Gerry McGovern - Measuring Customer Experience

1. Measuring Customer Experience Gerry McGovern customercarewords.comNovember14, 2016

2. 2© Customer Carewords Ltd. customercarewords.com Continuous Improvement Identify Top Tasks Measure Top Tasks Improve

3. 3© Customer Carewords Ltd. customercarewords.com

4. Tasks Total Vote % of Total Vote 22950 1 Treatment of Cancer (therapies , adverse effects , risks, prognosis) 1346 5.9% 2 Symptoms of cancer 951 4.1% 3 Preventing cancer - what can you do? 876 3.8% 4 Cancer (symptoms, prognosis, treatment) 860 3.7% 5 Research (latest results) 820 3.6% 6 Choosing a hospital for cancer treatment (waiting times, best deals) 710 3.1% 7 Patients - what rights do you have? 634 2.8% 8 Relatives - how to deal with it? 585 2.5% 9 Waiting times (treatment, reconstruction, rehabilitation) 560 2.4% 10 Nutrition and diet to prevent cancer 513 2.2% 11 Examining yourself - this is how you do it 501 2.2% 12 Ask professionals for advice (e-mail, phone, chat) 490 2.1% 13 Children and young people with cancer 488 2.1% 14 Suspicion of cancer 452 2.0%

5. Tasks Total Vote % of Total Vote 22950 Cumulative Vote 60 Volunteer 99 0.4% 96.7% 61 Give gift to the Cancer Society 92 0.4% 97.1% 62 The Varde center (opening hours, contact details, quotations) 76 0.3% 97.4% 63 Local offices of the Cancer Society 74 0.3% 97.8% 64 Aids (prostheses, wigs) 73 0.3% 98.1% 65 Online shop (Pink Ribbon, Livestrong bands) 64 0.3% 98.3% 66 Employees of the Cancer Society 61 0.3% 98.6% 67 Sexuality and cancer 49 0.2% 98.8% 68 Press releases 47 0.2% 99.0% 69 Vacancies 35 0.2% 99.2% 70 Donation in connection with funeral 26 0.1% 99.3% 71 Annual statement for tax return 25 0.1% 99.4% 72 Testament - help with writing will/testament 25 0.1% 99.5% 73 Businesses - how to support the Cancer Society? 23 0.1% 99.6% 74 Change / register information about the donor / membership 19 0.1% 99.7% 75 Starting a collection 18 0.1% 99.8% 76 Annual report of the Cancer Society 16 0.1% 99.8% 77 Memory Gift ("In memory of ...") 13 0.1% 99.9% 78 Legacy gift (how to give ) 11 0.0% 100.0% 79 Tax deductions for donations to the Cancer Society 11 0.0% 100.0%

6. 9© Customer Carewords Ltd. customercarewords.com •From 5,000 to 1,000 pages (80% decrease) •70% increase in one-time donations •88% increase in monthly donors registered •164% increase in members registered •348% increase in incoming links •80% increase in visitors

7. 11© Customer Carewords Ltd. customercarewords.com 45 to 6 5,000 to 1,000

8.  Deleted 50% of all content  Visits to product pages increased by 520%

10. 23© Customer Carewords Ltd. customercarewords.com Please look at the following list and choose the top 5 reasons you come to the OECD. 1 2 3 4 6 11 49 1. Country surveys 2. Compare countries 3. Statistics on topics 4. Browse free publications The Top task has as many votes as the bottom 28 tasks

11. 24© Customer Carewords Ltd. customercarewords.com Tasks Total Vote % of Total Vote 31800 Cumulative Vote Cumulative Carewords 1 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 20 OECD Customer Tasks

12. 25© Customer Carewords Ltd. customercarewords.com Tasks Total Vote % of Total Vote 31800 Cumulative Vote Cumulative Carewords 51 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% Bottom 20 OECD Tasks

13. 26© Customer Carewords Ltd. customercarewords.com OECD: Team / Stakeholders vs Customers Tasks % Customer Vote (2381) % Team Vote (223) 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%

14. SOURCES FOR THE TASK LIST

15. CUSTOMER: 80% ORGANIZATION: 20%

16. Task collection survey

17. Customer feedback, research

18. 31© Customer Carewords Ltd. customercarewords.com Top 50 search (annual: internal, external)

19. Top 50 most visited pages, files (annual)

20. Traditional / social media

21. Existing website

22. Competitor, peer websites / apps

23. Organization strategy

24. Stakeholder / Customer reviews

25. 38© Customer Carewords Ltd. customercarewords.com Shortlisting RULES

26. 39© Customer Carewords Ltd. customercarewords.com NO BRANDS

27. 40© Customer Carewords Ltd. customercarewords.com 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

28. NO ORG WORDS

29. 42© Customer Carewords Ltd. customercarewords.com NO TOOLS / FORMATS • Calculators • Interactive Health Tutorials • Medical Podcasts • Personal Health Tools • Picture slideshows • Podcasts • Surgery Videos • Videos

30. 43© Customer Carewords Ltd. customercarewords.com NOT TOO HIGH • Facts and Figures • Conditions • Diseases • Find services • Frequently asked health questions • Injury Prevention • Medical conditions • Mind, Body, & Spirit

31. 44© Customer Carewords Ltd. customercarewords.com NOT TOO LOW • Emergency contraception • Nonprofit Agencies • Poems and stories about health • Cancer • Diabetes • Walk-in centres

32. 45© Customer Carewords Ltd. customercarewords.com 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)

33. 46© Customer Carewords Ltd. customercarewords.com NO OVERLAPS Tasks Duplicate Class Source Internal Source Book 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?

34. 47© Customer Carewords Ltd. customercarewords.com Tasks Duplicate Class Source Internal Source Where 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

35. 48© Customer Carewords Ltd. customercarewords.com NO DEMOGRAPHICS Tasks M ale Fem ale 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%

36. 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,

37. Tasks Total Vote % of Total Vote 16320 1 Find a job 1207 7% 2 Hospitals, health authorities 781 5% 3 Waste collection and management (household bins, refuse, bulky, recycling) 674 4% 4 Emergency services (fire, rescue, police, ambulance) 651 4% 5 Teachers (recruitment, retention, training, courses) 625 4% 6 Libraries 589 4% 7 Roads and highways faults (flooding, potholes, street lights, gritting) 494 3% 8 Leisure activities (parks, open spaces, greenways) 424 3% 9 Council tax 389 2% 10 Culture (museums, galleries, heritage, historic buildings, sites, monuments) 378 2% 11 School opening (term, holiday, other closure dates) 378 2% 12 Recycling centres (sites, times) 324 2% 13 Tourism (attractions, photographs, areas of outstanding natural beauty) 322 2%

38. TASK PERFORMANCE INDICATOR

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

40. • TASK COMPLETION • TIME-ON-TASK

41. 59© Customer Carewords Ltd. customercarewords.com Tasks Total Vote % of Total Vote 31800 Cumulative Vote Cumulative Carewords 1 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 20 OECD Customer Tasks SELECT 8-12 TASK QUESTIONS

42. TASK QUESTION CHECKLIST

43. A TOP task

44. Representative, typical, fixable

45. Repeatable

46. Does not contain clues – Anti-SEO

47. One task, one unique answer

48. Independent from other tasks

49. Target Time 2 mins max

50. Short & Clear– 30 words or less

51. Other considerations: 1. Universal—everyone can do it 2. Emotionally neutral 3. Not confidential 4. Clearly different from other tasks 5. Immediately doable 6. No change within testing period

52. 70© Customer Carewords Ltd. customercarewords.com Tasks Total Vote % of Total Vote 31800 Cumulative Vote Cumulative Carewords 1 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 20 OECD Customer Tasks

53. 71© Customer Carewords Ltd. customercarewords.com 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?

54. Customer Sample Selection

56. 74© Customer Carewords Ltd. customercarewords.com Recruit 30 people (You’ll need about 15)

57. 75© Customer Carewords Ltd. customercarewords.com Recruitment considerations 1.Experience 2.Role 3.Gender? 4.Geography? 5.Repeatable

58. 76© Customer Carewords Ltd. customercarewords.com Running the observation 1.Remote 2.Agree starting place 3.“We are not testing you” 4.Success rate and time-on-task 5.Observe customer journeys 6.Recommend improvements

59. TOP TASKS @ Cisco

60. 78© Customer Carewords Ltd. customercarewords.com 1 2 3 6 14 44 1. Download software 2. Configure 3. Troubleshooting Cisco Customer Top Tasks

61. Downloading Software

62. Thanks Lara Hogan http://webpagetest.org

63. 2010: 15 Pages: 280 seconds Downloading Software 15 X 3.6 = 54 seconds 280 - 54 = 226 seconds 20% Loading 80% Using

65. 2 Journey 1

66. 2 6 5 4 3 Journey 1

70. 10 Journey 1

71. 11 Journey 1

76. Download firmware: Obtain the latest firmware for your RV082 router compatible with Version 3 hardware. Very Good TPI = 75Task 1 performance = Success Rate Comparisons August 2011 February 2012

77. Completion Time Comparisons Download firmware: Obtain the latest firmware for your RV082 router compatible with Version 3 hardware. Very Good TPI = 75Task 1 performance = Good Minor Major Critical

78. 1 2 3 4

79. 97© Customer Carewords Ltd. customercarewords.com 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

81. 100© Customer Carewords Ltd. customercarewords.com 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 Good 0-2.25 x Target * All Failure times treated as 300 seconds Minor Time Issue 2.25-3.25 x Target Major Time Issue 3.25-5.75 x Target Critical Time Issue Above 5.75 x Target

84. Bug Task Success Rate Comparisons 2012 - present Dec 2014 TPI 49 Nov 2013 TPI 6 Apr 2014 TPI 3 Jul 2014 TPI 25 Turning Results into Action We monitor Top Task performance on an ongoing basis Oct 2012 May 2013 July 2013Feb 2012 Jun 2012 Feb 2013 TPI 6TPI 15 TPI 17 TPI 39TPI 23TPI 8 2015 TPI Goal: 55 Ran a pilot test to simulate a possible solution. It worked!

85. 105© Customer Carewords Ltd. customercarewords.com 105 Long form + NO design improvements Short form + 3 design improvements Long form + 3 design improvements Short form + 3 design improvements Create a new guest account to access the Cisco.com website and log in with this new account.

86. 106© Customer Carewords Ltd. customercarewords.com 106 Jun 2015Dec 2014 22 mandatory and optional fields 11 mandatory fields The 3 design improvements were: • Mandatory fields only • Improved password guidance • No address mis-match errors

88. 108© Customer Carewords Ltd. customercarewords.com Benefits of Top Tasks Management 1. 23 fields in form down to 11 2. 80% productivity improvement 3. Registration time is down to 2 minutes from 3:25 4. 3 people less required to support customer registration

89. 109© Customer Carewords Ltd. customercarewords.com 3 http://gerrymcgovern.com/books/transform-rebels-guide-digital-transformation

90. 110© Customer Carewords Ltd. customercarewords.com +353 87 238 6136 @gerrymcgovern gerry@customercarewords.com Thank you customercarewords.comWWW.

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