Continuously improving top tasks

Utrecht, April 22, 2014

Gerry McGoverngerry@customercarewords.com

www.customercarewords.com

@gerrymcgovern

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Copyright © Customer Carewords Ltd.

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Copyright © Customer Carewords Ltd.

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November 2012 : Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in.

Success/Failure Rates Completion Time

Password recovery = Minor Issues (50-59) TPI = 59

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7

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May 2013: Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in.

Success/Failure Rates Completion Time

Password Recovery = Fair (60-69) TPI = 68

Good0-2.25 x Target

* All Failure times treated as 300 seconds

Minor Time Issue2.25-3.25 x Target

Major Time Issue3.25-5.75 x Target

Critical Time IssueAbove 5.75 x Target

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“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

Kreftforeningen jobber med å forbedre sitt tilbud på nett.

Tasks Total Vote% of Total Vote 22950

Cumulative Vote

Cumulative Tasks

1

Treatment of Cancer (therapies , adverse effects , risks, prognosis) 1346 5.9% 5.9% 1.3%

2 Symptoms of cancer 951 4.1% 10.0% 2.5%3 Preventing cancer - what can you do? 876 3.8% 13.8% 3.8%

4 Cancer (symptoms, prognosis, treatment) 860 3.7% 17.6% 5.1%5 Research (latest results) 820 3.6% 21.1% 6.3%

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Choosing a hospital for cancer treatment (waiting times, best deals) 710 3.1% 24.2% 7.6%

7 Patients - what rights do you have? 634 2.8% 27.0% 8.9%8 Relatives - how to deal with it? 585 2.5% 29.6% 10.1%9 Waiting times (treatment, reconstruction, rehabilitation) 560 2.4% 32.0% 11.4%

10 Nutrition and diet to prevent cancer 513 2.2% 34.2% 12.7%11 Examining yourself - this is how you do it 501 2.2% 36.4% 13.9%12 Ask professionals for advice (e-mail, phone, chat) 490 2.1% 38.5% 15.2%13 Children and young people with cancer 488 2.1% 40.7% 16.5%14 Suspicion of cancer 452 2.0% 42.6% 17.7%15 Mass screenings (mammograms, prostate, cervix) 451 2.0% 44.6% 19.0%

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Life after cancer treatment (return to work and everyday ) 440 1.9% 46.5% 20.3%

17 Diagnoses (various cancers) 429 1.9% 48.4% 21.5%18 Doctor Visit - what to think about and ask? 423 1.8% 50.2% 22.8%

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Norwegian Labour and Welfare Administration and hospitals 416 1.8% 52.0% 24.1%

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Classes and groups for people with cancer and their families 398 1.7% 53.8% 25.3%

Top 25%

26-50%

51-75%

Kreftforeningen jobber med å forbedre sitt tilbud på nett.

Tasks Total Vote% of Total Vote 22950

Cumulative Vote

Cumulative Tasks

60 Volunteer 99 0.4% 96.7% 75.9%61 Give gift to the Cancer Society 92 0.4% 97.1% 77.2%

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The Varde center (opening hours, contact details, quotations) 76 0.3% 97.4% 78.5%

63 Local offices of the Cancer Society 74 0.3% 97.8% 79.7%64 Aids (prostheses, wigs) 73 0.3% 98.1% 81.0%65 Online shop (Pink Ribbon, Livestrong bands) 64 0.3% 98.3% 82.3%66 Employees of the Cancer Society 61 0.3% 98.6% 83.5%67 Sexuality and cancer 49 0.2% 98.8% 84.8%68 Press releases 47 0.2% 99.0% 86.1%69 Vacancies 35 0.2% 99.2% 87.3%70 Donation in connection with funeral 26 0.1% 99.3% 88.6%71 Annual statement for tax return 25 0.1% 99.4% 89.9%72 Testament - help with writing will/testament 25 0.1% 99.5% 91.1%73 Businesses - how to support the Cancer Society? 23 0.1% 99.6% 92.4%

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Change / register information about the donor / membership 19 0.1% 99.7% 93.7%

75 Starting a collection 18 0.1% 99.8% 94.9%76 Annual report of the Cancer Society 16 0.1% 99.8% 96.2%77 Memory Gift ("In memory of ...") 13 0.1% 99.9% 97.5%78 Legacy gift (how to give ) 11 0.0% 100.0% 98.7%79 Tax deductions for donations to the Cancer Society 11 0.0% 100.0% 100.0%

From 5,000 to 1,000 pages (80% decrease)

From 45 to 6 publishers70% increase in one-time

donations88% increase in monthly donors

registered164% increase in members

registered

“Customers bounce between silos. Customer success about uniting the company.”Jeanne Bliss, author of The Chief Customer Officer

TINYTASKS

TOP TASKSTINY TASKS

Content Publishing activity

4,000 PAGES

700 PAGES

• Reduction in support call volumes

• 400% increase in online reporting

• 4 complaints from customers

• Lots of complaints from staff (the writers)

Top 20 Tasks

Tasks Total Vote% of Total Vote 16320

Cumulative Vote

Cumulative Carewords

1 Find a job 1207 7% 7% 1%2 Hospitals, health authorities 781 5% 12% 2%

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Waste collection and management (household bins, refuse, bulky, recycling) 674 4% 16% 3%

4 Emergency services (fire, rescue, police, ambulance) 651 4% 20% 4%5 Teachers (recruitment, retention, training, courses) 625 4% 24% 5%6 Libraries 589 4% 28% 7%

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Roads and highways faults (flooding, potholes, street lights, gritting) 494 3% 31% 8%

8 Leisure activities (parks, open spaces, greenways) 424 3% 33% 9%9 Council tax 389 2% 36% 10%

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Culture (museums, galleries, heritage, historic buildings, sites, monuments) 378 2% 38% 11%

11 School opening (term, holiday, other closure dates) 378 2% 40% 12%12 Recycling centres (sites, times) 324 2% 42% 13%

13

Tourism (attractions, photographs, areas of outstanding natural beauty) 322 2% 44% 14%

14 Anti-social behaviour (vandalism, ASBoB) 314 2% 46% 15%

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Timetables (public transport, journey planner, TravelWise) 305 2% 48% 16%

16 Conservation (ecology, nature, forestry, woodlands) 283 2% 50% 17%17 Childcare (safeguarding, advocacy, family support) 247 2% 51% 18%18 Street cleaning (litter, graffiti, flyposting) 243 1% 53% 20%19 School admissions, places (primary, secondary) 242 1% 54% 21%20 Maps of Lancashire (MARIO) 231 1% 56% 22%

Top 25%

26-50%

51-75%

Copyright © Customer Carewords Ltd.

Fixed Cost

Variable Cost

Web €40,000 €0.27Phone €15,000 €3.76Face-to-Face €5,000 €9.34

Breakeven: Web vs face-to-face

Breakeven: Web vs phone

Task Volume

Fix

ed C

ost

Low Complexity High

Low

V

olum

e

H

igh

Best Over The Phone

Perfect for Self-Service

A Mix of Channels

Face-to-Face Most Suitable

Self-service Identifier

Enabled Customers Vulnerable Customers

Low

Cos

t

H

igh

Cos

t

Maybe Over The Phone

Perfect for Self-Service

A Mix of Channels

Face-to-Face Most Suitable

Channel Identifier

Task management on the website Page 36

67%

89%

49%

0% 20% 40% 60% 80% 100%

Face to Face

Phone

Web

Satisfaction (2008)

Waste and Recycling

October 2008Telephone and web transactions

Telephone 2202 92%

Web 203 8%

Total 2405 100%

Waste and Recycling

April 2009Telephone and web transactions

Telephone 1946 33%

Web 3922 67%

Total 5868 100%

@gerrymcgovern

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