By: Nurazrina Mohd Rapi & Norazira Mohamed

SERDANG, 8 April – The Sultan Abdul Samad Library (PSAS), Universiti Putra Malaysia (UPM), organised the Transformation of Reference Services Towards a World-Class Academic Library Workshop to strengthen professional communication skills among library staff.

The workshop speaker, Dr. Syarifah Sofiah Syed Zainudin from the Faculty of Modern Languages and Communication, UPM, highlighted that professional communication plays a vital role in ensuring efficient, friendly, and high-quality library service delivery.

Throughout the workshop, participants were exposed to various aspects of verbal and non-verbal communication in customer service, communication ethics and professionalism, effective customer situation management, and communication approaches through multiple channels such as face-to-face interactions, email, telephone, WhatsApp, and social media.

According to her, effective communication involves not only the delivery of information but also emphasises empathy and professionalism in interactions with customers.

"Professional communication helps create a more positive service environment while enhancing customers’ confidence and trust in the organisation," she said.

Participants were also introduced to the SERVE model, which emphasises the elements of Smile & Salam, Empathy, Respect, Verbal Clarity, and Ethics as guidelines for delivering quality customer service communication. In addition, the LEARN model was presented as a professional approach to handling customer situations through the steps of Listen, Empathize, Apologize, Resolve, and Notify.

In discussing digital communication, the speaker stressed that every communication channel requires a clear and responsive approach while maintaining courtesy and professionalism, as it reflects the organisation’s image to its users.

"Good digital communication should be concise, clear, and responsive because it reflects the organisation’s image to its users. Although communication takes place online, courtesy and professionalism must always be maintained," she added.

The interactive workshop also included practical exercises through simulations and discussions of service-related scenarios to help participants apply communication skills in their daily responsibilities.

The programme enhanced participants’ understanding of professional communication while strengthening the competency of library staff in customer service management and supporting the aspiration of the Sultan Abdul Samad Library to become a world-class academic library.

The organisation of this workshop also demonstrates the Library’s ongoing commitment to strengthens service excellence through staff competency development and supports Universiti Putra Malaysia’s aspiration to foster a culture of professional service.

Dr. Syarifah Sofiah Syed Zainudin is delivering her presentation during the PSAS UPM Transformation of Reference Services Workshop.		A token of appreciation is being presented to the workshop speaker in recognition of her valuable contribution and expertise sharing.

Date of Input: 11/06/2026 | Updated: 11/06/2026 | amiruliqhmal