Copyright © Customer Carewords Ltd.

Customer Centric

Management sessionExtra Slides

Gerry McGovernOttawa, May 7, 2008

Factors Customer-Centric Organization-Centric1 Up-to-date Up-to-date information Out-of-date information

2 Accurate Accurate information Inaccurate information

3 Complete Complete information Incomplete information

4 Plain language Plain language Full of jargon, corporate speak

5 Contact Easy to contact a person Hard to contact a person

6 ParticipationEasy to participate / give feedback

Hard to participate / give feedback

7 OpenGives me the facts / transparent

Misleading, not transparent

8 RecommendationsHas ratings, reviews, recommendations

Has no ratings, reviews, recommendations

9 Search Helpful search results Poor search results

10 Navigation Clear menus and links Confusing menus and links

11 LayoutSimple layout / easy to read

Cluttered layout / hard to read

12 Visual appealLooks attractive / appealing

Looks unattractive / unappealing

13 Speed Fast to do things Slow to do things

Canada (81)

Factor Pos Neg Total Pos % ACT % IMP % Rank

Up-to-date 32 -26 58 55% 8% 12% 4

Accurate 27 -2 29 93% 0% 6% 13

Complete 17 -11 28 61% 3% 6% 9Plain language 7 -11 18 39% 5% 4% 8Contact 18 -6 24 75% 0% 5% 11Participation 5 -15 20 25% 7% 4% 7Open 18 -4 22 82% 0% 5% 12Recommendations 1 -15 16 6% 8% 3% 5

Search 15 -66 81 19% 33% 17% 1Navigation 39 -46 85 46% 18% 17% 2Layout 25 -23 48 52% 8% 10% 6Visual appeal 25 -25 50 50% 9% 10% 3Speed 2 -5 7 29% 2% 1% 10Customer Centric Index231 -255 486 48% 100% 100%

Canada Management (12)

Factor Pos Neg Total Pos % ACT % IMP % Rank

Up-to-date 8 -6 14 57% 11% 19% 4

Accurate 13 0 13 100% 0% 18% 13

Complete 0 -1 1 0% 3% 1% 8Plain language 0 -5 5 0% 17% 7% 3Contact 3 0 3 100% 0% 4% 11Participation 0 -2 2 0% 7% 3% 5Open 2 0 2 100% 0% 3% 10Recommendations 0 -2 2 0% 7% 3% 5

Search 1 -8 9 11% 26% 13% 1Navigation 2 -7 9 22% 21% 13% 2Layout 4 -2 6 67% 2% 8% 9Visual appeal 3 0 3 100% 0% 4% 11Speed 1 -2 3 33% 6% 4% 7Customer Centric Index37 -35 72 51% 100% 100%

Copyright © Gerry McGovern: www.gerrymcgovern.com 5

Web Team

Feedback

Customer Focus1. Make decisions based on customer behaviour

research, rather than opinion---evidence-based not opinion-based

2. Focus on our customers, not politics3. Bring customer research in at very beginning of

project4. Stop trying to be everything for everyone—be

realistic5. Act on customer testing—give proper time and

resources to this.6. Identify our customers and ask them their needs7. Update regulations to allow greater customer

engagement

Task focus

1. Focus more on converting traffic2. Focus on what people are trying to accomplish on

the website3. More interactive, less information-based4. Focus on the customer task, not the politics5. Try finding something/complete a task on your own

website—use your own website

Management and strategy1. Be proactive with the Web—bring Web in at

beginning of a project—stop making Web an afterthought

2. Executive with web experience who can develop a common web strategy

3. Trust your professionals—employee empowerment4. Think of the Web as an ongoing process, not a

project5. Concentrate resources on identified customer

needs—no new projects6. Realistic timelines7. Develop a clear organizational chart for the Web8. Stop jumping on bandwagons---fix the basics

Content Management

1. Delete outdated/irrelevant content, and implement an ongoing review strategy

2. De-clutter the homepage—simplify homepage based on metrics

3. Communication on web: stop writing for media, start writing for customer

4. Mercenary thinking around content—be ruthless and lean

5. Speak the language of the customer—less jargon6. Ask customer what they want—then give it to them7. Stop focusing on the pretty8. Less we-wes on the website

Search Management

1. Budget: less marketing, more search engine optimization

2. Develop a organization-wide search web strategy

Top 31.Delete outdated/irrelevant

content, and implement an ongoing review strategy

2.Focus on what people are trying to accomplish on the website

3.Focus on the customer task, not the politics

Meet the Google guys!

Google News!

Google Primes for Mobile Search SurgeGoogle launches iGoogle Artist ThemesGoogle Lets AdWords Users Buy TV AdsGoogle Ads Street View To Driving DirectionsGoogle looking to map the abyss

Sergey Brin

New Improved Search

Google is delighted to announce the launch of our new improved search. It’s now even easier to search on our website. Read More

WELCOME TO OUR WEBSITE!!