Kick-Off Meeting

Key Agenda Items include:

• Overview of the Customer Carewords approach
• Definitions of customers to be surveyed and scope of Customer Carewords
• Appointment of your project manager
• Exploration of category questions
• Establishment of specific dates for completion of the longlist; completion of the shortlist; launch of the survey, etc.
• Starting of the longlists
• Issues relating to polling: How the customers will be polled (email, Web); Whether there will be a prize; Legal issues connected with the poll
• Planning for top tasks usability tests with customers
• Planning for stakeholder interviews

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Shortlisting

Using an iterative and well-defined process, we edit the resulting lists down to a manageable size of approximately 100 words and phrases - the shortlist. (Other lists, such as branding and improvements will be shorter.) Getting the list pared down involves tough decisions but it brings home the need for a disciplined approach and helps you focus on what is important.

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Category Questions

Category questions allow you to segment the Customer Carewords analysis. For example, if you have a gender question, you will be able to show the similarities/differences between male and female top tasks.

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Open-Ended Question

A separate open-ended question at the end of the poll can be a useful way of getting quotes/comments from your customers.

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Branding (Public Websites Only)

A list of carewords that are specific to marketing / branding questions, like: top class customer support, a quality product at a reasonable price, easy to use.

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Customer-Centric Index

The Customer Centric Index gets your customers to rate your site against 13 critical customer-centric factors.

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Customer Specific Improvements

A list of carewords that relate to specific improvements that the customer would like to introduce.

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Customer Poll

Usually there is only one poll. However, in certain circumstances there may be a need for more. For example, you might want to target potential customers in a slightly different way to current customers.

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Team / Organization Poll

By getting your team to vote separately we can clearly identify what is more important to the customer versus the organization.

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Results Presentation Workshop

The results can be presented by online webinar, but typically is undertaken onsite. The following is covered:

• A management presentation of the results
• Ranking the tasks from a management/strategic perspective
• Classifying the tasks into major task groups

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Results: Written Report

A written report of the Customer Carewords results with critical analysis and recommendations.

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Gerry McGovern Attendance

Presentation of the Results Presentation Workshop by Gerry McGovern (a highly acclaimed content expert and speaker), in conjunction with your Customer Carewords consultant.

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Gerry McGovern Masterclass

The Gerry McGovern masterclass.

• Improve your ability to design and manage a large website.
• Give you the business case to get senior management truly engaged in your vision of making content a core business asset that drives real and sustainable value.
• Improve the skills of all those editing and writing content for your website.
• Give you best practice guidance for a redesign of your information architecture (metadata, classification, navigation, search, layout and design) that will allow content to be quickly found and easily read.

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Website Size / Complexity

Complexity tends to be influenced by the number of pages on the website. However, this is not always the case. Some websites have many pages but most of the content is of the same type and category, and are thus relatively simple to develop a shortlist from. Other websites may have fewer pages but may have a much wider variety of content, thus making them more complex to analyze.

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