Reducing Customer Effort November 7, 2016 Gerry McGovern customercarewords.com

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20 SECONDS

Total page download time (3 pages): 4 seconds Google, Bing, Yahoo speed Total page download time (3 pages): 4 seconds Total time for task: 20 seconds

9 SECONDS

5 SECONDS

Increasing Simplicity Identify Top Tasks Measure Top Tasks Improve 7

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

TASK COMPLETION TIME-ON-TASK Organization strategy: Analyze corporate philosophy, vision and strategy statements. What does the organization want to achieve over the next five years, and specifically what does it want to achieve on the Web? It is very important that you link your website strategy to the overall strategy of the organization. This seems obvious but strangely many websites are disconnected from core organizational aims and objectives. Stakeholder interviews: Talk to key people within the organization and find out what they think the purpose of the website is. What do they think the customer’s top tasks are? What do they think the top tasks should be? Examine existing website: A good way to start is to copy level 1 and 2 of the website classification into the longlist. Another good source is the site index. Analyze top search terms: Do this by: Analyzing data from the website search engine. Try to get the top 100 search terms over a 12 month period. Google Adwords: https://adwords.google.com/select/KeywordToolExternal. Enter important words and phrases so as to see how people are searching for them. For example, when we tested for “flu” we noticed that the following terms were particularly searched for: flu symptoms, swine flu symptoms. Google Trends: http://www.google.com/trends. If you want to do deeper research and compare search word trends over several years, then Google Trends is the place to go. Most visited webpages: What are the top 100 most visited pages on the website over the last year? (For a smaller website, the top 50 would be enough.) Competitor or peer websites: A minimum of 4-6 should be analyzed for tasks, particularly at a homepage level. Relevant media: Are there magazines, specialist industry websites, associations, etc.? Customer feedback: What are the most common customer inquiries and complaints? Talk to support, help and sales staff to get this sort of data. Customer research: Are there any surveys or other research that show what tasks customers come to the website to complete? Customer interviews: For a large project, we would generally try to do 10-20 customer interviews. We don’t usually discover new tasks that we have not already discovered as a result of analyzing the sources

Cisco Customer Top Tasks 3. Troubleshooting

Downloading Software

http://webpagetest.org Thanks Lara Hogan

Downloading Software 2010: 15 Pages: 280 seconds 15 X 3.6 = 54 seconds 80% Using

PAGE LOAD SPEED USE TIME-ON-TASK

Task 1 performance = Very Good TPI = 75 Success Rate Comparisons Download firmware: Obtain the latest firmware for your RV082 router compatible with Version 3 hardware. Success Rate Comparisons Previous TPI was 36 One failure was due to a time limit while one person searched through PDFs of release notes to confirm version 3 compatability One disaster due to person selecting the Firmware Rescue Utility August 2011 February 2012

Task 1 performance = Very Good TPI = 75 Completion Time Comparisons Download firmware: Obtain the latest firmware for your RV082 router compatible with Version 3 hardware. Completion Time Comparisons Median time on task was 221 seconds with the fastest times being 86, 116 and 165 New median time on task is 102 seconds with the fastest times being much more uniform at 50, 56, and 56 Good Minor Major Critical

1 2 3 The new process is only 1 step after you say you want to Download 4

Download firmware

Password recovery = Minor Issues (50-59) Success/Failure Rates TPI = 59 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 = Fair (60-69) Success/Failure Rates Completion Time TPI = 68 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 Good 0-2.25 x Target 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 * All Failure times treated as 300 seconds

Mar 2014 Overall July 2014 Overall

Turning Results into Action We monitor Top Task performance on an ongoing basis Ran a pilot test to simulate a possible solution. It worked! Bug Task Success Rate Comparisons 2012 - present 2015 TPI Goal: 55 Oct 2012 May 2013 July 2013 Feb 2012 Jun 2012 Feb 2013 TPI 6 TPI 15 TPI 17 TPI 39 TPI 23 TPI 8 Dec 2014 TPI 49 7. TPI is a surveillance tool.  In order to routinely monitor the performance of the site, we have decided to conduct a Support TPI study every quarter.  Therefore, we have selected 10 support tasks that are tested each time so that we can identify improvement or relapses against a benchmark. These make up the Support TPI.  The support TPI is overall TPI score is roughly an average of the score of all 10 tasks. TPI 6 TPI 3 TPI 25 Nov 2013 Apr 2014 Jul 2014

Create a new guest account to access the Cisco Create a new guest account to access the Cisco.com website and log in with this new account. Mandatory fields clearly indicated (and mattered less) Improved password guidance No address mis-match errors

Dec 2014 Jun 2015 22 mandatory and optional fields 11 mandatory fields

Registration Support Tickets

http://gerrymcgovern.com/books/transform-rebels-guide-digital-transformation 3

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