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Identify your customers’ top tasks

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  1. Identify your customers’ top tasks May 19, 2009 Gerry McGovern gerry@customercarewords.com www.customercarewords.com

  2. What do they really look for when they come to a university website How students choose college

  3. 1.Task Identification

  4. 2. Polling

  5. 3. Analysis

  6. The Long Neck

  7. 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.

  8. 1.Task Identification

  9. 2. Polling

  10. 3. Analysis

  11. The Long Neck

  12. 2. Polling

  13. Business Vs Personal Tasks 13

  14. Before

  15. 15 Copyright © www.gerrymcgovern.com

  16. After

  17. 17

  18. How people buy cars… Customer: Multinational corporation and one of the world's most dominant automakers

  19. 1.Task Identification

  20. 2. Polling

  21. 3. Analysis

  22. The Long Neck

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

  24. Benefits: More Important to Customer More Important to Company Engine Design / style Quality Brand reputation • Reliability / ratings • Low fuel consumption • Dependable • Affordability

  25. Customer: Defra (Department for Environment, Food and Rural Affairs) a UK Government Department. An Intranet Story…

  26. words words words words words words words words words words words words words words words words words 3. Analysis 1.Task Identification 2. Polling words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words words

  27. Before

  28. A B C D E F

  29. After

  30. Top Tasks continuous improvement Facts not opinions: customer-centric

  31. Questions & Answers Take the next step: Visit our website: www.customercarewords.com Or Email: info@customercarewords.com