Partnering with Customer Carewords Evidence to continuously improve large, complex websites Gerry McGovern customercarewords.comJanuary 21 2015

Partnering with Customer Carewords

Evidence to continuously improve large, complex websites

Gerry McGovern

customercarewords.com January 21 2015

2© Customer Carewords Ltd. customercarewords.com

Services

1. Task Identification: Defensible evidence of the top and tiny tasks of customers

2. Customer Centric Index: Identifies the key issues that customers feel most need improving

3. Task Performance Indicator: Ongoing management metric that measures how well top tasks are performing and what needs to be done to improve their performance

4. Task-Based Classification Design: Method to design a rigorously tested classification / navigation


Norway Holland Sweden

Belgium Canada Germany


5 Task Identification


Current website

Customers

Stakeholders

Competitors, strategies and other documents

Long list Short list Survey to uncover the customers’ top tasks

New website

Task Identification


400 + SURVEYS350,000 + VOTERS24 LANGUAGES


Task Identification


Task Identification

Select the 5 reasons that are MOST IMPORTANT to you when interacting with the European Commission

12

3

456

1219

401. EU law, rules, treaties, judgments2. Research and innovation3. Funding, grants, subsidies4. Education and training in EU5. EU strategy, political priorities6. Environmental protection

Top 20 Tasks106792 Tasks Total Vote

% of Total Vote 1601880

Cumulative Vote

Cumulative Tasks

1 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%

Bottom 20 Tasks

106792 Tasks Total Vote% of Total

Vote 1601880Cumulative

VoteCumulative

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%

65Judicial 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%

74Goods 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%


Tasks: more important to Team

TasksCustomer

Vote%Team Vote% 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%


Region

Percent ResponseAfrica 5% 98

Asia & Pacific 16% 339Europe 55% 1158

Middle East 1% 18North America 20% 424South America 4% 83

Total 2120


Region: Total

Tasks1 Country surveys / reviews / reports 7% 7% 7% 6% 7% 7%2 Compare country statistical data 3% 6% 6% 7% 6% 6%3 Statistics on one particular topic 2% 5% 6% 7% 5% 6%4 Browse a publication online for free 6% 5% 5% 4% 7% 5%5 Working papers 5% 5% 5% 5% 6% 5%6 Publication by topic 5% 5% 5% 4% 5% 5%7 Basic facts, summaries and overviews 2% 6% 4% 5% 3% 4%8 Statistics on one particular country 3% 3% 4% 4% 5% 4%9 Statistical forecasts / projections 2% 3% 4% 4% 4% 4%

10 Access to raw data 3% 4% 3% 4% 2% 3%

11

International guidelines and standards (corporate governance, tax havens, etc.) 5% 3% 3% 2% 4% 3%

12 Statistical sources and methods 2% 4% 3% 3% 5% 3%13 What's new (hot topics, recent publications, events) 3% 3% 3% 3% 2% 3%14 OECD policy advice by topic, country 2% 3% 3% 3% 2% 3%15 OECD Annual Report 4% 2% 3% 2% 3% 2%16 Publication by country 3% 2% 3% 2% 1% 2%17 Best practice in policy implementation 6% 3% 2% 3% 2% 2%18 Publication by title 2% 2% 2% 2% 1% 2%19 Simple, easy-to-understand tables and graphs 1% 2% 2% 2% 2% 2%20 News releases 0% 2% 2% 2% 1% 2%

Top 25%

26-50%

51-75%


16 Task Performance Indicator


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




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

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




July 2014 OverallMar 2014 Overall


How does it work for a partner

1. 15% commission on the Customer Carewords related work on the project

2. Access to support, methodology, masterlists, templates, processing of results

3. Collaboration and knowledge sharing with other partners (including two day annual event)


+353 87 238 6136

@gerrymcgovern

[email protected]

Thank youcustomercarewords.comWWW.

Documents

Partnering with Customer Carewords Evidence to continuously improve large, complex websites Gerry McGovern customercarewords.comJanuary 21 2015