Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Measuring customer effort with Top Tasks - Gerry McGovern

263 views

Published on

Presented at UX Brighton 2017 3rd November

Published in: Design
  • You have to choose carefully. ⇒ www.WritePaper.info ⇐ offers a professional writing service. I highly recommend them. The papers are delivered on time and customers are their first priority. This is their website: ⇒ www.WritePaper.info ⇐
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Here's How YOU Can Stake Out Your Personal Claim In Our EIGHT MILLION DOLLAR GOLDMINE... ➤➤ http://ishbv.com/goldops777/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Measuring customer effort with Top Tasks - Gerry McGovern

  1. 1. Top Tasks gerry@customercarewords.com @gerrymcgovern
  2. 2. 7customercarewords.com
  3. 3. 8© 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 / reviews / reports 2. Compare country statistical data 3. Statistics on one particular topic 4. Browse a publication online for free TOP MEDIUMSMALL TINY The Top task has as many votes as the bottom 28 tasks
  4. 4. Consistency across ‘country of residence’
  5. 5. 11customercarewords.com 1 2 3 4 5 6 12 19 40 6 Top Tasks 1. EU law, rules, treaties, judgments 2. Research and innovation 3. Funding, grants, subsidies 4. Education and training in EU 5. EU strategy, political priorities 6. Environmental protection MediumSmall Tiny Top European Commission: 77 tasks – 107,000 voters
  6. 6. 13customercarewords.com UK Businesses Top Tasks (2010) Tasks England Scotland Wales Northern Ireland Total 1 Cashflow, invoicing, payment management 6.0% 6.8% 6.6% 6.3% 6.3% 2 Marketing 4.9% 4.9% 6.4% 6.1% 5.6% 3 Productivity / profitability 4.0% 8.4% 5.5% 5.5% 5.0% 4 Funding / finance sources 3.0% 2.6% 4.5% 4.4% 3.6% 5 Managing people 2.7% 5.9% 3.4% 4.3% 3.4% 6 Accounting, financial management 3.2% 3.7% 3.3% 3.1% 3.3% 7 Grants, benefits, entitlements from government 2.6% 2.6% 4.2% 3.1% 3.2% 8 Selling (legal, e-commerce, pricing) 3.2% 3.4% 2.8% 3.4% 3.1% 9 Create business plan, budget 2.9% 2.4% 2.5% 2.9% 2.7% 10 Website design, management, optimisation 2.6% 1.7% 2.8% 3.0% 2.7% 11 Health and safety at work 2.1% 2.5% 3.5% 1.8% 2.5% 12 New ideas (products, services, green) 1.8% 3.7% 2.8% 2.3% 2.3% 13 Public sector contracts, tenders 1.5% 1.5% 3.6% 1.7% 2.2% 14 Training and development 1.7% 1.8% 2.8% 2.5% 2.2% 15 Tax returns (complete, amend) 2.7% 1.2% 1.6% 1.9% 2.1% 16 Suppliers, outsourcing, partnering 1.6% 1.5% 1.5% 1.7% 1.6% 17 Debt recovery, late payments 1.3% 2.6% 1.4% 2.4% 1.6% 18 Standards (quality, safety, environment) 1.6% 2.3% 1.3% 1.7% 1.6% 19 Paying, payroll, taxing staff 1.9% 0.9% 1.3% 1.8% 1.6% 20 Form a company, business 1.9% 0.7% 0.8% 1.3% 1.4%
  7. 7. 15customercarewords.com Kreftforeningen jobber med å forbedre sitt tilbud på nett. 1 2 3 4 5 6 12 16 45 1. Treatment of Cancer (therapies, adverse effects , risks, prognosis) 2. Symptoms of cancer 3. Preventing cancer - what can you do? 4. Cancer (symptoms, prognosis, treatment) 5. Research (latest results) 6. Choosing a hospital for cancer treatment (waiting times, best deals) TOP MEDIUMSMALL TINY
  8. 8. Tasks Total Vote % of Total Vote 22950 60 Volunteer 99 0.4% 61 Give gift to the Cancer Society 92 0.4% 62 The Varde center (opening hours, contact details, quotations) 76 0.3% 63 Local offices of the Cancer Society 74 0.3% 64 Aids (prostheses, wigs) 73 0.3% 65 Online shop (Pink Ribbon, Livestrong bands) 64 0.3% 66 Employees of the Cancer Society 61 0.3% 67 Sexuality and cancer 49 0.2% 68 Press releases 47 0.2% 69 Vacancies 35 0.2% 70 Donation in connection with funeral 26 0.1% 71 Annual statement for tax return 25 0.1% 72 Testament - help with writing will/testament 25 0.1% 73 Businesses - how to support the Cancer Society? 23 0.1% 74 Change / register information about the donor / membership 19 0.1% 75 Starting a collection 18 0.1% 76 Annual report of the Cancer Society 16 0.1% 77 Memory Gift ("In memory of ...") 13 0.1% 78 Legacy gift (how to give ) 11 0.0% 79 Tax deductions for donations to the Cancer Society 11 0.0%
  9. 9. 18customercarewords.com
  10. 10. 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%
  11. 11. #1 Remove Pages from Site Remove Conditional Formatting
  12. 12. “Remove conditional formatting” “Format text” Remove Conditional Formatting
  13. 13. 26www.customercarewords.com Shortlisting – Brands, products, departments, subjects
  14. 14. Shortlisting – Ego tasks 5% for ego tasks: • Senior management speeches • Annual report • Follow us on Twitter • Videos (because everyone is so excited that you’re now doing videos)
  15. 15. 28customercarewords.com What region do you live in? Percent Response Africa 5% 98 Asia & Pacific 16% 339 Europe 55% 1158 Middle East 1% 18 North America 20% 424 South America 4% 83 Total 2120
  16. 16. 29customercarewords.com Total Tasks Africa Asia & Pacific Europe North America South America Total 1 Country surveys / reviews / reports 7.1% 6.8% 7.1% 6.1% 6.5% 6.8% 2 Compare country statistical data 2.9% 5.8% 6.2% 7.3% 6.1% 6.2% 3 Statistics on one particular topic 2.3% 4.8% 6.0% 7.4% 4.7% 5.9% 4 Browse a publication online for free 6.1% 4.9% 5.2% 4.3% 7.1% 5.1% 5 Working papers 5.1% 4.9% 4.6% 5.0% 5.9% 4.8% 6 Publication by topic 5.2% 4.8% 4.7% 4.3% 4.6% 4.6% 7 Basic facts, summaries and overviews 2.0% 5.7% 4.1% 4.8% 2.9% 4.3% 8 Statistics on one particular country 3.0% 3.4% 4.1% 4.4% 5.2% 4.0% 9 Statistical forecasts / projections 2.4% 3.4% 4.1% 3.6% 4.5% 3.8% 10 Access to raw data 2.5% 4.0% 3.1% 3.6% 2.2% 3.3% 11 International guidelines and standards (corporate governance, tax havens, etc.) 5.1% 3.4% 3.2% 2.4% 4.3% 3.2% 12 Statistical sources and methods 2.2% 3.6% 3.3% 2.8% 4.6% 3.2% 13 What's new (hot topics, recent publications, events) 3.2% 3.5% 3.1% 3.3% 2.5% 3.2% 14 OECD policy advice by topic, country 2.2% 3.3% 2.6% 2.5% 1.6% 2.7% 15 OECD Annual Report 3.9% 1.9% 2.6% 1.8% 3.4% 2.5% 16 Publication by country 2.7% 1.8% 2.7% 1.8% 1.3% 2.3% 17 Best practice in policy implementation 5.8% 2.6% 1.7% 3.1% 1.9% 2.3% 18 Publication by title 2.1% 2.3% 1.7% 2.4% 1.0% 1.9% 19 Simple, easy-to-understand tables and graphs 1.4% 1.7% 1.9% 2.3% 1.7% 1.9% 20 News releases 0.3% 1.9% 1.8% 1.7% 0.9% 1.7%
  17. 17. 30customercarewords.com 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% • OECD team and Customer are pretty well aligned, with one exception • Team think “Overview of what the OECD does” is 4-times more important (407%) than the Customer does
  18. 18. 31customercarewords.com Very long neck or “Super Task” 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 Percentofvote Tasks % Vote Average Super Task
  19. 19. 33customercarewords.com 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627282930313233343536373839 Percentofvote Tasks % Vote Average Short neck Short neck
  20. 20. 35customercarewords.com Find a Passport Service Location 35 Success 93% Success 53% Spring 2014 Summer 2015 Spring 2016
  21. 21. 36customercarewords.com 13% 23% 18% 25% 50% 8% 15% 9% 35% 65% 0% 10% 20% 30% 40% 50% 60% 70% Feb 2012 Jun 2012 Oct 2012 Feb 2013 May 2013 Jul 2013 Nov 2013 April 2014 July 2014 Dec 2014 Cisco bug search Ran a pilot test to simulate a possible solution. It worked! Solution implemented
  22. 22. -150 -100 -50 0 50 100 150 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Secondsdeviationfromfinalaverage Sample Size TPI score estimate changes as participants are added (real data, 180 task attempts) These data are from 16 different studies with different tasks and varying between 15 and 31 participants
  23. 23. 38www.customercarewords.com Overall results: Success, Failure, Time 60% 40% 0% 13% 20% 27% 0% 0% 40% Average success time 1:55 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 0-30 secs 30-60 secs 1-2 mins 2-3 mins 3-4 mins 4-5 mins Failure Percentageofparticipants Task completion time
  24. 24. 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 =
  25. 25. Big improvement! But the password strength indicator is just an image. People expected it to change based on how they were entering in their new password, indicating to them was else they had to do.
  26. 26. 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 =
  27. 27. July 2014 OverallMar 2014 Overall
  28. 28. 46customercarewords.com Top Tasks Management Identify Top Tasks Measure Top Tasks Improve
  29. 29. 47www.customercarewords.com +353 87 238 6136 @gerrymcgovern gerry@customercarewords.com Thank you customercarewords.comWWW.

×