continuously improving top tasks - gerry mcgovern
DESCRIPTION
De godfather van toptaken, de internationaal erkende web- en intranetexpert Gerry McGovern, sprak over hoe rigoureuze focus op toptaken onherroepelijk tot betere dienstverlening aan burgers leidt. Zo kun je management en bestuur met spijkerharde cijfers laten zien wat je doet en hoe succesvol je daarin bent. Met betere service en lagere kosten als resultaat. Win-win!TRANSCRIPT
Continuously improving top tasks
Utrecht, April 22, 2014
Gerry [email protected]
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
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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%
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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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