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Copyright © Customer Carewords Ltd.
November 2, 2011
Customer Top Tasks
A model of management for Council Websites
Saving customers' time:Managing council top tasks
An introduction
Martin Greenwood,
Programme Manager
Socitm Insight
Moving towards a top tasks approach
Plans for Better connected 2012
Principles
• Website design should focus on top tasks• No longer should organisations aim for the most
comprehensive website possible. Less is better!
Changes
• Focus on customer journeys of top tasks• Focus on accessibility of top tasks• Announce in advance topics of survey
Top tasks webinar November 2 4
Top ten tasks for BC20121. Job vacancies 9.43% Apply for job
2. Rubbish collection 8.25% Find rubbish collection day
3. Schools/youth 8.21% Find out school term dates
4. Leisure 6.44% Find opening times for local swimming pool
5. Libraries 7.86% Renew library book
6. Planning 4.92% Comment on application
7. Council tax 4.23% Pay council tax
8. Social care / health 2.88% Find out about getting help at home
9. Highways 2.73% Find winter gritting routes
10. Parking 2.73% Pay parking fine
Top tasks webinar November 2 5
Some possible misconceptions
We are not saying that:
• All councils should have these as their top tasks• Top tasks should not change during the year• All top tasks should be described as Top tasks
Top tasks webinar November 2 6
However, we are saying that ....
• Most of these tasks are likely to appear in most councils’ top tasks
• You should know what your top tasks are from evidence• The design of your site should be shaped around your
top tasks• It should not be based on hunch or pressure from above!• The customer journey should be smooth, quick and
accurate for all tasks
Top tasks webinar November 2 7
Top tasks should simplify design
Do we need
• conventional list of topics down left-hand side popularised by LGNL ?
• ‘Apply for it, Pay for it, Report it’ structure ?
• high proportion of space dedicated to council news that we find so often ?
Top tasks webinar November 2
8
Moving to a top tasks approach
• Critical for you to have evidence about your top tasks
• To do this you should examine all sources of customer access data, offline as well as online
• You need a clear methodology systematically applied
Top tasks webinar November 2 9
Adoption and fosteringAdult abuse (protection, care, Careline/social services)
Adult education (further, higher, classes) Air and water (quality, pollution)Alcohol, drugs and substance misuse Animals (health, welfare, boarding, dangerous)Anti-social behaviour (discrimination, harassment, nuisance)
Archives (historical records, public records, family history, local history, heritage)
Benefits advice Bins - dates (green, blue, purple)Births, deaths, marriages, civil partnerships (registration, certificates, ceremonies, coroner) Building (control, alterations)Business advice (starting, services, support, rates, economic development) Carers (home care, home help)
Cemeteries and crematoriumsChild abuse (cruelty, protection, Careline/social services)
Childcare (child minders, day care, nurseries, SureStart) Citysafe (crime and disorder)Council committees (services, meetings, standards)
Community (associations, centres, groups, transport, Liverpool community network)
Complaints and feedback Consultations, petitionsCouncil performance Council tax (discounts, appeals, exemptions)Council tax payment (billing, enforcement) Councillors (wards, Mayor)Council's plans (aims, priorities, policies, vision, values, budgets)
Data protection (privacy and freedom of information)
Development plans (framework, control, schemes (eg UDP), structure, transport)
Disabled people (access, disabled badges (blue badges), equipment)
Education grants (types available, eligibility, how to apply) Electoral roll (register, elections)Emergency services (police, fire, ambulance) Energy (electricity, gas, efficiency)
Entertainment and eventsEnvironmental health (noise, hazardous or toxic substances)
Environmental services (allotments, grass cutting, verges, hedges) Facts and figures (key statistics and data)
Find a jobFind council employees (chief executive, management, staff)
Find people, phone numbersFood (hygiene, safety, registration, production, quality)
Grants (disabled, improvement)Health and safety (inspections, enforcement, advice)
Historic and civic buildings (town hall, listed buildings, monuments, statues) Homelessness advice/services
Hospitals, health authoritiesHousing (council, social, associations, PropertyPool)
Housing benefitImmigration and nationality (asylum seekers, refugees)
Job training and development (eg JET) Land (charges, searches)Leisure activities (centres, gyms, swimming, prices, fees) Libraries
Licences and permitsMajor emergencies (what to do, who to contact, where to go)
Markets Minority groups, travellers
Museums, galleries, theatresNeighbourhood (agreements, committees, management services, what's in my...?)
NewsParking (online payments, bays, meters, fines, permits, appeals, car parks)
Parks (gardens, open spaces, country parks, rangers)
Pest control (bees, cockroaches, fleas, mice, rats, wasps)
Planning (applications, permissions, decisions, enquiry, emergency) Play (groups, schemes, grounds, activities)Recycling (collection, centres, tips) Regeneration projectsRoad and highway maintenance (signs, works, lighting, repairs, traffic lights, safety)
School information (admission policy, term times, contact details)
Special educational needs (SEN)Street cleaning (fly tipping, passage dumping, litter, graffiti)
Supported and sheltered accommodation, residential homes Taxis, minicabs, hackney cabsTenders, procurement and contracts Tourist informationTrading standards, consumer advice and protection, Traffic (information, management)Transport (timetables, fares) Travel pass (bus, train)
Volunteering
Waste, refuse, rubbish (collection, management, commercial, bulky items (e.g. Bulky Bobs))
Youth (service, support, games, activities)Conservation (ecology, nature, forestry, woodlands)
Tasks Pie Chart1
23
456
1118
49
Top 25%
26-50%
51-75%
Top 20 Tasks
Tasks Total Vote% of Total
Vote 29745Cumulative
VoteCumulative Carewords
1 Find a job 2472 8% 8% 1%
2 Leisure activities (centres, gyms, swimming, prices, fees) 1362 5% 13% 2%
3
Waste, refuse, rubbish (collection, management, commercial, bulky items (e.g. Bulky Bobs)) 968 3% 16% 4%
4 Museums, galleries, theatres 952 3% 19% 5%5 Libraries 950 3% 23% 6%6 Bins - dates (green, blue, purple) 912 3% 26% 7%7 Entertainment and events 879 3% 29% 8%
8
School information (admission policy, term times, contact details) 809 3% 31% 10%
9
Anti-social behaviour (discrimination, harassment, nuisance) 703 2% 34% 11%
10 Citysafe (crime and disorder) 696 2% 36% 12%11 Hospitals, health authorities 691 2% 38% 13%12 Adult education (further, higher, classes) 646 2% 40% 14%13 Job training and development (eg JET) 645 2% 43% 15%14 Recycling (collection, centres, tips) 633 2% 45% 17%
15 Parks (gardens, open spaces, country parks, rangers) 596 2% 47% 18%16 Transport (timetables, fares) 590 2% 49% 19%17 Council tax payment (billing, enforcement) 541 2% 51% 20%18 Emergency services (police, fire, ambulance) 522 2% 52% 21%
19
Street cleaning (fly tipping, passage dumping, litter, graffiti) 511 2% 54% 23%
20 Tourist information 480 2% 56% 24%
Top 25%
26-50%
51-75%
Bottom 20 Tasks
Tasks Total Vote% of Total
Vote 29745Cumulative
VoteCumulative Carewords
65 Homelessness advice/services 126 0% 94% 77%66 Electoral roll (register, elections) 125 0% 95% 79%67 Councillors (wards, Mayor) 118 0% 95% 80%
68 Food (hygiene, safety, registration, production, quality) 118 0% 95% 81%69 Health and safety (inspections, enforcement, advice) 117 0% 96% 82%70 Animals (health, welfare, boarding, dangerous) 115 0% 96% 83%
71
Environmental services (allotments, grass cutting, verges, hedges) 113 0% 97% 85%
72 Tenders, procurement and contracts 111 0% 97% 86%73 Building (control, alterations) 105 0% 97% 87%74 Council committees (services, meetings, standards) 105 0% 98% 88%
75 Pest control (bees, cockroaches, fleas, mice, rats, wasps) 102 0% 98% 89%76 Air and water (quality, pollution) 85 0% 98% 90%
77
Supported and sheltered accommodation, residential homes 79 0% 99% 92%
78 Taxis, minicabs, hackney cabs 72 0% 99% 93%79 Cemeteries and crematoriums 71 0% 99% 94%80 Minority groups, travellers 69 0% 99% 95%81 Adoption and fostering 54 0% 100% 96%82 Licences and permits 52 0% 100% 98%83 Land (charges, searches) 50 0% 100% 99%84 Consultations, petitions 41 0% 100% 100%
Tasks Pie ChartFind a job Hospitals,
health authoritiesWaste
collection and management
(…Emergency
services (fire, rescue,…
Teachers (recruitment, retention,…
1121
55
Top 25%
26-50%
51-75%
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%
3
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%
7
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%
10
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%
15
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%
Bottom 20 Tasks
Tasks Total Vote% of Total Vote 16320
Cumulative Vote
Cumulative Carewords
73 Markets (locations, times, types) 50 0% 97% 79%74 Freedom of information, privacy 47 0% 97% 80%75 Drugs and substance abuse 45 0% 97% 82%76 Find my local council 45 0% 97% 83%77 Consumer education, advice and mediation 42 0% 98% 84%78 Adult abuse (safeguarding, protecting) 37 0% 98% 85%
79
Commercial waste (sites, asbestos, hazardous substances) 37 0% 98% 86%
80 Corporate governance (scrutiny, conduct, standards) 35 0% 98% 87%81 Press releases (media enquiries) 34 0% 99% 88%82 Council meetings (calendar, agendas, minutes) 33 0% 99% 89%83 Forms 33 0% 99% 90%84 Procurement, tenders, contracts 31 0% 99% 91%
85
Ceremonies (weddings, special occasions, naming, vow renewal) 29 0% 99% 92%
86
Council members (employees, councillors, chief executive) 27 0% 100% 93%
87 Ranger services 26 0% 100% 95%88 Funerals, burials, cremations and cemeteries 24 0% 100% 96%89 Minorities support 15 0% 100% 97%90 Business premises (rates, inspections) 7 0% 100% 98%91 Licences and permits 4 0% 100% 99%92 Conference centres and facilities 1 0% 100% 100%
Gender
Percent ResponseMale 29% 536
Female 70% 1295Not Say 1% 20
Total 1851
Gender: Total
Tasks1 Find a job 6% 9% 8%
2 Leisure activities (centres, gyms, swimming, prices, fees) 3% 5% 5%
3
Waste, refuse, rubbish (collection, management, commercial, bulky items (e.g. Bulky Bobs)) 3% 3% 3%
4 Museums, galleries, theatres 3% 3% 3%5 Libraries 3% 3% 3%6 Bins - dates (green, blue, purple) 3% 3% 3%7 Entertainment and events 2% 3% 3%
8
School information (admission policy, term times, contact details) 1% 3% 3%
9
Anti-social behaviour (discrimination, harassment, nuisance) 3% 2% 2%
10 Citysafe (crime and disorder) 3% 2% 2%11 Hospitals, health authorities 3% 2% 2%12 Adult education (further, higher, classes) 2% 2% 2%13 Job training and development (eg JET) 2% 2% 2%14 Recycling (collection, centres, tips) 2% 2% 2%
15 Parks (gardens, open spaces, country parks, rangers) 2% 2% 2%16 Transport (timetables, fares) 2% 2% 2%17 Council tax payment (billing, enforcement) 2% 2% 2%18 Emergency services (police, fire, ambulance) 2% 2% 2%
19
Street cleaning (fly tipping, passage dumping, litter, graffiti) 2% 1% 2%
20 Tourist information 2% 2% 2%
Top 25%
26-50%
51-75%
Gender: Female
Tasks1 Find a job 6% 9% 8%
2 Leisure activities (centres, gyms, swimming, prices, fees) 3% 5% 5%
3
School information (admission policy, term times, contact details) 1% 3% 3%
4 Libraries 3% 3% 3%
5
Waste, refuse, rubbish (collection, management, commercial, bulky items (e.g. Bulky Bobs)) 3% 3% 3%
6 Museums, galleries, theatres 3% 3% 3%7 Entertainment and events 2% 3% 3%8 Bins - dates (green, blue, purple) 3% 3% 3%9 Adult education (further, higher, classes) 2% 2% 2%
10 Hospitals, health authorities 3% 2% 2%11 Recycling (collection, centres, tips) 2% 2% 2%12 Job training and development (eg JET) 2% 2% 2%
13
Anti-social behaviour (discrimination, harassment, nuisance) 3% 2% 2%
14 Citysafe (crime and disorder) 3% 2% 2%
15 Parks (gardens, open spaces, country parks, rangers) 2% 2% 2%16 Transport (timetables, fares) 2% 2% 2%17 Council tax payment (billing, enforcement) 2% 2% 2%
18 Child abuse (cruelty, protection, Careline/social services) 1% 2% 1%19 Emergency services (police, fire, ambulance) 2% 2% 2%
20 Childcare (child minders, day care, nurseries, SureStart) 1% 2% 1%
Top 25%
26-50%
51-75%
Gender: Male
Tasks1 Find a job 6% 9% 8%
2 Leisure activities (centres, gyms, swimming, prices, fees) 3% 5% 5%
3
Anti-social behaviour (discrimination, harassment, nuisance) 3% 2% 2%
4
Waste, refuse, rubbish (collection, management, commercial, bulky items (e.g. Bulky Bobs)) 3% 3% 3%
5 Bins - dates (green, blue, purple) 3% 3% 3%6 Libraries 3% 3% 3%7 Citysafe (crime and disorder) 3% 2% 2%8 Museums, galleries, theatres 3% 3% 3%9 Hospitals, health authorities 3% 2% 2%
10 Transport (timetables, fares) 2% 2% 2%
11
Street cleaning (fly tipping, passage dumping, litter, graffiti) 2% 1% 2%
12 Entertainment and events 2% 3% 3%13 Emergency services (police, fire, ambulance) 2% 2% 2%14 Recycling (collection, centres, tips) 2% 2% 2%
15
Road and highway maintenance (signs, works, lighting, repairs, traffic lights, safety) 2% 1% 1%
16 Council tax payment (billing, enforcement) 2% 2% 2%17 Job training and development (eg JET) 2% 2% 2%
18 Parks (gardens, open spaces, country parks, rangers) 2% 2% 2%19 Regeneration projects 2% 1% 1%20 Adult education (further, higher, classes) 2% 2% 2%
Top 25%
26-50%
51-75%
Customer Centric Index
Factor Positive Negative
Up-to-date Up-to-date information
Out-of-date information
AccurateAccurate
informationInaccurate information
Complete Complete information
Incomplete information
LanguagePlain language
Full of jargon, corporate speak
CONTENT FACTORS
Factor Positive Negative
ContactEasy to contact a
personHard to contact a
person
ParticipationEasy to participate
/ give feedbackHard to participate
/ give feedback
OpenGives me the facts
/ transparentMisleading / not
transparent
RecommendationsHas ratings,
reviews, recommendations
Has no ratings, reviews,
recommendations
SOCIAL FACTORS
Factor Positive Negative
Search Helpful search results Poor search results
Menus & Links Clear menus and links
Confusing menus and links
Layout Simple layout / easy to read
Cluttered layout / hard to read
Visual appeal Looks attractive / appealing
Looks unattractive / unappealing
Speed Fast to do things Slow to do things
INFORMATION ARCHITECTURE FACTORS
Voting spread
15% 10% 5% 0% 5% 10%
Up-to-date
Accurate
Complete
Language
Contact
Participation
Open
Recommendations
Search
Menus and Links
Layout
Visual appeal
Speed
Negative votes Positive votes
Customer Centric Index
Factor Positive Negative Action
Up-to-date 7% 3% 2%Accurate 7% 1% 0%Complete 7% 5% 8%Language 3% 3% 8%Contact 2% 2% 6%Participation 2% 2% 4%Open 4% 2% 4%Recommendations 1% 1% 2%Search 5% 6% 15%Menus and Links 4% 10% 28%Layout 5% 4% 9%Visual appeal 4% 2% 3%Speed 4% 4% 10%Customer Centric Index 53% 47% 100%
Overall League Results (21)
Factor Your CCILowest
CCIHighest
CCIYour
PositionUp-to-date 76% 26% 87% 4thAccurate 83% 52% 96% 13thComplete 57% 20% 82% 10thLanguage 75% 35% 100% 19thContact 43% 39% 87% 19thParticipation 55% 23% 76% 10thOpen 70% 44% 98% 14thRecommendations - 0% 82% -Search 28% 14% 79% 16thMenus and Links 54% 19% 80% 7thLayout 80% 29% 95% 6thVisual appeal 82% 15% 93% 7thSpeed 56% 22% 84% 11thCustomer Centric Index 63% 33% 87% 10th
Task Performance
Indicator
Tasks Pie ChartCountry surveys / reviews / reports
Compare country statistical data
Statistics on one particular topic
Browse a publication
online for f…
611
49
Top 25%
26-50%
51-75%
Task 5 – Box 1.2 EmploymentWhat is the title of Box 1.2 on page 73 of OECD Employment Outlook 2009?
Median time on task (sec) =
215
Optimal time on task (sec) =
81
Task Performance
Subscribers and readers at subscribing institutionsGovernment officials with accounts Accredited journalistsNon-subscribers: browse online version for freeNon-subscribers: purchase a copy
48
Get in touchMartin Greenwood
Tel: +44 1926 498703
Mob: +44 7967 383755
Gerry McGovern
Mob: +353 87 238 6136
Top tasks webinar November 2 49
