1. Reducing Customer Effort
November 7, 2016
Gerry McGovern
customercarewords.com

2. Irish Weather

3. 20
SECONDS

4. Total page download time (3 pages): 4 seconds
Google, Bing, Yahoo speed
Total page download time (3 pages): 4 seconds
Total time for task: seconds

5. 9
SECONDS

6. 5
SECONDS

7. Increasing Simplicity
Identify Top Tasks
Measure Top Tasks
Improve 7

8. Find a Passport Service Location
Spring 2014
Summer 2015
Spring 2016
Success
53%
Success
93%

9. TASK COMPLETION TIME-ON-TASK
Organization strategy: Analyze corporate philosophy, vision and strategy statements. What does the organization want to achieve over the next five years, and specifically what does it want to achieve on the Web? It is very important that you link your website strategy to the overall strategy of the organization. This seems obvious but strangely many websites are disconnected from core organizational aims and objectives.
Stakeholder interviews: Talk to key people within the organization and find out what they think the purpose of the website is. What do they think the customer’s top tasks are? What do they think the top tasks should be?
Examine existing website: A good way to start is to copy level 1 and 2 of the website classification into the longlist. Another good source is the site index.
Analyze top search terms: Do this by:
Analyzing data from the website search engine. Try to get the top 100 search terms over a 12 month period.
Google Adwords: Enter important words and phrases so as to see how people are searching for them. For example, when we tested for “flu” we noticed that the following terms were particularly searched for: flu symptoms, swine flu symptoms.
Google Trends: If you want to do deeper research and compare search word trends over several years, then Google Trends is the place to go.
Most visited webpages: What are the top 100 most visited pages on the website over the last year? (For a smaller website, the top 50 would be enough.)
Competitor or peer websites: A minimum of 4-6 should be analyzed for tasks, particularly at a homepage level.
Relevant media: Are there magazines, specialist industry websites, associations, etc.?
Customer feedback: What are the most common customer inquiries and complaints? Talk to support, help and sales staff to get this sort of data.
Customer research: Are there any surveys or other research that show what tasks customers come to the website to complete?
Customer interviews: For a large project, we would generally try to do customer interviews. We don’t usually discover new tasks that we have not already discovered as a result of analyzing the sources

11. Cisco Customer Top Tasks
3. Troubleshooting

12. Downloading
Software

13.
Thanks Lara Hogan

14. Downloading Software 2010: 15 Pages: 280 seconds 15 X 3.6 = 54 seconds
80% Using

15. PAGE LOAD SPEED
USE
TIME-ON-TASK

16. Task 1 performance = Very Good TPI = 75 Success Rate Comparisons
Download firmware: Obtain the latest firmware for your RV082 router compatible with Version 3 hardware.
Success Rate Comparisons
Previous TPI was 36
One failure was due to a time limit while one person searched through PDFs of release notes to confirm version 3 compatability
One disaster due to person selecting the Firmware Rescue Utility
August 2011
February 2012

17. Task 1 performance = Very Good TPI = 75 Completion Time Comparisons
Download firmware: Obtain the latest firmware for your RV082 router compatible with Version 3 hardware.
Completion Time Comparisons
Median time on task was 221 seconds with the fastest times being 86, 116 and 165
New median time on task is 102 seconds with the fastest times being much more uniform at 50, 56, and 56
Good
Minor
Major
Critical

18. 1 2 3
The new process is only 1 step after you say you want to Download 4

19. Download firmware

20. Password recovery = Minor Issues (50-59) Success/Failure Rates
TPI = 59
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

23. Password Recovery = Fair (60-69) Success/Failure Rates Completion Time
TPI = 68
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
Good
x Target
Minor Time Issue
x Target
Major Time Issue
x Target
Critical Time Issue
Above 5.75 x Target
* All Failure times treated as 300 seconds

26. Mar 2014 Overall
July 2014 Overall

27. Turning Results into Action
We monitor Top Task performance on an ongoing basis
Ran a pilot test to simulate a possible solution. It worked!
Bug Task Success Rate Comparisons present
2015 TPI Goal: 55
Oct 2012
May 2013
July 2013
Feb 2012
Jun 2012
Feb 2013
TPI 6
TPI 15
TPI 17
TPI 39
TPI 23
TPI 8
Dec 2014
TPI 49
7. TPI is a surveillance tool.  In order to routinely monitor the performance of the site, we have decided to conduct a Support TPI study every quarter.  Therefore, we have selected 10 support tasks that are tested each time so that we can identify improvement or relapses against a benchmark. These make up the Support TPI.
 The support TPI is overall TPI score is roughly an average of the score of all 10 tasks.
TPI 6
TPI 3
TPI 25
Nov 2013
Apr 2014
Jul 2014

28. Create a new guest account to access the Cisco
Create a new guest account to access the Cisco.com website and log in with this new account.
Mandatory fields clearly indicated (and mattered less)
Improved password guidance
No address mis-match errors

29. Dec 2014
Jun 2015
22 mandatory and optional fields
11 mandatory fields

30. Registration Support Tickets

31. 3

32. Thank you WWW. customercarewords.com gerry@customercarewords.com
@gerrymcgovern