How it works - Customer Carewords

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How Customer Carewords works

There are three major steps in the Customer Carewords process:

Task definition: Identify the range of carewords/tasks that matter to your customers.
Polling: Get people to choose their most important carewords/tasks.
Analysis: Analyze the results and run workshops.

A typical Customer Carewords project takes 10-12 weeks to complete. At a minimum, it will require a project manager from your side. We are probably talking about 1 day a week of the project manager's time over this period, so 10-12 days in total. Some weeks will obviously be more intensive than others. This will particularly be the case during the longlisting and shortlisting processes.

Step 1: Task definition: Identify the tasks/carewords of your customers

We have a systematic approach for helping you assemble a comprehensive longlist of potential tasks/carewords. Here are some of the places you can get these potential carewords from:

Objectives: Analyze the goals and objectives of your website. What words stand out?
Ask the customer: Short usability tests with customers.
Do analysis of your customers' search behavior.
Brainstorm with sales reps, marketing people, industry experts, and other interested parties.
Examine competitor marketing materials and websites for important words.

The shortlist is a refined version of the longlist that customers will be asked to vote on. While a longlist might contain 500 carewords or more, a shortlist must always have less than 100 carewords in it.

Getting from the longlist to the shortlist is an iterative process that will take several weeks. We will guide you through it but your expertise will be very important in relation to the following:

Identifying duplicate or near duplicate carewords.
Grouping the carewords into classifications.
Eliminating minor carewords.
Making sure that the carewords are clear and have one possible interpretation.

Step 2: Polling: Get people to choose their favorite carewords

Now that we have a list of potential carewords, it's time to get people to choose their favorites. We need to get at least 100 people to choose, and ideally 400. We need to carefully target the customer group, because the essence of Customer Carewords is about understanding the true needs of your customers.

We will really need your input to ensure that we identify a robust poll sample. Your help will be required in the following areas:

You will be responsible for getting enough customers to respond to the poll.
We will need to reach the 400 respondents target if we want to have strong statistical validity.
Usually, this means some sort of email campaign. We need to plan this well ahead as it is always more time-consuming than it seems.
We find that a prize is extremely useful in encouraging customers to respond and highly recommend that one is offered.

Step 3: Analysis: Analyze the results and run workshops

We have developed special statistical techniques that will allow for extensive analysis of the results so as to quickly identify the most important carewords and careword groupings. We have also built up a database of previous results that allows us to advise you on how your results compare with key trends.

The results will be presented in a 1-2 day workshop, which will include:

Management presentation involving a 50-70 slide PowerPoint presentation.
Business criticality ranking. With the Customer Carewords results we have the customers' view of what is important. We then rank the carewords from a business criticality point of view (the management perspective). By adding the two scores together we get a balanced score of what is important to both the customer and the organization.
Classification and wire framing: Based on the results, we work with you to create task-based classification groupings, and then build a simple wireframe of what the homepage and some other major pages might look like.

Sample data output: differential analysis

One of the key outputs from the data analysis is a differential analysis between any two groups or categories. With fine precision, you can find out how important one set of words are to one group versus another.

For example, you can compare how your web team or product managers voted versus the overall customer group. It is often very instructive to see the words that really matter to the organization versus the words that the customers really care about.

Unique approach based on 10 years of research

Identifying the most important words of your customers is central to the success of your website. Customer Carewords is a unique approach that helps you identify the words they really care about. Based on over 10 years research and experience, it is thoroughly tested and will deliver you the results you need. It will help you build a highly effective navigation and create compelling content and clear calls to action.

What Customer Carewords is
Pricing and deliverables
The Long Neck explained
Task Management explained
Email request for more information

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