Why do customers follow Cisco on Facebook, Twitter and community forums? Thatís the question Cisco wanted to answer to better tailor the content they provide on these platforms. To answer this question, Cisco came to Customer Carewords to leverage our Top Tasks methodology.
Cisco social media case study
In many websites there is a Super Task. This is a task that is significantly more important than all other tasks. It is like a 'Book a Flight' or a 'Book a Room'. What is the Super Task of companies who look to government agencies to help them grow, export and develop? We got Scottish, Irish and Norwegian companies to answer and they all have the same Super Task.
Enterprise Development Agencies: The emergence of a Super Task
The National Health Services (NHS Choices) website for England used the Top Tasks process to identify top health tasks. This excerpt from Gerry McGovern's book, The Stranger's Long Neck, explains--in a step-by-step way--how NHS Choices went about identifying its customers top tasks.
Creating a health task list for the NHS
"This philosophy is now integrated into everything we do, and we have continued to refine our site with key customer tasks in mind," states Peter Horsman, Global Site Management lead for Microsoft Pinpoint. "Most users now enter Pinpoint through a search results page tailored specifically to what they are looking for. This helps our customers find what they need quickly, while allowing them the option of refining the search outcome further."
Microsoft Pinpoint: Delivering what customers want
You can't succeed by tending to satisfaction alone. You must also focus on reducing dissatisfaction. Ongoing removal of out-of-date content is crucial. Running a website is a process of continuous improvement. It is not about launch and leave. Cross-team collaboration is a must for success. Helping customers solve tasks nearly always requires cooperation across teams, departments and silos. No one group can do it all. Find out how Microsoft Excel succeeded with a Top Tasks approach.
How the Microsoft Excel website dramatically improved customer satisfaction
"Using the Top Tasks approach, IBM Business Analytics increased lead conversion on their website from an industry average 4% to a world-beating 12%. Read the interview with John Blackmore, Senior Manager, Web Demand Generation, to find out how they did it.
Trebling sales leads at IBM Cognos
It would have been very easy for Tetra Pak to try to solve its problems with its intranet by initiating some major projects to install new software and/or carry out a redesign of the website. It's amazing how many organizations take this knee-jerk tactical approach. The IT department gets involved and wants to solve the problem by buying new technology. Communications gets involved and wants to solve the problem by changing the graphical design. Tetra Pak took a much more strategic approach.
Tetra Pak: Using the intranet to drive productivity and efficiency
"Customer Carewords worked closely with the University team to understand our existing content requirement for a new staff intranet and supported us in providing a sound analysis of users needs for an effective intranet. They provided prompt communication support via email, phone, and conferencing online. They produced a presentation and a clear report with a set of actions to take with our site focussing on the twenty top tasks and analysis."
Ian Fraser, Project Manager Staff Intranet, Marketing and Communications, University of Hertfordshire
City University London
"I'm delighted I chose Customer Carewords to evaluate the performance of my School's website. I have followed Gerry McGovern's emails for some time, and have always tried to produce a website based on users' top tasks. However, until now I hadn't had the customer research to back up my hunches and information gleaned from web analytics.
"Our project consultant was friendly, professional and patient, and obviously an expert in his field. His guidance and support from the start of the project right until the final presentation of results was hugely helpful, and he kept the momentum going throughout.
"Critically, the project has engaged us with our actual users, and given us the results we need to further develop our website based on their needs and top tasks. I look forward to implementing the recommendations in the coming months.
Spencer Ball, Digital Marketing Executive, School of Arts, City University London