Measuring Customer Experience with the Task Performance Indicator Gerry McGovern December 8, 2015

Source: Ryanair

4 © Customer Carewords Ltd. customercarewords.com Customer Experience Identify Top Tasks Measure Top Tasks Improve

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6 6 Overall Task Performance Fair (60-69) TPI = 61

7 © Customer Carewords Ltd. customercarewords.com 7 Task Performance Indicator (TPI) Task Performance Indicator ranges from 0 to 100% Minor Issues (50-59)Excellent (80-100) Good (70-79) Fair (60-69) Major Issues (35-49) Critical Issues (0-34) Rating categories and score criteria TPI = 100% minus – % of Failures including Time Limits – % of Disasters – % (Time Penalty for Successes) – % (Confidence in Disaster Penalty) – % (Non-confidence in Success Penalty)

Cisco Confidential 8 © Cisco and/or its affiliates. All rights reserved. TPI Scores Start at 100, Deduct From There

9 © Customer Carewords Ltd. customercarewords.com 9 Minor Issues (50-59) Excellent (80-100) Good (70-79) Fair (60-69) Major Issues (35-49) Critical Issues (0-34) Time Penalty – Example of impact on TPI score Task completion time as multiple of target time e.g. 3 = 3 times as long as the target time Longer task completion times reduce the TPI

10 © Customer Carewords Ltd. customercarewords.com Faster is better

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15 © Customer Carewords Ltd. customercarewords.com 95% Confidence Bands

16 © Customer Carewords Ltd. customercarewords.com November 2012 : Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in. Success/Failure RatesCompletion Time Password recovery =

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19 © Customer Carewords Ltd. customercarewords.com May 2013: Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in. Success/Failure RatesCompletion Time Password Recovery =

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July 2014 Overall Mar 2014 Overall “Implementing the improvements required coordinated effort from multiple IT teams, usability and experience design people, and even content editors.” Martin Hardee, Director for Cisco.com

Bug Task Success Rate Comparisons present Dec 2014 TPI 49 Nov 2013 TPI 6 Apr 2014 TPI 3 Jul 2014 TPI 25 Turning Results into Action We monitor Top Task performance on an ongoing basis Oct 2012May 2013July 2013Feb 2012Jun 2012Feb 2013 TPI 6 TPI 15 TPI 17 TPI 39 TPI 23 TPI TPI Goal: 55 Ran a pilot test to simulate a possible solution. It worked!

22 mandatory fields and selections Create a new guest account to access the Cisco.com website and log in with this new account.

25 © Customer Carewords Ltd. customercarewords.com 25 Minor Issues (50-59) 12 Create new account: Create a new guest account to access the Cisco.com website and log in with this new account. Long form + NO design improvements Short form + 3 design improvements Long form + 3 design improvements Short form + 3 design improvements The 3 design improvements were: Mandatory fields clearly indicated Improved password guidance No address mis-match errors

26 © Customer Carewords Ltd. customercarewords.com mandatory fields and selections 12 mandatory fields and selections

27 © Customer Carewords Ltd. customercarewords.com Registration Support Tickets

28 © Customer Carewords Ltd. customercarewords.com Benefits of Top Tasks Management 1.23 fields in form down to % productivity improvement 3.Registration time is down to 2 minutes from 3: people less required to support customer registration

30 © Customer Carewords Ltd. customercarewords.com 30 Overall Task Performance Fair (60-69) TPI = 61

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