FEATURE
To Chat Or Not to Chat —
Taking Another Look at Virtual Reference, Part 1
[Part
2]
by Steve Coffman
Vice President, Business Development LSSI, Inc.
and Linda Arret
Library Consultant Reference Services and Technologies
At this point, we are about 4 years into the virtual
reference "phenomenon" also described as a "movement," an "explosion," and
sometimes even a "fad." Thousands of articles have
appeared on the subject. (Pity poor Bernie Sloan who
tries to keep track of all of them at http://www.lis.uiuc.edu/~b-sloan/digiref.html and http://www.lis.uiuc.edu/~b-sloan/bernie.htm.) Most
articles have focused on the day-to-day workings of
chat reference comparing the features of various
software packages, dissecting the virtual reference
interview, studying how librarians preformed online,
evaluating training needs, assessing patron satisfaction,
analyzing interesting items found in the transcripts,
and examining nearly every nook and cranny of the virtual
reference process. Literally dozens and dozens of case
studies describe how libraries have done it "good" or
done it "bad."
The one thing we have not done so far is to step
back and take a look at the big picture to see
where we have been, where we might be going, and to
what extent we have accomplished the purposes we set
for ourselves when we began this brave new way of doing
reference not so very long ago.
Until recently, seeing the "big picture" would have
been difficult or even impossible. We just didn't have
enough data. But all the articles and reports and tales
of individual experience have added up. Now we can
see the big picture emerging, while still recognizing
that there are lots of missing pieces, things we don't
know, and things we could misinterpre t because we
don't have all the facts. But we have enough data now
at least to open a discussion about where we've been
and what we've accomplished over the past few years.
From the Beginning
Even back at the turn of the century (1999 or thereabouts),
we knew that traditional library reference was in trouble
following the Web's appearance in the early '90s. More
and more people were going to the Net to get their
information, and our statistics showed fewer and fewer
turning up at library reference desks. In fact if you
take a look at reference statistics from ARL libraries,
you can actually see the "tipping point" when things
started to go downhill. ARL has tracked reference statistics
since 1995. From 1995 through 1997, the median number
of reference questions gradually increased from
156,414 in 1995 to 162,336 in 1997. However, beginning
in 1998, those reference stats began a precipitous
decline that continued unabated through 2003 the
latest date for which figures are available. Between
1997 and 2003, median ARL reference statistics dropped
from a 1997 peak of 162,336 to a 2003 low of 96,228 a
loss of over 40 percent in the span of 6 years. Figures
for public libraries are less definitive and less current,
but anecdotal reports indicate that many publics have
experienced the same problems. (See the chart below.)
The ARL reference statistics only cover direct transactions
between clients and reference librarians, not inquiries
answered by library Web sites. These days, patrons
who once would have called a librarian to check on
a citation or look up an item in the library catalog
are probably using the library's Web site to get their
answers. Well-developed library sites will have also
stocked Web links to answers for frequently asked questions.
Such permanent solutions to ongoing problems reflect
credit upon the library's performance, even though
statistics on library operations may not incorporate
them.
Five years ago, other Web developments seemed to
threaten library reference services and information
brokers. Dozens of new commercial reference services,
such as Ask Jeeves and WebHelp, seemed to be popping
up everywhere online and appeared wildly popular. Ask
Jeeves claimed to handle over 2,000,000 questions per
day and to grow at the rate of 46 percent per quarter.
WebHelp a new "real-time" information service
offering free, live reference assistance on the Web was
exploding. Although it had just gotten off the ground
in November 1999, in its first month, WebHelp logged
more than 2.1 million visitors served by a staff of
over 900 "Web Wizards." Kerry Adler, WebHelp's CEO,
estimated that if things kept growing at that rate,
WebHelp would employ over 20,000 "Web Wizards" by the
end of its first year in business.
Libraries didn't exactly stand idly by through all
of this. By then most of us were offering some sort
of e-mail or Web-forms-based reference to try to reach
our errant patrons on the Web. But our efforts seemed
to meet with little success. E-mail questions were
trickling in at the rate of a few a day, while questions
at our regular desks were declining at a rate of tens
of thousands per year. Not only that, e-mail reference
was often a cumbersome process. It lacked the immediacy
so many people seemed to seek from the Web. The reference "interview" sometimes
required a good deal of back and forth with the patron
before the librarian understood the question. Sometimes
there would be long lag times between responses; sometimes
patrons would simply stop responding at all; and sometimes
a librarian would sweat it out getting just the right
answer to a question, then fire it off to the patron,
only to hear back that the information was no longer
needed, because the patron had "broadcast" the question
to several libraries and already gotten a response
from somebody else.
By the late 1990s, it had become apparent to many
that if librarians were ever to successfully move their
reference services to the Web, we needed a different
solution. Something live, interactive, and real time.
Something that allowed us to work with patrons to help
them find the information they wanted right when they
sought it not days later in an e-mail. Something
that allowed us to provide patrons with a reference
service so immediate, so convenient, so ubiquitous,
so easy to use, and so 'in your face' (as Anne Lipow
famously described it), that patrons would have no
choice but to turn to us whenever they needed help
on the Web. In fact, they might have a tough time trying
to get away.
And for a while there, it looked like we had found
just such a solution in the guise of a set of Web-based
software applications that allowed people to communicate
and work together online, live, and in real time. All
kinds of software programs exist that allow people
to talk with one another and work together on the Web ranging
from free or low-cost chat and instant-messaging programs
in which people type messages back and forth, right
up to the most elaborate applications that include
features like voiceover IP (you can talk on your computer
as if it were a telephone), and remote control (you
can take over another person's computer and operate
it remotely). Over the past few years, libraries have
experimented with many of these programs, but the one
type of application that seemed to really catch on
for reference applications is something called "Web
contact center software" or sometimes "Web collaboration
software."
Originally, these applications were designed for
companies that wanted to provide live customer service
on their Web sites. At a minimum, these programs normally
include a chat function of some kind so the CSR (customer
service rep) and the customer can communicate with
each other while online and some sort of "page-pushing" or
Web "co-browsing" capabilities that allow the CSR to
send the customer relevant Web pages or even to "escort" them
through various sites on the Web. These programs can
come with all kinds of other bells and whistles but
chat and Web interaction features, either page-pushing
or escorting, were what made them so appealing for
doing live online reference.
Although we probably did not realize it at the time,
this software was designed to be used in commercial
call centers where a number of agents are logged on
and handling calls at the same time. Most Web contact
center software supports multiple, simultaneously online
agents and some sort of routing system that transfers
calls to the next available agent. Since all this happens
over the Internet, all the agents do not need to be
in the same room, as in the case of telephone call
centers. With Web contact center software, agents can
log on to a system from any computer with Internet
access anywhere in the world and the software will
route calls to them just as if they sat in the same
room. Although this may seem like a small detail, this
structural feature has made possible many of the collaborative
arrangements that have grown up around virtual reference
in the past few years.
In the late '90s, these Web contact center applications
seemed well on their way to adoption by major Web retailers
and other commercial sites. Lands End and LL Bean both
added live online customer service for the Christmas
season in 1998, as had a number of major banks and
ISPs and the technical support departments of many
computer hardware and software manufacturers. Lots
of software companies sold products for the Web contact
center market, including some well-known names like
Cisco and Lucent, and many not so well known eGain,
Netagent, LivePerson, HumanClick, WebAgent, Webline,
and others. Many of these firms had high-flying stock
prices and were well financed by heady IPOs or heady
venture capitalists. WebHelp, an operation that claimed
to handle hundreds of thousands of questions each day,
had adopted the eGain Web contact center software for
their live reference service. So eGain software supported
an operation answering questions many of us felt would
have once gone to our reference desks.
Of course, it was no great leap to try to adapt this
software for the library market and serve our own patrons
live and in real time on the Web. What we would do
if we actually started getting those hundreds of thousands
of questions going to WebHelp and others remained a
concern. But we figured that we'd cross that bridge
when we came to it and at least it meant we
would be addressing the "right kind" of problem, a
New Information World Order problem. LSSI was first
to market this new software to the library world when
it introduced its Virtual Reference Desk product at
the ALA Annual Conference in Chicago in 2000. Other
vendors, including 24/7 Reference, Convey Systems,
OCLC/Library of Congress' QuestionPoint, and Docutek,
followed shortly thereafter. A virtual reference feeding
frenzy gripped the profession.
What a Difference a Few Years Make
A lot has changed since those heady early days of
the virtual reference "movement" and not always in
ways we had expected. Many of the commercial reference
services that had us so worried a few years back have
either died, gone into other lines of business, or
are so gravely wounded as to no longer constitute a
threat to anybody.
Ask Jeeves has dropped its live question-answering
service, Answer Point, and now focuses on its search
technology. In fact, if you type Answerpoint into your
browser today you'll either get a "self-help answering
community" (don't ask) on msn.groups or the reference
service of the Central Rappahannock Regional Library.
WebHelp, the "human search service" that constituted
perhaps the most direct competition to library reference
services (touting its Web Wizards as the "librarians
of cyberspace"), has transformed itself into the "global
leader in offshore business process outsourcing." Instead
of answering reference questions for free, those WebWizards
now handle telephone sales, technical support, warranty
management, and other customer service functions for
the likes of AOL, Nordic Trak, Norelco, Netscape, Dell,
and ClubMed.
WebHelp has also significantly expanded the number
of communications channels it supports. The original
reference service was limited to chat and Web collaboration
based on the eGain platform that many libraries now
use. Today, customers can contact WebHelp any way they
like, including phone, instant messaging, e-mail, Web
self-service, as well as the original chat and Web
collaboration technologies. WebHelp still offers its "Live
Search Service," at least in theory, but it now costs
$9.95 per month for unlimited searching or $9.95 for
10 searches. From all indications, it gets very little
use. A search of its question archives showed no references
to 9/11, the war in Iraq, or Howard Dean. The service
that predicted it would employ 20,000 staff within
the first year of operations reportedly now employs
less than 200.
Many others have suffered similar fates. Askme.com
has gone from a free reference service to "providing
the software that manages employee knowledge networks." Allexperts
and ExpertCentral have both merged into About.com and
continue to operate as a volunteer answer service,
but, judging from its archives, at a pretty anemic
level. For example, the archive shows only 13 questions
on AIDS during all of 2003, and, despite lots of questions
on Windows 95, 98, and 2000, nothing on Windows XP a
clear sign that the site no longer gets the traffic
it once did. LiveAdvice and Inforocket, two early fee-based
online reference services, have both merged into Keen.com
and Keen.com has, in turn, morphed into a psychic hotline
that offers all kinds of advice online but none
of the kind librarians give. In any case, Keen.com
no longer uses chat, it uses the telephone.
At first glance, the one exception to the downward
slide in commercial reference services over the past
few years appears to be Google Answers. This fee-based
reference service lets questioners set the amount they
are willing to pay for an answer (ranging from $2.50
to $200, but most running $20 or less). A crew of about
500 of Google's freelance researchers choose the questions
they want to answer. Unlike many other commercial reference
services, Google has paid attention to quality control
with its service. Researchers are carefully screened
(at least in comparison with the laissez-faire attitude
of other services); there are detailed guidelines for
answers; and Google completely guarantees the customer's
satisfaction. If you are not happy with the answer,
you don't pay. Google Answers debuted in Spring 2002,
striking fear and consternation into the hearts of
librarians everywhere, who feared that they would now
have to face not a run-of-the-mill Internet start-up,
but a truly formidable competitor.
However, it now appears that we needn't have worried.
Despite the fact that Google is one of the most heavily
visited sites on the Web, despite the fact that The
Wall Street Journal ranked Google Answers as the
best reference service on the Web, better than five
competing services including the Library of Congress'
QuestionPoint service (though QuestionPoint was only
just out when the review appeared), despite the fact
that most questions are answered pretty thoroughly
and economically despite all that Google
Answers does not seem to be going anywhere. As of January
2004, it averaged about 60-70 questions per day, down
over 50 percent from the 200+ questions per day the
service got in the late Spring of 2002, just after
it opened. Even using the higher usage figure, you're
still only talking about 0.0001 percent of the 200
million searches done every day on the regular Google
site.
Nor has Google found it necessary to recruit new
researchers. The Google Answers FAQ states that it
is not currently accepting applications for new researchers,
a statement in place since shortly after the service
opened. Yet we know that attrition must have reduced
the original crew of 500 quite a bit by this point,
and several have been very publicly fired or quit. Searcher magazine
has already published the departure tale of one Google
Answers' researcher Jessamyn West (see https://www.infotoday.com/searcher/oct02/west.htm).
More important, the underlying chat technology that
powered many live commercial reference services has
also failed to find broad acceptance on the Web. The
chat and Web collaboration tools that WebHelp, librarians,
and others have adapted for online reference were originally
designed to help e-commerce companies provide live
sales assistance and customer support over the Web.
However, evidence shows that, except for a few high-profile
retailers such as LandsEnd and L.L.Bean, most companies
have been reluctant to adopt it. According to a survey
by Benchmark Portal in 2003, only 12 percent of the
respondents (generally large corporations with large
customer service call centers) offered a 'chat' option
on their Web sites, while 88 percent did not ... and
when those 88 percent were asked if they intended to
implement chat, 99.5 percent responded that they had
no plans to do so within the near future [http://www.benchmarkportal.com/
newsite/article_detail.taf?topicid=265].
These companies have good reason to be skeptical
about chat communications. First, the general public
has yet to accept chat as a means of communications
for business dealings and other more formal transactions.
We all know that people and particularly children are
purported to chat back and forth and instant message
friends on a nearly continual basis, but it appears
that when money or more serious matters are involved,
people still prefer to pick up a phone. Secondly, chat "transactions" appear
to take at least twice as long as and cost more than
the same transaction over the phone. Chat was originally
developed in the days of dial-up Internet to give people
a way to communicate live online while their phone
lines were tied up with the computer. Today, much of
that rationale has disappeared as the population moves
to cable, DSL, and other forms of broadband that support
simultaneous use of voice telephones.
Collectively, these trends have devastated technology
companies such as eGain, LivePerson, Kana, WebLine,
LiveAssistance, HumanClick, Convey Systems, and others
that had hoped to provide tools to help companies do
live customer service over the Web. Like commercial
reference services, their stock prices too were flying
high back in the late '90s during the dot-com boom,
but today, many have gone bankrupt or been acquired
for pennies on the dollar. Others are in pretty serious
trouble. Meanwhile, chat and online Web collaboration
remain very much a niche market.
It is difficult for us librarians not to feel a certain
sense of smugness watching the demise of those who
had sought to replace us on the Web; however, we have
serious cause for concern as well. After all, if these
commercial reference services armed with venture capital
money and marketing clout could not make a go of it
online, what does that say for our chances? And if
people have so far proved largely unwilling to embrace
online chat for banking, insurance, retail, and other
sales and customer service applications, what makes
us so sure they will embrace it for reference?
So What Happened to Libraries?
Ironically, as commercial reference services closed
up, consolidated, went bankrupt, and otherwise dropped
off the Web, libraries began scrambling to get on board.
In the past few years, libraries have opened up hundreds,
perhaps even thousands, of new live online reference
services. In 1999, you could count the number of libraries
offering live "virtual" reference services over the
Web on the fingers of one hand. Today, nobody is really
sure exactly how many services there are. Stephen Francoeur
and Gerry McKiernan have each tried to maintain a census
of virtual reference services; as of February 2004,
Francoeur listed approximately 500 services, while
McKiernan linked to 132. These registries are valuable
sources of information, but tend to underestimate the
true numbers of libraries involved both because
keeping up with all the libraries opening new services
is tough, and also because many listings actually identify
collaborative reference services that may include dozens
and sometimes hundreds of individual libraries. Bernie
Sloan has tried to track the number of live collaborative
services alone; as of November 2003, he listed approximately
1,730 libraries in a total of 62 collaborative services.
Vendors who sell the various virtual reference software
provide another source of information. One must use
caution with these numbers as well, because vendors
always want to show as many customers as possible,
so their numbers may need some "interpretation." However,
as of January 2004, OCLC claimed its QuestionPoint
service was in use in over 1,000 libraries, and Tutor.com
(formerly the Reference Division of LSSI) and 24/7
Reference could also claim about 1,000 or so each,
especially if you consider the various state-wide projects
in which they are involved. Add to that the libraries "powered
by" Docutek, LiveAssistance, LivePerson, and the various
free options, including Rakim and AOL, Yahoo!, and
MSN instant messaging programs, and there could easily
be 3,000-4,000 libraries currently offering live online
reference assistance using some form of chat and/or
Web collaboration software.
But numbers don't tell the whole story, because librarians
have also employed the capabilities of the new technology
to experiment with all kinds of new and innovative
ways to do reference. We've developed collaborative
reference services, 24x7 services, and tiered services
that offer live access to subject specialists in legal,
medical, and other subject areas when the questions
warrant. We've experimented with having academic and
public libraries work together to answer each others'
questions. We've formed international networks where
libraries in different parts of the world take turns
staffing the service during different parts of the
day to provide 24-hour coverage. We've offered Spanish
and other foreign-language reference services impossible
otherwise. We have tried outsourcing reference services
to commercial providers during overnight and weekend
hours so the regular staff could get some sleep. We
have tested all sorts of other new and novel approaches
to doing reference that would have been inconceivable
from a traditional reference desk.
And we've spent lots of money. We've bought millions
of dollars of software, shelled out thousands more
on revamping Web sites and adding authentication software,
and spent millions on staff time in development and
committee meetings. Nor do these estimates include
the training and salary costs of the thousands of librarians
who have staffed these systems. Just as no official
figures exist for the numbers of libraries that have
opened up live online reference services, no official
accounting records exist that track all the money spent
doing it but there is no doubt that the bill
now runs into the tens of millions of dollars. That
sum is even more amazing when you consider that much
of this spending took place during one of the most
severe funding crises libraries have ever experienced.
In fact, in more than a few cases, librarians started
up virtual reference services with one hand while slashing
book budgets, canceling serial titles, and reducing
hours with the other.
One should note that much of the initial funding
for many virtual reference projects came from grant
monies, sparing library budgets much of the direct
initial impact. In the U.S., Library Services and Technology
Act (LSTA) grants have provided the bulk of the funding
for virtual reference. For example, the 24/7 Reference
Project has received several million dollars worth
of LSTA money in California alone. Press releases,
project proposals, committee minutes, presentations,
etc., detail virtual reference projects in dozens of
states and hundreds of libraries all funded,
in whole or in part, by LSTA grants. In fact, so much
LSTA money has gone into virtual reference projects
that at one recent reference symposium, some wag suggested
we should change its name to VSTA, for the Virtual
Services and Technology Act.
All that grant funding helped libraries get things
off the ground quickly, but it comes at a cost. LSTA
grants do not last forever. These grants are intended
to provide start-up money and funding for pilot projects,
but now that many of the initial grants have begun
to run out, many libraries will soon face the challenge
of figuring out how to pay for a brand-new and
sometimes very expensive virtual reference service
from already overstretched budgets.
But we'll get to those issues in a bit; for right
now, it is important to recognize how remarkably successful
libraries have been in moving reference services to
the Web. In a little less than 4 years, thousands of
librarians got out from behind the desk, opened up
their shops on the Internet, and made ready to answer
patron questions live and in real time anytime
they were asked.
Where Did All the Patrons Go?
Unfortunately, few patrons have been asking. Like
so much else about this field, it is difficult to get
good virtual reference usage statistics. These statistics
are not regularly separately reported to NCES (National
Center for Education Statistics), PLA, ACRL, state
libraries, or any other agencies charged with gathering
library statistics. Many services have been reticent
to share data publicly, which in and of itself may
indicate a sensitive issue. Probably the most comprehensive
survey to date is the Global Census of Digital Reference
[http://www.vrd2003.org/proceedings/
presentation.cfm?PID=196] that Joe Janes initiated last November. Janes asked
libraries offering any kind of digital reference service
(chat, IM, e-mail, Web form, etc.) to report the numbers
of questions received during three 'typical' days in
November 2003: Monday, 11/3, Thursday, 11/6, and Sunday,
11/9. Janes got responses from 162 services some
individual libraries, others collaborative services
representing many libraries. Overall, these 162 services
had answered 8,106 questions over the 3-day period,
and 5,657 of those questions (or almost 70 percent)
were answered live, using chat technology.
In the aggregate, those would seem pretty impressive
figures. But when you look at them on a service-by-service
basis, the figures tell a different story. Janes found
that the median service in the census had answered
just 16 questions over the 3-day period and
that the median number of questions answered per day
was just a little less than six. These are not the
kind of statistics you'd want to run and show your
funders, nor the sorts of numbers we might have expected
given all the time, money, and effort put into these
services. To be fair, although the medians in Janes'
census were very low, some services did report much
better numbers: the top service reported 765 questions
and others reported 630, 440, and 410 questions over
the 3-day period. But the problem is, we don't know
whether these figures come from individual libraries in
which case, they'd be pretty impressive or from
collaborative services representing dozens, maybe even
hundreds, of libraries.
The Association of Research Libraries (ARL) conducted
a smaller census of virtual reference services in ARL
libraries in October 2002 (ARL Spec Kit 273 summary
at http://www.arl.org/spec/273sum.html). ARL found
that 36 of the 124 ARL libraries (over 25 percent)
had instituted chat reference service within the past
couple of years. However, as Janes discovered, most
were seeing very little usage. The University of Florida
reported an average of 14 questions per day, although
its service had been in existence for over 2 years
at that point. George Washington University averaged
nine questions per day; the University of Minnesota,
five; Louisiana State, three; MIT, UC Santa Barbara,
and Syracuse University, just two questions per day;
and UC Davis and Michigan State were getting an average
of just one question per day. The University of Illinois
at Urbana-Champaign (UIUC) was the exception to the
rule, averaging 41 questions per day in October 2002.
In the few years of the service's existence, it had
handled 7,586 questions no small feat, especially
in comparison with the struggles others were having
attracting patrons. However, more recently, UIUC's
statistics have dropped off rather sharply; some attribute
this decline to problems with the virtual reference
software being used, others think it may have more
to do with changes in patron preferences.
Finally, we conducted an e-mail survey of chat reference
services in October 2003. Services were asked to compare
the number of chat questions received in October 2003
with the number received in October 2002. Although
most libraries responding to the survey reported similar
statistics to those found in the Janes and ARL surveys,
some did not appear to do quite as well. In particular,
a number had seen the amount of questions received
in 2003 actually decline from the figures seen in 2002.
For example, the St. Charles Public Library in St.
Charles, Illinois, got 18 questions in October 2003,
down from 32 in October 2002. The Ask the Librarians
Live Coalition of Dakota State University, Northern
State University, and South Dakota State University
handled a total of 32 questions in October 2003, down
from 36 in October 2002. Georgia Tech reported three
questions in October 2003, down from 27 in the same
period in 2002, a decline attributed in part to technical
problems with its chat software. The CTW Library Consortium
composed of Wesleyan, Connecticut College, Smith, Vassar,
and Wellesley collectively reported 142 questions in
October 2003, down from 258 in October 2002, but this
was attributed to reduced hours.
Others showed some improvement. UC Irvine, for example,
reported 115 questions in October 2002, but 141 questions
in October 2003, very close to the usage UCLA got in
the same period. Others seemed to do even better. York
University reported 761 questions in October 2003,
up from 298 in 2002 but even at that rate, virtual
reference accounts for less than 6 percent of the 155,000
or so questions that York libraries handle with more
traditional means. Overall, though, these are not exactly
bragging numbers, nor the kind many originally expected
to see given the ready accessibility and convenience
of chat reference and the stories heard about the initial
popularity of many of the commercial reference services
like WebHelp or Ask Jeeves.
While giving us an overall picture of how much virtual
reference is being or not being used,
these surveys don't tell us a lot about the services
the statistics represent: how many libraries are involved,
how long they've been around, what size population
they serve, and how their virtual reference statistics
compare with the numbers received through more traditional
reference services.
So let's take a closer look at some real-life examples.
UCLA was one of the earliest academic libraries to
adopt virtual reference. Their AskALibrarian service
first opened in Spring 2001 and has run more or less
continuously ever since. According to statistics on
the UCLA Web site, during the past 2-1/2 years (through
the end of Fall Quarter 2003), it had answered a grand
total of 2,583 reference questions via chat, or an
average of 253 questions per quarter (median = 247),
which equals about five questions per day. This is
very close to the median figure of six questions per
day that Janes found in his census.
Nevertheless, the virtual reference traffic at UCLA
has grown over the years; in the Fall Quarter of 2003,
it answered 584 questions, or just a little over one
question per hour for every hour the service was open.
However, that's still less than 2 percent of the total
reference questions at UCLA and, even at that rate,
chat reference will do very little to make up the losses
UCLA and other academic libraries are experiencing
in demand for traditional reference services. According
to ARL statistics, reference questions at UCLA declined
from a peak of 564,973 in 1995 to 198,597 in 2002.
That's a loss of more than 366,000 questions or nearly
65 percent of reference traffic over a space of just
7 years. It will take a lot more than 584 chat questions
per quarter to have much of an effect on that kind
of deficit.
One of the busiest academic library services in the
world is Ask A Librarian at North Carolina State University.
Like UCLA, NCSU was an early adopter of virtual reference;
it first began operations in January 2001 and, although
serving a student body only half the size of UCLA's,
NCSU's virtual reference statistics have been much
higher from the beginning. The service answered 1,995
questions via chat in 2001, 4,119 in 2002, and 4,152
in 2003. That's an average of a little over 11 questions
per day 365 days a year. Interestingly, NCSU operates
its service 83 hours per week, or around 11 hours per
day, whereas UCLA currently operates only 46 hours
per week. However, during the hours they are open,
both services average one question per hour, suggesting
that the two services may be a bit more alike than
would appear at first glance. It also suggests that
the primary reason NCSU consistently has more questions
stems from their running twice as many hours. Still,
like UCLA, virtual reference only accounts for a small
percentage of the total reference activity at NCSU 6.4
percent of the 64,620 questions handled last year.
And, like academic libraries everywhere, the few questions
NCSU picks up from virtual reference does very little
to help make up for the 62,000 (down 51 percent) reference
questions per year lost from the peak reference statistics
of 1996.
Not far down the street from UCLA is the Santa Monica
Public Library. Santa Monica serves a population of
about 100,000 people in one of the most "wired" communities
in the U.S. Santa Monica was another early pioneer
in virtual reference. It opened its chat service in
July 2000 and has operated it continuously since that
time usually 24 hours a day, 7 days a week and
is available to anybody in the world. Yet despite the
hours and availability, and despite the fact that Santa
Monica runs a very busy and highly regarded traditional
reference service, virtual reference services at Santa
Monica Library have never really taken off. The library
has averaged only 100 chat questions per month during
the 3 years the service has operated. That's less than
three questions per day and less than 3/10 of 1 percent
of the nearly 40,000 reference questions Santa Monica
Public Library answers in a typical month. Even more
disturbing, unlike UCLA, chat reference at Santa Monica
has been relatively static over the past 3 years. As
you can see in the chart above, 2001 its first
year saw the highest use, with usage declining
slightly ever since.
The April 2003 figures for Santa Monica also show
an interesting anomaly. During that month, the Main
Library moved to a new temporary location, which left
the physical reference desk closed down for a period
of time and explains the 12,000 or so decline in normal
desk reference statistics. During that period, phone
reference increased tremendously, growing by over 4,000
questions and raising the percentage of questions asked
from 42 percent to over 68 percent, but chat reference
increased by only 25 questions during the same period.
All of which suggests that when people are forced to
use remote reference, they prefer to pick up the phone,
rather than open a chat session.
However, a few very busy virtual reference services
get thousands of questions each month. The AskUsNow
service in Maryland handled over 2,900 questions in
October 2003, for example. Australia's AskNow service
reported 3,196 questions during the same period. And
the QandA NJ service in New Jersey answered 5,800 questions
that month. But there's a little catch: All these services
come from large consortia made up of many libraries.
Individual libraries only receive a small number of
questions. Examined individually, most consortia members
report numbers very similar to the services we've looked
at so far. For example, in November 2003, California's
24/7 statewide reference service reported a total of
3,024 completed questions. However, that consortium
comprises over 90 libraries. The largest of these libraries,
Los Angeles Public, registered only 599 questions,
even though it serves a population of over 3.6 million;
Long Beach had 59; Pasadena, 51; San Jose, 64; San
Diego, 28; most had far fewer. While the consortia
model for doing virtual reference can certainly help
reduce costs and share the burdens of operating such
services, it appears to have the same problem with
low usage that seems to affect many individual libraries.
At least one exception remains to these generally
lackluster figures, namely the KnowItNow service in
the Cleveland, Ohio, area. KnowItNow comes from a small
consortium called Clevnet consisting of libraries primarily
serving Cleveland and surrounding cities and a total
patron population of less than 1 million. Yet, KnowItNow
consistently averages 3,500 to 3,600 questions per
month more than Maryland, California, Australia,
or many other consortia serving much larger populations.
So far as we can determine, KnowItNow is the busiest
public library virtual reference service per capita
anywhere in the world, and it is difficult to figure
out exactly why. It did get some lucky breaks at the
outset, with coverage in the local newspaper and TV,
followed by the story reaching both CNN and NPR. KnowItNow
has been consistently well managed and well marketed
from the beginning and has paid special attention to
the needs of school children, who make up a large proportion
of the users of chat reference in most public libraries.
It could be any of these factors or perhaps others
we haven't considered. One thing is for sure: KnowItNow
has set a standard for usage that few virtual reference
services can match. However, even with that, the 3,500-3,600
questions per month KnowItNow answers only represent
a tiny fraction of the total reference handled by Clevnet
libraries. In 2002, Cleveland Public Library alone
answered over 1,000,000 reference questions; compared
with a rate of 3,500 questions per month, virtual reference
would still only account for 4 percent of the total
reference workload and that's not taking into
account the reference statistics from other members
of the consortia. So, even in the busiest virtual reference
library operation, chat remains very much a niche service,
and the vast majority of patrons still seem to want
to ask their questions face to face or over the phone.
Nobody likes to see services in which we've invested
lots of time and money get little use, however, in
retrospect, it may be a very good thing that our patrons
have not swarmed to our chat services as we had hoped
they would. Why? Because, given what we now know about
the costs of virtual reference, the possible budget
impact could have been unaffordable.
The Costs of Virtual Reference
All reference is not created equal. There are more-
and less-efficient ways of doing it. Some methods cost
more money than others. Some require more staff. Some
take more time. And some require more effort on the
part of the librarian, the patron, or both. Unfortunately,
by almost any measure, virtual reference turns out
to be a pretty expensive way to answer a question.
First, there is the cost of the technology itself.
In order to do virtual reference you first need to
have virtual reference software that allows patrons
and librarians to chat and collaborate over the Web.
High-end packages can easily cost $2,000-$6,000 per "seat" and,
after you add set-up fees and the like, software costs
for a single library can run as high as $10,000-$20,000
depending on the product and the configuration. Larger
installations can run considerably more. Of course,
there are less-expensive solutions available, like
the various free instant messenger programs and some
open source software, but many libraries have found
that here, as elsewhere in life, you get what you pay
for.
Software isn't the only technology cost. Some libraries
have found their computers too antiquated to handle
the virtual reference software and have had to buy
new hardware as well. Additionally, it costs to re-configure
library networks, firewalls, and database authentication
software so all will work with virtual reference.
Once purchased, the reference staff must be trained
to use the software. Few reference librarians have
had much experience with chat, IM, Web collaboration,
or any other methods of working live online. After
the initial classroom training, many libraries allot
a considerable amount of time for staff to practice
their new-found skills before they feel comfortable
taking their first call. Although initial training
costs are often included as part of the software package,
the cost of staff time to attend those sessions and
hundreds of hours of practice time afterwards are often
overlooked.
Software and training costs are trivial compared
to what it costs to staff a virtual reference service.
With few exceptions, most libraries have found it very
difficult, if not impossible, to do virtual reference
from the regular reference desk. Distractions at the
desk interfere with the concentration needed for chat;
walk-up patrons interrupt staff. As a result, most
libraries dedicate a separate staff member or members
to sit in front of a computer and wait for virtual
reference questions during every hour their chat service
is open. When patrons are few and far between, opening
up a virtual reference service can become the equivalent
of opening up a brand-new reference desk, with all
the attendant staffing issues and costs. After-hour
service requires paying staff for that additional time
or paying somebody else to do it for you. Some collaborative
services work this out by bartering you cover
my early morning hours and I'll cover evenings for
you but whether calculated in dollars or time,
either way there is a price to be paid.
Then there's the amount of time it takes to answer
the questions themselves. The average chat question
takes 10-15 minutes to answer. We lack good comparative
data for the average length of phone or desk reference
questions, but research in commercial call centers
has shown that it takes about twice as long to answer
a question in chat as it does over the phone [http://www.benchmarkportal.com/
newsite/article_detail.taf?topicid=265].
This factor has dissuaded many commercial call centers
from adopting the technology. Chatting with more than
one patron at the same time requires a very experienced
operator to still provide good service to both patrons,
assuming one works in a rare virtual reference service
that gets more than a dribble of questions and therefore
would seek such efficiencies.
Add it all up and you can see that virtual reference
built on chat technology is a pretty expensive proposition,
especially if we ever came close to getting the thousands
and thousands of questions many of us expected.
Ok, so what do we do now? Stay tuned for next month's
exciting conclusion of "To Chat or Not to Chat."
Steve Coffman is vice president for business
development with LSSI (Library Systems and Services
Inc.), a company that provides professional library
services to a wide variety of institutions. Steve oversees
the design of new library products and services for
LSSI. His current work focuses on developing new funding
and operating models. Steve was one of the pioneers
of the virtual reference "movement" and in his work
at LSSI, he has helped thousands of libraries around
the world to move their reference services to the Web.
He's written a recent book on the topic called Going
Live! Starting and Running a Virtual Reference Service (ALA
Editions). Prior to LSSI, Steve worked at the County
of Los Angeles Public Library as Director of FYI, the
County's Business Research Service.
Linda Arret is an independent consultant specializing
in digital reference services. She has extensive experience
as a reference librarian in academic and government
libraries, including 25 years' experience in leading
and implementing systems-based reference services at
the Library of Congress, where she developed generations
of digital reference services, was the project coordinator
for the early and pilot stages of QuestionPoint, and
helped coordinate NISO's first steps toward standards
in digital reference. Linda can be reached at linda.arret@verizon.net.
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