Gerry McGovern - Measuring the Customer Experience with Top Tasks

Measuring Customer
Experience
Gerry McGovern
customercarewords.comNovember14, 2016

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

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%

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%

•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

45 to 6
5,000 to 1,000

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

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

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

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

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%
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%

CUSTOMER: 80%
ORGANIZATION: 20%

Top 50 search
(annual: internal,
external)

Top 50 most
visited pages,
files (annual)

Competitor, peer
websites / apps

Stakeholder /
Customer
reviews

Shortlisting
RULES

NO BRANDS

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

NO TOOLS / FORMATS
• Calculators
• Interactive Health Tutorials
• Medical Podcasts
• Personal Health Tools
• Picture slideshows
• Podcasts
• Surgery Videos
• Videos

NOT TOO HIGH
• Facts and Figures
• Conditions
• Diseases
• Find services
• Frequently asked health questions
• Injury Prevention
• Medical conditions
• Mind, Body, & Spirit

NOT TOO LOW
• Emergency contraception
• Nonprofit Agencies
• Poems and stories about health
• Cancer
• Diabetes
• Walk-in centres

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)

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?

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

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%

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,

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%

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

• TASK
COMPLETION
• TIME-ON-TASK

Tasks Total Vote
% of Total
Vote 31800
Cumulative
Vote
Cumulative
Carewords
11
20 News releases 542 2% 74% 29%
SELECT 8-12
TASK QUESTIONS

Representative,
typical, fixable

Does not contain
clues – Anti-SEO

Short & Clear–
30 words or less

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

Tasks Total Vote
% of Total
Vote 31800
Cumulative
Vote
Cumulative
Carewords
11
20 News releases 542 2% 74% 29%

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?

Recruit 30 people
(You’ll need about 15)

Recruitment considerations
1.Experience
2.Role
3.Gender?
4.Geography?
5.Repeatable

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

1
2
3
6
14
44
1. Download software
2. Configure
3. Troubleshooting
Cisco Customer Top Tasks

Thanks Lara Hogan
http://webpagetest.org

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

Journey 1
1

“I’m assuming that one of
these is the one I want.”
7
Journey 1

8
Journey 1

9
Journey 1

12
Journey 1

13
Journey 1

14
Journey 1

15
“There are a lot of steps
before you get to download”
Journey 1

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

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

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
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

July 2014 OverallMar 2014 Overall

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!

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.

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

1500
679 689
Q1 2014 Q2 2015 Q3 2015
Registration Support Tickets

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

http://gerrymcgovern.com/books/transform-rebels-guide-digital-transformation

+353 87 238 6136
@gerrymcgovern
gerry@customercarewords.com
Thank you
customercarewords.comWWW.

Gerry McGovern - Measuring the Customer Experience with Top Tasks

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