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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
Consistency across ‘country of residence’
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12
3
4
56
1219
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
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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%
15customercarewords.com
Kreftforeningen jobber med å forbedre sitt tilbud på nett.
12
3
4
5
6
1216
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
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%
18customercarewords.com
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%
#1 Remove Pages from Site
Remove Conditional Formatting
“Remove conditional formatting”
“Format text”
Remove Conditional Formatting
26www.customercarewords.com
Shortlisting – Brands, products, departments, subjects
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)
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
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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%
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
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
Pe
rce
nt
of
vote
Tasks
% Vote
Average
Super Task
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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 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39
Pe
rce
nt
of
vote
Tasks
% Vote
Average
Short neck
Short neck
35customercarewords.com
Find a Passport Service Location
35
Success
93%
Success
53%
Spring 2014 Summer 2015 Spring 2016
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
-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
Seco
nd
s d
evia
tio
n f
rom
fin
al a
vera
ge
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
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
Perc
en
tag
e o
f p
art
icip
an
ts
Task completion time
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 =
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.
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 =
July 2014 OverallMar 2014 Overall
46customercarewords.com
Top Tasks Management
Identify Top
Tasks
Measure Top
TasksImprove
47www.customercarewords.com
+353 87 238 6136
@gerrymcgovern
Thank youcustomercarewords.comWWW.
