Copyright ©2011 Customer Carewords Ltd. Telecom websites: Helping customers help themselves March 09, 2011 Mark Crowley, Scott Smith, Gerry McGovern

Capital Cities Of Canada Large Metro Area Cities Populated Area Places

Slow Links Get Answers Slower Unimportant Information Idiot Base Not Find An Answer UFAQS Infinity & Beyond

© Customer Carewords Ltd. 17 July    

© Customer Carewords Ltd. 17 July

© Customer Carewords Ltd. 17 July

© Customer Carewords Ltd. 17 July

Copyright ©2011 Customer Carewords Ltd. Telecom websites: Helping customers help themselves Webinar Mark Crowley

Two problems appear on many Telco sites Both cause customers to think too much and work too hard to complete tasks 1. There is too much choice 2. Bad headings, categories and links hinder task flow © Customer Carewords Ltd. 17 July

Copyright ©2011 Customer Carewords Ltd. Issue 1: Too much choice is a bad thing

© Customer Carewords Ltd. 17 July © Customer Carewords Ltd. 17 July Where does the customer start?

© Customer Carewords Ltd. 17 July © Customer Carewords Ltd. 17 July Fewer choices, but another system?

© Customer Carewords Ltd 17 July

Need to step back and consider what customers need … and how those needs align with company’s goals for site Customers are task-driven so find the ‘top tasks’ and support them Adding systems is not the answer © Customer Carewords Ltd 17 July

© Customer Carewords Ltd. 17 July Clear task-focused categories are a good start

© Customer Carewords Ltd 17 July Three tasks starting right on the main page 1 2 3

Copyright ©2011 Customer Carewords Ltd. Issue 2: Lack of clear headings or categories, clutter

© Customer Carewords Ltd 17 July Confusing headings, categories

© Customer Carewords Ltd 17 July No obvious prioritization of content

© Customer Carewords Ltd 17 July Hard to read

© Customer Carewords Ltd 17 July Clutter inhibits task progress

© Customer Carewords Ltd 17 July Categories, language, lack of clutter

Copyright ©2011 Customer Carewords Ltd. Case Study: Telenor, Norway Netlife Research Oslo, Norway

© Customer Carewords Ltd 17 July

Telenor site project – 87% reduction of pages Total pages reduced from 4,000 to 500 s to customer service down by 40% (key channel) Customer satisfaction ratings substantially higher © Customer Carewords Ltd 17 July

Telenor site project – 87% reduction of pages Staff understand pages better, can refer customers Fewer choices for customers, easier to find answers Less content to maintain © Customer Carewords Ltd 17 July

© Customer Carewords Ltd 17 July

© Customer Carewords Ltd 17 July

Copyright ©2011 Customer Carewords Ltd. Webinar Scott Smith Neo Insight Inc. Take My Account. Please!

17 July These Google results show that My Account is a top task for many service providers © Customer Carewords Ltd.

17 July As users get accustomed to managing bank accounts and bill-paying online, perhaps they are getting comfortable with managing other accounts online © Customer Carewords Ltd.

17 July Sign in My Account Log in Log on My Account Log in Log on © Customer Carewords Ltd.

Improve the My Account experience Let your customer sign in right away Let customers use web behaviour patterns Don’t take users out of their account Fix the usability of your bill Measure task-completion 17 July © Customer Carewords Ltd.

Copyright ©2011 Customer Carewords Ltd. Let your customer sign in right away

17 July © Customer Carewords Ltd.

17 July © Customer Carewords Ltd.

17 July © Customer Carewords Ltd.

17 July © Customer Carewords Ltd.

17 July © Customer Carewords Ltd.

17 July © Customer Carewords Ltd.

Copyright ©2011 Customer Carewords Ltd. Let customers use web behaviour patterns

17 July From Jakob Nielsen’s Alertbox: © Customer Carewords Ltd.

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17 July People trust people Go to your customers’ people if you want them to come to you © Customer Carewords Ltd.

Copyright ©2011 Customer Carewords Ltd. Don’t take the user out of their account 17 July

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17 July © Customer Carewords Ltd.

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17 July © Customer Carewords Ltd.

Copyright ©2011 Customer Carewords Ltd. Fix the usability of the bill 53

17 July © Customer Carewords Ltd.

17 July Explaining your bill is a good thing … BUT… Will people spend more time on the web trying to read something that is hard to read on paper? © Customer Carewords Ltd.

17 July If your bill is hard to read putting it on the web is not going to make things better Fix your usability problems Don’t try to train customers to cope with them © Customer Carewords Ltd.

Copyright ©2011 Customer Carewords Ltd. Measure task-completion 57

17 July Easy to reach Best choice In Task Identification voting, these rank highly: is my best choice is easy to reach Which describes your experience with us? Great for sales! Great customer service! © Customer Carewords Ltd.

17 July Easy to reach Best choice Which describes your experience with us? But … NOT great if customers cannot complete their task © Customer Carewords Ltd.

17 July Did you complete the task you came to do? Which describes your experience with us? Easy to reach Best choice We ask if people completed the task they came to do People’s priorities are different if they did not complete their task: They are less likely to say you are their …best choice …. and … They are more likely to prioritize that you are …easy to reach Completed Did not complete Completed Did not complete © Customer Carewords Ltd.

17 July Completed Did not complete Completed Did not complete Did you complete the task you came to do? Which describes your experience with us? Easy to reach Best choice Customers who cannot complete their task on your website are more likely to: a)Choose a competitor b)Phone your call centre

Improve the My Account experience Let your customer sign in right away Let customers use web behaviour patterns Don’t take users out of their account Fix the usability of your bill Measure task-completion 17 July © Customer Carewords Ltd.

Copyright ©2011 Customer Carewords Ltd. Thank you! 63 Scott Smith Mark Crowley Gerry McGovern