1 © Customer Carewords Ltd. customercarewords.com @gerrymcgovern
Jul 12, 2015
1© Customer Carewords Ltd. customercarewords.com
@gerrymcgovern
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WHAT IS A TASK?
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5 million visits
NO TIME TO
UPDATE
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31 OCT 2014
2 APRIL 2014
1 APRIL 2014
4 AUG 2014
22 APR 2014
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45 to 65,000 to 1,000
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Country surveys / reviews / reports
Compare country statistical data
Statistics on one particular topic
Browse a publication
online for f…
611
49
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Top 20 Tasks
Tasks Total Vote
% of Total
Vote 31800
Cumulative
Vote
Cumulative
Carewords1 Country surveys / reviews / reports 2178 7% 7% 1%
2 Compare country statistical data 1960 6% 13% 3%
3 Statistics on one particular topic 1869 6% 19% 4%
4 Browse a publication online for free 1610 5% 24% 6%
5 Working papers 1530 5% 29% 7%
6 Publication by topic 1478 5% 33% 9%
7 Basic facts, summaries and overviews 1379 4% 38% 10%
8 Statistics on one particular country 1285 4% 42% 11%
9 Statistical forecasts / projections 1210 4% 46% 13%
10 Access to raw data 1051 3% 49% 14%
11
International guidelines and standards (corporate
governance, tax havens, etc.) 1025 3% 52% 16%
12 Statistical sources and methods 1019 3% 55% 17%
13 What's new (hot topics, recent publications, events) 1004 3% 58% 19%
14 OECD policy advice by topic, country 843 3% 61% 20%
15 OECD Annual Report 784 2% 64% 21%
16 Publication by country 746 2% 66% 23%
17 Best practice in policy implementation 739 2% 68% 24%
18 Publication by title 614 2% 70% 26%
19 Simple, easy-to-understand tables and graphs 613 2% 72% 27%
20 News releases 542 2% 74% 29%
Top 25%
26-50%
51-75%
21© Customer Carewords Ltd. customercarewords.com
Bottom 20 Tasks
Tasks Total Vote
% of Total
Vote 31800
Cumulative
Vote
Cumulative
Carewords51 Find a local library with OECD publications 92 0% 97% 73%
52 How OECD interacts with non-member countries 92 0% 97% 74%
53 Subscriptions to OECD services 90 0% 97% 76%
54 Photos / images / videos 80 0% 97% 77%
55 OECD Annual Forum / Ministerial Council Meeting 73 0% 98% 79%
56 Have your say (public consultation and participation) 71 0% 98% 80%
57 How OECD is funded (budget) 70 0% 98% 81%
58 How peer review works 60 0% 98% 83%
59
Find OECD officials (secretary-general, directors,
ambassadors) 59 0% 99% 84%
60 Acronyms, abbreviations 57 0% 99% 86%
61 Personalize the website (MyOECD) 56 0% 99% 87%
62 Press conferences (calendar, accreditation) 56 0% 99% 89%
63 Find a local bookshop / distributor for OECD publications 51 0% 99% 90%
64 Publishing rights and permissions 45 0% 99% 91%
65 What's involved in OECD membership 44 0% 99% 93%
66 Secretary-General speeches and activities 39 0% 100% 94%
67 Find OECD locations 38 0% 100% 96%
68 Tours of the OECD 37 0% 100% 97%
69 Hotels near OECD locations 24 0% 100% 99%
70 Password problems 23 0% 100% 100%
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WHY DOES IT WORK?
Top tasks for the European Commission
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WHAT’S THE BEST WAY TO
GET PEOPLE TO VOTE?
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HOW MANY?Target: 400 voters50 for subcategory
(minimum 25)
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HOW SHOULD YOU INTRODUCE THE
TASK VOTING QUESTION?
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Task Voting Question• Please look at the following list and choose the
top FIVE most important things to you in deciding
to buy a new car.
• In dealing with your health, what 5 factors are
most important to you?
• Select the FIVE words or phrases from the
following list that reflect the most important
things to you in relation to a satellite navigation
system.
The main task question
Select the 5 reasons that are MOST IMPORTANT to you when interacting with the European Commission
RANDOMIZE!
12
3
4
56
1219
40 6 Top Tasks
1. EU law, rules, treaties, judgments
2. Research and innovation3. Funding, grants, subsidies4. Education and training in EU5. EU strategy, political priorities6. Environmental protection
MediumSmall
Tiny Top
77 tasks – 107,000 voters
0%
1%
2%
3%
4%
5%
6%
7%
10
67
42
71
74
75
10
67
9
13
88
2
17
08
6
20
29
0
23
49
4
26
69
8
29
90
1
33
10
5
36
30
9
39
51
3
42
71
6
45
92
0
49
12
4
52
32
8
55
53
1
58
73
5
61
93
9
65
14
3
68
34
6
71
55
0
74
75
4
77
95
8
81
16
1
84
36
5
87
56
9
90
77
3
93
97
6
97
18
0
10
03
84
10
35
88
10
67
92
EU law, rules, treaties, judgments (57690, 3:1)
Research and innovation (57690, 800:1)
Funding, grants, subsidies (43844, INF:1)
Education and training in EU (9230, INF:1)
EU strategy, political priorities (11538, 4:1)
Environmental protection (78458, INF:1)
Jobs, traineeships at the European Commission(119995, 1.3E+6:1)
Find a job in another EU country (216915, 8:1)
EU news, announcements, press releases (216915,69:1)
Human rights, fundamental rights (173070, 3:1)
Working in an EU country (rights, permits, benefits)(177685, 31:1)
Order, download an EU publication (186916, 3:1)
Track policy and law making process, updates(186916, 6:1)
Statistics and forecasts (154609, 1.1E+11:1)
Another view - stability of results
External poll - top 20 tasks
• 106,792 participants cast 1,601,880 votes
106792 Tasks Total Vote
% of Total
Vote 1601880
Cumulative
Vote
Cumulative
Tasks1 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%
Top 25%
26-50%
51-75%
External poll - bottom 20 tasks
106792 Tasks Total Vote
% of Total
Vote 1601880
Cumulative
Vote
Cumulative
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%
65
Judicial 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%
74
Goods 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%
34© Customer Carewords Ltd. customercarewords.com
GET THE STAKEHOLDERS TO VOTE AS WELL …
“What do you think your customers want?”
Tasks
%
Customer
Vote
(106792)
% Team
Vote (668) Empathy
EU law, rules, treaties, judgments 5.2% 3.2% 60%
Research and innovation 5.2% 0.9% 17%
Funding, grants, subsidies 5.0% 7.4% 148%
Education and training in EU 3.7% 3.1% 84%
EU strategy, political priorities 2.8% 1.7% 59%
Environmental protection 2.8% 1.3% 47%
Jobs, traineeships at the European Commission 2.5% 5.0% 196%
Find a job in another EU country 2.4% 2.9% 124%
EU news, announcements, press releases 2.3% 2.4% 103%
Human rights, fundamental rights 2.2% 1.6% 73%
Working in an EU country (rights, permits, benefits) 2.2% 5.7% 261%
Order, download an EU publication 2.1% 1.3% 61%
Track policy and law making process, updates 2.1% 0.7% 34%
Statistics and forecasts 2.1% 1.0% 48%
About the European Union (role, structure, how it
works, origin) 1.9% 3.7% 196%
Food and farming (production and safety) 1.7% 1.0% 57%
Climate change, global warming 1.7% 0.5% 33%
Regional, rural and urban development 1.6% 0.9% 54%
Top tasks - assumptions versus facts
Getting the right mix of voters
37© Customer Carewords Ltd. customercarewords.com
CATEGORY DEMOGRAPHIC
QUESTIONS(5-8)
Tasks Emplo
yed
Self-
emplo
yed
Unemplo
yed
Student
Retire
d
Other
Overa
ll
EU law, rules, treaties, judgments 6% 5% 2% 5% 4% 4% 5%
Research and innovation 6% 5% 3% 3% 3% 4% 5%
Funding, grants, subsidies 6% 6% 3% 2% 2% 5% 5%
Education and training in EU 4% 3% 4% 5% 3% 4% 4%
EU strategy, political priorities 3% 3% 1% 3% 3% 2% 3%
Environmental protection 3% 3% 2% 3% 3% 3% 3%
Jobs, traineeships at the European Commission 2% 2% 6% 5% 1% 2% 3%
Find a job in another EU country 2% 2% 9% 3% 1% 2% 2%
EU news, announcements, press releases 3% 2% 1% 2% 2% 2% 2%
Human rights, fundamental rights 2% 2% 3% 3% 4% 4% 2%
Working in an EU country (rights, permits, benefits) 2% 2% 7% 3% 1% 2% 2%
Order, download an EU publication 2% 2% 1% 1% 2% 1% 2%
Track policy and law making process, updates 2% 2% 1% 2% 2% 2% 2%
Statistics and forecasts 2% 2% 1% 2% 2% 1% 2%
About the European Union (role, structure, how it works, origin) 2% 1% 1% 3% 3% 2% 2%
Food and farming (production and safety) 2% 2% 1% 1% 2% 2% 2%
Climate change, global warming 2% 2% 1% 2% 2% 2% 2%
Regional, rural and urban development 2% 2% 1% 1% 2% 2% 2%
Consistency across ‘employment status’
Consistency across ‘workplace’
Tasks Natio
nal go
vern
ment
Loca
l, regio
nal a
uthorit
y
EU in
stitu
tions
Other
inte
rnatio
nal
organ
isatio
ns (non-E
U)
Non-pro
fit a
nd NGO (n
on-
gove
rnm
ental
organ
isatio
ns)
Privat
e sect
or: st
art-u
p
Privat
e sect
or: sm
all
com
panie
s (<50
emplo
yees
)
Privat
e sect
or: m
edium
-
sized
com
panie
s (50-2
49
emplo
yees
)
Privat
e sect
or: la
rge
com
panie
s (>25
0
emplo
yees
)
Other
Overa
ll
Research and innovation 7% 5% 4% 7% 8% 6% 5% 5% 4% 8% 6%
EU law, rules, treaties, judgments 6% 5% 5% 4% 3% 4% 5% 7% 8% 5% 6%
Funding, grants, subsidies 5% 7% 3% 6% 11% 7% 6% 4% 2% 7% 6%
Education and training in EU 4% 5% 3% 4% 4% 3% 2% 2% 2% 5% 3%
EU strategy, political priorities 4% 4% 4% 4% 4% 2% 2% 2% 2% 3% 3%
Environmental protection 3% 3% 2% 3% 3% 2% 3% 2% 2% 3% 3%
EU news, announcements, press releases 3% 2% 4% 3% 2% 1% 2% 3% 3% 2% 2%
Order, download an EU publication 2% 3% 2% 2% 2% 2% 2% 3% 3% 2% 2%
Track policy and law making process, updates 3% 2% 2% 2% 2% 1% 2% 2% 3% 2% 2%
Statistics and forecasts 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2%
Jobs, traineeships at the European Commission 2% 2% 4% 3% 2% 2% 2% 2% 2% 2% 2%
Human rights, fundamental rights 2% 2% 2% 2% 3% 2% 2% 2% 1% 2% 2%
Product safety, conformity, certification 1% 1% 1% 1% 1% 2% 2% 4% 3% 1% 2%
Food and farming (production and safety) 2% 2% 2% 1% 1% 2% 2% 2% 2% 2% 2%
Working in an EU country (rights, permits, benefits) 2% 2% 2% 2% 1% 2% 2% 2% 2% 2% 2%
Find a job in another EU country 2% 2% 2% 1% 1% 2% 2% 2% 2% 2% 2%
Regional, rural and urban development 2% 4% 1% 2% 2% 2% 2% 1% 1% 2% 2%
Consistency across ‘private/professionals’
Tasks Privat
e indiv
idual
Profe
ssio
nal
Overa
ll
EU law, rules, treaties, judgments 3% 6% 5%
Research and innovation 3% 6% 5%
Funding, grants, subsidies 3% 6% 5%
Education and training in EU 4% 3% 4%
EU strategy, political priorities 2% 3% 3%
Environmental protection 3% 3% 3%
Jobs, traineeships at the European Commission 4% 2% 3%
Find a job in another EU country 4% 1% 2%
EU news, announcements, press releases 2% 3% 2%
Working in an EU country (rights, permits, benefits) 4% 1% 2%
Human rights, fundamental rights 3% 2% 2%
Order, download an EU publication 1% 3% 2%
Track policy and law making process, updates 1% 2% 2%
Statistics and forecasts 2% 2% 2%
Consistency across ‘occupation’ (excl. ‘other’ 50%)
Tasks < 18
18 - 2
4
25 - 3
4
35 - 4
4
45 - 5
4
55 - 6
4
65 +
Overa
ll
EU law, rules, treaties, judgments 3% 4% 5% 6% 6% 5% 4% 5%
Research and innovation 3% 3% 5% 6% 6% 6% 5% 5%
Funding, grants, subsidies 1% 2% 5% 6% 6% 5% 3% 5%
Education and training in EU 6% 5% 4% 3% 4% 3% 3% 4%
EU strategy, political priorities 2% 2% 3% 3% 3% 3% 3% 3%
Environmental protection 3% 2% 3% 3% 3% 3% 3% 3%
Jobs, traineeships at the European Commission 2% 5% 4% 2% 2% 1% 0% 3%
Find a job in another EU country 2% 4% 4% 2% 2% 1% 0% 2%
EU news, announcements, press releases 2% 2% 2% 2% 2% 2% 2% 2%
Human rights, fundamental rights 4% 3% 2% 2% 2% 2% 3% 2%
Working in an EU country (rights, permits, benefits) 2% 3% 3% 2% 2% 1% 1% 2%
Order, download an EU publication 0% 1% 2% 2% 3% 3% 2% 2%
Track policy and law making process, updates 1% 2% 2% 2% 2% 2% 2% 2%
Statistics and forecasts 1% 2% 2% 2% 2% 2% 2% 2%
About the European Union (role, structure, how it works, origin) 3% 3% 2% 2% 2% 2% 2% 2%
Food and farming (production and safety) 1% 1% 1% 2% 2% 2% 2% 2%
Climate change, global warming 2% 2% 2% 1% 2% 2% 2% 2%
Regional, rural and urban development 1% 1% 1% 2% 2% 2% 2% 2%
Consistency across ‘age’
Consistency across ‘site visit frequency’
Tasks Daily
Week
ly
Month
ly
Infre
quently
First
tim
e
Tota
l
EU law, rules, treaties, judgments 8% 7% 5% 4% 3% 5%
Research and innovation 5% 6% 6% 5% 3% 5%
Funding, grants, subsidies 5% 5% 5% 5% 4% 5%
Education and training in EU 2% 3% 4% 4% 4% 4%
EU strategy, political priorities 4% 4% 3% 2% 2% 3%
Environmental protection 2% 3% 3% 3% 3% 3%
Jobs, traineeships at the European Commission 2% 3% 3% 2% 3% 3%
Find a job in another EU country 2% 2% 2% 2% 4% 2%
EU news, announcements, press releases 4% 3% 2% 2% 1% 2%
Human rights, fundamental rights 1% 2% 2% 3% 3% 2%
Working in an EU country (rights, permits, benefits) 1% 2% 2% 2% 3% 2%
Order, download an EU publication 2% 3% 3% 2% 1% 2%
Track policy and law making process, updates 3% 3% 2% 2% 1% 2%
Statistics and forecasts 2% 2% 3% 2% 1% 2%
About the European Union (role, structure, how it works, origin) 2% 2% 2% 2% 2% 2%
Food and farming (production and safety) 2% 2% 2% 2% 2% 2%
Climate change, global warming 1% 2% 2% 2% 2% 2%
Regional, rural and urban development 2% 2% 2% 1% 1% 2%
Consistency across ‘country of residence’
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SUPPORT IS THE NEW SALES
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Potential versus Current Customer
Top 25%
26-50%
51-75%
Tasks Potentia
l
cust
omer
Cur
rent
cust
omer
Stu
dent
Job s
eeke
r
Total
1 Download software, firmware, drivers, patches, updates 7% 10% 5% 2% 9%
2
Configure / set up a product (tech guides, notes, how-
to's) 5% 9% 5% 4% 8%
3 Troubleshooting (bug fixes, diagnostics, guides) 4% 9% 4% 3% 7%
4 Network design (tech guides, notes, examples) 4% 4% 5% 6% 4%
5 Install / upgrade / migrate (tech guides, notes, examples) 4% 6% 4% 4% 5%
6 Pricing for an individual product or service 3% 1% 0% 1% 1%
7 Warranties 3% 1% 1% 0% 1%
8 Service, support options available for my product 3% 4% 1% 1% 4%
9
Solutions to match business needs (work remotely,
improve productivity, secure my business) 3% 1% 2% 5% 1%
10
Compatibility / interoperability (software, hardware,
version) 2% 2% 2% 0% 2%
11
Pre-purchase technical information (datasheets,
whitepapers, requirements) 2% 2% 0% 1% 2%
12
Product, service overviews and benefits (brochures,
presentations) 2% 1% 1% 2% 1%
13
Product and technical communities (troubleshooting,
developer, learning) 2% 3% 3% 2% 3%
14 Support alerts (new drivers, patches, software, security) 2% 3% 2% 2% 3%
15
Products by specific technical requirements (capacity,
bandwidth, dimensions) 2% 2% 1% 1% 2%
16 Demos (products, services, solutions) 2% 1% 1% 1% 1%
17
Compare Cisco with competitor products, services and
solutions 2% 1% 1% 3% 1%
18
Networking certification requirements (CCIE, CCNP,
CCNA) 2% 2% 8% 6% 3%
19 Maintain / operate (tech guides, notes, examples) 2% 5% 2% 2% 4%
20 Promotions, discounts, rebates, incentives, trade-ins 2% 1% 1% 1% 1%
47© Customer Carewords Ltd. customercarewords.com
SOMETIMES YOU CAN’T DELIVER ON
A TOP TASK
48© Customer Carewords Ltd. customercarewords.com
Top 20 Tasks
Tasks Total Vote
% of Total
Vote 29745
Cumulative
Vote
Cumulative
Carewords1 Find a job 2472 8% 8% 1%
2 Leisure activities (centres, gyms, swimming, prices, fees) 1362 5% 13% 2%
3
Waste, refuse, rubbish (collection, management,
commercial, bulky items (e.g. Bulky Bobs)) 968 3% 16% 4%
4 Museums, galleries, theatres 952 3% 19% 5%5 Libraries 950 3% 23% 6%
6 Bins - dates (green, blue, purple) 912 3% 26% 7%
7 Entertainment and events 879 3% 29% 8%
8
School information (admission policy, term times, contact
details) 809 3% 31% 10%
9
Anti-social behaviour (discrimination, harassment,
nuisance) 703 2% 34% 11%
10 Citysafe (crime and disorder) 696 2% 36% 12%
11 Hospitals, health authorities 691 2% 38% 13%
12 Adult education (further, higher, classes) 646 2% 40% 14%
13 Job training and development (eg JET) 645 2% 43% 15%
14 Recycling (collection, centres, tips) 633 2% 45% 17%
15 Parks (gardens, open spaces, country parks, rangers) 596 2% 47% 18%
16 Transport (timetables, fares) 590 2% 49% 19%
17 Council tax payment (billing, enforcement) 541 2% 51% 20%18 Emergency services (police, fire, ambulance) 522 2% 52% 21%
19
Street cleaning (fly tipping, passage dumping, litter,
graffiti) 511 2% 54% 23%
20 Tourist information 480 2% 56% 24%
Top 25%
26-50%
51-75%
50© Customer Carewords Ltd. customercarewords.com
TOP TASKS NAVIGATION IS
FOR EVERYTHING
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52© Customer Carewords Ltd. customercarewords.com
NAVIGATIONFRAGMENTATION
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54© Customer Carewords Ltd. customercarewords.com
TOP TASKS IS ABOUT
SIMPLICATION
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Liverpool: 4,000 PAGES to 700
Norwegian Cancer Society: 5,000 pages to 1,000
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58© Customer Carewords Ltd. customercarewords.com
Tasks Pie Chart
Find a job Hospitals, health
authoritiesWaste
collection and management
(…Emergency
services (fire, rescue,…
Teachers (recruitment, retention,…
1121
55
Top 25%
26-50%
51-75%
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60© Customer Carewords Ltd. customercarewords.com
60
61© Customer Carewords Ltd. customercarewords.com
UK National Health Service: Tasks Voting Trends
Tasks
504
Voters
1008
Voters
1512
Voters
2017
Voters1 Check symptoms 4% 5% 5% 5%
2 Basic facts about conditions / diseases 4% 3% 3% 4%
3 Book an appointment online 4% 3% 4% 4%
4
Get advice from a doctor / nurse (phone, website chat,
email) 3% 3% 3% 3%
5 What to do based on your symptoms 3% 3% 3% 3%
6
Best place to go for help (GP, A & E, clinic, walk-in
centre, pharmacist) 3% 3% 3% 3%
7 When to seek urgent medical attention 2% 3% 2% 2%
8 Get your medical records online 2% 2% 2% 2%
9 How a condition / disease should be treated 2% 2% 2% 2%
10 What to do in a medical emergency 2% 2% 2% 2%
11 Get test results online 2% 2% 2% 2%
12 Opening times (GPs, clinics, chemists) 2% 2% 2% 2%
13 Can I treat this myself? 2% 2% 2% 2%
14 Seriousness of a condition / disease (prognosis) 2% 2% 2% 2%
15 Diet, food and nutrition 2% 2% 2% 2%
16
Compare hospitals based on quality of care (infection
rates, MRSA, surgical errors, death rates) 2% 2% 2% 2%
17 Contact details for hospitals, GPs, gyms, etc 2% 2% 2% 2%
18 Treating common health problems at home 2% 2% 2% 2%
19 Choose a GP that's right for you 1% 2% 2% 2%
20 Tips for coping with a condition / disease 2% 2% 1% 2%
Top 25%
26-50%
51-75%
Check Symptoms
Norwegian Hospitals: Top 20 tasks
Tasks Total Vote
% of Total
Vote 19395
Cumulative
Vote
Cumulative
Tasks1 What happens before, during and after treatment? 1115 5.7% 5.7% 1.5%
2 Contact information (phone, email, social media, etc.) 906 4.7% 10.4% 3.0%
3
Disorders (symptoms, investigations, diagnosis, prognoses,
treatment) 881 4.5% 15.0% 4.5%4 Hospitals, clinics, departments 734 3.8% 18.7% 6.1%
5 Waiting times at the hospital / treatment site 702 3.6% 22.4% 7.6%
6
My health information (journal, visit history, prescriptions,
vaccinations, etc.) 667 3.4% 25.8% 9.1%
7 Opening hours, visitor and visit times 654 3.4% 29.2% 10.6%
8 Access to my journal 622 3.2% 32.4% 12.1%
9 My rights as a patient 610 3.1% 35.5% 13.6%
10 Find treatment center for a particular treatment 554 2.9% 38.4% 15.2%
11
Find and compare treatment center with the shortest latency
and best treatment 544 2.8% 41.2% 16.7%
12 Contact the acute illness / accident 505 2.6% 43.8% 18.2%
13 Help to cope with illness - (training courses) 495 2.6% 46.3% 19.7%14 Locating the hospital / treatment center (indoor) 475 2.4% 48.8% 21.2%
15 Preparations for the hospital / treatment stay 470 2.4% 51.2% 22.7%
16 Advice, guidance, rights, practical information to relatives 467 2.4% 53.6% 24.2%
17 Recent research on my disease 461 2.4% 56.0% 25.8%
18 My contact at the treatment site 460 2.4% 58.4% 27.3%
19 Medical advice by phone, email or chat 451 2.3% 60.7% 28.8%
20
Locating A hospital / treatment site (directions, public
transport, etc.) 449 2.3% 63.0% 30.3%
Top 25%
26-50%
51-75%
Treatment
THELONGLIST
Customer and scope
Customer definition Current customers?
Potential customers?
Scope Just the website?
Everything online?
Offline as well?
18 December 2014
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Sources for Longlist
1. Organization strategy
2. Existing website (A-Z)
3. Top 50 search (annual: internal, external)
4. Top 50 most visited pages, files (annual)
5. Competitor, peer websites (Level 1 & 2)
6. Traditional / social media
7. Customer feedback, research
8. Stakeholder reviews (internal, external)
SHORTLISTINGWORKSHOPS
Project team
18 December 2014
1. Project manager
2. 3-5 people ideally
3. Genuine experienced people who truly
understand customer needs
4. From Support, Marketing, Products, Web, IT, HR,
Communications
5. The same group throughout the shortlisting
process
6. Will be expected to attend 4-8 shortlisting
meetings, lasting approximately 2 hours each
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ShortlistingRULES
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NO BRANDS
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NO GOALS
• I'd like to be happier
• I'd like to have more energy
• I'd like to improve my family's health
• I'd like to sleep better
• Live well
NO ORG WORDS
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NO TOOLS / FORMATS
• Calculators
• Interactive Health Tutorials
• Medical Podcasts
• Personal Health Tools
• Picture slideshows
• Podcasts
• Surgery Videos
• Videos
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NOT TOO HIGH
• Facts and Figures
• Conditions
• Diseases
• Find services
• Frequently asked health questions
• Injury Prevention
• Medical conditions
• Mind, Body, & Spirit
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NOT TOO LOW
• Emergency contraception
• Nonprofit Agencies
• Poems and stories about health
• Cancer
• Diabetes
• Walk-in centres
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DISEASES / CONDITIONS• Basic facts about conditions / diseases• Different types of a condition / disease • How is a condition diagnosed? • Is a condition / disease infectious?• Myths about conditions / diseases • Other conditions / diseases linked to a
condition • Seriousness of a condition / disease
(prognosis)
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NO OVERLAPS
Tasks Duplicate Class Source
Internal
SourceBook your GP appointment
online appointment
Find services /
experts patients.co.uk
Let me book an appointment appointment
Find services /
experts user goals doc
Make an appointment appointment
Find services /
experts mayoclinic.com
Remind me when it's time for
my appointment appointment Living With user goals doc
Request an appointment appointment
Find services /
experts netwellness
In researching a condition / disease what 5 factors are most important to you?
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NO DEMOGRAPHICS
Tasks Mal
e
Femal
e
Total
1 Check symptoms 3% 5% 5%
2 Basic facts about conditions / diseases 3% 4% 4%
3 Book an appointment online 4% 3% 4%
4
Get advice from a doctor / nurse (phone, website chat,
email) 3% 3% 3%
5 What to do based on your symptoms 2% 3% 3%
6
Best place to go for help (GP, A & E, clinic, walk-in
centre, pharmacist) 3% 3% 3%
7 When to seek urgent medical attention 2% 2% 2%
8 Get your medical records online 3% 2% 2%
9 How a condition / disease should be treated 2% 2% 2%
10 What to do in a medical emergency 2% 2% 2%
11 Get test results online 2% 2% 2%
12 Opening times (GPs, clinics, chemists) 2% 2% 2%
13 Can I treat this myself? 2% 2% 2%
14 Seriousness of a condition / disease (prognosis) 2% 2% 2%
15 Diet, food and nutrition 1% 2% 2%
16
Compare hospitals based on quality of care (infection
rates, MRSA, surgical errors, death rates) 2% 2% 2%
17 Contact details for hospitals, GPs, gyms, etc 2% 2% 2%
18 Treating common health problems at home 1% 2% 2%
19 Choose a GP that's right for you 2% 1% 2%
20 Tips for coping with a condition / disease 2% 2% 2%
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Tasks Duplicate Class Source
Internal
SourceWhere can I find a diabetes
clinic? user goals doc
Which Health Screenings Do
You Need? Health.yahoo.com
Women Women familydoctor.org
Women's health Women bbc health
Women's Health Women webmd.com
Womens Health Information Women healthsites.co.uk
Work gyms and performance NHS Choices
Workplace health NHS Choices
Your guide to the science in the
news NHS Choices
NO DEMOGRAPHICS
AVOID VERBS
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AVOID REPETITION• Health bookshop• Health Calculators• Health check• Health Check Tools• Health directory• Health encyclopaedia• Health expert advice• Health Journals• Health Library• Health News• Health tools
Maximum 4 tasks that begin with the same word
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Energy efficiency (conservation, climate change) Environment (grants, health, projects)
Events and exhibitions
Family information service (children and parent
centres, child minding)
Find a job Find my local council
Find my nearest (school, library, etc) Forms
Freedom of information, privacy Funerals, burials, cremations and cemeteries
Grants, funds and awards Hospitals, health authorities
Housing
Land and property (sales, charges, personal
search, register)
Leisure activities (parks, open spaces,
greenways) Libraries
Licences and permits Maps of Lancashire (MARIO)
Markets (locations, times, types) Minorities support
News
Older people (residential care, day centres,
services)
Parking (fines, car parks, park and ride,
residents, blue badges, ParkWise) Payments to council (bills, invoices)
Planning (application, advice, building control,
development, permission)
Policies (equality and diversity, accessibility,
social inclusion, transport, safety)
Pollution control (air, land, water, substances) Press releases (media enquiries)
Procurement, tenders, contracts Ranger services
Records office (genealogy, family history,
census, archives, ancestry) Recycling centres (sites, times)
COMPLETE
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Top 20 Tasks
Tasks Total Vote
% of Total
Vote 16320
Cumulative
Vote
Cumulative
Carewords1 Find a job 1207 7% 7% 1%
2 Hospitals, health authorities 781 5% 12% 2%
3
Waste collection and management (household bins,
refuse, bulky, recycling) 674 4% 16% 3%
4 Emergency services (fire, rescue, police, ambulance) 651 4% 20% 4%
5 Teachers (recruitment, retention, training, courses) 625 4% 24% 5%6 Libraries 589 4% 28% 7%
7
Roads and highways faults (flooding, potholes, street
lights, gritting) 494 3% 31% 8%
8 Leisure activities (parks, open spaces, greenways) 424 3% 33% 9%
9 Council tax 389 2% 36% 10%
10
Culture (museums, galleries, heritage, historic buildings,
sites, monuments) 378 2% 38% 11%
11 School opening (term, holiday, other closure dates) 378 2% 40% 12%
12 Recycling centres (sites, times) 324 2% 42% 13%
13
Tourism (attractions, photographs, areas of outstanding
natural beauty) 322 2% 44% 14%
14 Anti-social behaviour (vandalism, ASBoB) 314 2% 46% 15%
15
Timetables (public transport, journey planner,
TravelWise) 305 2% 48% 16%
16 Conservation (ecology, nature, forestry, woodlands) 283 2% 50% 17%
17 Childcare (safeguarding, advocacy, family support) 247 2% 51% 18%
18 Street cleaning (litter, graffiti, flyposting) 243 1% 53% 20%
19 School admissions, places (primary, secondary) 242 1% 54% 21%
20 Maps of Lancashire (MARIO) 231 1% 56% 22%
Top 25%
26-50%
51-75%
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ONE TASK• Choose a Doctor, find a clinic• Drugs info, symptom checker• Nutrition and Fitness• News and events
• Avoid acronyms• Max 7 words / 55 chars
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85 Task Performance Indicator
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Task 5 – CloningDoes Microsoft support producing multiple copies of a Windows Embedded POSReady 2009 image, using cloning?
Task Performance
Critical Issues
TPI = 0Median time on task (sec) = 162
Target time on task (sec) = 30
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5 CloningDoes Microsoft support producing multiple copies of a Windows Embedded POSReady 2009 image, using cloning?Navigation path:
1. http://www.windowsembedded.com2. Mouse over “Develop” tab and click “POSReady & WEPOS” 3. Click “Windows Embedded POSReady 2009”4. Click “TechNet Library”5. Click “Technical Articles”6. Click “POSReady 2009 Deployment Planning Guide”7. Click “Using FBReseal”8. Landing Page: http://technet.microsoft.com/en-us/library/dd936220.aspx9. ANSWER: No. FBReseal does not support cloning an image more than once
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And the answer is ....
YES
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Determine 6-12 top tasks.
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Task Question Checklist
1. Based on top tasks
2. Repeatable
3. Representative & typical—fix it, fix many
4. Universal—everyone can do it
5. One task, one unique answer
6. Does not contain clues – Anti-SEO
7. Emotionally neutral
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Task Question Checklist
8. Not confidential
9. Independent from other tasks
10. Clearly different from other tasks
11. Immediately doable on website
12. Short – 30 words or less
13. Doable within 2 minutes maximum
14. No change within testing period
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OECD Top 20 Tasks
Tasks Total Vote
% of Total
Vote 31800
Cumulative
Vote
Cumulative
Carewords1 Country surveys / reviews / reports 2178 7% 7% 1%
2 Compare country statistical data 1960 6% 13% 3%
3 Statistics on one particular topic 1869 6% 19% 4%
4 Browse a publication online for free 1610 5% 24% 6%
5 Working papers 1530 5% 29% 7%
6 Publication by topic 1478 5% 33% 9%
7 Basic facts, summaries and overviews 1379 4% 38% 10%
8 Statistics on one particular country 1285 4% 42% 11%
9 Statistical forecasts / projections 1210 4% 46% 13%
10 Access to raw data 1051 3% 49% 14%
11
International guidelines and standards (corporate
governance, tax havens, etc.) 1025 3% 52% 16%
12 Statistical sources and methods 1019 3% 55% 17%
13 What's new (hot topics, recent publications, events) 1004 3% 58% 19%
14 OECD policy advice by topic, country 843 3% 61% 20%
15 OECD Annual Report 784 2% 64% 21%
16 Publication by country 746 2% 66% 23%
17 Best practice in policy implementation 739 2% 68% 24%
18 Publication by title 614 2% 70% 26%
19 Simple, easy-to-understand tables and graphs 613 2% 72% 27%
20 News releases 542 2% 74% 29%
Top 25%
26-50%
51-75%
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Task 1 1 Japan
What are the OECD’s latest recommendations
regarding Japan’s health-care system?
Task 2 2 Vietnam
In 2008, was Vietnam on the list of countries that
received official development assistance?
Task 3 3 Heart
Did more males per capita die of heart attacks in
Canada than in France in 2004?
Task 4 4 Teacher
What is the latest average starting salary, in US
Dollars, of a primary school teacher across OECD
countries?
Task 5 5 Employ
What is the title of Box 1.2 on page 73 of OECD
Employment Outlook 2009?
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1. Training and education2. Pre-sales technical information 3. Technical support4. Certification and specialization status,
maintenance and renewal5. Incentive and rebate programs
Cisco Partner top tasks
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1. Find the registration page for advanced routing and switching specialization training targeted at account managers.
2. Find a short description on how to sell Application Support multiyear service agreements.
3. Find the download page for the latest IOS software release for the 3825 NOVPN Router.
4. Find a validated design guide to help you deploy networks with 250 – 1,000 endpoints.
5. Your customer is saying that their 12008 router is performing very slowly. Find the guide for running diagnostics.
Cisco Partner task questions
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Top Tasks UK Business
Tasks Total Vote
% of Total
Vote 25065
Cumulative
Vote
Cumulative
Tasks1 Cashflow, invoicing, payment management 1543 6% 6% 1%
2 Productivity / profitability 1279 5% 11% 2%
3 Marketing 1257 5% 16% 3%
4 Managing people 862 3% 20% 5%
5 Funding / finance sources 827 3% 23% 6%
6 Accounting, financial management 812 3% 26% 7%
7 Selling (legal, e-commerce, pricing) 709 3% 29% 8%
8 Grants, benefits, entitlements from government 681 3% 32% 9%
9 Health and safety at work 667 3% 34% 10%
10 Create business plan, budget 664 3% 37% 12%
11 Training and development 597 2% 39% 13%
12 Website design, management, optimisation 590 2% 42% 14%
13 New ideas (products, services, green) 576 2% 44% 15%
14 Tax returns (complete, amend) 526 2% 46% 16%
15 Public sector contracts, tenders 470 2% 48% 17%
16 Standards (quality, safety, environment) 448 2% 50% 19%
17 Paying, payroll, taxing staff 409 2% 52% 20%
18 Suppliers, outsourcing, partnering 386 2% 53% 21%
19 Debt recovery, late payments 378 2% 55% 22%
20 Pay taxes, duties 359 1% 56% 23%
Top 25%
26-50%
51-75%
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1 DebtYou have a debt owed to you of £2000. It became overdue
on the 1st of June 2011. You have no contract with the debtor. You can charge interest. How much?
2 ProfitabilityWhat are the four key areas that all businesses can
consider when looking to increase profitability?
3 MarketingWhen doing market research what is the recommended
minimum number of people you need to interview in order for the research to be valid?
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4 PeopleWhat’s the minimum wage for an apprentice who is under
18?
5 FundingYou need to raise £5,000 in funding. Is this an appropriate
amount of money to approach a private individual investor for?
6 AccountingHow many months after formation must a private
company submit accounts to Companies House?
7 SalesWhen selling goods online how many days does the
consumer have to return them if they’ve changed their mind?
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8 GrantsYou are a new employer in Manchester. For how many
employees can you get a National Insurance break?
9 SafetyWhat is the minimum temperature recommended for an
office?
10 BudgetWhat are the first three things to consider when creating
a budget as part of a business plan?
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WHO TO MEASUREHOW MANY?
A torch in a dark room
The beginning of a process …
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Recruit 15-18 representative people
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Use the Top Tasks Identification survey
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PARTICIPENT EMAIL
Title: Help us improve the [COMPANY ABC] website and earn a $75 Amazon Gift Card.
Dear [FIRST NAME]
You expressed your willingness to help us improve the [CLIENT] website in a recent survey. We’re eager to improve the tasks you’ve indicated are important and appreciate your help. The requirements are simple:
Give us one hour of your time from [DATE] to [DATE] (inclusive) via A GoToMeeting session.Complete a series of pre-defined tasks from your home or office – don’t worry, it’s the website we’re testing, not you.
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CONTINUED …
Scheduling is flexible, we understand you’re busy. If you’re interested, respond to this email with preferred dates and times (including time zone), and include your business phone number.
Please note testing is conducted by XXX and, though sessions are recorded, they are never made public. Your [INCENTIVE] gift card will be sent via email.
We look forward to your response.Kind regards,
[FULL NAME][SIGNATURE]
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WHY REMOTE?
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FASTERCHEAPERBETTER
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CARRYING OUT A TEST
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WHAT SHOULD YOU SAY TO
PERSON BEFORE STARTING?
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Facilitator script
1. Introduce yourself2. Start the recording3. Request permission to continue recording (Explain
how recordings will be used)4. “Before sharing your screen, please close or
minimize anything of a personal nature.”5. “The whole session should take about an hour.
The testing is strictly voluntary.”6. Tell them they’ll be carrying out X number on
tasks on the website / mobile device
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Facilitator script
7. Emphasize that it is the website that is being tested, NOT them.
8. “If while doing any task you have the desire to quit, please do. Do not feel compelled to continue because you think I want you to. You’re actually helping me much more if you quit, because then I will know that there is a serious problem with the website design.”
9. Tell them you will start each task at a certain point (homepage, blank tab) and then ask them to go there.
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Facilitator script
10. “For each task, you will start each task from [Website Name] homepage. You can complete the task in any way you wish. If you would normally use an external search engine such as Google or Bing, you can do so.”
11. No bookmarks12. No copy ‘n’ paste of task question13. Test they can see chat window14. Paste in first question15. Read it out twice
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Facilitator script
16. Ready to start: “Starting now”17. “When you feel you have completed the task,
please indicate so by giving me the answer to the task. I need to know these things because I need to time the task.”
18. Avoid ‘think aloud’19. Any questions20. Explain time limit only if they go over it.21. Confidence rating at the end of each task. 22. After last task, get feedback on experience with
site
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Share Screen
Paste Text
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WHAT TO MEASURE
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1. Time
2. Success
3. Disaster
4. Confidence
WHAT TO MEASURE
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UK Business Overall Task Performance Indicator
Major Issues
TPI = 38
Average Median time on task (sec) = 130
Average Target time on task (sec) = 56
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TIME
1. How long should a typical task be?
2. How long should the time limit be?
3. For those who go over the time limit, how should they be
dealt with in relation to calculating Average Median Time?
4. Should Target Time be calculated based on:
a) The shortest navigational path based on the current
environment?
b) The typical time it should take to complete a task like this
under best practice conditions?
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Task Performance Indicator
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IDENTIFY KEY OVERALL CAUSES
OF FAILURE
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IDENTIFY CAUSES OF FAILURE FOR
INDIVIDUAL TASKS
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USE
VIDEO
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125 Task Performance Examples
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Task 5 – Box 1.2 EmploymentWhat is the title of Box 1.2 on page 73 of OECD Employment Outlook
2009?
Median time on task (sec) = 215
Optimal time on task (sec) = 81
Task Performance Indicator (TPI) 100 Max
9
Task Performance
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Subscribers and readers at subscribing institutions
Government officials with accounts
Accredited journalists
Non-subscribers: browse online version for free
Non-subscribers: purchase a copy
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Browse free publication: What is the title of Figure 1.1 on page 17 of OECD Employment Outlook 2012?
Success/Failure Rates Completion Time
Task 5 performance = Excellent (80-100) TPI = 97
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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+353 87 238 6136
@gerrymcgovern
Thank you
customercarewords.comWWW.