AARL

Partnering on virtual reference using QuestionPoint: guidelines for collaboration between academic libraries in Australia/New Zealand and the US

Judith A Truelson
truelson@usc.edu.nospam (please remove '.nospam' from address).

Abstract This paper presents guidelines for establishing a QuestionPoint collaborative virtual reference partnership between academic libraries in Australia/New Zealand and the US. These guidelines reflect the practices of the state-of-the-art collaborative QuestionPoint partnership, 'AskASERL' as well as the unofficial standards and guidelines for virtual reference services established by IFLA and NISO. Throughout the paper, the projected benefits of international virtual reference collaboration are weighed against the costs. In conclusion, international collaborative virtual reference partnerships are presumed to be net beneficial and worthy of further study and consideration.

Convenient and effective retrieval of desired information from digital library collections and databases is an elusive goal in academia. Web portals or gateways often do not facilitate the search for information. Academic libraries increasingly address the need to help users navigate a complex network of information sources by offering virtual e-mail and chat reference services. Through these virtual services, libraries create a network of expertise, mediation, and resources theoretically available 24/7 to students and faculty seeking answers in an online environment. A virtual reference transaction usually involves the user and the information professional in an asynchronous e-mail interaction involving a time delay between the question and the answer and/or in a synchronous real-time interaction resulting in an immediate response to the query, such as can be found in chat-based services. [1] Collaboration with an institution in another time zone has proven to be a successful approach to providing 24/7 real-time chat service. [2]

There are several important benefits associated with collaboration. The first is the ability to offer virtual reference service on a time share basis. An Australian/New Zealand-US collaboration affords the opportunity of offering 24/7 service without staffing nights in either location. Because of the 24 hour difference in time zones, each location can cover the other's night hours. Second is the automatic building of a database of all question and answer pairs, with capacity for editing q&a's, thus providing re-use possibilities, and options for self-service by users.

More than 110 academic libraries in 21 countries have turned to QuestionPoint's virtual reference service with its unique global and local capacity. [3] The reporting features of QuestionPoint were among the reasons Robert McDonald of Florida State University in Tallahassee, Florida, chose QuestionPoint. '[We wanted] a way to measure what this service was offering us,' McDonald says. The ability to measure and analyse activity trends is a key benefit. 'We can export that [data] out and use it in a variety of different ways with spreadsheets, databases, etc.' Multiple languages and time zones pose no barrier for QuestionPoint. 'QuestionPoint is a successful digital reference system,' says Lili Luo from Peking University Library in Beijing, China. 'It's stable and easy to use.' [4]

The QuestionPoint service, formerly known as the Collaborative Digital Reference Service (CDRS) organised by the Library of Congress with OCLC as a partner, is perhaps the largest and most geographically distributed collaborative virtual reference program yet produced. QuestionPoint capitalises on one obvious advantage of consortia efforts in virtual reference - to organise and utilise a large pool of reference providers with particular areas of subject expertise. The QuestionPoint international subscriber list includes more than 260 libraries of all types, numbering the National Library of Australia, the University of Queensland Cybrary and the University of South Australia Library among its membership.

This paper focuses on the formation of international collaborative virtual reference service partnerships among QuestionPoint subscriber libraries using the global reference network feature. This form of collaboration elevates 'traditional' consortia resource sharing to the level of collaborative service provision. The notion behind collaborative service provision is that online networks of libraries will combine the power of local collections and staff expertise with the diversity and availability of libraries and librarians throughout the world, 24 hours a day, seven days a week. [5] Anecdotal evidence suggests that academic reference librarians with a good knowledge of a range of international databases and other web-based resources feel comfortable filling in at the virtual reference desk of other university libraries, particularly where there is a good institutional fit. [6] The more than 50 librarians participating in the collaborative 'AskNow!' project staffed by national, state and territory libraries in Australia also adapted well to answering questions from patrons in other libraries across the country. [7] Through its local and global knowledge base capabilities, QuestionPoint helps to bridge the perceived gap between local and general detailed knowledge needed to answer questions among partnering institutions. Consideration of the costs and benefits of collaborative service also suggests that the QuestionPoint service can provide the critical mass of staff to make 24/7 digital-reference service sustainable among a smaller group of libraries.

QuestionPoint's virtual reference collaboration and emerging service partnerships

QuestionPoint's architecture makes it feasible to capture and re-use transactional information of many types, including usage service patterns, and types of questions asked. Figure 1 shows the operative relationship between use of local and global knowledge bases that store previously asked and answered questions for later retrieval and use as a reference resource and an interface that enables libraries to offer online reference services locally and to refer questions to libraries locally, regionally or globally.

Figure 1
QuestionPoint's global reference network

AskASERL

'AskASERL' virtual reference service, a US consortium, is a co-operatively staffed virtual reference service which has recently broken new ground for academic libraries and may be considered a model for virtual reference service partnerships using QuestionPoint. This service, launched as a pilot in January 2004, provides significantly expanded virtual reference service hours over those currently provided by any single Association of Southeastern Research Libraries (ASERL) library, providing service up to twelve hours a day, seven days a week. [8]

QuestionPoint implementation among the ten 'AskASERL' virtual reference service initial participants varies from institution to institution. Some are taking this opportunity to introduce virtual reference services; others are choosing to upgrade their current e-mail reference service with 'AskASERL'; still others are upgrading their current chat reference service with 'AskASERL'. Participants are encouraged to become part of the global reference network and to select the enhanced QuestionPoint chat package, featuring application sharing, co-browsing, streaming video, voice communications, and 'persistent button' technology which facilitates marketing the service on frequently patronised web sites. Global reference network contributors commit to at least one of the following - to answer questions routed through the global reference network; and/or to contribute Q and A pairs to the QuestionPoint knowledge base; and/or to edit Q and A pairs submitted to the QuestionPoint knowledge base. [9]

GAELIC Consortium

In 2004, six academic institution libraries from GAELIC (Gauteng and Environs Library Consortium) began a QuestionPoint pilot project in South Africa for collaborative provision of digital reference service. With the inclusion of one Florida campus library, this becomes one of approximately a half dozen international virtual reference service partnerships. [10]

Adhering to standards and guidelines for collaborative virtual reference service

Official guidelines and policies for collaborative virtual reference service have just begun to appear. This is likely due to the fact that libraries offering virtual reference services are at quite different stages - especially at the pilot or early post-pilot stage. The prominent groups involved in creating virtual reference guidelines and standards include: International Federation of Library Associations and Institutions (IFLA), Virtual Reference Desk (VRD), National Information Standards Organization (NISO), and the Machine-Assisted Reference Section (MARS) of the Reference and User Services Association (RUSA) of the American Library Association. In addition, the QuestionPoint service has issued member guidelines. [11]

IFLA digital reference guidelines

The IFLA guidelines attempt to establish some international standards for digital reference services. The need for guidelines and standards becomes even more important as consortium-wide virtual reference continues to evolve.

According to these guidelines, collaborative partnerships must:

• establish a common service vision for the new entity,
• develop common guidelines for practices and procedures,
• build trust and establish accountability, and
• think through the practical considerations that may constrain delivery of shared resources, such as licensing agreements and multiple languages. [12]

NISO question/answer transaction protocol

In contrast to IFLA's broader scope, the National Information Standards Organization focuses on the exchange between digital reference systems collaborating in the processing of a question. In communicating, services must continue to have the ability to interact while maintaining the unique nature of their services and domains. The primary focus of this standard is the ability for library systems to send and receive data in a standard format following a standard set of protocols. QuestionPoint has adhered to the NISO standards in the design of its local and global knowledge base features. [13]

Best practices for formation of an international virtual reference partnership

The formation of an international virtual partnership should be regarded initially as a project. Key impact factors such as training in internet searching, use of QuestionPoint, and the development of a marketing plan and promotional campaign will determine the final timeline for launch of the pilot and debut of the full service.

Step one - choosing partners/governance

Chat-based reference services link users of a virtual library's electronic resources to real-time help anytime, anywhere. One of the primary advantages in forming an international virtual reference partnership is the opportunity to staff 24/7 chat services across time zones. With the goal of 24 hour service coverage in mind, potential international partners can be identified through the QuestionPoint global network participant list of nearly 300 member libraries and consortia. Once potential partners are identified, it is advisable to perform an information audit in which strengths and common resources, such as subscriptions to commercial databases, are identified.

Each institution's participation costs can be more easily absorbed by starting with a medium to larger scale partnership. In addition, it is important to consider the size of the customer base in determining the number of partner institutions. Each participating institution will contribute one member to a project team. The instigating organisation will also contribute 20 hours a week for a project co-ordinator. Participating institutions should sign a letter of agreement committing to at least one year of participation in the partnership to ensure continuity. [14] Regular virtual meetings, ie conference calls or video conferencing, are needed to facilitate co-ordination and policy making. Listservs should be created to promote communication among virtual reference desk staff, IT managers, etc. The creation of a centralised service website will also serve as a staff source of service information and policies as well as a gateway for users.

Step two - choosing service levels

The project team will develop a mission statement for the service to include:

• types of service to be offered, such as VoIP, or a tiered service of live chat with e-mail backup, [15]
• service scope and definition with identification of clientele served,
• service standards and processes; the service should provide a central source of information on member library policies, operations, procedures and regulations, so that it is simple for project reference staff to find information about the member library catalogues and circulation systems, [16]
• use of licensed electronic resources - ASERL serves as a model by maintaining an index of databases licensed in common; participating library staff can share the use of these core data sources with the patron without violating license agreements, [17]
• privacy policy, and
• responsibilities of participating institutions - equal cost sharing.

Step three - service implementation

Initially, it is assumed that one staff member will staff the digital reference desk. As user demand increases, additional staffing may be necessary. Core components include adoption of a service name and a clickable icon. [18]

The importance of training and the development of core digital reference competencies cannot be overemphasised. In addition to QuestionPoint training, digital reference interviewing skills and instant messaging skills are critical to the success of the service. Virtual training sessions and online tutorials are the most practical training techniques in a trans-national milieu.

Step four - service evaluation

Data collection techniques may include pop-up online surveys, transcript analysis and statistical data gathered by the QuestionPoint interface. Evaluation should be used to improve the service through adjustment of staffing, service levels and training, as indicated by evaluation and assessment results. [19]

Step five - weighing costs and benefits of international virtual reference partnerships

By far the greatest tangible cost of this service model is the investment of time in planning, training, and implementing the service. If the scope of the project requires the hire of a project manager, costs are also involved. ASERL estimated the total costs shared among ten participants (including the hire of a project manager) at $32 500 (travel and promotion account for about $7 000 of this total amount). [20] Intangible costs include staff concerns about equity and fairness of workload.

The tangible benefits of the service include extended hours of reference service, increased service capability, and the ability to attract additional service budget. The intangible benefits might include shared service experience, greater customer satisfaction, increased cross-cultural awareness, and greater staff satisfaction. This preliminary assessment would seem to suggest that a pilot is warranted, depending on the political and economic environment for particular institutions, so that an actual cost-benefit analysis could be conducted.

Conclusion

The University of Southern California, a QuestionPoint subscriber since 2001 (and a beta test site for OCLC's Collaborative Digital Reference Service) is currently seeking an Australian and/or New Zealand university library as a QuestionPoint virtual reference partner. We believe that in many university communities there is not only a desire but a demand for 24/7 virtual reference service to complement the 24/7 catalogue and database access offered by most university libraries. Many Australian academic libraries have ventured into the world of online reference, and we are encouraged by the emerging interest in QuestionPoint coming from Australia and New Zealand:

We believe that services like QuestionPoint have great potential. QuestionPoint is a collaborative reference service being offered by OCLC and the Library of Congress, which promises to provide 'a locally branded and customisable question-asking service' with the ability to refer unanswered questions to a wider, possibly even global network of libraries. There are definite advantages in having a common interface, while continuing to maintain the specialisation and unique nature of local services. [21]

The wealth of digital reference standards and guidelines will serve as useful resources in forming international collaborative virtual reference partnerships. However, the unique nature of an international partnership introduces a new realm of issues and challenges. There are geographic issues - some questions are ambiguous in terms of their geographical context, such as 'Do you have any statistics on abortion?' In answering such a question, the presumption is often for a dual context - US/European, US/Australian, depending on the partners. Let me stress that collaboration, trust, and creativity in establishing common service understanding is of the utmost importance to successful international collaboration. In the short term, checklists and guidelines will help in overcoming collaborative obstacles. In the longer term, a deeper understanding of user behaviors and user needs will emerge as international virtual reference partners move forward together.

Notes

1. L Berube Digital Reference Overview Networked Services Policy Bath United Kingdom Task Group UKOLN University of Bath 2003
2. J Fletcher et al 'Online Librarian - Real Time/Real Talk: An Innovative Collaboration between Two University Libraries' VALA 2004 Conference http://www.vala.org.au/vala2004/2004pdfs/20FlHaMc.PDF
3. Practical Examples for Reaching Current and New Users Presentation available at: http://www.questionpoint.org
4. QuestionPoint members' perspectives http://www.oclc.org/questionpoint/about/testimonials/default.htm
5. QuestionPoint: Partnership with LC http://www.oclc.org/questionpoint/about/partnership/default.htm
6. S Patrick & C Matthews 'Ask A Librarian LIVE' College & Research Libraries News vol 63 no 4 2002 pp280-281
7. Transforming Government - Achievements in E-government: Librarians have the Answers http://www.agimo.gov.au/publications/2003/06/transform/asknow
8. Association of Southeastern Research Libraries Service Proposal 'Ask ASERL' Virtual Reference Service http://www.aserl.org/projects/vref/ASERL%20vRef%20Service%20Proposal.final.pdf
9. Ibid
10. Gaelic Information Update: October 2003 to January 2004 QuestionPoint Pilot Project in SA http://www.gaelic.ac.za/newsevents/communique_jan_2004.html
11. QuestionPoint. Member Guidelines http://www.questionpoint.org/ordering/memberguidelines.html
12. International Federation of Library Associations and Institutions Digital Reference Guidelines http://www.ifla.org/VII/s36/pubs/drg03.htm
13. National Information Standards Organization NISO Committee AZ Question/Answer Transaction Protocol. Draft for Trial Use http://www.loc.gov/standards/netref/
14. Association of Southeastern Research Libraries op cit
15. D Lankes et al Implementing Digital Reference Services: Setting Standards and Making it Real Neal-Schaum Publishers 2003
16. Machine-Assisted Reference Section Reference and User Services American Library Association Guidelines for Implementing and Maintaining Virtual Reference Service http://www.ala.org/ala/rusa/rusaourassoc/rusasections/mars/marssection/marscomm/draftvirtual.htm
17. Association of Southeastern Research Libraries op cit
18. Girvan Strategic Branding and Design. Virtual Reference Services Marketing Guidelines http://www.secstate.wa.gov/library/libraries/projects/virtualRef/textdocs/MarketingGuidelines.pdf
19. Machine-Assisted Reference Section Reference and User Services American Library Association op cit
20. Association of Southeastern Research Libraries op cit
21. C Jane & D McMillan 'Online in Real-Time? Deciding Whether to Offer a Real-Time Virtual Reference Service' The Electronic Library vol 21 no 3 2003 pp240-246

Judith A. Truelson, ISD reference co-ordinator & head, Doheny Research Services, University of Southern California, University Park - MC 1823, Los Angeles, California 90089-1823. E-mail: truelson@usc.edu.nospam (please remove '.nospam' from address)