Helping your customer to quickly and easily complete their top tasks

Top Tasks Management

Gerry McGoverngerry@customercarewords.com

www.customercarewords.com

@gerrymcgovern

“The time of guys sitting in a back room smoking cigars is over”

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19

Site IQ review of 23 IT Vendor web sites for 2011 year end

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%

Top 20 Tasks

Tasks Total Vote% of Total Vote 31800

Cumulative Vote

Cumulative Carewords

1 Country surveys / reviews / reports 2178 7% 7% 1%2 Compare country statistical data 1960 6% 13% 3%3 Statistics on one particular topic 1869 6% 19% 4%4 Browse a publication online for free 1610 5% 24% 6%5 Working papers 1530 5% 29% 7%6 Publication by topic 1478 5% 33% 9%7 Basic facts, summaries and overviews 1379 4% 38% 10%8 Statistics on one particular country 1285 4% 42% 11%9 Statistical forecasts / projections 1210 4% 46% 13%10 Access to raw data 1051 3% 49% 14%

11

International guidelines and standards (corporate governance, tax havens, etc.) 1025 3% 52% 16%

12 Statistical sources and methods 1019 3% 55% 17%13 What's new (hot topics, recent publications, events) 1004 3% 58% 19%14 OECD policy advice by topic, country 843 3% 61% 20%15 OECD Annual Report 784 2% 64% 21%16 Publication by country 746 2% 66% 23%17 Best practice in policy implementation 739 2% 68% 24%18 Publication by title 614 2% 70% 26%19 Simple, easy-to-understand tables and graphs 613 2% 72% 27%20 News releases 542 2% 74% 29%

Top 25%

26-50%

51-75%

Bottom 20 Tasks

Tasks Total Vote% of Total Vote 31800

Cumulative Vote

Cumulative Carewords

51 Find a local library with OECD publications 92 0% 97% 73%52 How OECD interacts with non-member countries 92 0% 97% 74%53 Subscriptions to OECD services 90 0% 97% 76%54 Photos / images / videos 80 0% 97% 77%55 OECD Annual Forum / Ministerial Council Meeting 73 0% 98% 79%56 Have your say (public consultation and participation) 71 0% 98% 80%57 How OECD is funded (budget) 70 0% 98% 81%58 How peer review works 60 0% 98% 83%

59

Find OECD officials (secretary-general, directors, ambassadors) 59 0% 99% 84%

60 Acronyms, abbreviations 57 0% 99% 86%61 Personalize the website (MyOECD) 56 0% 99% 87%62 Press conferences (calendar, accreditation) 56 0% 99% 89%

63 Find a local bookshop / distributor for OECD publications 51 0% 99% 90%64 Publishing rights and permissions 45 0% 99% 91%65 What's involved in OECD membership 44 0% 99% 93%66 Secretary-General speeches and activities 39 0% 100% 94%67 Find OECD locations 38 0% 100% 96%68 Tours of the OECD 37 0% 100% 97%69 Hotels near OECD locations 24 0% 100% 99%70 Password problems 23 0% 100% 100%

25

50 most active contributors

Customers want:

Scottish Enterprise (67 Tasks)Am I eligible for grants / funding?Your industry,

grants and funding

How to apply for funding

Leadership / management development

Networking opportunities

814

40

Top 25%

26-50%

51-75%

Top 20 Tasks

Tasks Total Vote% of Total Vote 3420

Cumulative Vote

Cumulative Carewords

1 Am I eligible for grants / funding? 268 8% 8% 1%2 Your industry, grants and funding 207 6% 14% 3%3 How to apply for funding 155 5% 18% 4%4 Leadership / management development 142 4% 23% 6%5 Networking opportunities 132 4% 26% 7%6 Marketing support, advice / programmes 117 3% 30% 9%7 Other government funding / support 113 3% 33% 10%8 Contract / tender opportunities (public sector) 108 3% 36% 12%9 Innovation grants 96 3% 39% 13%10 Research and development funding 95 3% 42% 15%11 Support for managing high growth 88 3% 44% 16%12 Productivity improvement advice / programmes 87 3% 47% 18%13 Advice and expertise for your industry 86 3% 50% 19%14 Who in Scottish Enterprise to contact 85 2% 52% 21%15 News and trends in my industry 83 2% 54% 22%16 Export my goods / services 75 2% 57% 24%17 International networking to accelerate growth 68 2% 59% 25%18 Apply online for grants or payments 67 2% 61% 27%19 Contacts in Scottish Enterprise for my industry 67 2% 63% 28%20 Market data and analysis (statistics etc.) 64 2% 64% 30%

Top 25%

26-50%

51-75%FUNDING

Bottom 20 Tiny Tasks

Tasks Total Vote% of Total Vote 3420

Cumulative Vote

Cumulative Carewords

48 How to become a Scottish Enterprise client 18 1% 93% 72%49 Influence Scottish Enterprise's policy 18 1% 94% 73%50 Product and service design and development 18 1% 94% 75%51 About Scottish Enterprise 17 0% 95% 76%52 Find a Scottish Enterprise office 17 0% 95% 78%

53 Find an independant consultant / professional advisor 16 0% 96% 79%54 Import goods / services 16 0% 96% 81%55 EU research opportunities 15 0% 97% 82%56 License out my technology 14 0% 97% 84%57 Online seminars / webinars / podcasts 14 0% 97% 85%58 Intellectual property (patent, trademarking, copyright) 12 0% 98% 87%59 Test your idea (product, establishment, market, etc.) 12 0% 98% 88%60 Products / technologies available for licensing 11 0% 98% 90%61 Research partner identification 11 0% 99% 91%62 Collaborative research with other companies 10 0% 99% 93%63 Manage / change my event booking 10 0% 99% 94%64 Collaboration with third level researchers 8 0% 100% 96%65 Investment deals Scottish Enterprise have made 6 0% 100% 97%66 Organisation chart for Scottish Enterprise 5 0% 100% 99%67 Online forums (share ideas, ask for advice) 2 0% 100% 100%

Enterprise Ireland (83 Tasks)Grants / equity

funding f…

Grants / equity funding o…

Research and development

…

Market / competitor

resea…

1116

52

Top 25%

26-50%

51-75%

Top 20 Tasks: Enterprise Ireland

Copyright © Customer Carewords Ltd.

Tasks Total% of 3795

Cumul Vote

Cumul Words

Grants / equity funding from Enterprise Ireland (eligibility, description) 332 9% 9% 1%

Research and development funding 210 6% 14% 2%

Grants / equity funding online applications 205 5% 20% 4%

Market / competitor research 144 4% 23% 5%Commercial funding sources (VC, seed, business angels) 128 3% 27% 6%

Market entry strategy advice 120 3% 30% 7%Introductions to key industry decision makers / advisors 100 3% 33% 8%

EU funding for companies 99 3% 35% 10%Find Enterprise Ireland people (development, market, technical, legal) 99 3% 38% 11%

Tax relief (BES, seed capital) 91 2% 40% 12%

How-to guides 83 2% 42% 13%Introductions to buyers (buyer feedback, follow-up) 81 2% 45% 14%Find an Enterprise Ireland office (HQ, regional, international) 79 2% 47% 16%Target customer / distribution channel identification 74 2% 49% 17%

Trade fairs 73 2% 51% 18%

Mentoring 72 2% 52% 19%

International marketing and sales training 71 2% 54% 20%

Claim grant payments online 68 2% 56% 22%Intellectual property (patent, trademarking, copyright) 68 2% 58% 23%

Help setting up overseas offices 66 2% 60% 24%

FUNDING

Bottom 20 Tasks: Enterprise Ireland

Copyright © Customer Carewords Ltd.

Tasks Total% of 3795

Cumul Vote

Cumul Words

International logistics 13 0% 97% 77%

Design advice 12 0% 97% 78%International legal issues (taxation, getting paid) 11 0% 98% 80%Products / technologies available for licensing 10 0% 98% 81%

Translation and interpreting services 10 0% 98% 82%

Franchising 8 0% 98% 83%

Trade barriers for service companies 8 0% 99% 84%

Current Enterprise Ireland tenders 7 0% 99% 86%

Irish economic profile summary 7 0% 99% 87%

Manage / change my event booking 7 0% 99% 88%

Annual report for Enterprise Ireland 6 0% 99% 89%

Enterprise Ireland's confidentiality policies 6 0% 100% 90%

Export duties and regulations 4 0% 100% 92%

Irish public sector purchasers directory 4 0% 100% 93%

Purchasing policies for Enterprise Ireland 4 0% 100% 94%

Eolas as Gaeilge 2 0% 100% 95%

Previous event presentations / recordings 2 0% 100% 96%Discuss / contribute to Enterprise Ireland's policies 0 0% 100% 98%

Freedom of Information Act 0 0% 100% 99%

Source Ireland 0 0% 100% 100%

Innovation Norway (97 Tasks)1

2

3456

1221

58

Top 25%

26-50%

51-75%

Top 20 Tasks: Innovation Norway

Tasks Total Vote% of Total Vote 14055

Cumulative Vote

Cumulative Carewords

1 Grants 1037 7% 7% 1%2 How to apply for funding 772 5% 13% 2%3 Start-up grants 622 4% 17% 3%4 Financing - how do I proceed 454 3% 21% 4%5 Tax reduction 390 3% 23% 5%6 Research and development contracts 362 3% 26% 6%7 Innovation loans 323 2% 28% 7%8 Business idea development tips 304 2% 30% 8%9 Tourism campaigns 282 2% 32% 9%10 Contact information (phone, email, etc) 272 2% 34% 10%11 Starting a business 268 2% 36% 11%12 Loans and guarantees 267 2% 38% 12%13 My pages (my application, loans etc) 264 2% 40% 13%14 Our services 245 2% 42% 14%15 Focus area for Innovation Norway 239 2% 43% 15%16 Templates (application, contracts, etc) 237 2% 45% 16%17 High risk loans 230 2% 47% 18%18 Business plan (templates, examples etc.) 229 2% 48% 19%19 Our offices - Norway and abroad 227 2% 50% 20%20 Sector news and trends 227 2% 52% 21%

Top 25%

26-50%

51-75%FUNDING

Bottom 20 Tasks: Innovation Norway

Tasks Total Vote% of Total Vote 14055

Cumulative Vote

Cumulative Carewords

78 Business set-up 42 0% 97% 80%79 Competitor analysis 40 0% 97% 81%80 Board candidates 39 0% 98% 82%81 Search for a partner 39 0% 98% 84%82 Loan calculator 37 0% 98% 85%83 Intellectual property rights 35 0% 98% 86%84 Export risk analysis 26 0% 98% 87%85 Market key facts / numbers 26 0% 99% 88%86 Internet bank (my loans) 25 0% 99% 89%87 Annual report for Innovation Norway 22 0% 99% 90%88 eLearning 21 0% 99% 91%89 Customer case studies 20 0% 99% 92%90 IN consultancy: how much does it cost 19 0% 99% 93%91 Corruption information 18 0% 100% 94%92 Bankruptcy sales 14 0% 100% 95%93 "The innovator" (the TV show) 13 0% 100% 96%94 School collaboration 13 0% 100% 97%95 Confidentiality agreements 12 0% 100% 98%96 Post /email records 9 0% 100% 99%97 Project rooms on the Internet 1 0% 100% 100%

TOP TASKS@

Making downloading software easier

Gerry McGoverngerry@customercarewords.com

www.customercarewords.com

@gerrymcgovern

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 40

John Chambers, CEOCisco

“Customer success is not only a personal passion of mine, but our first priority as a company. No matter how good we are, the one thing that can bring us down is getting too far away from our customers.”

40

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42

Site IQ review of 23 IT Vendor web sites for 2011 year end

Continuous Improvement

Tasks Pie ChartDownload software,

firm…

Configure / set up a pr…

Troubleshooting (bug fi…

615

43

Top 25%

26-50%

51-75%

Top Tasks for Cisco.comTasks Total Vote

% of Total Vote 29490

Cumulative Vote

Cumulative Carewords

1 Download software, firmware, drivers, patches, updates 2664 9% 9% 1%

2

Configure / set up a product (tech guides, notes, how-to's) 2267 8% 17% 3%

3 Troubleshooting (bug fixes, diagnostics, guides) 2185 7% 24% 4%

4 Install / upgrade / migrate (tech guides, notes, examples) 1610 5% 30% 6%

5 Support (TAC) service requests (case creation, tracking) 1514 5% 35% 7%6 Maintain / operate (tech guides, notes, examples) 1316 4% 39% 9%7 Network design (tech guides, notes, examples) 1316 4% 44% 10%8 Service, support options available for my product 1043 4% 47% 12%

9 813 3% 50% 13%

10

11 767 3% 55% 16%12

13 628 2% 60% 19%14

15 460 2% 63% 22%

16 447 2% 64% 24%

17 436 1% 66% 25%

18

19

20 392 1% 70% 30%

Support related task

Option2:Tasks Sum of %Download Software 23.72%Configure 4.64%Troubleshoot 2.82%Install 2.61%Maintain 1.05%Design 0.73%

Grand Total 35.58%

Fig. 1 – Top tasks from Task Identification Research

Option2:Tasks Sum of %Download Software 27.62%Configure 5.17%Troubleshoot 2.90%Install & Upgrade 2.76%Maintain & Operate 1.09%Design 0.83%

Grand Total 40.37%

Fig. 2 – Top tasks from Web Metrics May 2010 Fig. 3 – Top tasks from Web Metrics Sept 2010

Potential versus Current Customer

Top 25%

26-50%

51-75%

Tasks

1 Download software, firmware, drivers, patches, updates 7% 10% 5% 2% 9%

2

Configure / set up a product (tech guides, notes, how-to's) 5% 9% 5% 4% 8%

3 Troubleshooting (bug fixes, diagnostics, guides) 4% 9% 4% 3% 7%4 Network design (tech guides, notes, examples) 4% 4% 5% 6% 4%

5 Install / upgrade / migrate (tech guides, notes, examples) 4% 6% 4% 4% 5%6 Pricing for an individual product or service 3% 1% 0% 1% 1%7 Warranties 3% 1% 1% 0% 1%8 Service, support options available for my product 3% 4% 1% 1% 4%

9 3% 1% 2% 5% 1%

10 2% 2% 2% 0% 2%

11 2% 2% 0% 1% 2%

12 2% 1% 1% 2% 1%

13 2% 3% 3% 2% 3%

14

15 2% 2% 1% 1% 2%16

17 2% 1% 1% 3% 1%

18 2% 2% 8% 6% 3%19

20

201015 Steps

Downloading Software for 7920

280 seconds approx

Path 1

1

Path 1

2

Path 1

2

6

5

4

3

Path 1

“I’m assuming that one of these is the one I

want.”

“I’m assuming that one of these is the one I

want.”

7

Path 1

8

Path 1

9

Path 1

10

Path 1

11

Path 1

12

Path 1

13

Path 1

14

Path 1

15

“There are a lot of steps before you get to

download”

“There are a lot of steps before you get to

download”

20124-7 Steps

Download Softwarefor RV082

60-100 seconds

Obtain the latest firmware for your RV082 router compatible with Version 3 hardware.

Task 1 performance =

Success Rate Comparisons

August 2011 February 2012

1

2

3

4

Strength: The ideal download path has been significantly improved from previous testing. It is now just 4 steps versus 7 to 13 steps previously. Four out of 14 people took this very short path.

@gerrymcgovern

Questions & AnswersQuestions & Answers

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