www.neoinsight.com copyright ©2011 customer carewords ltd. telecom websites: helping customers...
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www.neoinsight.com www.customerrespect.com Copyright ©2011 Customer Carewords Ltd. www.customercarewords.com
Telecom websites: Helping customers help themselves
March 09, 2011
Mark Crowley, Scott Smith, Gerry McGovern
Capital Cities Of Canada
Large MetroArea
CitiesPopulatedArea
Places
Slow Links
Get AnswersSlower
UnimportantInformation
IdiotBase
Not Find An Answer
UFAQSInfinity &Beyond
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www.neoinsight.com www.customerrespect.com Copyright ©2011 Customer Carewords Ltd. www.customercarewords.com
Telecom websites: Helping customers help themselves
Webinar
Mark Crowley
Two problems appear on many Telco sites
Both cause customers to think too much and work too hard to complete tasks
1. There is too much choice
2. Bad headings, categories and links hinder task flow
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www.neoinsight.com www.customerrespect.com Copyright ©2011 Customer Carewords Ltd. www.customercarewords.com
Issue 1: Too much choice is a bad thing
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Where does the customer start?
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Fewer choices, but another system?
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Need to step back and consider what customers need
… and how those needs align with company’s goals for site
Customers are task-driven so find the ‘top tasks’ and support them
Adding systems is not the answer
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Clear task-focused categories are a good start
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Three tasks starting right on the main page
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www.neoinsight.com www.customerrespect.com Copyright ©2011 Customer Carewords Ltd. www.customercarewords.com
Issue 2: Lack of clear headings or categories, clutter
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Confusing headings, categories
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No obvious prioritization of content
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Hard to read
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Clutter inhibits task progress
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Categories, language, lack of clutter
www.neoinsight.com www.customerrespect.com Copyright ©2011 Customer Carewords Ltd. www.customercarewords.com
Case Study: Telenor, Norway
http://netliferesearch.com/
Netlife ResearchOslo, Norway
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Telenor site project – 87% reduction of pages
Total pages reduced from 4,000 to 500
Emails to customer service down by 40% (key channel)
Customer satisfaction ratings substantially higher
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Telenor site project – 87% reduction of pages
Staff understand pages better, can refer customers
Fewer choices for customers, easier to find answers
Less content to maintain
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www.neoinsight.com www.customerrespect.com Copyright ©2011 Customer Carewords Ltd. www.customercarewords.com
Webinar
Scott SmithNeo Insight Inc.
Take My Account. Please!
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These Google results show that My Account is a top task for many service providers
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As users get accustomed to managing bank accounts and bill-paying online, perhaps they are getting comfortable with managing other accounts online
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Sign in
My Account
Log in
Log on
My AccountLog in
Log on
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Improve the My Account experience
Let your customer sign in right away
Let customers use web behaviour patterns
Don’t take users out of their account
Fix the usability of your bill
Measure task-completion
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www.neoinsight.com www.customerrespect.com Copyright ©2011 Customer Carewords Ltd. www.customercarewords.com
Let your customer sign in right away
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www.neoinsight.com www.customerrespect.com Copyright ©2011 Customer Carewords Ltd. www.customercarewords.com
Let customers use web behaviour patterns
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From Jakob Nielsen’s Alertbox: http://www.useit.com/alertbox/reading_pattern.html
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People trust peopleGo to your customers’ people if you want them to come to you
© 2011 - Customer Carewords Ltd.
www.neoinsight.com www.customerrespect.com Copyright ©2011 Customer Carewords Ltd. www.customercarewords.com
Don’t take the user out of their account
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http://blog.case.edu/gps10/2007/03/10/get_your_act_together_comcast
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www.neoinsight.com www.customerrespect.com Copyright ©2011 Customer Carewords Ltd. www.customercarewords.com
Fix the usability of the bill
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Explaining your bill is a good thing … BUT…
Will people spend more time on the web trying to read something that is hard to read on paper?
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If your bill
is hard to read
putting it on the web
is not going to make things better
Fix your usability problems
Don’t try to train customers to cope with them
© 2011 - Customer Carewords Ltd.
www.neoinsight.com www.customerrespect.com Copyright ©2011 Customer Carewords Ltd. www.customercarewords.com
Measure task-completion
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Easy to reach
Best choice
In Task Identification voting, these rank highly: <company> is my best choice
<company> is easy to reach
Which describes your experience
with us?
Great for sales!
Great customer service!
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Easy to reach
Best choice
Which describes your experience
with us?
But … NOT great if customers
cannot complete their task
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Did you complete the task you came
to do?
Which describes your experience
with us?
Easy to reach
Best choice
We ask if people completed the task they came to do
People’s priorities are different if they did not complete their task:
They are less likely to say you are their …best choice
…. and …
They are more likely to prioritize that you are …easy to reach
Completed
Did not complete
Completed
Did not complete
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Completed
Did not complete
Completed
Did not complete
Did you complete the task you came
to do?
Which describes your experience
with us?
Easy to reach
Best choice
Customers who cannot complete their task on your website are more likely to:
a)Choose a competitor
b)Phone your call centre
Improve the My Account experience
Let your customer sign in right away
Let customers use web behaviour patterns
Don’t take users out of their account
Fix the usability of your bill
Measure task-completion
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www.neoinsight.com www.customerrespect.com Copyright ©2011 Customer Carewords Ltd. www.customercarewords.com
Thank you!
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Scott Smith
Mark Crowley
Gerry McGovern