www.neoinsight.com copyright ©2011 customer carewords ltd. telecom websites: helping customers...

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


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



Issue 1: Too much choice is a bad thing

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Where does the customer start?

1

2

3

4

5

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7

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Fewer choices, but another system?

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



Clear task-focused categories are a good start


Three tasks starting right on the main page

1

2

3


Issue 2: Lack of clear headings or categories, clutter


Confusing headings, categories


No obvious prioritization of content


Hard to read


Clutter inhibits task progress


Categories, language, lack of clutter


Case Study: Telenor, Norway

http://netliferesearch.com/

Netlife ResearchOslo, Norway

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


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



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


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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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



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



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




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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


with us?

But … NOT great if customers

cannot complete their task


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Did you complete the task you came

to do?


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



Completed

Did not complete

Completed

Did not complete

Did you complete the task you came

to do?


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



Don’t take users out of their account

Fix the usability of your bill




Thank you!

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Scott Smith

[email protected]

Mark Crowley

[email protected]

Gerry McGovern

[email protected]

www.neoinsight.com copyright ©2011 customer carewords ltd. telecom websites: helping customers...

Documents

customer carewords

customer start

norway slide

customer service

lack of clutter slide

task progress slide

bad thing slide

gerry mcgovern slide