Partnering with Customer Carewords Evidence to continuously improve large, complex websites Gerry McGovern customercarewords.com January 21 2015
Jan 02, 2016
Partnering with Customer Carewords
Evidence to continuously improve large, complex websites
Gerry McGovern
customercarewords.com January 21 2015
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Services
1. Task Identification: Defensible evidence of the top and tiny tasks of customers
2. Customer Centric Index: Identifies the key issues that customers feel most need improving
3. Task Performance Indicator: Ongoing management metric that measures how well top tasks are performing and what needs to be done to improve their performance
4. Task-Based Classification Design: Method to design a rigorously tested classification / navigation
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Norway Holland Sweden
Belgium Canada Germany
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5 Task Identification
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Current website
Customers
Stakeholders
Competitors, strategies and other documents
Long list Short list Survey to uncover the customers’ top tasks
New website
Task Identification
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400 + SURVEYS350,000 + VOTERS24 LANGUAGES
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Task Identification
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Task Identification
Select the 5 reasons that are MOST IMPORTANT to you when interacting with the European Commission
12
3
456
1219
401. EU law, rules, treaties, judgments2. Research and innovation3. Funding, grants, subsidies4. Education and training in EU5. EU strategy, political priorities6. Environmental protection
Top 20 Tasks106792 Tasks Total Vote
% of Total Vote 1601880
Cumulative Vote
Cumulative Tasks
1 EU law, rules, treaties, judgments 83931 5.2% 5.2% 1.3%2 Research and innovation 83306 5.2% 10.4% 2.6%3 Funding, grants, subsidies 79414 5.0% 15.4% 3.9%4 Education and training in EU 59623 3.7% 19.1% 5.2%5 EU strategy, political priorities 45331 2.8% 21.9% 6.5%6 Environmental protection 44921 2.8% 24.8% 7.8%7 Jobs, traineeships at the European Commission 40358 2.5% 27.3% 9.1%8 Find a job in another EU country 37657 2.4% 29.6% 10.4%9 EU news, announcements, press releases 36809 2.3% 31.9% 11.7%
10 Human rights, fundamental rights 35274 2.2% 34.1% 13.0%11 Working in an EU country (rights, permits, benefits) 34986 2.2% 36.3% 14.3%12 Order, download an EU publication 33794 2.1% 38.4% 15.6%13 Track policy and law making process, updates 33558 2.1% 40.5% 16.9%14 Statistics and forecasts 32983 2.1% 42.6% 18.2%
15 About the European Union (role, structure, how it works, origin) 30065 1.9% 44.4% 19.5%16 Food and farming (production and safety) 27703 1.7% 46.2% 20.8%17 Climate change, global warming 26932 1.7% 47.9% 22.1%18 Regional, rural and urban development 25764 1.6% 49.5% 23.4%19 Freedom of information (transparency, access to documents) 25157 1.6% 51.0% 24.7%
20 About the European Commission (role, structure, how it works) 24866 1.6% 52.6% 26.0%
Bottom 20 Tasks
106792 Tasks Total Vote% of Total
Vote 1601880Cumulative
VoteCumulative
Tasks58 Chemicals (approval) 9910 0.6% 92.1% 75.3%59 Volunteering opportunities 9692 0.6% 92.7% 76.6%60 Corporate social responsibility for business 9455 0.6% 93.3% 77.9%61 E-government 9448 0.6% 93.9% 79.2%62 Taxation, excise (not VAT) 8767 0.5% 94.4% 80.5%63 Accession of new countries to the EU, enlargement 8678 0.5% 94.9% 81.8%64 VAT (Value Added Tax) 8098 0.5% 95.5% 83.1%
65Judicial cooperation between EU countries, recognition of judgments 7549 0.5% 95.9% 84.4%
66 Pensions, retirement in another EU country 7433 0.5% 96.4% 85.7%67 Transport safety (air, road, banned airlines) 7256 0.5% 96.8% 87.0%68 Complaints to the European Commission 6673 0.4% 97.3% 88.3%69 Resource security (oil, gas, raw materials) 6556 0.4% 97.7% 89.6%70 Family (marriage, divorce, partnerships, adoption) 6378 0.4% 98.1% 90.9%71 Emergencies, disasters, civil protection 5944 0.4% 98.4% 92.2%72 Visit EU institutions, guided tours 5530 0.3% 98.8% 93.5%73 European Commissioner profiles 5157 0.3% 99.1% 94.8%
74Goods allowed when crossing borders (alcohol, cigarettes, cash, pets) 4097 0.3% 99.4% 96.1%
75 Driving licence validity in EU countries 3732 0.2% 99.6% 97.4%76 Vehicles (buying, selling, registration, taxes, insurance) 3473 0.2% 99.8% 98.7%77 President of the Commission (profile, agenda) 3042 0.2% 100.0% 100.0%
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Tasks: more important to Team
TasksCustomer
Vote%Team Vote% Empathy
Statistics on one particular topic 5.9% 9.6% 163%Country surveys / reviews / reports 6.8% 5.4% 79%Compare country statistical data 6.2% 5.2% 84%Publication by topic 4.6% 5.1% 109%Statistical forecasts / projections 3.8% 4.7% 124%Overview of what OECD does 1.2% 4.7% 407%Browse a publication online for free 5.1% 4.6% 91%International guidelines and standards (corporate governance, tax havens, etc.) 3.2% 4.5% 141%Basic facts, summaries and overviews 4.3% 4.0% 92%Statistics on one particular country 4.0% 3.9% 98%
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Region
Percent ResponseAfrica 5% 98
Asia & Pacific 16% 339Europe 55% 1158
Middle East 1% 18North America 20% 424South America 4% 83
Total 2120
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Region: Total
Tasks1 Country surveys / reviews / reports 7% 7% 7% 6% 7% 7%2 Compare country statistical data 3% 6% 6% 7% 6% 6%3 Statistics on one particular topic 2% 5% 6% 7% 5% 6%4 Browse a publication online for free 6% 5% 5% 4% 7% 5%5 Working papers 5% 5% 5% 5% 6% 5%6 Publication by topic 5% 5% 5% 4% 5% 5%7 Basic facts, summaries and overviews 2% 6% 4% 5% 3% 4%8 Statistics on one particular country 3% 3% 4% 4% 5% 4%9 Statistical forecasts / projections 2% 3% 4% 4% 4% 4%
10 Access to raw data 3% 4% 3% 4% 2% 3%
11
International guidelines and standards (corporate governance, tax havens, etc.) 5% 3% 3% 2% 4% 3%
12 Statistical sources and methods 2% 4% 3% 3% 5% 3%13 What's new (hot topics, recent publications, events) 3% 3% 3% 3% 2% 3%14 OECD policy advice by topic, country 2% 3% 3% 3% 2% 3%15 OECD Annual Report 4% 2% 3% 2% 3% 2%16 Publication by country 3% 2% 3% 2% 1% 2%17 Best practice in policy implementation 6% 3% 2% 3% 2% 2%18 Publication by title 2% 2% 2% 2% 1% 2%19 Simple, easy-to-understand tables and graphs 1% 2% 2% 2% 2% 2%20 News releases 0% 2% 2% 2% 1% 2%
Top 25%
26-50%
51-75%
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16 Task Performance Indicator
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November 2012 : Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in.
Success/Failure Rates Completion Time
Password recovery = Minor Issues (50-59) TPI = 59
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May 2013: Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in.
Success/Failure Rates Completion Time
Password Recovery = Fair (60-69) TPI = 68
Good0-2.25 x Target
* All Failure times treated as 300 seconds
Minor Time Issue2.25-3.25 x Target
Major Time Issue3.25-5.75 x Target
Critical Time IssueAbove 5.75 x Target
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July 2014 OverallMar 2014 Overall
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How does it work for a partner
1. 15% commission on the Customer Carewords related work on the project
2. Access to support, methodology, masterlists, templates, processing of results
3. Collaboration and knowledge sharing with other partners (including two day annual event)
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+353 87 238 6136
@gerrymcgovern
Thank youcustomercarewords.comWWW.