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Like any other customer‐centred organisation, the library has a variety of methods at its disposal to gather information from and about its customers, such as usage data, survey results, focus groups, and face‐to‐face opportunistic encounters. Given that using survey instruments is currently the main way that libraries engage with their customers this paper seeks to look at how librarians can ensure that their surveys are of the best possible quality. It then aims to present two case studies.

The paper discusses successful methods for engaging customers, both online and in person, in conversation with particular reference to new generation learners, and the need to demonstrate to participants that their opinions are heard and have an impact. The paper then discusses two case studies of work undertaken at Victoria University of Wellington Library. In the first case the Library sought student participation and input to Te RōpŪ Whakamanawa, a working group convened to address the needs of Māori and Pasifika academic staff and students. In the second case the Library undertook a larger process of gathering client and stakeholder feedback as part of a wider ranging “Library services for the future” review. The customer engagement was extensive and robust, including 32 focus group sessions with a diverse range of people, and additional online feedback channels for wider university engagement.

The future‐focussed academic library must be distinguished by the scope and quality of its service programs. To be successful the design and development of those services have to be shaped and informed by the customers.

The paper examines the ways in which academic libraries can seek to understand the expectations of their customers, particularly those in minority groups, in order to be able to plan for the future.