Running Head: RFID: CAN IT IMPROVE CUSTOMER SERVICE

Running Head: RFID: CAN IT IMPROVE CUSTOMER SERVICE?

RFID: Can It Improve Our Customer Service?

RFID Group: Doris Adam-Hillert, Delana Bellah, Sandra Coleman,

Adrienne Elloie, Kristi Mansolf

March 22, 2005

Information Organizations and Management

LIBR 204-12 – Spring 2005 – Costantino

School of Library and Information Science

San JoseStateUniversity

Abstract

A strong commitment to customer service resides at the core of the goals of every library. As a result of this commitment, library systems; their administrators and staff investigate procedures that meet customer needs with competence and ease. Currently approximately 300 libraries within the United States and other libraries around the world have decided that implementing the use of RFID, Radio Frequency Identification, in their library settings, is the technology for improving customer service. These libraries have found that installing RFID there appears to be an increase in staff productivity, better customer service through shorter lines for checking out items, and freeing staff to move away from the circulation desk to assist customers with their information needs. Before any library makes this giant step to utilize the RFID technology, a close study is necessary to consider the existing pros and cons of its implementation use while striving to provide improved customer service. This case study presents the information needed to undertake this process of investigation that a library would pursue.

Introduction

Radio Frequency Identification (RFID) systems are becoming more prevalent in

libraries. RFID is a new technology that can be a useful tool for efficiently managing

large library collections. More and more libraries are considering purchasing RFID

systems. As with implementation of any new technology, RFID has issues that must be

resolved for a smooth transition to take place.

The investment in an RFID system represents a large financial commitment.

Librarians have to carefully evaluate the positive and negative aspects of RFID to

determine if this system will be appropriate for their libraries, their patrons, and their communities.

Background

In 1999, the Santa Clara City library decided to implement RFID technology that would allow the simplification of check in and checkout processes, provide an easy to use self-check for patrons, combine item identification with security, and offer an efficient way for collection inventory. They decided on the Checkpoint RFID system.

Purchase orders were issued in May 2000, and with 80 trained staff the implementation (tagging of 317.000 items) took place over the next 12 months. For patron library cards, they continued the barcode system.

They began using Checkpoint in October 2000. As of January 2004 they had three self-check stations in place that logged 35-40% of circulation. For the future, they intend to have seven self-checkout stations. The report emphasizes, that the self check stations are easy to use and help avoid long lines at checkout.

The experience with the new technology is described as satisfactory, as the Checkpoint representative proved to be very responsive to their calls. The failure rate for tags is reported less than 1%. The library plans on integrating a materials sorting system that would automatically check items in, and sort them to appropriate book trucks. Unfortunately, information about the progress in implementing more technology by that specific library between January 2004 and now was not available.

Statement of Problem

This paper will explore the implementation of RFID in a public library. The library selected to study is the Santa Clara Library. Implementation of RFID in the Santa Clara Library was reviewed with respect to library efficiency and customer satisfaction as a case study.

Following a discussion of how RFID technology works, consideration will be given to the following issues:

• How would implementation of RFID technology affect library staffing and staffing effectiveness?
• What are privacy concerns?
• How circulation and collection management are affected?
• How is theft protection impacted?
• What are the cost concerns?
• What future support will be needed?

Following the review of these issues, there is a discussion of the implementation of RFID in the Santa Clara Library. Solutions and alternative solutions of the implementation of RFID will then be considered. Implementation of RFID in libraries has the potential to permeate and change all aspects of library operations.

Explanation of Radio Frequency Identification

RFID: What it is

For the purpose of this study, a brief overview with emphasis on the application of RFID technology in libraries might suffice. The information presented here has been extracted from Boss (2003), and Shepard (2005). RFID (Radio Frequency Identification) technology merges radio frequency with microchip technology. The system consists of basically four elements: tags, readers, computer hardware (server) and specific software.

Tags can be either active, when connected to their own battery, or passive without a power source. For libraries, passive tags are more suitable, and also less expensive than active ones. A tag (or transponder = TRANSmitter + resPONDER (see Metha, Goswami, Kumar, and Sing (2004)) contains a wireless transducer, linked to a silicon microchip for memory storage (as a unique identifier for an item like a barcode), a small antenna, and encapsulating material. Tags are available as read-only (encoded at manufacturing - the information cannot be changed), WORM (write-once/read-many – are programmed by the using organization, information cannot be changed afterwards), and read-write (information can be changed or added).

Readers (also called interrogators or sensors) vary in shape and size, and can be installed at strategic points as circulation desks, self-checkout stations, book-drops, hand-held devices or entranceways. They are equipped with an antenna receiving and sending signals, a transceiver, and a processor to decode data. For further definitions, see the glossary of terms in Appendix D.

RFID: What it does

The reader transmits a low-end radio frequency energy field, with a standard setting of 13.56 mhz (as suggested under U.S. FCC regulations – ISO 15693-2) and has a range of less than 10 meters. The energy field of the reader activates the passive tag, powering the chip and enables it to transmit data. The passive chip tag only responds when activated by a reader, and cannot be tracked by satellite. Information stored on the chip tag is then decoded by the reader and send to the server.

Following Boss (2003), fewer than 200 systems have been in place at libraries in the middle of 2003. Examples of libraries with RFID and more than 500,000 tagged items each are the University of Nevada, Las Vegas; University of ConnecticutLibrary, Vienna Public Library, Austria; Catholic University of Leuven, Belgium, and the National University of Singapore Library. The Nederlands Bibliothek Dienst envisions implementing RFID in all public libraries of the country.

Tags can theoretically be used on library items as well as on patrons’ library cards. Many libraries refuse to use them in the latter way, since the storage of personal information on a tag raises privacy issues, as it is clearly stated in the Guidelines for using RFID tags in Ontario Public Libraries for example (Cavoukian, 2004).

When used on library items, RFID technology combines item identification and security in a single tag (a theft bit is added in the tag). Use of this allows for express checkout. (Boss claims the speed is 50% faster compared to the scanner/barcode method, where direct contact of scanner beam and barcode is necessary, and item alignment/orientation is critical.) Metha et al. (2004) summarize the advantages of RFID compared to barcode method as follows:

CharacteristicsBar CodeRFID

Line of sightRequiredNot required

OrientationSpecificAny

While movingNot supportedPossible

Several at a timeNot possiblePossible

RFID also sets off the alarm with an item,not properly discharged, so now you know which specific item hasn’t been checked out. RFID readers can also be installed in book a drop, which makes checking in by staff obsolete. Technically, book drops can be integrated with a sorter and conveyor system. Further the technology allows for “high speed” inventorying, when used with a handheld inventory reader across a bookshelf. Misplaced items can easily be identified (no more painstaking shelf reading).

Exploration of the Case

How does implementation of RFID technology affect library staffing and staffing effectiveness?

As the above description of possible applications suggests, staffing will be affected greatly by implementation of RFID. RFID propagators claim that the technology would eliminate the necessity of monotonous, repetitive movements, and therefore reduce health risks as carpal tunnel injury. There was no study available to provide any evidence or numbers of worker’s compensation claims related to any “repetitive” motions in traditional library business,

though.

The Santa Clara City Library report clearly states, that staff had complained about repetitive motion injuries (mainly from using date due guns and old-style barcode wands, but “no one filed a formal worker’s compensation claim. Staff have reported that it takes fewer steps to check out materials, and that the items do not have to be handled multiple times, which reduces the number of “motion” activities, but this is anecdotal.” Boss (2003) emphasizes, that the technology at the circulation desk allows checkout of stacks of books at once, which would reduce book/item handling even further.

The Santa Clara City Library implemented RFID technology starting 2000, and has not reduced the size of their staff yet (as of January 2004), but has shifted work flow towards new, and patron friendly tasks like implementing a “welcome desk”, where staff assists patrons with the self check stations, and answers basic questions. As of January 2004, the library claims to log 35%-40% of their circulation on self-check machines. That clearly takes just the same amount of staff away from the circ-desk. For now, staff can be applied to other tasks while the library plans on increasing the amount of self-check stations from three to seven.

The Santa Clara City Library plans on implementing book return readers and purchasing a materials sorting system that would automatically check books in, and sort them to book trucks. The machine would catch reserves, problems, and exceptions. That same system could also be applied to what we now call “shipment” for the transfer of items from one library branch to another. Staff would not be needed to route books in anymore, but the machine would automatically sort those books to the Reserves shelves. Many libraries already have their Reserves shelves open for patrons to pick their books for themselves.

Unless libraries extend their hours and offer additional services, programs staff reduction seems almost unavoidable. As Shepard (2005) states, “[m]any libraries use RFID to automate the loan and return of books, tapes, DVDs and CDs and to provide a mechanism for the creation of real-time library inventory. Historically, library properties were tracked using barcodes, each of which had to be read by a reader – a highly human-intensive process. Using RFID tags … library holdings can be checked in and out automatically and inventory processes can be automated using shelf-mounted or handheld scanners. This results in a reduction in the need for personnel and a much higher degree of accuracy in inventory management.”

On an optimistic outlook, RFID could free staff from technical routine jobs and allow for other activities (readers advisory, help with the use of library equipment and databases, or outreach programs – like for example a bookdelivery service in a senior home/hospitals etc. – or take on other services, as patrons are already asking for like passport or fax services, as they

expect a seamless service environment form the library (Wiemers, 1997.).

There are many ways imaginable for a public library to extend quality service to their clientele and not reduce staff. Automation seems unavoidable, so does strategic planning and changes of the job description.

Privacy

Privacy issues are a concern when implementation of an RFID system is being considered in a library. There is the potential to track individuals through the RFID tag embedded in library books, and the potential to follow people into their homes. There are a few tools that can be implemented into libraries to address privacy concerns. One possibility is the adoption of a code of ethics. Another would be the library management developing measures to address privacy concerns within their library or branch system. An effort has been made to adopt legislation by the California State Senate to protect library patrons from misuse of RFID technology. Individuals may also have resources available to them in the future, such as the ability to use a device such as blocker tags. Each of these issues is explored in more detail below.

Molnar and Wagner (2004) describe past attempts by the federal government to track individuals through library materials. The FBI Library Awareness Program of the 1970s was an attempt to track suspicious persons through the library books they read. Public opposition and the adoption of library privacy laws stopped this practice. As a result of the U.S. Patriot Act, patron library records can now be accessed by the government through specific legal mechanisms. Molnar and Wagner (2004) discuss some of the potential ways that RFID technology can impact privacy today. Through an experiment done at the Cesar Chavez branch of the Oakland Public Library, and the University of Nevada, Las Vegas Library, they were able to determine that the RFID systems used by both libraries could enable tracking and

hotlisting of patrons (Molnar and Wagner, 2004). Both library systems used different RFID tags purchased from different vendors, and the short-range reader was from yet a third vendor.

Hotlisting is a practice where a party may go to a library and read the tags on select books, collecting data. When the tag is read in the future, the party will be able to determine if any of the books are on a prepared hotlist of books (Molnar and Wagner, 2004). Reading of the tag can be done anywhere, such as an airport, a school or public buildings. Although library scanners do not have a sufficient range to read a tag from a distance, there are readers available that can read tags from 20 to 30 feet. Tracking, in combination with other tools like video surveillance, allow the book’s movements to be followed, which enables profiling (Molnar and Wagner, 2004). Both tracking and hotlisting can be done because there is a static identifier in the tag that contains unique information. The bibliographic information does not need to be included in the tag for the tag to be read.

Individual libraries or branch library systems can adopt a code of ethics or a similar type of policy that insures a level of integrity on the part of the institution. The American Library Association (ALA) Council adopted a Resolution on Radio Frequency Identification (RFID) Technology and Privacy Principles on January 19, 2005. Although a variety of RFID issues are addressed, it is noted at the end of the Resolution that one of the biggest privacy issues is not addressed. Certain types of scanning devices with the ability to read tags from as far away as 20 feet can enable others to learn what books have been checked out and who has them.

The Berkeley Public Library has adopted Best Practices for RFID Technology. Some of the practices identified include disclosing to patrons that RFID technology is in use. Another practice is that smart-card RFID patron library cards are not to be implemented at the Berkeley Public Library. Still another is that patrons should not have the ability to search the card catalog by barcode. In addition to adopting a code of ethics and disclosing use of RFID to patrons, library managers may also wish to consider additional staffing for security purposes, and to review auditing privacy controls on a regular basis.

Individuals may also have the opportunity to thwart the RFID system in a library. A new technology is being developed by RSA Security to block RFID readers. The blocker tags, similar in design to an RFID tag, blocks the information from being transmitted to a reader (Shim, 2003). The devices could be embedded in clothing accessories. The purpose is not to disable the RFID tag, but to block the transmission of certain information when privacy is a concern (Shim, 2003).

Legislation introduced by Senator Debra Bowen to the California State Senate attempts to build in safety measures for RFID technology. Libraries are specifically mentioned in the summary of California Senate Bill 1834 (CASB 1834, 2004). It is stated that the existing federal law “prohibits video stores and libraries from sharing or selling customer records without first getting express consent from the customer.” (CASB 1834, 2004). The proposed Bill goes further prohibiting a library from “using RFID systems to collect, store, use, or share information that could be used to identify a borrower” (CASB 1834, 2004). Although stores and libraries would still be able to collect the same information as now with a barcode system, no tracking could occur once the patron leaves the store or library. The purpose of the bill is to restrict the tracking