Professional Documents
Culture Documents
DURDA RAJSIC
Drexel University, Philadelphia, Pennsylvania, USA
KRISTINA BUCHER
Sarah Lawrence College, Bronxville, New York, USA
WILLIAM OSEI-POKU
ICF International, Rockville, Maryland, USA
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In this article we point out the major issues faced by Singapore’s pub-
lic libraries and discuss the leadership team’s processes, decisions, and
strategies to transform the system. We also discuss the major factors that con-
tributed to the success of the vast makeover and take a brief look at some of
the unintended consequences of the change. Finally, we outline the major
leadership qualities that contributed to the success of the huge changes and
argue that without quality leadership it would have been impossible for
the transformation to have succeeded regardless of other factors such as
funding, culture, and technology.
We are not suggesting that blind mimicry of Singapore’s examples will
bring automatic success. Instead, we believe that an understanding of the
underlying principles and qualities that enabled Singapore’s success may
help librarians facing similar problems if they borrow from those principles
and adapt and apply them to their own situations—hopefully with the same
results.
If there are good books and libraries don’t buy them, who will? Libraries
have a responsibility to ideas, to nurturing, sustaining, preserving, and
making readily available the intellectual capital of our society to anyone
who may want or need it, now or in the future. Collections are built to
serve over time. By doing that, we show responsibility to the citizens
who pay for the service. (Bob 1982, 1710)
Services
Along with inadequate collections, the services of Singapore’s libraries were
inadequate. Because of inefficient circulation practices, a trip to the library
resulted in bored users standing in a long, slow-moving line waiting to return
or check out books. This was a far cry from the Singapore National Library
Board’s visionary goal of an “any time, any place e-library of the future that
would complement the physical network of libraries in promoting social
interaction and community bonding” (Hallowell et al. 2001, 1).
Because of inefficient service arrangements, library staff often spent
much of their time as caretakers of the collections, checking materials in
and out (i.e., collection security) along with repairing torn book spines and
ripped pages, rather than providing good customer service to patrons. This
made the library a static book repository rather than a dynamic “place for
people to learn, explore, and discover” (Hallowell et al. 2001, 1). Staff rec-
ognized that the reorganization of services and new technology would allow
them to improve services, including organization of innovative ways to reach
out electronically to users in their homes and offices. The sort of online com-
munities and electronic information services that increasingly Internet-savvy
users would rightfully expect from a library without walls were not being
offered by Singapore’s public libraries.
staff] had computer access, and even fewer had email access” (Hallowell
et al. 2001, 5).
It would be exceedingly difficult for the libraries to fulfill their long-
term goal of making Singaporeans “knowledge navigators” by teaching them
information literacy skills if the librarians themselves lacked sufficient com-
puter access. It would be nearly impossible for the libraries to offer “a
range of electronic information services resting on [their] back-end systems”
(Hallowell et al. 2001, 12) if those systems were technologically antiquated.
self-checkout” (Oder 2004, 43). This enabled check out times to be reduced
to fifteen minutes from the former hour-long wait to check out books. Book
returns now take mere seconds and have a much quicker turn over time.
With the use of radio frequency identification (RFID) tags, materials are now
categorized into twenty-seven simple groups, allowing books to be sorted
and put “back on the shelves within 15 minutes of return, which is a service
target, compared to the eight hours it used to take several years ago” (Chia
2001, 346).
To transform Singapore’s public libraries many changes were imple-
mented, but the team on the NLB knew that human resources would be the
key to their success. The NLB knew that for any changes to be implemented
successfully, they would have to get employees to feel safe and secure in
their jobs. Only then would it be possible to get staff to adopt many of the
changes for which they were needed to help implement.
But how in a time of so much restructuring was the management team
able to accomplish this? They did so by reassuring workers that layoffs
would not take place; by giving workers slight raises, new uniforms, and
business cards; and by asking workers to contribute suggestions. “Massive
communication sessions were held and participation in the change effort
was encouraged at all levels. In its first year, 65% of the 3,337 suggestions
generated by a staff suggestion scheme were implemented” (Hallowell et al.
2001, 6).
Through taking these steps the management of Singapore’s public
libraries was able to make the employees feel that they were a part of
the changes, thereby making them more invested in seeing the changes
come to fruition. For example, staff who previously stamped books might
worry that they would be replaced by the self-checkout machines and there-
fore initially might resist the change. However, once they understood that
they were not going to be laid off but, rather, retrained to assist users
on the floor and “add value to the services provided” (Hallowell et al.
2001, 11) they might then feel more invested in and supportive of the
transformation.
Unintended Consequences
But as successful as the three pillars of organizational leadership, technology,
and human resources management and training were, some comments made
by Chairman Yao in 2001 suggested that a few of the strategies undertaken
by the NLB team may have had some unintended consequences.
Yao remarked that “a major issue is the convergence of education and
entertainment. We are finding that to inform and educate, we have to enter-
tain. At what point will the library become an entertainment resource?”
(Hallowell et al. 2001, 13). As we recall, the NLB set out to transform the
public library system into one that would support a “learning nation” of
272 D. Rajsic et al.
“workaholics” (Hallowell et al. 2001, 2). To attract patrons, the NLB looked
not just to other libraries but also to the world of retail to see what strategies
they employ to improve the customer experience (Hallowell et al. 2001, 8).
But Singapore’s public libraries must be careful that using these marketing
measures to please their customers does not have the unintended outcome
of having their goal to entertain people overshadow their goal to inform
and educate people. This is especially true since, as Chairman Yao stated,
“the curious thing about entertainment is that it is always local” (Hallowell
et al. 2001, 13). It does not make sense for libraries to invest more in enter-
tainment that will appeal to a limited number of people than they do in
knowledge resources that will enable the country of Singapore as a whole
to become a first-league developed nation.
Yao also wondered “how the library system will respond to the fact that
we generate more knowledge every few years now than we ever have before
in history. This will require us to think about how we see public libraries—
as physical locations or knowledge repositories?” (Hallowell et al. 2001, 13).
It is due to the rise of digital technologies and digital storage capabilities
that we now have the ability to generate so much knowledge. Yet under the
direction of the NLB, a great deal of technology, business-process reengi-
neering, and staff training was geared toward improving the circulation of
the physical collection in Singapore’s public libraries (Hallowell et al. 2001,
10–11). Perhaps a portion of this time and these resources could have been
better directed toward facilitating the libraries’ shift toward having more
electronic holdings than physical ones, toward being a virtual warehouse of
knowledge rather than just a brick and mortar building.
The managers’ acknowledgment that more needed to be done to move
away from the NLB-owned collection and toward the “library without walls”
rubric lends some credence to this suggestion (Hallowell et al. 2001, 11–12).
But as the next section will demonstrate, because of the predominantly skill-
ful leadership shown by the NLB in leading the transformation of Singapore’s
public libraries, plenty of budget money remains in the coffers to make the
“library without walls” even more of a reality.
LEADERSHIP
Leadership in Teamwork
In this section we look at some of the major leadership qualities demon-
strated by the Singapore team while transforming the libraries, and we will
attempt to buttress the point that leadership and not money was the major
factor that guaranteed the success of the transformation.
First, Dr. Christopher Chia and his management team demonstrated
a clear sense of leadership in guiding the transformation of the project.
It amazes us how they approached this project with such boldness. They
put a great deal at stake and the risks they took paid off very well for
them. In Hallowell et al. (2001, 1) Chia is quoted as saying: “We felt that if
we could meld a highly motivated staff with modern marketing information
technology, the results would come.”
This is a leadership quality that goes beyond having a large budget.
In his book Fortune Favors the Bold, Lester Thurow, the Lemelson Professor
of Management and Economics at the Massachusetts Institute of Technology
(MIT), correctly argues that those nations that are bold enough to venture
into new areas are the ones that will succeed. “Everything there is to be
found geographically has been found. But who knows what exciting new
continents there are to find in the technologies of the third industrial revo-
lution. Like the geographic explorers who had the compasses and the ships,
we today have all the tools necessary to start exploring some brand-new,
never-known areas. Those who leap sometimes lose, but those who do not
leap always lose. Fortune favors the bold” (Thurow 2003, 308–9).
The Transformation of Singapore’s Public Libraries 275
Leadership in Motivation
The leadership team knew how to motivate the staff to do more without
increasing the number of staff. They did this by communicating to them that
their jobs were safe and also followed up with more than words by giving
the staff raises (no matter how small), appropriate uniforms, business cards,
improved workspaces, appropriate tools (PCs), and education and training
(Hallowell et al. 2001, 6). The ability of the team to motivate the existing
staff to achieve their full potential was an important factor in ensuring the
success of the transformation.
Leadership in Organization
One important leadership quality is the ability to identify what does not
work and change it. It was this leadership quality that the team demon-
strated throughout the transformation process. The area where this was most
needed was in the organizational structure of the library system, where, the
team realized, a hierarchical structure would not work during a time of
such great change. What they decided to do instead was reorganize staff
to approach problems in a more cooperative, team-like environment. “A
cool organization needs a cool purpose that staff can relate to and which
customers find cool so they want to come back” (Hallowell et al. 2001, 13).
Leadership in Training
“In 1998 alone NLB invested S$1.4 million in training” (Hallowell et al. 2001,
6). Due to the nature of the transformation, it was important that the staff be
trained to accommodate the new paradigm, and the team accomplished this
by investing heavily in education and training. As the saying goes, “if you
think education is expensive, try ignorance.”
Leadership in Technology
Two factors that played particularly important roles in the NLB team’s lead-
ership strategy were technology and innovation. By building a cutting-edge
online community, they proved that they had what it took to meet the cur-
rent and future technological needs of their diverse patrons, paving the way
for the anywhere, anytime modern library. But at the same time, they made
sure to emphasize information literacy, proving that they had a strategy to
confront head on the learning curve that many patrons would experience
when faced with these new technologies.
The Transformation of Singapore’s Public Libraries 277
Leadership in Collaboration
The NLB team showed leadership in their willingness to collaborate, both
on an international level and with their patrons. In signing agreements to
share information and other resources with the National Library of China,
the Shanghai Library, and the Russian State Library, the team clearly under-
stood that collaborating with other countries’ library systems was essential
to the success of Singapore’s public libraries. At the same time, the fact that
the team’s plan included using global positioning system (GPS) and emer-
gent wireless technology to deliver service to hand-held devices, as well as
allowing patrons to use those devices to search the catalog, showed that
they understood that librarianship is not a static profession but a dynamic
one that must constantly make adjustments, enhancements, and improve-
ments. Librarians cannot stay hidden from the world in the ivory tower of
the stacks; they must collaborate with their patrons in order to understand
and fulfill their constantly evolving needs and expectations.
CONCLUSION
It is important to know that all the changes implemented and the thoughtful
leadership exercised have really paid off. In an article written by the leader
of this transformation, Chia (2001, 345) states: “We have 25 million loans
today and a visitorship of over 21 million. This is twofold and fivefold what
we had respectively in 1995. That is equivalent to five times the population
visiting the library every year.” Even after the success of this project, in
2001 a core NLB team was already at work on a new vision and strategic
plan. Referred to as Library 21, it aimed at supporting the community better,
encouraging innovation and creativity, and bridging the digital divide. For
this next step “the NLB has pledged itself around customer communities,
serving the needs of diverse customer service groups” (Siew 2007, 18). The
NLS also plans to achieve this through the use of volunteers. Not only will
The Transformation of Singapore’s Public Libraries 279
volunteers help bring community to the libraries but they will also keep
down costs. This tells a story not of huge budgets but of quality leadership
with foresight and direction.
Perhaps what is most convincing about the claim that leadership and
not money was the most important factor in transforming Singapore’s public
libraries is the fact that nearly all the successes discussed in this article was
achieved with only about 20 percent of the money voted for the project. “As
of 2001 only about 20% of the total $1 billion original capital commitment to
the NLB had been deployed” (Hallowell et al. 2001, 13). Given how much
they were able to accomplish with only one-fifth of their budget, it seems
clear that the NLB will be able to accomplish even more for Singapore’s
public libraries, and the Singaporean people, in the future.
CONTRIBUTORS
REFERENCES
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Chia, C. 2001. “Transformation of libraries in Singapore.” Library Review 50 (7/8):
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Hallowell, R., C.-I. Knoop, and B. S. Neo. 2001. Transforming Singapore’s public
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Johnson, L. K. 2008. “Are you prepared for change?” Harvard Management Update
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