The analogy the speaker made was about riding the bus. People who ride the bus are not essential to make that service work. If you miss the bus, the bus keeps going. You, as a consumer, have to sit there and wait for the next bus or seek alternative means of transportation. The business revolves around the bus route, not the consumer.
As a non-profit, service based organization, we cannot afford to be like the bus route. Our customers are an essential component of our business model, and we have to facilitate their interaction with our services, be they digital, instructional, print, etc. I'm not saying we should custom create SnapChat content to reach our audiences, but we should rethink traditional models of marketing and outreach.
In another post, I talked about evaluating web services to be more about the consumer (and essentially, the transaction) by redesigning library web services. Libraries, as some of the oldest businesses in operations, basically took existing services and moved them to the internet. Now, the internet comes first. People have existing consumer behaviors online; if I have to teach a student/professor to use a website, our service is already unsuccessful. They should be able to independently navigate the content to complete a transaction*.
We cannot expect existing library service models to simply fit into the lives of our patrons. Even if we know that we offer the best services at the lowest price (cough cough FREE cough), students and faculty do not always realize what we have to offer, and could seek out an alternative that *seems* more convenient. The bus route days of libraries have ended; we cannot simply exist and expect people will cater their behavior around our service. We have to pro-actively engage and offer the convenient facilitating services to improve customer relationships.
* This is not to say we should not offer instruction. I'm simply saying that if a patron comes to the website for a book, they should be able to find a book. If they want to find the hours, they should. If they need access to online resources, they should be obviously located. I do not expect them to inherently know how to use every database, or derive meaning from the data without assistance.