Task Identification How to identify what really matters to your customers Gerry McGovern

2 © Customer Carewords Ltd. customercarewords.com Continuous Improvement Identify Top Tasks Measure Top Tasks Improve

3 © Customer Carewords Ltd. customercarewords.com

4 "An important part of the Cisco.com support site management regime is our routine evaluation of task success and continuous improvement of top tasks. This research provides a vital part of the picture of our customer experience." Bill Skeet, Cisco “Top Tasks Management is a quick, useful method that has proven itself once and again for stakeholders in Google Search. The pattern that emerges every single time is nothing but powerful and amazing.” Tomer Sharon, Google “Focusing on top tasks is not a capitulation. Why should we care about the fact that patients, families and primary health care want information about what happens before, during and after treatment? Altruism? Yes, maybe. But I think the key to gaining acceptance for focusing on user needs, is building a business case around those needs. In our case we can point to the studies showing that a well-informed patient is less costly to treat than patients without this knowledge. Voila! We now have the business case.” Eirik Hafver Rønjum, Norwegian Hospitals

5 © Customer Carewords Ltd. customercarewords.com Current website Customers Stakeholders Competitors / peers, strategies and other documents Long listShort list Survey to uncover the customers’ top tasks New website

7 © Customer Carewords Ltd. customercarewords.com

8 Please look at the following list and choose the top 5 reasons you come to the OECD. 1. Country surveys / reviews / reports 2. Compare country statistical data 3. Statistics on one particular topic 4. Browse a publication online for free TOP MEDIUMSMALL TINY The Top task has as many votes as the bottom 28 tasks

9 © Customer Carewords Ltd. customercarewords.com Please look at the following list and choose the top 5 reasons you come to the OECD. TasksTotal Vote % of Total Vote Cumulative Vote Cumulative Tasks 1Country surveys / reviews / reports % 1.4% 2Compare country statistical data %13.0%2.9% 3Statistics on one particular topic %18.9%4.3% 4Browse a publication online for free %24.0%5.7% 5Working papers %28.8%7.1% 6Publication by topic %33.4%8.6% 7Basic facts, summaries and overviews %37.7%10.0% 8Statistics on one particular country %41.8%11.4% 9Statistical forecasts / projections %45.6%12.9% 10Access to raw data %48.9%14.3% 11 International guidelines and standards (corporate governance, tax havens, etc.) %52.1%15.7% 12Statistical sources and methods %55.3%17.1% 13What's new (hot topics, recent publications, events) %58.5%18.6% 14OECD policy advice by topic, country %61.1%20.0% 15OECD Annual Report %63.6%21.4% 16Publication by country %65.9%22.9% 17Best practice in policy implementation %68.3%24.3% 18Publication by title %70.2%25.7% 19Simple, easy-to-understand tables and graphs %72.1%27.1% 20News releases %73.8%28.6%

10 © Customer Carewords Ltd. customercarewords.com Please look at the following list and choose the top 5 reasons you come to the OECD. TasksTotal Vote % of Total Vote Cumulative Vote Cumulative Tasks 51Find a local library with OECD publications 920.3%96.7%72.9% 52How OECD interacts with non-member countries 920.3%96.9%74.3% 53Subscriptions to OECD services 900.3%97.2%75.7% 54Photos / images / videos 800.3%97.5%77.1% 55OECD Annual Forum / Ministerial Council Meeting 730.2%97.7%78.6% 56Have your say (public consultation and participation) 710.2%97.9%80.0% 57How OECD is funded (budget) 700.2%98.1%81.4% 58How peer review works 600.2%98.3%82.9% 59 Find OECD officials (secretary-general, directors, ambassadors) 590.2%98.5%84.3% 60Acronyms, abbreviations 570.2%98.7%85.7% 61Personalize the website (MyOECD) 560.2%98.9%87.1% 62Press conferences (calendar, accreditation) 560.2%99.1%88.6% 63Find a local bookshop / distributor for OECD publications 510.2%99.2%90.0% 64Publishing rights and permissions 450.1%99.4%91.4% 65What's involved in OECD membership 440.1%99.5%92.9% 66Secretary-General speeches and activities 390.1%99.6%94.3% 67Find OECD locations 380.1%99.7%95.7% 68Tours of the OECD 370.1%99.9%97.1% 69Hotels near OECD locations 240.1%99.9%98.6% 70Password problems 230.1%100.0% The bottom 20 tasks have 0.5 times the votes of the number 1 task

11 © Customer Carewords Ltd. customercarewords.com Tasks Long Neck Versus Average

12 © Customer Carewords Ltd. customercarewords.com

13 © Customer Carewords Ltd. customercarewords.com What region do you live in? PercentResponse Africa5%98 Asia & Pacific16%339 Europe55%1158 Middle East1%18 North America20%424 South America4%83 Total2120

14 © Customer Carewords Ltd. customercarewords.com Total TasksAfrica Asia & PacificEurope North America South AmericaTotal 1Country surveys / reviews / reports 7.1%6.8%7.1%6.1%6.5%6.8% 2Compare country statistical data 2.9%5.8%6.2%7.3%6.1%6.2% 3Statistics on one particular topic 2.3%4.8%6.0%7.4%4.7%5.9% 4Browse a publication online for free 6.1%4.9%5.2%4.3%7.1%5.1% 5Working papers 5.1%4.9%4.6%5.0%5.9%4.8% 6Publication by topic 5.2%4.8%4.7%4.3%4.6% 7Basic facts, summaries and overviews 2.0%5.7%4.1%4.8%2.9%4.3% 8Statistics on one particular country 3.0%3.4%4.1%4.4%5.2%4.0% 9Statistical forecasts / projections 2.4%3.4%4.1%3.6%4.5%3.8% 10Access to raw data 2.5%4.0%3.1%3.6%2.2%3.3% 11 International guidelines and standards (corporate governance, tax havens, etc.) 5.1%3.4%3.2%2.4%4.3%3.2% 12Statistical sources and methods 2.2%3.6%3.3%2.8%4.6%3.2% 13What's new (hot topics, recent publications, events) 3.2%3.5%3.1%3.3%2.5%3.2% 14OECD policy advice by topic, country 2.2%3.3%2.6%2.5%1.6%2.7% 15OECD Annual Report 3.9%1.9%2.6%1.8%3.4%2.5% 16Publication by country 2.7%1.8%2.7%1.8%1.3%2.3% 17Best practice in policy implementation 5.8%2.6%1.7%3.1%1.9%2.3% 18Publication by title 2.1%2.3%1.7%2.4%1.0%1.9% 19Simple, easy-to-understand tables and graphs 1.4%1.7%1.9%2.3%1.7%1.9% 20News releases 0.3%1.9%1.8%1.7%0.9%1.7%

15 © Customer Carewords Ltd. customercarewords.com Africa TasksAfrica Asia & PacificEurope North America South AmericaTotal 1Country surveys / reviews / reports 7.1%6.8%7.1%6.1%6.5%6.8% 2Browse a publication online for free 6.1%4.9%5.2%4.3%7.1%5.1% 3Best practice in policy implementation 5.8%2.6%1.7%3.1%1.9%2.3% 4Publication by topic 5.2%4.8%4.7%4.3%4.6% 5Working papers 5.1%4.9%4.6%5.0%5.9%4.8% 6 International guidelines and standards (corporate governance, tax havens, etc.) 5.1%3.4%3.2%2.4%4.3%3.2% 7OECD Annual Report 3.9%1.9%2.6%1.8%3.4%2.5% 8What's new (hot topics, recent publications, events) 3.2%3.5%3.1%3.3%2.5%3.2% 9Statistics on one particular country 3.0%3.4%4.1%4.4%5.2%4.0% 10Monitoring policy implementation 3.0%1.5%1.4% 2.0%1.5% 11Compare country statistical data 2.9%5.8%6.2%7.3%6.1%6.2% 12Publication by country 2.7%1.8%2.7%1.8%1.3%2.3% 13What's new in statistics (newsletters, events) 2.6%1.6%1.7%1.5%1.2%1.7% 14Access to raw data 2.5%4.0%3.1%3.6%2.2%3.3% 15Statistical forecasts / projections 2.4%3.4%4.1%3.6%4.5%3.8% 16Statistics on one particular topic 2.3%4.8%6.0%7.4%4.7%5.9% 17Statistical sources and methods 2.2%3.6%3.3%2.8%4.6%3.2% 18OECD policy advice by topic, country 2.2%3.3%2.6%2.5%1.6%2.7% 19Publication by title 2.1%2.3%1.7%2.4%1.0%1.9% 20Basic facts, summaries and overviews 2.0%5.7%4.1%4.8%2.9%4.3%

16 © Customer Carewords Ltd. customercarewords.com Tasks: more important to Team

17 © Customer Carewords Ltd. customercarewords.com KPIs on availability / stability

18 © Customer Carewords Ltd. customercarewords.com Thank you customercarewords.com WWW.