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Identify your customers’ top tasks May 19, 2009 Gerry McGovern [email protected] www.customercarewords.com What do they really look for when they come to a university website How students choose college 1.Task Identification 2. Polling 3. Analysis The Long Neck

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Identify your customers’ top tasks

May 19, 2009

Gerry McGovern

[email protected]

www.customercarewords.com


What do they really look for when they come to a university website

How students choose college


1.Task Identification


2. Polling


3. Analysis


The Long Neck


Selling more in-car satellite navigation/GPS products…

Customer: An International manufacturer of audio and video products for use at home, in the car and in business environments.


1.Task Identification


2. Polling


3. Analysis


The Long Neck


2. Polling


Business Vs Personal Tasks

13


Before


15

Copyright © www.gerrymcgovern.com


After


17


How people buy cars…

Customer: Multinational corporation and one of the world's most dominant automakers


1.Task Identification


2. Polling


3. Analysis


The Long Neck


3. Analysis

...extensive analysis of the results enables identification of the most important carewords and careword groupings.


Benefits:

More Important to Customer

More Important to Company

Engine

Design / style

Quality

Brand reputation

  • Reliability / ratings

  • Low fuel consumption

  • Dependable

  • Affordability


Customer: Defra (Department for Environment, Food and Rural Affairs) a UK Government Department.

An Intranet Story…


words

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3. Analysis

1.Task Identification

2. Polling

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Before


A B C D E F


After


Top Tasks continuous improvement

Facts not opinions: customer-centric


Questions & Answers

Take the next step:

Visit our website: www.customercarewords.com

Or Email: [email protected]


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