, 2020, p. 1) whilst meeting the needs of the users in one service point (Denison, 2007, p. 168). Social medias can be used as discovery and dissemination tools, building, curating and disseminating resources (“Enhancing library impact through technology”, 2015, p. 222). User workflow can be supported with features such as Ask-a-Librarian (R. Muir & E. Anele, April 14, 2021). Mills (2007) cautions against information professionals becoming ‘Information phantoms’ (p. 105) with the growing provision of self-service facilities, however J. Hanna (April 15, 2021) points out that digital literacy does not come from a book, the face-to-face assistance continues to be relevant.
Relevance, Tilley and Priestner (2010, as cited in Wilcox & Chia, 2012, p, 178) argue extends beyond the collection to the services that the agency offers. Whilst fulfilling user needs with scope and frequent updating, user-driven libraries such as the MONA Museum Library provide tailored individual service. Technology supports relevance with services such as e-customisation (Wilcox & Chia, 2012, p, 178) and quick response QR codes (R. Muir & E. Anele, April 14, 2021). Webpage content personalisation capabilities through the addition of features and links on webpages allows for ease of access as well as tailoring to the specific needs of the users (Kim & Abbas, 2010, p. 212). Relevance however is not sufficient alone to foster a strong relationship (Davenport & Beck, 2001, as cited in cited in Wilcox & Chia, 2012, p, 179). Whilst alternative services and sources may entice users to search elsewhere, it may be of little concern to niche agencies (H. Webster, April 12, 2021; L. Hawthorne, April 20, 2021) who maintain an established user base. Technology can assist with consistent collection of meaningful data to determine what works for the users (H. Webster, April 12, 2021; R. Muir & E. Anele, April 14, 2021; J. Hanna, April 15, 2021; L. Korodaj & H. Godfree, April 19, 2021) thus affording the opportunity for agencies to further enhance the relevance of the services provided.
Personal interaction in the form of engagement can be supported by technology through simple connection using emails where professionals may either communicate updates and appointments (L. Korodaj & H. Godfree, April 19, 2021) or respond to email requests and feedback (J. Hanna, April 15, 2021). Technology can allow professionals to reintroduce themselves as visible, valuable and essential partners in achieving common goals (“Enhancing library impact through technology”, 2015, p. 222). As L. Korodaj and H. Godfree (April 19, 2021) state, it is all about making the invisible visible.
Community is a powerful factor in establishing a strong relationship between the agency and user, and technology supports this through the employment of social media. Blog spaces provide knowledge sharing, strengthen relationships and promote a form of socializing. Twitter allows virtual connection through the sharing of knowledge about library services, resources and research opportunities (H. Webster, April 12, 2021). Fostering community connection may also be in the form of encouraging contributions to agency websites (L. Gobbit, April 15, 2021) or involving users in website design and feedback (L. Korodaj & H. Godfree, April 19, 2021).
It is evident after considering the factors of convenience, relevance, engagement, and community that technology plays a significant and evolving role in the relationship information agencies develop with their users. Technology provides agencies the chance to innovate (“Enhancing library impact through technology”, 2015, p. 222) boost quality, measure success and align services with the priorities of their organisations. This means successfully and creatively meeting the needs of the users, fostering strong and positive relationships. However, it is argued that the human factor plays a vital role in the connection between agency and user (J. Hanna, April 15, 2021; L. Korodaj & H. Godfree, April 19, 2021). Mills (2007, p. 98) states human beings are social animals and as such not all users have the means or wish to access resources and services electronically. Perhaps as J. Hanna (April 15, 2021) suggests, developing a hybrid model is the perfect solution for future success.
References
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Chigwada, J. P. (2020). Librarian skillsets in the 21st Century: The changing role of librarians in the digital era. In Osuigwe, N. E. (Ed.), (2020). Managing and adapting library information services for future users (pp. 41-58). IGI Global. https://doi.org/10.4018/978-1-7998-1116-9.ch003
Chow, A. S., & Bucknall, T. (2012). Library technology and user services: planning, integration, and usability engineering (1st ed.). Chandos Publishing.
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Mills, J. (2007). Creating desire: bringing the library client and the librarian together. In Ferguson, S. (Ed.), Libraries in the Twenty-First Century. Charting Directions in Information Services (pp. 91-106). Wagga Wagga, New South Wales : Center for Information Studies. https://doi.org/10.1016/B978-1-876938-43-7.50006-5
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