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Transcript of Copyright © Customer Carewords Ltd. February 7, 2013 Web Management Professionals 2012 Principles &...
Copyright © Customer Carewords Ltd.
February 7, 2013
Web Management Professionals2012 Principles & Challenges
Survey
Gerry [email protected]
@gerrymcgovern
BackgroundPeriod of Poll:
October 30, 2012 to December 06, 2012
Number of valid responses: 1009
Subcategories with less than 25 voters are in red and will not have a column in the detailed analysis slides
Customer Category Segmentation
What best describes the nature of your work?
Percent ResponseOther (please specify)* 7% 69
I consult with organizations on their online presence 17% 164I work within an organization on our online presence 77% 760
Total 100% 993
What is your primary role
Percent ResponseOther (please specify)* 13% 130Content creator, editor 29% 287
Customer service 2% 16IT, developer 8% 75Management 20% 200
Marketing, Sales, PR, Communications 14% 136User experience, design 15% 146
Total 100% 990
What type of organisation do you work for?
Percent ResponsePrivate sector 35% 353Public sector 49% 483
Non-profit 12% 121Other* 4% 38
Total 100% 995
How many people work in your organisation?
Percent Response1 to 99 24% 234
100 to 499 15% 152500 to 999 9% 93Over 1,000 52% 513
Total 100% 992
What do you mostly work on?
Percent ResponseOther (please specify)* 13% 117
Public website 85% 755Intranet 37% 325
Mobile Web 20% 178Total 154% 890
Where are you located?
Percent ResponseAustralia 7% 67
Austria 0% 3Belgium 4% 42
Brazil 0% 3Canada 7% 70
China 0% 1Denmark 3% 28
Finland 0% 4France 2% 23
Germany 1% 9Greece 0% 1
India 0% 3Ireland 2% 21
Italy 1% 9Netherlands 3% 32
New Zealand 2% 21Norway 11% 114
Spain 0% 3Sweden 2% 21
Switzerland 1% 5United Kingdom 13% 132
United States 37% 367Other (Country not listed) 2% 19
Total 100% 998
QUESTIONS
Tasks (46)
What do you think are the top five principles for successfully managing an organization's online presence?
Act on customer feedback and behavior--don't simply collect and observe it
Be comprehensive and thorough, publishing all possible information that might be of help to the customer
Build a strong, centralized team with an independent capacity to make decisions
Build a sustainable site; one you can adequately resource
Consistently review task performance and adjust as needed Constantly track trends and identify best practicesContinuously engage key stakeholders to create understanding and commitment
Create a consistent experience across platforms and channels
Decentralize management. Allow each department / unit to control their online presence
Don't flood your organization with analytic data--limit it to specific goals and objectives
Ease of use is the best way to enhance the image / brand
Embrace built-to-change rather than a built-to-last philosophy
Encourage collaboration between technology, design, content, usability
Ensure all possible customer tasks can be completed online
Ensure customers can quickly and easily complete their top tasks
Ensure that content on the Web is for action, not for 'reading' or 'information'
Establish an effective governance body that represents key stakeholders
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant
Evaluate new ideas based on how they help customers complete tasks
Every customer task is important. Give all tasks equal priority.
Facilitate collaboration and sharing of ideas across silos
Fast and easy content management review and removal process
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow.
Fund the Web from operational rather than project budgets to facilitate continuous improvement
Give every customer a personalized experienceHave customer satisfaction as the ultimate measure of success
Have task completion as the ultimate measure of success
Hire people who are passionate about serving the customer
Hire people who are passionate about Web technology and content development
Identify your customers top tasks based on what they do, not on what they say they do
Keep content as concise and simple as possible
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content
Make decisions based on evidence and facts, not opinions
Make it part of everyone's job to interact with and observe customers
Make sure everything has an owner who takes responsibility for ongoing review and improvement
Make sure team and stakeholders develop the expertise to properly interpret data
Make the top tasks easy to do even where that means making the tiny tasks harder to do
Manage for the customer's world--whatever device, channel, website or app they want to use
Measure how easy it is for customers to perform their top tasks Monitor customer behaviour in real-timeMove from "let's fix the website" to "let's fix the top tasks"
Provide ongoing training to improve web team skills
Regularly explain how online strategy supports business / organization strategy
Regularly test and obtain feedback from customers
Relentlessly focus on saving the customer time and effort in completing top tasks
Small improvements are generally better than big redesigns
Vote Trend Analysis
Top 25%
26-50%
51-75%
What do you think are the top five principles for successfully managing an organization's online presence?
Tasks252 Voters
504 Voters
756 Voters
1009 Voters
1
Ensure customers can quickly and easily complete their top tasks 7.3% 8.3% 8.6% 8.8%
2 Make decisions based on evidence and facts, not opinions 4.7% 4.6% 4.7% 4.8%
3
Identify your customers top tasks based on what they do, not on what they say they do 4.1% 4.3% 4.9% 4.5%
4 Keep content as concise and simple as possible 5.0% 5.0% 4.9% 4.5%
5
Act on customer feedback and behavior--don't simply collect and observe it 4.8% 4.5% 4.2% 4.1%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 4.5% 4.0% 3.9% 4.1%
7
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 4.1% 3.8% 3.9% 3.9%
8
Relentlessly focus on saving the customer time and effort in completing top tasks 4.1% 3.7% 3.9% 3.8%
9
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 3.0% 3.6% 3.5% 3.5%
10 Have customer satisfaction as the ultimate measure of success 3.7% 3.6% 3.4% 3.2%11 Regularly test and obtain feedback from customers 3.5% 3.5% 3.4% 3.2%
12
Manage for the customer's world--whatever device, channel, website or app they want to use 3.3% 2.9% 2.9% 3.1%
13
Make sure everything has an owner who takes responsibility for ongoing review and improvement 4.0% 3.8% 3.3% 3.0%
14
Encourage collaboration between technology, design, content, usability 2.7% 2.8% 2.8% 2.8%
15 Build a sustainable site; one you can adequately resource 2.2% 2.7% 2.6% 2.8%16 Have task completion as the ultimate measure of success 1.7% 2.0% 2.1% 2.8%
17
Build a strong, centralized team with an independent capacity to make decisions 2.8% 2.4% 2.3% 2.3%
18 Embrace built-to-change rather than a built-to-last philosophy 2.2% 2.3% 2.3% 2.3%19 Hire people who are passionate about serving the customer 2.7% 2.3% 2.3% 2.0%
20 Create a consistent experience across platforms and channels 1.7% 1.8% 1.8% 2.0%
Top 25%
26-50%
51-75%
What do you think are the top five principles for successfully managing an organization's online presence? (95% Confidence)
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
1 34 6710
013
316
619
923
226
529
833
136
439
743
046
349
652
956
259
562
866
169
472
776
079
382
685
989
292
595
899
1
Ensure customers can quickly and easilycomplete their top tasks (0, INF:1)
Make decisions based on evidence and facts,not opinions (881, 7:1)
Identify your customers top tasks based onwhat they do, not on what they say they do(936, 2:1)
Keep content as concise and simple aspossible (936, 12:1)
Act on customer feedback and behavior--don't simply collect and observe it (991, 2:1)
Focus first on customer tasks. Everythingelse is secondary. Business success willnaturally follow. (991, 4:1)
Establish authority to say no to new contentand applications and to remove what is out-of-date or irrelevant (925, 2:1)
Relentlessly focus on saving the customertime and effort in completing top tasks (771,9:1)
Let the content be led by customer tasks andlet everything else (graphic design etc.) beled by the content (628, 5:1)
Have customer satisfaction as the ultimatemeasure of success (980, 2:1)
Regularly test and obtain feedback fromcustomers (1002, 3:1)
What do you think are the top five principles for
successfully managing an organization's online
presence?Tasks Overall Analysis
What do you think are the top five principles for successfully managing an organization's online presence?
Ensure customers can
quic…Make
decisions based on e…
Identify your customers t…
Keep content as concise a…
Act on customer
feedback …
610
25
Top 25%
26-50%
51-75%
What do you think are the top five principles for successfully managing an organization's online presence?
Tasks Total Vote% of Total Vote 15135
Cumulative Vote
Cumulative Tasks
1
Ensure customers can quickly and easily complete their top tasks 1333 8.8% 8.8% 2.2%
2 Make decisions based on evidence and facts, not opinions 731 4.8% 13.6% 4.3%
3
Identify your customers top tasks based on what they do, not on what they say they do 685 4.5% 18.2% 6.5%
4 Keep content as concise and simple as possible 682 4.5% 22.7% 8.7%
5
Act on customer feedback and behavior--don't simply collect and observe it 619 4.1% 26.8% 10.9%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 617 4.1% 30.8% 13.0%
7
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 586 3.9% 34.7% 15.2%
8
Relentlessly focus on saving the customer time and effort in completing top tasks 582 3.8% 38.6% 17.4%
9
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 528 3.5% 42.0% 19.6%
10 Have customer satisfaction as the ultimate measure of success 490 3.2% 45.3% 21.7%11 Regularly test and obtain feedback from customers 490 3.2% 48.5% 23.9%
12
Manage for the customer's world--whatever device, channel, website or app they want to use 467 3.1% 51.6% 26.1%
13
Make sure everything has an owner who takes responsibility for ongoing review and improvement 457 3.0% 54.6% 28.3%
14
Encourage collaboration between technology, design, content, usability 428 2.8% 57.4% 30.4%
15 Build a sustainable site; one you can adequately resource 427 2.8% 60.3% 32.6%16 Have task completion as the ultimate measure of success 418 2.8% 63.0% 34.8%
17
Build a strong, centralized team with an independent capacity to make decisions 348 2.3% 65.3% 37.0%
18 Embrace built-to-change rather than a built-to-last philosophy 345 2.3% 67.6% 39.1%19 Hire people who are passionate about serving the customer 309 2.0% 69.7% 41.3%
20 Create a consistent experience across platforms and channels 298 2.0% 71.6% 43.5%
Top 25%
26-50%
51-75%
What do you think are the top five principles for successfully managing an organization's online presence?
0
200
400
600
800
1000
1200
1400
1 6 11 16 21 26 31 36 41 46
Vo
te
Tasks
What do you think are the top five principles for successfully managing an organization's online presence?
Tasks Total Vote% of Total Vote 15135
Cumulative Vote
Cumulative Tasks
27
Regularly explain how online strategy supports business / organization strategy 229 1.5% 83.7% 58.7%
28
Evaluate new ideas based on how they help customers complete tasks 224 1.5% 85.2% 60.9%
29
Continuously engage key stakeholders to create understanding and commitment 223 1.5% 86.6% 63.0%
30
Fast and easy content management review and removal process 205 1.4% 88.0% 65.2%
31 Facilitate collaboration and sharing of ideas across silos 204 1.3% 89.3% 67.4%
32
Hire people who are passionate about Web technology and content development 197 1.3% 90.7% 69.6%
33
Establish an effective governance body that represents key stakeholders 192 1.3% 91.9% 71.7%
34 Consistently review task performance and adjust as needed 187 1.2% 93.2% 73.9%
35
Make the top tasks easy to do even where that means making the tiny tasks harder to do 180 1.2% 94.3% 76.1%
36 Provide ongoing training to improve web team skills 139 0.9% 95.3% 78.3%
37
Make it part of everyone's job to interact with and observe customers 135 0.9% 96.2% 80.4%
38 Constantly track trends and identify best practices 127 0.8% 97.0% 82.6%
39
Don't flood your organization with analytic data--limit it to specific goals and objectives 96 0.6% 97.6% 84.8%
40 Ensure all possible customer tasks can be completed online 89 0.6% 98.2% 87.0%
41
Make sure team and stakeholders develop the expertise to properly interpret data 70 0.5% 98.7% 89.1%
42
Decentralize management. Allow each department / unit to control their online presence 52 0.3% 99.0% 91.3%
43 Monitor customer behaviour in real-time 52 0.3% 99.4% 93.5%44 Give every customer a personalized experience 36 0.2% 99.6% 95.7%
45
Be comprehensive and thorough, publishing all possible information that might be of help to the customer 35 0.2% 99.8% 97.8%
46 Every customer task is important. Give all tasks equal priority. 25 0.2% 100.0% 100.0%
DETAILED ANALYSIS
What is your primary role
Tasks Content c
reat
or,
edito
r
IT, d
evel
oper
Man
agem
ent
Mar
ketin
g, Sal
es,
PR, Com
munic
atio
ns
User e
xper
ience
,
desig
n
Total
1
Ensure customers can quickly and easily complete their top tasks 9.3% 7.4% 7.4% 11.6% 8.0% 8.8%
2 Make decisions based on evidence and facts, not opinions 3.6% 4.1% 5.2% 4.6% 6.2% 4.8%
3
Identify your customers top tasks based on what they do, not on what they say they do 3.8% 4.3% 4.9% 4.3% 4.8% 4.5%
4 Keep content as concise and simple as possible 5.7% 3.8% 3.4% 4.5% 4.6% 4.5%
5
Act on customer feedback and behavior--don't simply collect and observe it 3.9% 3.3% 4.8% 5.0% 3.1% 4.1%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 4.5% 5.2% 3.6% 4.8% 3.9% 4.1%
7
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 4.9% 3.7% 4.1% 2.4% 3.0% 3.9%
8
Relentlessly focus on saving the customer time and effort in completing top tasks 4.6% 3.4% 4.0% 2.8% 3.7% 3.8%
9
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.6% 4.0% 2.6% 2.4% 3.5% 3.5%
10 Regularly test and obtain feedback from customers 2.7% 3.5% 3.5% 2.8% 4.7% 3.2%
11 Have customer satisfaction as the ultimate measure of success 3.2% 4.3% 3.2% 3.8% 2.8% 3.2%
12
Manage for the customer's world--whatever device, channel, website or app they want to use 3.0% 3.7% 3.8% 3.4% 2.9% 3.1%
13
Make sure everything has an owner who takes responsibility for ongoing review and improvement 3.2% 3.0% 3.6% 2.6% 2.1% 3.0%
14
Encourage collaboration between technology, design, content, usability 2.2% 1.8% 3.8% 2.9% 3.3% 2.8%
15 Build a sustainable site; one you can adequately resource 3.3% 2.2% 3.0% 2.3% 2.2% 2.8%16 Have task completion as the ultimate measure of success 3.0% 1.2% 2.5% 2.7% 3.2% 2.8%
17
Build a strong, centralized team with an independent capacity to make decisions 2.6% 2.8% 1.6% 1.7% 2.7% 2.3%
18 Embrace built-to-change rather than a built-to-last philosophy 2.0% 4.9% 2.1% 2.2% 2.0% 2.3%19 Hire people who are passionate about serving the customer 1.7% 2.0% 2.1% 1.8% 2.9% 2.0%20 Small improvements are generally better than big redesigns 1.3% 2.5% 2.0% 1.4% 3.4% 2.0%
Top 25%
26-50%
51-75%
User experience, design
Tasks Content c
reat
or,
edito
r
IT, d
evel
oper
Man
agem
ent
Mar
ketin
g, Sal
es,
PR, Com
munic
atio
ns
User e
xper
ience
,
desig
n
Total
1
Ensure customers can quickly and easily complete their top tasks 9.3% 7.4% 7.4% 11.6% 8.0% 8.8%
2 Make decisions based on evidence and facts, not opinions 3.6% 4.1% 5.2% 4.6% 6.2% 4.8%
3
Identify your customers top tasks based on what they do, not on what they say they do 3.8% 4.3% 4.9% 4.3% 4.8% 4.5%
4 Regularly test and obtain feedback from customers 2.7% 3.5% 3.5% 2.8% 4.7% 3.2%5 Keep content as concise and simple as possible 5.7% 3.8% 3.4% 4.5% 4.6% 4.5%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 4.5% 5.2% 3.6% 4.8% 3.9% 4.1%
7
Relentlessly focus on saving the customer time and effort in completing top tasks 4.6% 3.4% 4.0% 2.8% 3.7% 3.8%
8
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.6% 4.0% 2.6% 2.4% 3.5% 3.5%
9 Small improvements are generally better than big redesigns 1.3% 2.5% 2.0% 1.4% 3.4% 2.0%
10
Encourage collaboration between technology, design, content, usability 2.2% 1.8% 3.8% 2.9% 3.3% 2.8%
11 Have task completion as the ultimate measure of success 3.0% 1.2% 2.5% 2.7% 3.2% 2.8%
12
Act on customer feedback and behavior--don't simply collect and observe it 3.9% 3.3% 4.8% 5.0% 3.1% 4.1%
13
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 4.9% 3.7% 4.1% 2.4% 3.0% 3.9%
14
Manage for the customer's world--whatever device, channel, website or app they want to use 3.0% 3.7% 3.8% 3.4% 2.9% 3.1%
15 Hire people who are passionate about serving the customer 1.7% 2.0% 2.1% 1.8% 2.9% 2.0%
16 Have customer satisfaction as the ultimate measure of success 3.2% 4.3% 3.2% 3.8% 2.8% 3.2%
17
Build a strong, centralized team with an independent capacity to make decisions 2.6% 2.8% 1.6% 1.7% 2.7% 2.3%
18 Move from "let's fix the website" to "let's fix the top tasks" 1.6% 2.0% 1.7% 3.0% 2.3% 1.9%19 Facilitate collaboration and sharing of ideas across silos 1.5% 0.4% 1.2% 1.0% 2.3% 1.3%20 Build a sustainable site; one you can adequately resource 3.3% 2.2% 3.0% 2.3% 2.2% 2.8%
Top 25%
26-50%
51-75%
What best describes the nature of your work?
Tasks I consu
lt with
organ
izatio
ns on
thei
…I w
ork w
ithin
an
organ
izatio
n on
our…Tota
l
1
Ensure customers can quickly and easily complete their top tasks 7.6% 9.3% 8.8%
2 Make decisions based on evidence and facts, not opinions 4.4% 4.9% 4.8%
3
Identify your customers top tasks based on what they do, not on what they say they do 5.6% 4.2% 4.5%
4 Keep content as concise and simple as possible 4.0% 4.5% 4.5%
5
Act on customer feedback and behavior--don't simply collect and observe it 4.3% 4.0% 4.1%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 4.6% 3.9% 4.1%
7
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 3.4% 4.1% 3.9%
8
Relentlessly focus on saving the customer time and effort in completing top tasks 3.1% 4.0% 3.8%
9
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 5.3% 3.2% 3.5%
10 Regularly test and obtain feedback from customers 2.5% 3.4% 3.2%
11 Have customer satisfaction as the ultimate measure of success 2.0% 3.5% 3.2%
12
Manage for the customer's world--whatever device, channel, website or app they want to use 1.3% 3.6% 3.1%
13
Make sure everything has an owner who takes responsibility for ongoing review and improvement 1.5% 3.3% 3.0%
14
Encourage collaboration between technology, design, content, usability 4.0% 2.5% 2.8%
15 Build a sustainable site; one you can adequately resource 1.9% 3.0% 2.8%16 Have task completion as the ultimate measure of success 2.8% 2.6% 2.8%
17
Build a strong, centralized team with an independent capacity to make decisions 2.4% 2.5% 2.3%
18 Embrace built-to-change rather than a built-to-last philosophy 1.8% 2.4% 2.3%19 Hire people who are passionate about serving the customer 3.2% 1.9% 2.0%
20 Create a consistent experience across platforms and channels 2.2% 2.0% 2.0%
Top 25%
26-50%
51-75%
What type of organisation do you work for?
Tasks Privat
e se
ctor
Public s
ecto
r
Non-pro
fit
Total
1
Ensure customers can quickly and easily complete their top tasks 8.7% 8.5% 11.0% 8.8%
2 Make decisions based on evidence and facts, not opinions 5.0% 4.8% 4.4% 4.8%
3
Identify your customers top tasks based on what they do, not on what they say they do 4.5% 4.5% 4.8% 4.5%
4 Keep content as concise and simple as possible 3.5% 4.9% 5.1% 4.5%
5
Act on customer feedback and behavior--don't simply collect and observe it 4.5% 3.6% 4.4% 4.1%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 4.2% 4.4% 3.4% 4.1%
7
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 2.9% 4.8% 3.2% 3.9%
8
Relentlessly focus on saving the customer time and effort in completing top tasks 3.9% 4.1% 3.1% 3.8%
9
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 3.8% 3.5% 3.0% 3.5%
10 Regularly test and obtain feedback from customers 3.5% 3.1% 3.6% 3.2%
11 Have customer satisfaction as the ultimate measure of success 3.3% 2.9% 4.2% 3.2%
12
Manage for the customer's world--whatever device, channel, website or app they want to use 3.5% 2.8% 3.5% 3.1%
13
Make sure everything has an owner who takes responsibility for ongoing review and improvement 2.1% 3.6% 3.1% 3.0%
14
Encourage collaboration between technology, design, content, usability 3.0% 2.7% 3.0% 2.8%
15 Build a sustainable site; one you can adequately resource 2.0% 3.4% 2.4% 2.8%16 Have task completion as the ultimate measure of success 3.2% 2.5% 2.1% 2.8%
17
Build a strong, centralized team with an independent capacity to make decisions 1.8% 2.7% 2.6% 2.3%
18 Embrace built-to-change rather than a built-to-last philosophy 2.3% 1.9% 3.3% 2.3%19 Hire people who are passionate about serving the customer 1.8% 1.9% 2.7% 2.0%
20 Create a consistent experience across platforms and channels 1.9% 2.2% 0.8% 2.0%
Top 25%
26-50%
51-75%
How many people work in your organisation?
Tasks 1 to
99
100
to 4
99
500
to 9
99
Over 1
,000
Total
1
Ensure customers can quickly and easily complete their top tasks 8.9% 8.5% 12.4% 8.2% 8.8%
2 Make decisions based on evidence and facts, not opinions 4.6% 5.0% 3.4% 5.0% 4.8%
3
Identify your customers top tasks based on what they do, not on what they say they do 4.8% 5.9% 2.2% 4.4% 4.5%
4 Keep content as concise and simple as possible 5.0% 4.2% 3.5% 4.5% 4.5%
5
Act on customer feedback and behavior--don't simply collect and observe it 4.4% 4.3% 3.8% 4.0% 4.1%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 5.3% 4.0% 2.5% 3.9% 4.1%
7
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 2.6% 3.7% 5.7% 4.3% 3.9%
8
Relentlessly focus on saving the customer time and effort in completing top tasks 4.0% 3.3% 4.8% 3.9% 3.8%
9
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.4% 2.3% 3.7% 3.4% 3.5%
10 Have customer satisfaction as the ultimate measure of success 3.1% 3.4% 3.2% 3.4% 3.2%11 Regularly test and obtain feedback from customers 2.9% 3.4% 3.4% 3.3% 3.2%
12
Manage for the customer's world--whatever device, channel, website or app they want to use 2.3% 3.0% 2.2% 3.6% 3.1%
13
Make sure everything has an owner who takes responsibility for ongoing review and improvement 1.9% 2.6% 3.6% 3.6% 3.0%
14
Encourage collaboration between technology, design, content, usability 3.4% 2.9% 1.9% 2.8% 2.8%
15 Build a sustainable site; one you can adequately resource 2.7% 3.4% 2.4% 2.6% 2.8%16 Have task completion as the ultimate measure of success 3.5% 3.1% 3.6% 2.1% 2.8%
17
Build a strong, centralized team with an independent capacity to make decisions 2.0% 1.9% 2.3% 2.6% 2.3%
18 Embrace built-to-change rather than a built-to-last philosophy 2.5% 3.2% 3.3% 1.7% 2.3%19 Hire people who are passionate about serving the customer 2.3% 1.7% 2.7% 2.0% 2.0%
20 Create a consistent experience across platforms and channels 2.2% 1.4% 2.4% 2.0% 2.0%
Top 25%
26-50%
51-75%
Where are you located?
Tasks Austra
lia
Belgiu
m
Canad
a
Denm
ark
Nether
lands
Norway
United K
ingdom
United S
tate
s
Total
1
Ensure customers can quickly and easily complete their top tasks 6.7% 7.8% 7.8% 8.3% 9.2% 9.4% 10.8% 8.5% 8.8%
2 Make decisions based on evidence and facts, not opinions 3.5% 4.8% 5.9% 6.4% 5.4% 4.4% 4.6% 4.7% 4.8%
3
Identify your customers top tasks based on what they do, not on what they say they do 5.9% 4.8% 5.9% 8.6% 3.3% 2.6% 6.8% 4.5% 4.5%
4 Keep content as concise and simple as possible 6.7% 4.6% 3.4% 4.5% 5.4% 2.3% 5.2% 4.4% 4.5%
5
Act on customer feedback and behavior--don't simply collect and observe it 4.4% 3.5% 2.4% 1.7% 6.3% 3.8% 4.2% 4.0% 4.1%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 5.1% 4.9% 3.4% 3.6% 2.1% 4.9% 3.7% 4.0% 4.1%
7
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 3.6% 3.2% 3.1% 3.6% 4.8% 4.5% 4.2% 4.4% 3.9%
8
Relentlessly focus on saving the customer time and effort in completing top tasks 3.4% 7.0% 3.5% 2.4% 3.1% 2.3% 4.2% 4.4% 3.8%
9
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.6% 3.7% 3.0% 2.9% 1.5% 2.0% 4.8% 3.7% 3.5%
10 Have customer satisfaction as the ultimate measure of success 3.3% 4.3% 2.0% 2.4% 2.3% 2.2% 3.4% 4.0% 3.2%11 Regularly test and obtain feedback from customers 2.0% 3.2% 1.7% 1.9% 5.0% 1.9% 4.0% 3.4% 3.2%
12
Manage for the customer's world--whatever device, channel, website or app they want to use 4.0% 1.3% 3.1% 1.0% 1.7% 5.6% 2.6% 3.3% 3.1%
13
Make sure everything has an owner who takes responsibility for ongoing review and improvement 2.9% 2.1% 1.4% 6.0% 1.5% 1.5% 3.5% 3.9% 3.0%
14
Encourage collaboration between technology, design, content, usability 2.6% 2.1% 2.6% 2.1% 2.9% 3.0% 1.9% 3.4% 2.8%
15 Build a sustainable site; one you can adequately resource 4.0% 1.3% 2.4% 1.7% 1.0% 4.9% 2.1% 2.9% 2.8%16 Have task completion as the ultimate measure of success 2.4% 4.8% 3.7% 1.7% 0.4% 7.1% 3.3% 1.5% 2.8%
17
Build a strong, centralized team with an independent capacity to make decisions 3.1% 2.9% 1.5% 4.3% 5.4% 3.2% 1.4% 1.9% 2.3%
18 Embrace built-to-change rather than a built-to-last philosophy 2.3% 2.1% 2.4% 5.5% 1.0% 2.3% 1.2% 2.7% 2.3%19 Hire people who are passionate about serving the customer 1.3% 5.2% 2.7% 1.2% 0.4% 0.9% 2.7% 2.2% 2.0%
20 Create a consistent experience across platforms and channels 0.9% 1.0% 2.1% 3.6% 2.3% 2.2% 1.3% 2.0% 2.0%
Top 25%
26-50%
51-75%
What do you mostly work on?
Tasks Public w
ebsi
te
Intra
net
Mobile
Web
Total
1
Ensure customers can quickly and easily complete their top tasks 8.8% 8.6% 7.7% 8.8%
2 Make decisions based on evidence and facts, not opinions 5.1% 5.3% 6.0% 4.8%
3
Identify your customers top tasks based on what they do, not on what they say they do 4.4% 4.7% 4.2% 4.5%
4 Keep content as concise and simple as possible 4.9% 4.9% 2.7% 4.5%
5
Act on customer feedback and behavior--don't simply collect and observe it 3.8% 4.3% 2.5% 4.1%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 3.9% 3.8% 4.5% 4.1%
7
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 4.0% 3.8% 3.6% 3.9%
8
Relentlessly focus on saving the customer time and effort in completing top tasks 4.2% 4.0% 3.8% 3.8%
9
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 3.8% 2.4% 3.8% 3.5%
10 Regularly test and obtain feedback from customers 3.3% 3.5% 3.4% 3.2%
11 Have customer satisfaction as the ultimate measure of success 3.3% 2.9% 2.0% 3.2%
12
Manage for the customer's world--whatever device, channel, website or app they want to use 3.0% 2.6% 3.9% 3.1%
13
Make sure everything has an owner who takes responsibility for ongoing review and improvement 3.0% 4.2% 2.8% 3.0%
14
Encourage collaboration between technology, design, content, usability 2.8% 2.1% 3.6% 2.8%
15 Build a sustainable site; one you can adequately resource 2.6% 2.5% 1.6% 2.8%16 Have task completion as the ultimate measure of success 2.2% 1.9% 2.1% 2.8%
17
Build a strong, centralized team with an independent capacity to make decisions 2.3% 1.8% 2.7% 2.3%
18 Embrace built-to-change rather than a built-to-last philosophy 2.4% 2.7% 3.7% 2.3%19 Hire people who are passionate about serving the customer 2.1% 1.7% 1.9% 2.0%
20 Create a consistent experience across platforms and channels 2.2% 2.4% 2.8% 2.0%
Top 25%
26-50%
51-75%
What’s on the web professional’s mind?
Management38%
Resources19%
Content18%
Customer12%
Technology8%
Top Tasks5%
Overall Challenges
OverallManagement 331Resources 170Content 161Customer 109Technology 72Top Tasks 43Total 886
Senior management
24%
Governance24%
Change management
23%
Strategy9%
Org centric8%
Metrics7%
Marketing5%
Management Challenges
ManagementSenior management 80Governance 78Change management 77Strategy 31Org centric 26Metrics 23Marketing 16
331
Senior Management Convincing management to listen to the facts and
figures and not what they want to hear. Senior management haven't got a clue to make
the necessary changes to deal with radically changed behavior from the customers. Old school, analog people trying to handle new problems with old tools. And they keep the web savvy out the decision making loop.
Myopic, siloed view of web presences across the organization, resulting in fractured customer experience. Funding by 'hippo' (highest paid opinion in room).
Governance Too many content contributors; not enough authority
to stop them from posting bad content. Lack of governance diffuses our efforts, forces us to
fight the same battles over and over. Many cooks in the kitchen. No clear lines of responsibility for a big collection of
websites. Governance - too many chiefs with no accountability
making content decisions, often in conflict with other stakeholders. She with the biggest pay packet or ego usually wins the day.
Change management Adapt and align organisations for better online
presence / services while we are working in systems that derive from the industrial age (former century).
Getting internal stakeholders to understand that print content cannot simply be published online to be useful and task oriented; it must be re-written, edited, condensed and links must be clear and concise.
Getting colleagues to understand that you need to be flexible when it comes to web projects. We need to take an iterative approach and constantly test and improve our website.
Staff53%
Funding38%
Cuts 9%
Resources Challenges
ResourcesStaff 91Funding 64Cuts 15
170
Juggling hundreds of demands despite many constraints, including time and size of team.
Having adequate and properly skilled resources. Having the resources to revise the site for the
user. Keeping content current on a site with
approximately 3,000 documents, with only two staff assigned to maintain it (among other duties).
Lack of in-house resources - access to content experts, IT resources.
Staff
Funding Lack of funding-departmental strong arming when
they have no clue on our agency focus. They view themselves as a priority and gets and wants all the new toys. While we wither away.
Lack of resources to furnish the web site with up to date software and content; bureaucratic delays in adapting to mobile technology.
Making those who control budgets aware of the importance of funding improvements to the intranet. They are yet to realise the benefits that can be obtained from having an intranet that is used.
Quality38%
Volume23%
Out of date22%
Descentralized14%
Strategy3%
Content Challenges
ContentQuality 61Volume 37Out of date 35Descentralized 23Strategy 5
161
Quality Keeping the website professional. Making it
customer centered and not organisation centered. There is a lot of pushing content by colleagues. They want to 'inform‘ / educate the public regardless of the question if it is the topic our public is interested in.
Making sure the public facing content is for the public. We have internal departments that insist they need a public facing website when all they offer are services to our other departments.
Simplicity, customer centric content and functionalities.
Out of date Duplicate pages, difficult navigation, system for
ensuring content is up to date. Keeping website information up to date and easily
accessible to consumers, while maintaining uniformity of branding / consistent look throughout our many diverse pages.
Making sure all of the content on the website is up to date, has clear ownership and is presented in a logical structure.
Old content that no one wants to take responsibility for and the original content provider has moved on or retired.
Volume Not overloading the website with more and more
information. Reduce the amount of sprawling content, trying to
make it simpler and more concise. Too many people are busy putting up content
without reflection, instead of asking themselves "why".
Too much content (that cannot be discarded), making it difficult to us to organize and for customers to find. We have made good progress in this regard, but still a long way to go.
Customer focus32%
Change Management
26%
Research 16%
Org centric14%
Consistency8%
Simplicity4%
Customer Challenges
CustomerCustomer focus 35Change Management 28Research 17Org centric 15Consistency 9Simplicity 5
109
Customer focus Lack of business commitment to what we do and
how important UX is to our success. Intranet that serves the customer not the
departments. Keeping the focus on the public, facts and
evidence. Keeping up with consumer expectations. They
expect a strong, valuable experience on the device they bought today.
Prioritising the Digital Needs for our customers vs what the company thinks the customer need is.
Change management Convincing management that user testing is crucial
to the success of the website. Convincing the people who hold the purse strings
that our website has to be about our customers, not about us.
Getting people to understand user journey and web usability.
To create awareness among the leadership about the benefits of a consistent and pleasant online experience for our customers and... to make that experience happen.
Complexity26%
Funding17%Change
management14%
Findability12%
Mobile10%
Out of date7%
Silver bullet7%
Trends7%
Technology Challenges
TechnologyComplexity 19Funding 12Change management 10Findability 9Mobile 7Out of date 5Silver bullet 5Trends 5
72
Complexity Things change so fast on the web. CMS - which I
hate. Not flexible but now everyone wants one. Platforms that doesn't work according to
requirements. Poor CMS which makes it difficult to make simple
and bargains processes for customers. That one has 'locked' in a solution that is not
appropriate. That it is too expensive and costly to redo everything although I think it's technology that could make the product much easier to use.
Funding IT resources to handle platform growth. Resource to keep technology up to date. Getting buy-in for adherence to policies. Existing
policies, however, are fractured and haphazardly enforced. We need a content management system. We need a firm (consistent) hand on enforcement and maintenance of good web design principles, and not just be web-putter-uppers.
Change management
37%
Customer focus37%
Funding12%
Research14%
Top Tasks Challenges
Top tasksChange management 16Customer focus 16Research 6Funding 5
43
Customer focus To create user-friendly websites that help users to
perform their important tasks online. They shall, to the greatest extent possible, be self-reliant with simpler tasks. And this is a challenge.
Management not understanding / caring that website users are task-centric.
Keeping the focus on the tasks of our colleagues in our field offices (in the developing world) rather than on serving as a message platform for senior management.
Change management
Helping my colleagues realize that we have to focus on our customers and the tasks they are trying to accomplish, not on our processes or our internal organization.
Moving the organization towards task based website where the top tasks are given priority over all others.
Rigid intranet structure that I can't alter, even if customer tasks were better served by another design or flexibility within the rules.
@gerrymcgovern
Questions & AnswersQuestions & Answers
Take the next step:Visit our website: www.customercarewords.comOr Email: [email protected]
APPENDIX
Full League Table of Tasks
Full League Table of Tasks
Tasks Total Vote% of Total Vote 15135
Cumulative Vote
Cumulative Tasks
1
Ensure customers can quickly and easily complete their top tasks 1333 8.8% 8.8% 2.2%
2 Make decisions based on evidence and facts, not opinions 731 4.8% 13.6% 4.3%
3
Identify your customers top tasks based on what they do, not on what they say they do 685 4.5% 18.2% 6.5%
4 Keep content as concise and simple as possible 682 4.5% 22.7% 8.7%
5
Act on customer feedback and behavior--don't simply collect and observe it 619 4.1% 26.8% 10.9%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 617 4.1% 30.8% 13.0%
7
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 586 3.9% 34.7% 15.2%
8
Relentlessly focus on saving the customer time and effort in completing top tasks 582 3.8% 38.6% 17.4%
9
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 528 3.5% 42.0% 19.6%
10 Have customer satisfaction as the ultimate measure of success 490 3.2% 45.3% 21.7%11 Regularly test and obtain feedback from customers 490 3.2% 48.5% 23.9%
12
Manage for the customer's world--whatever device, channel, website or app they want to use 467 3.1% 51.6% 26.1%
13
Make sure everything has an owner who takes responsibility for ongoing review and improvement 457 3.0% 54.6% 28.3%
14
Encourage collaboration between technology, design, content, usability 428 2.8% 57.4% 30.4%
15 Build a sustainable site; one you can adequately resource 427 2.8% 60.3% 32.6%16 Have task completion as the ultimate measure of success 418 2.8% 63.0% 34.8%
17
Build a strong, centralized team with an independent capacity to make decisions 348 2.3% 65.3% 37.0%
18 Embrace built-to-change rather than a built-to-last philosophy 345 2.3% 67.6% 39.1%19 Hire people who are passionate about serving the customer 309 2.0% 69.7% 41.3%
20 Create a consistent experience across platforms and channels 298 2.0% 71.6% 43.5%
Full League Table of Tasks
Tasks Total Vote% of Total Vote 15135
Cumulative Vote
Cumulative Tasks
21 Small improvements are generally better than big redesigns 298 2.0% 73.6% 45.7%
22
Measure how easy it is for customers to perform their top tasks 289 1.9% 75.5% 47.8%
23 Move from "let's fix the website" to "let's fix the top tasks" 289 1.9% 77.4% 50.0%
24
Fund the Web from operational rather than project budgets to facilitate continuous improvement 256 1.7% 79.1% 52.2%
25 Ease of use is the best way to enhance the image / brand 237 1.6% 80.7% 54.3%
26
Ensure that content on the Web is for action, not for 'reading' or 'information' 229 1.5% 82.2% 56.5%
27
Regularly explain how online strategy supports business / organization strategy 229 1.5% 83.7% 58.7%
28
Evaluate new ideas based on how they help customers complete tasks 224 1.5% 85.2% 60.9%
29
Continuously engage key stakeholders to create understanding and commitment 223 1.5% 86.6% 63.0%
30
Fast and easy content management review and removal process 205 1.4% 88.0% 65.2%
31 Facilitate collaboration and sharing of ideas across silos 204 1.3% 89.3% 67.4%
32
Hire people who are passionate about Web technology and content development 197 1.3% 90.7% 69.6%
33
Establish an effective governance body that represents key stakeholders 192 1.3% 91.9% 71.7%
34 Consistently review task performance and adjust as needed 187 1.2% 93.2% 73.9%
35
Make the top tasks easy to do even where that means making the tiny tasks harder to do 180 1.2% 94.3% 76.1%
36 Provide ongoing training to improve web team skills 139 0.9% 95.3% 78.3%
37
Make it part of everyone's job to interact with and observe customers 135 0.9% 96.2% 80.4%
38 Constantly track trends and identify best practices 127 0.8% 97.0% 82.6%
39
Don't flood your organization with analytic data--limit it to specific goals and objectives 96 0.6% 97.6% 84.8%
40 Ensure all possible customer tasks can be completed online 89 0.6% 98.2% 87.0%
Full League Table of Tasks
Tasks Total Vote% of Total Vote 15135
Cumulative Vote
Cumulative Tasks
41
Make sure team and stakeholders develop the expertise to properly interpret data 70 0.5% 98.7% 89.1%
42
Decentralize management. Allow each department / unit to control their online presence 52 0.3% 99.0% 91.3%
43 Monitor customer behaviour in real-time 52 0.3% 99.4% 93.5%44 Give every customer a personalized experience 36 0.2% 99.6% 95.7%
45
Be comprehensive and thorough, publishing all possible information that might be of help to the customer 35 0.2% 99.8% 97.8%
46 Every customer task is important. Give all tasks equal priority. 25 0.2% 100.0% 100.0%47 Total 15135
DETAILED ANALYSIS
Tasks: What best describes the nature of your work?
What best describes the nature of your work?
Percent ResponseOther (please specify)* 7% 69
I consult with organizations on their online presence 17% 164I work within an organization on our online presence 77% 760
Total 100% 993
Total
Tasks I consu
lt with
organ
izatio
ns on
thei
…I w
ork w
ithin
an
organ
izatio
n on
our…Tota
l
1
Ensure customers can quickly and easily complete their top tasks 7.6% 9.3% 8.8%
2 Make decisions based on evidence and facts, not opinions 4.4% 4.9% 4.8%
3
Identify your customers top tasks based on what they do, not on what they say they do 5.6% 4.2% 4.5%
4 Keep content as concise and simple as possible 4.0% 4.5% 4.5%
5
Act on customer feedback and behavior--don't simply collect and observe it 4.3% 4.0% 4.1%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 4.6% 3.9% 4.1%
7
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 3.4% 4.1% 3.9%
8
Relentlessly focus on saving the customer time and effort in completing top tasks 3.1% 4.0% 3.8%
9
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 5.3% 3.2% 3.5%
10 Regularly test and obtain feedback from customers 2.5% 3.4% 3.2%
11 Have customer satisfaction as the ultimate measure of success 2.0% 3.5% 3.2%
12
Manage for the customer's world--whatever device, channel, website or app they want to use 1.3% 3.6% 3.1%
13
Make sure everything has an owner who takes responsibility for ongoing review and improvement 1.5% 3.3% 3.0%
14
Encourage collaboration between technology, design, content, usability 4.0% 2.5% 2.8%
15 Build a sustainable site; one you can adequately resource 1.9% 3.0% 2.8%16 Have task completion as the ultimate measure of success 2.8% 2.6% 2.8%
17
Build a strong, centralized team with an independent capacity to make decisions 2.4% 2.5% 2.3%
18 Embrace built-to-change rather than a built-to-last philosophy 1.8% 2.4% 2.3%19 Hire people who are passionate about serving the customer 3.2% 1.9% 2.0%
20 Create a consistent experience across platforms and channels 2.2% 2.0% 2.0%
Top 25%
26-50%
51-75%
I work within an organization on our…
Tasks I consu
lt with
organ
izatio
ns on
thei
…I w
ork w
ithin
an
organ
izatio
n on
our…Tota
l
1
Ensure customers can quickly and easily complete their top tasks 7.6% 9.3% 8.8%
2 Make decisions based on evidence and facts, not opinions 4.4% 4.9% 4.8%3 Keep content as concise and simple as possible 4.0% 4.5% 4.5%
4
Identify your customers top tasks based on what they do, not on what they say they do 5.6% 4.2% 4.5%
5
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 3.4% 4.1% 3.9%
6
Relentlessly focus on saving the customer time and effort in completing top tasks 3.1% 4.0% 3.8%
7
Act on customer feedback and behavior--don't simply collect and observe it 4.3% 4.0% 4.1%
8
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 4.6% 3.9% 4.1%
9
Manage for the customer's world--whatever device, channel, website or app they want to use 1.3% 3.6% 3.1%
10 Have customer satisfaction as the ultimate measure of success 2.0% 3.5% 3.2%11 Regularly test and obtain feedback from customers 2.5% 3.4% 3.2%
12
Make sure everything has an owner who takes responsibility for ongoing review and improvement 1.5% 3.3% 3.0%
13
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 5.3% 3.2% 3.5%
14 Build a sustainable site; one you can adequately resource 1.9% 3.0% 2.8%15 Have task completion as the ultimate measure of success 2.8% 2.6% 2.8%
16
Encourage collaboration between technology, design, content, usability 4.0% 2.5% 2.8%
17
Build a strong, centralized team with an independent capacity to make decisions 2.4% 2.5% 2.3%
18 Embrace built-to-change rather than a built-to-last philosophy 1.8% 2.4% 2.3%
19 Create a consistent experience across platforms and channels 2.2% 2.0% 2.0%20 Move from "let's fix the website" to "let's fix the top tasks" 1.7% 2.0% 1.9%
Top 25%
26-50%
51-75%
I consult with organizations on thei…
Tasks I consu
lt with
organ
izatio
ns on
thei
…I w
ork w
ithin
an
organ
izatio
n on
our…Tota
l
1
Ensure customers can quickly and easily complete their top tasks 7.6% 9.3% 8.8%
2
Identify your customers top tasks based on what they do, not on what they say they do 5.6% 4.2% 4.5%
3
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 5.3% 3.2% 3.5%
4
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 4.6% 3.9% 4.1%
5 Make decisions based on evidence and facts, not opinions 4.4% 4.9% 4.8%
6
Act on customer feedback and behavior--don't simply collect and observe it 4.3% 4.0% 4.1%
7
Encourage collaboration between technology, design, content, usability 4.0% 2.5% 2.8%
8 Keep content as concise and simple as possible 4.0% 4.5% 4.5%
9
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 3.4% 4.1% 3.9%
10 Hire people who are passionate about serving the customer 3.2% 1.9% 2.0%
11
Relentlessly focus on saving the customer time and effort in completing top tasks 3.1% 4.0% 3.8%
12 Have task completion as the ultimate measure of success 2.8% 2.6% 2.8%
13
Ensure that content on the Web is for action, not for 'reading' or 'information' 2.8% 1.3% 1.5%
14 Small improvements are generally better than big redesigns 2.8% 1.9% 2.0%15 Regularly test and obtain feedback from customers 2.5% 3.4% 3.2%
16
Build a strong, centralized team with an independent capacity to make decisions 2.4% 2.5% 2.3%
17
Continuously engage key stakeholders to create understanding and commitment 2.4% 1.2% 1.5%
18
Measure how easy it is for customers to perform their top tasks 2.3% 1.8% 1.9%
19 Create a consistent experience across platforms and channels 2.2% 2.0% 2.0%
20 Have customer satisfaction as the ultimate measure of success 2.0% 3.5% 3.2%
Top 25%
26-50%
51-75%
Tasks: What is your primary role
What is your primary role
Percent ResponseOther (please specify)* 13% 130Content creator, editor 29% 287
Customer service 2% 16IT, developer 8% 75Management 20% 200
Marketing, Sales, PR, Communications 14% 136User experience, design 15% 146
Total 100% 990
Total
Tasks Content c
reat
or,
edito
r
IT, d
evel
oper
Man
agem
ent
Mar
ketin
g, Sal
es,
PR, Com
munic
atio
ns
User e
xper
ience
,
desig
n
Total
1
Ensure customers can quickly and easily complete their top tasks 9.3% 7.4% 7.4% 11.6% 8.0% 8.8%
2 Make decisions based on evidence and facts, not opinions 3.6% 4.1% 5.2% 4.6% 6.2% 4.8%
3
Identify your customers top tasks based on what they do, not on what they say they do 3.8% 4.3% 4.9% 4.3% 4.8% 4.5%
4 Keep content as concise and simple as possible 5.7% 3.8% 3.4% 4.5% 4.6% 4.5%
5
Act on customer feedback and behavior--don't simply collect and observe it 3.9% 3.3% 4.8% 5.0% 3.1% 4.1%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 4.5% 5.2% 3.6% 4.8% 3.9% 4.1%
7
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 4.9% 3.7% 4.1% 2.4% 3.0% 3.9%
8
Relentlessly focus on saving the customer time and effort in completing top tasks 4.6% 3.4% 4.0% 2.8% 3.7% 3.8%
9
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.6% 4.0% 2.6% 2.4% 3.5% 3.5%
10 Regularly test and obtain feedback from customers 2.7% 3.5% 3.5% 2.8% 4.7% 3.2%
11 Have customer satisfaction as the ultimate measure of success 3.2% 4.3% 3.2% 3.8% 2.8% 3.2%
12
Manage for the customer's world--whatever device, channel, website or app they want to use 3.0% 3.7% 3.8% 3.4% 2.9% 3.1%
13
Make sure everything has an owner who takes responsibility for ongoing review and improvement 3.2% 3.0% 3.6% 2.6% 2.1% 3.0%
14
Encourage collaboration between technology, design, content, usability 2.2% 1.8% 3.8% 2.9% 3.3% 2.8%
15 Build a sustainable site; one you can adequately resource 3.3% 2.2% 3.0% 2.3% 2.2% 2.8%16 Have task completion as the ultimate measure of success 3.0% 1.2% 2.5% 2.7% 3.2% 2.8%
17
Build a strong, centralized team with an independent capacity to make decisions 2.6% 2.8% 1.6% 1.7% 2.7% 2.3%
18 Embrace built-to-change rather than a built-to-last philosophy 2.0% 4.9% 2.1% 2.2% 2.0% 2.3%19 Hire people who are passionate about serving the customer 1.7% 2.0% 2.1% 1.8% 2.9% 2.0%20 Small improvements are generally better than big redesigns 1.3% 2.5% 2.0% 1.4% 3.4% 2.0%
Top 25%
26-50%
51-75%
User experience, design
Tasks Content c
reat
or,
edito
r
IT, d
evel
oper
Man
agem
ent
Mar
ketin
g, Sal
es,
PR, Com
munic
atio
ns
User e
xper
ience
,
desig
n
Total
1
Ensure customers can quickly and easily complete their top tasks 9.3% 7.4% 7.4% 11.6% 8.0% 8.8%
2 Make decisions based on evidence and facts, not opinions 3.6% 4.1% 5.2% 4.6% 6.2% 4.8%
3
Identify your customers top tasks based on what they do, not on what they say they do 3.8% 4.3% 4.9% 4.3% 4.8% 4.5%
4 Regularly test and obtain feedback from customers 2.7% 3.5% 3.5% 2.8% 4.7% 3.2%5 Keep content as concise and simple as possible 5.7% 3.8% 3.4% 4.5% 4.6% 4.5%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 4.5% 5.2% 3.6% 4.8% 3.9% 4.1%
7
Relentlessly focus on saving the customer time and effort in completing top tasks 4.6% 3.4% 4.0% 2.8% 3.7% 3.8%
8
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.6% 4.0% 2.6% 2.4% 3.5% 3.5%
9 Small improvements are generally better than big redesigns 1.3% 2.5% 2.0% 1.4% 3.4% 2.0%
10
Encourage collaboration between technology, design, content, usability 2.2% 1.8% 3.8% 2.9% 3.3% 2.8%
11 Have task completion as the ultimate measure of success 3.0% 1.2% 2.5% 2.7% 3.2% 2.8%
12
Act on customer feedback and behavior--don't simply collect and observe it 3.9% 3.3% 4.8% 5.0% 3.1% 4.1%
13
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 4.9% 3.7% 4.1% 2.4% 3.0% 3.9%
14
Manage for the customer's world--whatever device, channel, website or app they want to use 3.0% 3.7% 3.8% 3.4% 2.9% 3.1%
15 Hire people who are passionate about serving the customer 1.7% 2.0% 2.1% 1.8% 2.9% 2.0%
16 Have customer satisfaction as the ultimate measure of success 3.2% 4.3% 3.2% 3.8% 2.8% 3.2%
17
Build a strong, centralized team with an independent capacity to make decisions 2.6% 2.8% 1.6% 1.7% 2.7% 2.3%
18 Move from "let's fix the website" to "let's fix the top tasks" 1.6% 2.0% 1.7% 3.0% 2.3% 1.9%19 Facilitate collaboration and sharing of ideas across silos 1.5% 0.4% 1.2% 1.0% 2.3% 1.3%20 Build a sustainable site; one you can adequately resource 3.3% 2.2% 3.0% 2.3% 2.2% 2.8%
Top 25%
26-50%
51-75%
Marketing, Sales, PR, Communications
Tasks Content c
reat
or,
edito
r
IT, d
evel
oper
Man
agem
ent
Mar
ketin
g, Sal
es,
PR, Com
munic
atio
ns
User e
xper
ience
,
desig
n
Total
1
Ensure customers can quickly and easily complete their top tasks 9.3% 7.4% 7.4% 11.6% 8.0% 8.8%
2
Act on customer feedback and behavior--don't simply collect and observe it 3.9% 3.3% 4.8% 5.0% 3.1% 4.1%
3
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 4.5% 5.2% 3.6% 4.8% 3.9% 4.1%
4 Make decisions based on evidence and facts, not opinions 3.6% 4.1% 5.2% 4.6% 6.2% 4.8%5 Keep content as concise and simple as possible 5.7% 3.8% 3.4% 4.5% 4.6% 4.5%
6
Identify your customers top tasks based on what they do, not on what they say they do 3.8% 4.3% 4.9% 4.3% 4.8% 4.5%
7 Have customer satisfaction as the ultimate measure of success 3.2% 4.3% 3.2% 3.8% 2.8% 3.2%
8
Manage for the customer's world--whatever device, channel, website or app they want to use 3.0% 3.7% 3.8% 3.4% 2.9% 3.1%
9 Move from "let's fix the website" to "let's fix the top tasks" 1.6% 2.0% 1.7% 3.0% 2.3% 1.9%
10
Encourage collaboration between technology, design, content, usability 2.2% 1.8% 3.8% 2.9% 3.3% 2.8%
11 Regularly test and obtain feedback from customers 2.7% 3.5% 3.5% 2.8% 4.7% 3.2%
12
Relentlessly focus on saving the customer time and effort in completing top tasks 4.6% 3.4% 4.0% 2.8% 3.7% 3.8%
13 Have task completion as the ultimate measure of success 3.0% 1.2% 2.5% 2.7% 3.2% 2.8%
14
Make sure everything has an owner who takes responsibility for ongoing review and improvement 3.2% 3.0% 3.6% 2.6% 2.1% 3.0%
15
Continuously engage key stakeholders to create understanding and commitment 1.0% 0.4% 1.1% 2.5% 1.8% 1.5%
16
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.6% 4.0% 2.6% 2.4% 3.5% 3.5%
17
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 4.9% 3.7% 4.1% 2.4% 3.0% 3.9%
18 Build a sustainable site; one you can adequately resource 3.3% 2.2% 3.0% 2.3% 2.2% 2.8%
19 Create a consistent experience across platforms and channels 1.6% 1.7% 2.2% 2.2% 2.0% 2.0%20 Embrace built-to-change rather than a built-to-last philosophy 2.0% 4.9% 2.1% 2.2% 2.0% 2.3%
Top 25%
26-50%
51-75%
Management
Tasks Content c
reat
or,
edito
r
IT, d
evel
oper
Man
agem
ent
Mar
ketin
g, Sal
es,
PR, Com
munic
atio
ns
User e
xper
ience
,
desig
n
Total
1
Ensure customers can quickly and easily complete their top tasks 9.3% 7.4% 7.4% 11.6% 8.0% 8.8%
2 Make decisions based on evidence and facts, not opinions 3.6% 4.1% 5.2% 4.6% 6.2% 4.8%
3
Identify your customers top tasks based on what they do, not on what they say they do 3.8% 4.3% 4.9% 4.3% 4.8% 4.5%
4
Act on customer feedback and behavior--don't simply collect and observe it 3.9% 3.3% 4.8% 5.0% 3.1% 4.1%
5
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 4.9% 3.7% 4.1% 2.4% 3.0% 3.9%
6
Relentlessly focus on saving the customer time and effort in completing top tasks 4.6% 3.4% 4.0% 2.8% 3.7% 3.8%
7
Manage for the customer's world--whatever device, channel, website or app they want to use 3.0% 3.7% 3.8% 3.4% 2.9% 3.1%
8
Encourage collaboration between technology, design, content, usability 2.2% 1.8% 3.8% 2.9% 3.3% 2.8%
9
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 4.5% 5.2% 3.6% 4.8% 3.9% 4.1%
10
Make sure everything has an owner who takes responsibility for ongoing review and improvement 3.2% 3.0% 3.6% 2.6% 2.1% 3.0%
11 Regularly test and obtain feedback from customers 2.7% 3.5% 3.5% 2.8% 4.7% 3.2%12 Keep content as concise and simple as possible 5.7% 3.8% 3.4% 4.5% 4.6% 4.5%
13 Have customer satisfaction as the ultimate measure of success 3.2% 4.3% 3.2% 3.8% 2.8% 3.2%14 Build a sustainable site; one you can adequately resource 3.3% 2.2% 3.0% 2.3% 2.2% 2.8%
15
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.6% 4.0% 2.6% 2.4% 3.5% 3.5%
16 Have task completion as the ultimate measure of success 3.0% 1.2% 2.5% 2.7% 3.2% 2.8%
17
Measure how easy it is for customers to perform their top tasks 1.7% 1.8% 2.4% 1.3% 1.7% 1.9%
18 Create a consistent experience across platforms and channels 1.6% 1.7% 2.2% 2.2% 2.0% 2.0%19 Hire people who are passionate about serving the customer 1.7% 2.0% 2.1% 1.8% 2.9% 2.0%20 Embrace built-to-change rather than a built-to-last philosophy 2.0% 4.9% 2.1% 2.2% 2.0% 2.3%
Top 25%
26-50%
51-75%
IT, developer
Tasks Content c
reat
or,
edito
r
IT, d
evel
oper
Man
agem
ent
Mar
ketin
g, Sal
es,
PR, Com
munic
atio
ns
User e
xper
ience
,
desig
n
Total
1
Ensure customers can quickly and easily complete their top tasks 9.3% 7.4% 7.4% 11.6% 8.0% 8.8%
2
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 4.5% 5.2% 3.6% 4.8% 3.9% 4.1%
3 Embrace built-to-change rather than a built-to-last philosophy 2.0% 4.9% 2.1% 2.2% 2.0% 2.3%
4
Identify your customers top tasks based on what they do, not on what they say they do 3.8% 4.3% 4.9% 4.3% 4.8% 4.5%
5 Have customer satisfaction as the ultimate measure of success 3.2% 4.3% 3.2% 3.8% 2.8% 3.2%6 Make decisions based on evidence and facts, not opinions 3.6% 4.1% 5.2% 4.6% 6.2% 4.8%
7
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.6% 4.0% 2.6% 2.4% 3.5% 3.5%
8 Keep content as concise and simple as possible 5.7% 3.8% 3.4% 4.5% 4.6% 4.5%
9
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 4.9% 3.7% 4.1% 2.4% 3.0% 3.9%
10
Manage for the customer's world--whatever device, channel, website or app they want to use 3.0% 3.7% 3.8% 3.4% 2.9% 3.1%
11 Regularly test and obtain feedback from customers 2.7% 3.5% 3.5% 2.8% 4.7% 3.2%
12
Relentlessly focus on saving the customer time and effort in completing top tasks 4.6% 3.4% 4.0% 2.8% 3.7% 3.8%
13
Act on customer feedback and behavior--don't simply collect and observe it 3.9% 3.3% 4.8% 5.0% 3.1% 4.1%
14
Make sure everything has an owner who takes responsibility for ongoing review and improvement 3.2% 3.0% 3.6% 2.6% 2.1% 3.0%
15
Build a strong, centralized team with an independent capacity to make decisions 2.6% 2.8% 1.6% 1.7% 2.7% 2.3%
16 Small improvements are generally better than big redesigns 1.3% 2.5% 2.0% 1.4% 3.4% 2.0%
17
Fund the Web from operational rather than project budgets to facilitate continuous improvement 1.3% 2.4% 1.6% 2.0% 1.4% 1.7%
18 Ease of use is the best way to enhance the image / brand 1.7% 2.3% 1.5% 1.2% 1.6% 1.6%19 Build a sustainable site; one you can adequately resource 3.3% 2.2% 3.0% 2.3% 2.2% 2.8%
20
Regularly explain how online strategy supports business / organization strategy 1.5% 2.1% 1.6% 1.5% 1.0% 1.5%
Top 25%
26-50%
51-75%
Content creator, editor
Tasks Content c
reat
or,
edito
r
IT, d
evel
oper
Man
agem
ent
Mar
ketin
g, Sal
es,
PR, Com
munic
atio
ns
User e
xper
ience
,
desig
n
Total
1
Ensure customers can quickly and easily complete their top tasks 9.3% 7.4% 7.4% 11.6% 8.0% 8.8%
2 Keep content as concise and simple as possible 5.7% 3.8% 3.4% 4.5% 4.6% 4.5%
3
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 4.9% 3.7% 4.1% 2.4% 3.0% 3.9%
4
Relentlessly focus on saving the customer time and effort in completing top tasks 4.6% 3.4% 4.0% 2.8% 3.7% 3.8%
5
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.6% 4.0% 2.6% 2.4% 3.5% 3.5%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 4.5% 5.2% 3.6% 4.8% 3.9% 4.1%
7
Act on customer feedback and behavior--don't simply collect and observe it 3.9% 3.3% 4.8% 5.0% 3.1% 4.1%
8
Identify your customers top tasks based on what they do, not on what they say they do 3.8% 4.3% 4.9% 4.3% 4.8% 4.5%
9 Make decisions based on evidence and facts, not opinions 3.6% 4.1% 5.2% 4.6% 6.2% 4.8%10 Build a sustainable site; one you can adequately resource 3.3% 2.2% 3.0% 2.3% 2.2% 2.8%
11
Make sure everything has an owner who takes responsibility for ongoing review and improvement 3.2% 3.0% 3.6% 2.6% 2.1% 3.0%
12 Have customer satisfaction as the ultimate measure of success 3.2% 4.3% 3.2% 3.8% 2.8% 3.2%13 Have task completion as the ultimate measure of success 3.0% 1.2% 2.5% 2.7% 3.2% 2.8%
14
Manage for the customer's world--whatever device, channel, website or app they want to use 3.0% 3.7% 3.8% 3.4% 2.9% 3.1%
15 Regularly test and obtain feedback from customers 2.7% 3.5% 3.5% 2.8% 4.7% 3.2%
16
Build a strong, centralized team with an independent capacity to make decisions 2.6% 2.8% 1.6% 1.7% 2.7% 2.3%
17
Encourage collaboration between technology, design, content, usability 2.2% 1.8% 3.8% 2.9% 3.3% 2.8%
18
Ensure that content on the Web is for action, not for 'reading' or 'information' 2.0% 0.6% 1.1% 1.8% 0.7% 1.5%
19 Embrace built-to-change rather than a built-to-last philosophy 2.0% 4.9% 2.1% 2.2% 2.0% 2.3%
20
Fast and easy content management review and removal process 2.0% 0.4% 1.3% 0.9% 1.4% 1.4%
Top 25%
26-50%
51-75%
Tasks: What type of organisation do you work
for?
What type of organisation do you work for?
Percent ResponsePrivate sector 35% 353Public sector 49% 483
Non-profit 12% 121Other* 4% 38
Total 100% 995
Total
Tasks Privat
e se
ctor
Public s
ecto
r
Non-pro
fit
Total
1
Ensure customers can quickly and easily complete their top tasks 8.7% 8.5% 11.0% 8.8%
2 Make decisions based on evidence and facts, not opinions 5.0% 4.8% 4.4% 4.8%
3
Identify your customers top tasks based on what they do, not on what they say they do 4.5% 4.5% 4.8% 4.5%
4 Keep content as concise and simple as possible 3.5% 4.9% 5.1% 4.5%
5
Act on customer feedback and behavior--don't simply collect and observe it 4.5% 3.6% 4.4% 4.1%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 4.2% 4.4% 3.4% 4.1%
7
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 2.9% 4.8% 3.2% 3.9%
8
Relentlessly focus on saving the customer time and effort in completing top tasks 3.9% 4.1% 3.1% 3.8%
9
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 3.8% 3.5% 3.0% 3.5%
10 Regularly test and obtain feedback from customers 3.5% 3.1% 3.6% 3.2%
11 Have customer satisfaction as the ultimate measure of success 3.3% 2.9% 4.2% 3.2%
12
Manage for the customer's world--whatever device, channel, website or app they want to use 3.5% 2.8% 3.5% 3.1%
13
Make sure everything has an owner who takes responsibility for ongoing review and improvement 2.1% 3.6% 3.1% 3.0%
14
Encourage collaboration between technology, design, content, usability 3.0% 2.7% 3.0% 2.8%
15 Build a sustainable site; one you can adequately resource 2.0% 3.4% 2.4% 2.8%16 Have task completion as the ultimate measure of success 3.2% 2.5% 2.1% 2.8%
17
Build a strong, centralized team with an independent capacity to make decisions 1.8% 2.7% 2.6% 2.3%
18 Embrace built-to-change rather than a built-to-last philosophy 2.3% 1.9% 3.3% 2.3%19 Hire people who are passionate about serving the customer 1.8% 1.9% 2.7% 2.0%
20 Create a consistent experience across platforms and channels 1.9% 2.2% 0.8% 2.0%
Top 25%
26-50%
51-75%
Non-profit
Tasks Privat
e se
ctor
Public s
ecto
r
Non-pro
fit
Total
1
Ensure customers can quickly and easily complete their top tasks 8.7% 8.5% 11.0% 8.8%
2 Keep content as concise and simple as possible 3.5% 4.9% 5.1% 4.5%
3
Identify your customers top tasks based on what they do, not on what they say they do 4.5% 4.5% 4.8% 4.5%
4 Make decisions based on evidence and facts, not opinions 5.0% 4.8% 4.4% 4.8%
5
Act on customer feedback and behavior--don't simply collect and observe it 4.5% 3.6% 4.4% 4.1%
6 Have customer satisfaction as the ultimate measure of success 3.3% 2.9% 4.2% 3.2%7 Regularly test and obtain feedback from customers 3.5% 3.1% 3.6% 3.2%
8
Manage for the customer's world--whatever device, channel, website or app they want to use 3.5% 2.8% 3.5% 3.1%
9
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 4.2% 4.4% 3.4% 4.1%
10 Embrace built-to-change rather than a built-to-last philosophy 2.3% 1.9% 3.3% 2.3%
11
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 2.9% 4.8% 3.2% 3.9%
12
Relentlessly focus on saving the customer time and effort in completing top tasks 3.9% 4.1% 3.1% 3.8%
13
Make sure everything has an owner who takes responsibility for ongoing review and improvement 2.1% 3.6% 3.1% 3.0%
14
Encourage collaboration between technology, design, content, usability 3.0% 2.7% 3.0% 2.8%
15
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 3.8% 3.5% 3.0% 3.5%
16 Hire people who are passionate about serving the customer 1.8% 1.9% 2.7% 2.0%
17
Build a strong, centralized team with an independent capacity to make decisions 1.8% 2.7% 2.6% 2.3%
18
Fund the Web from operational rather than project budgets to facilitate continuous improvement 0.9% 1.9% 2.5% 1.7%
19 Build a sustainable site; one you can adequately resource 2.0% 3.4% 2.4% 2.8%20 Have task completion as the ultimate measure of success 3.2% 2.5% 2.1% 2.8%
Top 25%
26-50%
51-75%
Public sector
Tasks Privat
e se
ctor
Public s
ecto
r
Non-pro
fit
Total
1
Ensure customers can quickly and easily complete their top tasks 8.7% 8.5% 11.0% 8.8%
2 Keep content as concise and simple as possible 3.5% 4.9% 5.1% 4.5%
3
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 2.9% 4.8% 3.2% 3.9%
4 Make decisions based on evidence and facts, not opinions 5.0% 4.8% 4.4% 4.8%
5
Identify your customers top tasks based on what they do, not on what they say they do 4.5% 4.5% 4.8% 4.5%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 4.2% 4.4% 3.4% 4.1%
7
Relentlessly focus on saving the customer time and effort in completing top tasks 3.9% 4.1% 3.1% 3.8%
8
Act on customer feedback and behavior--don't simply collect and observe it 4.5% 3.6% 4.4% 4.1%
9
Make sure everything has an owner who takes responsibility for ongoing review and improvement 2.1% 3.6% 3.1% 3.0%
10
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 3.8% 3.5% 3.0% 3.5%
11 Build a sustainable site; one you can adequately resource 2.0% 3.4% 2.4% 2.8%12 Regularly test and obtain feedback from customers 3.5% 3.1% 3.6% 3.2%
13 Have customer satisfaction as the ultimate measure of success 3.3% 2.9% 4.2% 3.2%
14
Manage for the customer's world--whatever device, channel, website or app they want to use 3.5% 2.8% 3.5% 3.1%
15
Encourage collaboration between technology, design, content, usability 3.0% 2.7% 3.0% 2.8%
16
Build a strong, centralized team with an independent capacity to make decisions 1.8% 2.7% 2.6% 2.3%
17 Have task completion as the ultimate measure of success 3.2% 2.5% 2.1% 2.8%
18 Create a consistent experience across platforms and channels 1.9% 2.2% 0.8% 2.0%19 Move from "let's fix the website" to "let's fix the top tasks" 1.9% 2.1% 1.2% 1.9%
20
Measure how easy it is for customers to perform their top tasks 2.0% 2.0% 1.0% 1.9%
Top 25%
26-50%
51-75%
Private sector
Tasks Privat
e se
ctor
Public s
ecto
r
Non-pro
fit
Total
1
Ensure customers can quickly and easily complete their top tasks 8.7% 8.5% 11.0% 8.8%
2 Make decisions based on evidence and facts, not opinions 5.0% 4.8% 4.4% 4.8%
3
Act on customer feedback and behavior--don't simply collect and observe it 4.5% 3.6% 4.4% 4.1%
4
Identify your customers top tasks based on what they do, not on what they say they do 4.5% 4.5% 4.8% 4.5%
5
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 4.2% 4.4% 3.4% 4.1%
6
Relentlessly focus on saving the customer time and effort in completing top tasks 3.9% 4.1% 3.1% 3.8%
7
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 3.8% 3.5% 3.0% 3.5%
8
Manage for the customer's world--whatever device, channel, website or app they want to use 3.5% 2.8% 3.5% 3.1%
9 Keep content as concise and simple as possible 3.5% 4.9% 5.1% 4.5%10 Regularly test and obtain feedback from customers 3.5% 3.1% 3.6% 3.2%
11 Have customer satisfaction as the ultimate measure of success 3.3% 2.9% 4.2% 3.2%12 Have task completion as the ultimate measure of success 3.2% 2.5% 2.1% 2.8%
13
Encourage collaboration between technology, design, content, usability 3.0% 2.7% 3.0% 2.8%
14
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 2.9% 4.8% 3.2% 3.9%
15 Small improvements are generally better than big redesigns 2.5% 1.8% 1.7% 2.0%16 Embrace built-to-change rather than a built-to-last philosophy 2.3% 1.9% 3.3% 2.3%
17
Make sure everything has an owner who takes responsibility for ongoing review and improvement 2.1% 3.6% 3.1% 3.0%
18 Build a sustainable site; one you can adequately resource 2.0% 3.4% 2.4% 2.8%
19
Measure how easy it is for customers to perform their top tasks 2.0% 2.0% 1.0% 1.9%
20 Create a consistent experience across platforms and channels 1.9% 2.2% 0.8% 2.0%
Top 25%
26-50%
51-75%
Tasks: How many people work in your organisation?
How many people work in your organisation?
Percent Response1 to 99 24% 234
100 to 499 15% 152500 to 999 9% 93Over 1,000 52% 513
Total 100% 992
Total
Tasks 1 to
99
100
to 4
99
500
to 9
99
Over 1
,000
Total
1
Ensure customers can quickly and easily complete their top tasks 8.9% 8.5% 12.4% 8.2% 8.8%
2 Make decisions based on evidence and facts, not opinions 4.6% 5.0% 3.4% 5.0% 4.8%
3
Identify your customers top tasks based on what they do, not on what they say they do 4.8% 5.9% 2.2% 4.4% 4.5%
4 Keep content as concise and simple as possible 5.0% 4.2% 3.5% 4.5% 4.5%
5
Act on customer feedback and behavior--don't simply collect and observe it 4.4% 4.3% 3.8% 4.0% 4.1%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 5.3% 4.0% 2.5% 3.9% 4.1%
7
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 2.6% 3.7% 5.7% 4.3% 3.9%
8
Relentlessly focus on saving the customer time and effort in completing top tasks 4.0% 3.3% 4.8% 3.9% 3.8%
9
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.4% 2.3% 3.7% 3.4% 3.5%
10 Have customer satisfaction as the ultimate measure of success 3.1% 3.4% 3.2% 3.4% 3.2%11 Regularly test and obtain feedback from customers 2.9% 3.4% 3.4% 3.3% 3.2%
12
Manage for the customer's world--whatever device, channel, website or app they want to use 2.3% 3.0% 2.2% 3.6% 3.1%
13
Make sure everything has an owner who takes responsibility for ongoing review and improvement 1.9% 2.6% 3.6% 3.6% 3.0%
14
Encourage collaboration between technology, design, content, usability 3.4% 2.9% 1.9% 2.8% 2.8%
15 Build a sustainable site; one you can adequately resource 2.7% 3.4% 2.4% 2.6% 2.8%16 Have task completion as the ultimate measure of success 3.5% 3.1% 3.6% 2.1% 2.8%
17
Build a strong, centralized team with an independent capacity to make decisions 2.0% 1.9% 2.3% 2.6% 2.3%
18 Embrace built-to-change rather than a built-to-last philosophy 2.5% 3.2% 3.3% 1.7% 2.3%19 Hire people who are passionate about serving the customer 2.3% 1.7% 2.7% 2.0% 2.0%
20 Create a consistent experience across platforms and channels 2.2% 1.4% 2.4% 2.0% 2.0%
Top 25%
26-50%
51-75%
Over 1,000
Tasks 1 to
99
100
to 4
99
500
to 9
99
Over 1
,000
Total
1
Ensure customers can quickly and easily complete their top tasks 8.9% 8.5% 12.4% 8.2% 8.8%
2 Make decisions based on evidence and facts, not opinions 4.6% 5.0% 3.4% 5.0% 4.8%3 Keep content as concise and simple as possible 5.0% 4.2% 3.5% 4.5% 4.5%
4
Identify your customers top tasks based on what they do, not on what they say they do 4.8% 5.9% 2.2% 4.4% 4.5%
5
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 2.6% 3.7% 5.7% 4.3% 3.9%
6
Act on customer feedback and behavior--don't simply collect and observe it 4.4% 4.3% 3.8% 4.0% 4.1%
7
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 5.3% 4.0% 2.5% 3.9% 4.1%
8
Relentlessly focus on saving the customer time and effort in completing top tasks 4.0% 3.3% 4.8% 3.9% 3.8%
9
Manage for the customer's world--whatever device, channel, website or app they want to use 2.3% 3.0% 2.2% 3.6% 3.1%
10
Make sure everything has an owner who takes responsibility for ongoing review and improvement 1.9% 2.6% 3.6% 3.6% 3.0%
11
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.4% 2.3% 3.7% 3.4% 3.5%
12 Have customer satisfaction as the ultimate measure of success 3.1% 3.4% 3.2% 3.4% 3.2%13 Regularly test and obtain feedback from customers 2.9% 3.4% 3.4% 3.3% 3.2%
14
Encourage collaboration between technology, design, content, usability 3.4% 2.9% 1.9% 2.8% 2.8%
15 Build a sustainable site; one you can adequately resource 2.7% 3.4% 2.4% 2.6% 2.8%
16
Build a strong, centralized team with an independent capacity to make decisions 2.0% 1.9% 2.3% 2.6% 2.3%
17 Have task completion as the ultimate measure of success 3.5% 3.1% 3.6% 2.1% 2.8%
18 Create a consistent experience across platforms and channels 2.2% 1.4% 2.4% 2.0% 2.0%19 Hire people who are passionate about serving the customer 2.3% 1.7% 2.7% 2.0% 2.0%
20
Fund the Web from operational rather than project budgets to facilitate continuous improvement 1.2% 1.6% 1.3% 2.0% 1.7%
Top 25%
26-50%
51-75%
500 to 999
Tasks 1 to
99
100
to 4
99
500
to 9
99
Over 1
,000
Total
1
Ensure customers can quickly and easily complete their top tasks 8.9% 8.5% 12.4% 8.2% 8.8%
2
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 2.6% 3.7% 5.7% 4.3% 3.9%
3
Relentlessly focus on saving the customer time and effort in completing top tasks 4.0% 3.3% 4.8% 3.9% 3.8%
4
Act on customer feedback and behavior--don't simply collect and observe it 4.4% 4.3% 3.8% 4.0% 4.1%
5
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.4% 2.3% 3.7% 3.4% 3.5%
6
Make sure everything has an owner who takes responsibility for ongoing review and improvement 1.9% 2.6% 3.6% 3.6% 3.0%
7 Have task completion as the ultimate measure of success 3.5% 3.1% 3.6% 2.1% 2.8%8 Keep content as concise and simple as possible 5.0% 4.2% 3.5% 4.5% 4.5%9 Make decisions based on evidence and facts, not opinions 4.6% 5.0% 3.4% 5.0% 4.8%
10 Regularly test and obtain feedback from customers 2.9% 3.4% 3.4% 3.3% 3.2%11 Embrace built-to-change rather than a built-to-last philosophy 2.5% 3.2% 3.3% 1.7% 2.3%
12 Have customer satisfaction as the ultimate measure of success 3.1% 3.4% 3.2% 3.4% 3.2%13 Hire people who are passionate about serving the customer 2.3% 1.7% 2.7% 2.0% 2.0%
14
Measure how easy it is for customers to perform their top tasks 1.5% 2.0% 2.7% 1.9% 1.9%
15 Move from "let's fix the website" to "let's fix the top tasks" 2.5% 1.4% 2.6% 1.7% 1.9%16 Small improvements are generally better than big redesigns 2.4% 2.5% 2.6% 1.6% 2.0%
17
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 5.3% 4.0% 2.5% 3.9% 4.1%
18 Consistently review task performance and adjust as needed 1.0% 1.0% 2.4% 1.2% 1.2%19 Build a sustainable site; one you can adequately resource 2.7% 3.4% 2.4% 2.6% 2.8%
20 Create a consistent experience across platforms and channels 2.2% 1.4% 2.4% 2.0% 2.0%
Top 25%
26-50%
51-75%
100 to 499
Tasks 1 to
99
100
to 4
99
500
to 9
99
Over 1
,000
Total
1
Ensure customers can quickly and easily complete their top tasks 8.9% 8.5% 12.4% 8.2% 8.8%
2
Identify your customers top tasks based on what they do, not on what they say they do 4.8% 5.9% 2.2% 4.4% 4.5%
3 Make decisions based on evidence and facts, not opinions 4.6% 5.0% 3.4% 5.0% 4.8%
4
Act on customer feedback and behavior--don't simply collect and observe it 4.4% 4.3% 3.8% 4.0% 4.1%
5 Keep content as concise and simple as possible 5.0% 4.2% 3.5% 4.5% 4.5%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 5.3% 4.0% 2.5% 3.9% 4.1%
7
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 2.6% 3.7% 5.7% 4.3% 3.9%
8 Build a sustainable site; one you can adequately resource 2.7% 3.4% 2.4% 2.6% 2.8%9 Regularly test and obtain feedback from customers 2.9% 3.4% 3.4% 3.3% 3.2%
10 Have customer satisfaction as the ultimate measure of success 3.1% 3.4% 3.2% 3.4% 3.2%
11
Relentlessly focus on saving the customer time and effort in completing top tasks 4.0% 3.3% 4.8% 3.9% 3.8%
12 Embrace built-to-change rather than a built-to-last philosophy 2.5% 3.2% 3.3% 1.7% 2.3%13 Have task completion as the ultimate measure of success 3.5% 3.1% 3.6% 2.1% 2.8%
14
Manage for the customer's world--whatever device, channel, website or app they want to use 2.3% 3.0% 2.2% 3.6% 3.1%
15
Encourage collaboration between technology, design, content, usability 3.4% 2.9% 1.9% 2.8% 2.8%
16
Make sure everything has an owner who takes responsibility for ongoing review and improvement 1.9% 2.6% 3.6% 3.6% 3.0%
17 Small improvements are generally better than big redesigns 2.4% 2.5% 2.6% 1.6% 2.0%
18
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.4% 2.3% 3.7% 3.4% 3.5%
19
Continuously engage key stakeholders to create understanding and commitment 1.5% 2.2% 0.9% 1.3% 1.5%
20
Measure how easy it is for customers to perform their top tasks 1.5% 2.0% 2.7% 1.9% 1.9%
Top 25%
26-50%
51-75%
1 to 99
Tasks 1 to
99
100
to 4
99
500
to 9
99
Over 1
,000
Total
1
Ensure customers can quickly and easily complete their top tasks 8.9% 8.5% 12.4% 8.2% 8.8%
2
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 5.3% 4.0% 2.5% 3.9% 4.1%
3 Keep content as concise and simple as possible 5.0% 4.2% 3.5% 4.5% 4.5%
4
Identify your customers top tasks based on what they do, not on what they say they do 4.8% 5.9% 2.2% 4.4% 4.5%
5 Make decisions based on evidence and facts, not opinions 4.6% 5.0% 3.4% 5.0% 4.8%
6
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.4% 2.3% 3.7% 3.4% 3.5%
7
Act on customer feedback and behavior--don't simply collect and observe it 4.4% 4.3% 3.8% 4.0% 4.1%
8
Relentlessly focus on saving the customer time and effort in completing top tasks 4.0% 3.3% 4.8% 3.9% 3.8%
9 Have task completion as the ultimate measure of success 3.5% 3.1% 3.6% 2.1% 2.8%
10
Encourage collaboration between technology, design, content, usability 3.4% 2.9% 1.9% 2.8% 2.8%
11 Have customer satisfaction as the ultimate measure of success 3.1% 3.4% 3.2% 3.4% 3.2%12 Regularly test and obtain feedback from customers 2.9% 3.4% 3.4% 3.3% 3.2%13 Build a sustainable site; one you can adequately resource 2.7% 3.4% 2.4% 2.6% 2.8%
14
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 2.6% 3.7% 5.7% 4.3% 3.9%
15 Move from "let's fix the website" to "let's fix the top tasks" 2.5% 1.4% 2.6% 1.7% 1.9%16 Embrace built-to-change rather than a built-to-last philosophy 2.5% 3.2% 3.3% 1.7% 2.3%17 Small improvements are generally better than big redesigns 2.4% 2.5% 2.6% 1.6% 2.0%
18
Manage for the customer's world--whatever device, channel, website or app they want to use 2.3% 3.0% 2.2% 3.6% 3.1%
19
Ensure that content on the Web is for action, not for 'reading' or 'information' 2.3% 1.3% 1.4% 1.3% 1.5%
20 Hire people who are passionate about serving the customer 2.3% 1.7% 2.7% 2.0% 2.0%
Top 25%
26-50%
51-75%
Tasks: Where are you located?
Where are you located?
Percent ResponseAustralia 7% 67
Austria 0% 3Belgium 4% 42
Brazil 0% 3Canada 7% 70
China 0% 1Denmark 3% 28
Finland 0% 4France 2% 23
Germany 1% 9Greece 0% 1
India 0% 3Ireland 2% 21
Italy 1% 9Netherlands 3% 32
New Zealand 2% 21Norway 11% 114
Spain 0% 3Sweden 2% 21
Switzerland 1% 5United Kingdom 13% 132
United States 37% 367Other (Country not listed) 2% 19
Total 100% 998
Total
Tasks Austra
lia
Belgiu
m
Canad
a
Denm
ark
Nether
lands
Norway
United K
ingdom
United S
tate
s
Total
1
Ensure customers can quickly and easily complete their top tasks 6.7% 7.8% 7.8% 8.3% 9.2% 9.4% 10.8% 8.5% 8.8%
2 Make decisions based on evidence and facts, not opinions 3.5% 4.8% 5.9% 6.4% 5.4% 4.4% 4.6% 4.7% 4.8%
3
Identify your customers top tasks based on what they do, not on what they say they do 5.9% 4.8% 5.9% 8.6% 3.3% 2.6% 6.8% 4.5% 4.5%
4 Keep content as concise and simple as possible 6.7% 4.6% 3.4% 4.5% 5.4% 2.3% 5.2% 4.4% 4.5%
5
Act on customer feedback and behavior--don't simply collect and observe it 4.4% 3.5% 2.4% 1.7% 6.3% 3.8% 4.2% 4.0% 4.1%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 5.1% 4.9% 3.4% 3.6% 2.1% 4.9% 3.7% 4.0% 4.1%
7
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 3.6% 3.2% 3.1% 3.6% 4.8% 4.5% 4.2% 4.4% 3.9%
8
Relentlessly focus on saving the customer time and effort in completing top tasks 3.4% 7.0% 3.5% 2.4% 3.1% 2.3% 4.2% 4.4% 3.8%
9
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.6% 3.7% 3.0% 2.9% 1.5% 2.0% 4.8% 3.7% 3.5%
10 Have customer satisfaction as the ultimate measure of success 3.3% 4.3% 2.0% 2.4% 2.3% 2.2% 3.4% 4.0% 3.2%11 Regularly test and obtain feedback from customers 2.0% 3.2% 1.7% 1.9% 5.0% 1.9% 4.0% 3.4% 3.2%
12
Manage for the customer's world--whatever device, channel, website or app they want to use 4.0% 1.3% 3.1% 1.0% 1.7% 5.6% 2.6% 3.3% 3.1%
13
Make sure everything has an owner who takes responsibility for ongoing review and improvement 2.9% 2.1% 1.4% 6.0% 1.5% 1.5% 3.5% 3.9% 3.0%
14
Encourage collaboration between technology, design, content, usability 2.6% 2.1% 2.6% 2.1% 2.9% 3.0% 1.9% 3.4% 2.8%
15 Build a sustainable site; one you can adequately resource 4.0% 1.3% 2.4% 1.7% 1.0% 4.9% 2.1% 2.9% 2.8%16 Have task completion as the ultimate measure of success 2.4% 4.8% 3.7% 1.7% 0.4% 7.1% 3.3% 1.5% 2.8%
17
Build a strong, centralized team with an independent capacity to make decisions 3.1% 2.9% 1.5% 4.3% 5.4% 3.2% 1.4% 1.9% 2.3%
18 Embrace built-to-change rather than a built-to-last philosophy 2.3% 2.1% 2.4% 5.5% 1.0% 2.3% 1.2% 2.7% 2.3%19 Hire people who are passionate about serving the customer 1.3% 5.2% 2.7% 1.2% 0.4% 0.9% 2.7% 2.2% 2.0%
20 Create a consistent experience across platforms and channels 0.9% 1.0% 2.1% 3.6% 2.3% 2.2% 1.3% 2.0% 2.0%
Top 25%
26-50%
51-75%
United States
Tasks Austra
lia
Belgiu
m
Canad
a
Denm
ark
Nether
lands
Norway
United K
ingdom
United S
tate
s
Total
1
Ensure customers can quickly and easily complete their top tasks 6.7% 7.8% 7.8% 8.3% 9.2% 9.4% 10.8% 8.5% 8.8%
2 Make decisions based on evidence and facts, not opinions 3.5% 4.8% 5.9% 6.4% 5.4% 4.4% 4.6% 4.7% 4.8%
3
Identify your customers top tasks based on what they do, not on what they say they do 5.9% 4.8% 5.9% 8.6% 3.3% 2.6% 6.8% 4.5% 4.5%
4 Keep content as concise and simple as possible 6.7% 4.6% 3.4% 4.5% 5.4% 2.3% 5.2% 4.4% 4.5%
5
Relentlessly focus on saving the customer time and effort in completing top tasks 3.4% 7.0% 3.5% 2.4% 3.1% 2.3% 4.2% 4.4% 3.8%
6
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 3.6% 3.2% 3.1% 3.6% 4.8% 4.5% 4.2% 4.4% 3.9%
7
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 5.1% 4.9% 3.4% 3.6% 2.1% 4.9% 3.7% 4.0% 4.1%
8
Act on customer feedback and behavior--don't simply collect and observe it 4.4% 3.5% 2.4% 1.7% 6.3% 3.8% 4.2% 4.0% 4.1%
9 Have customer satisfaction as the ultimate measure of success 3.3% 4.3% 2.0% 2.4% 2.3% 2.2% 3.4% 4.0% 3.2%
10
Make sure everything has an owner who takes responsibility for ongoing review and improvement 2.9% 2.1% 1.4% 6.0% 1.5% 1.5% 3.5% 3.9% 3.0%
11
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.6% 3.7% 3.0% 2.9% 1.5% 2.0% 4.8% 3.7% 3.5%
12 Regularly test and obtain feedback from customers 2.0% 3.2% 1.7% 1.9% 5.0% 1.9% 4.0% 3.4% 3.2%
13
Encourage collaboration between technology, design, content, usability 2.6% 2.1% 2.6% 2.1% 2.9% 3.0% 1.9% 3.4% 2.8%
14
Manage for the customer's world--whatever device, channel, website or app they want to use 4.0% 1.3% 3.1% 1.0% 1.7% 5.6% 2.6% 3.3% 3.1%
15 Build a sustainable site; one you can adequately resource 4.0% 1.3% 2.4% 1.7% 1.0% 4.9% 2.1% 2.9% 2.8%16 Embrace built-to-change rather than a built-to-last philosophy 2.3% 2.1% 2.4% 5.5% 1.0% 2.3% 1.2% 2.7% 2.3%17 Hire people who are passionate about serving the customer 1.3% 5.2% 2.7% 1.2% 0.4% 0.9% 2.7% 2.2% 2.0%
18 Create a consistent experience across platforms and channels 0.9% 1.0% 2.1% 3.6% 2.3% 2.2% 1.3% 2.0% 2.0%
19
Measure how easy it is for customers to perform their top tasks 1.6% 2.9% 3.7% 2.4% 1.3% 0.8% 1.8% 2.0% 1.9%
20
Build a strong, centralized team with an independent capacity to make decisions 3.1% 2.9% 1.5% 4.3% 5.4% 3.2% 1.4% 1.9% 2.3%
Top 25%
26-50%
51-75%
United Kingdom
Tasks Austra
lia
Belgiu
m
Canad
a
Denm
ark
Nether
lands
Norway
United K
ingdom
United S
tate
s
Total
1
Ensure customers can quickly and easily complete their top tasks 6.7% 7.8% 7.8% 8.3% 9.2% 9.4% 10.8% 8.5% 8.8%
2
Identify your customers top tasks based on what they do, not on what they say they do 5.9% 4.8% 5.9% 8.6% 3.3% 2.6% 6.8% 4.5% 4.5%
3 Keep content as concise and simple as possible 6.7% 4.6% 3.4% 4.5% 5.4% 2.3% 5.2% 4.4% 4.5%
4
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.6% 3.7% 3.0% 2.9% 1.5% 2.0% 4.8% 3.7% 3.5%
5 Make decisions based on evidence and facts, not opinions 3.5% 4.8% 5.9% 6.4% 5.4% 4.4% 4.6% 4.7% 4.8%
6
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 3.6% 3.2% 3.1% 3.6% 4.8% 4.5% 4.2% 4.4% 3.9%
7
Relentlessly focus on saving the customer time and effort in completing top tasks 3.4% 7.0% 3.5% 2.4% 3.1% 2.3% 4.2% 4.4% 3.8%
8
Act on customer feedback and behavior--don't simply collect and observe it 4.4% 3.5% 2.4% 1.7% 6.3% 3.8% 4.2% 4.0% 4.1%
9 Regularly test and obtain feedback from customers 2.0% 3.2% 1.7% 1.9% 5.0% 1.9% 4.0% 3.4% 3.2%
10
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 5.1% 4.9% 3.4% 3.6% 2.1% 4.9% 3.7% 4.0% 4.1%
11
Make sure everything has an owner who takes responsibility for ongoing review and improvement 2.9% 2.1% 1.4% 6.0% 1.5% 1.5% 3.5% 3.9% 3.0%
12 Have customer satisfaction as the ultimate measure of success 3.3% 4.3% 2.0% 2.4% 2.3% 2.2% 3.4% 4.0% 3.2%13 Have task completion as the ultimate measure of success 2.4% 4.8% 3.7% 1.7% 0.4% 7.1% 3.3% 1.5% 2.8%14 Hire people who are passionate about serving the customer 1.3% 5.2% 2.7% 1.2% 0.4% 0.9% 2.7% 2.2% 2.0%15 Small improvements are generally better than big redesigns 0.6% 3.3% 2.7% 1.4% 1.0% 1.7% 2.6% 1.6% 2.0%
16
Manage for the customer's world--whatever device, channel, website or app they want to use 4.0% 1.3% 3.1% 1.0% 1.7% 5.6% 2.6% 3.3% 3.1%
17 Ease of use is the best way to enhance the image / brand 1.8% 1.3% 1.5% 0.0% 0.2% 3.5% 2.2% 1.2% 1.6%18 Build a sustainable site; one you can adequately resource 4.0% 1.3% 2.4% 1.7% 1.0% 4.9% 2.1% 2.9% 2.8%
19
Ensure that content on the Web is for action, not for 'reading' or 'information' 1.6% 1.6% 1.3% 1.9% 1.9% 2.5% 2.0% 0.9% 1.5%
20
Encourage collaboration between technology, design, content, usability 2.6% 2.1% 2.6% 2.1% 2.9% 3.0% 1.9% 3.4% 2.8%
Top 25%
26-50%
51-75%
Norway
Tasks Austra
lia
Belgiu
m
Canad
a
Denm
ark
Nether
lands
Norway
United K
ingdom
United S
tate
s
Total
1
Ensure customers can quickly and easily complete their top tasks 6.7% 7.8% 7.8% 8.3% 9.2% 9.4% 10.8% 8.5% 8.8%
2 Have task completion as the ultimate measure of success 2.4% 4.8% 3.7% 1.7% 0.4% 7.1% 3.3% 1.5% 2.8%
3
Manage for the customer's world--whatever device, channel, website or app they want to use 4.0% 1.3% 3.1% 1.0% 1.7% 5.6% 2.6% 3.3% 3.1%
4 Build a sustainable site; one you can adequately resource 4.0% 1.3% 2.4% 1.7% 1.0% 4.9% 2.1% 2.9% 2.8%
5
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 5.1% 4.9% 3.4% 3.6% 2.1% 4.9% 3.7% 4.0% 4.1%
6
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 3.6% 3.2% 3.1% 3.6% 4.8% 4.5% 4.2% 4.4% 3.9%
7 Make decisions based on evidence and facts, not opinions 3.5% 4.8% 5.9% 6.4% 5.4% 4.4% 4.6% 4.7% 4.8%
8
Act on customer feedback and behavior--don't simply collect and observe it 4.4% 3.5% 2.4% 1.7% 6.3% 3.8% 4.2% 4.0% 4.1%
9 Ease of use is the best way to enhance the image / brand 1.8% 1.3% 1.5% 0.0% 0.2% 3.5% 2.2% 1.2% 1.6%10 Move from "let's fix the website" to "let's fix the top tasks" 2.1% 1.6% 3.4% 1.2% 3.5% 3.3% 1.4% 1.5% 1.9%
11
Build a strong, centralized team with an independent capacity to make decisions 3.1% 2.9% 1.5% 4.3% 5.4% 3.2% 1.4% 1.9% 2.3%
12
Encourage collaboration between technology, design, content, usability 2.6% 2.1% 2.6% 2.1% 2.9% 3.0% 1.9% 3.4% 2.8%
13
Regularly explain how online strategy supports business / organization strategy 0.7% 2.2% 1.4% 0.2% 3.3% 2.7% 0.8% 1.5% 1.5%
14 Consistently review task performance and adjust as needed 1.5% 2.1% 2.3% 0.2% 0.0% 2.6% 0.8% 0.7% 1.2%
15
Identify your customers top tasks based on what they do, not on what they say they do 5.9% 4.8% 5.9% 8.6% 3.3% 2.6% 6.8% 4.5% 4.5%
16
Ensure that content on the Web is for action, not for 'reading' or 'information' 1.6% 1.6% 1.3% 1.9% 1.9% 2.5% 2.0% 0.9% 1.5%
17 Keep content as concise and simple as possible 6.7% 4.6% 3.4% 4.5% 5.4% 2.3% 5.2% 4.4% 4.5%
18
Relentlessly focus on saving the customer time and effort in completing top tasks 3.4% 7.0% 3.5% 2.4% 3.1% 2.3% 4.2% 4.4% 3.8%
19 Embrace built-to-change rather than a built-to-last philosophy 2.3% 2.1% 2.4% 5.5% 1.0% 2.3% 1.2% 2.7% 2.3%
20 Create a consistent experience across platforms and channels 0.9% 1.0% 2.1% 3.6% 2.3% 2.2% 1.3% 2.0% 2.0%
Top 25%
26-50%
51-75%
Netherlands
Tasks Austra
lia
Belgiu
m
Canad
a
Denm
ark
Nether
lands
Norway
United K
ingdom
United S
tate
s
Total
1
Ensure customers can quickly and easily complete their top tasks 6.7% 7.8% 7.8% 8.3% 9.2% 9.4% 10.8% 8.5% 8.8%
2
Act on customer feedback and behavior--don't simply collect and observe it 4.4% 3.5% 2.4% 1.7% 6.3% 3.8% 4.2% 4.0% 4.1%
3 Make decisions based on evidence and facts, not opinions 3.5% 4.8% 5.9% 6.4% 5.4% 4.4% 4.6% 4.7% 4.8%
4
Build a strong, centralized team with an independent capacity to make decisions 3.1% 2.9% 1.5% 4.3% 5.4% 3.2% 1.4% 1.9% 2.3%
5 Keep content as concise and simple as possible 6.7% 4.6% 3.4% 4.5% 5.4% 2.3% 5.2% 4.4% 4.5%6 Regularly test and obtain feedback from customers 2.0% 3.2% 1.7% 1.9% 5.0% 1.9% 4.0% 3.4% 3.2%
7
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 3.6% 3.2% 3.1% 3.6% 4.8% 4.5% 4.2% 4.4% 3.9%
8
Continuously engage key stakeholders to create understanding and commitment 2.0% 0.0% 1.0% 1.9% 3.8% 1.3% 1.5% 1.3% 1.5%
9 Move from "let's fix the website" to "let's fix the top tasks" 2.1% 1.6% 3.4% 1.2% 3.5% 3.3% 1.4% 1.5% 1.9%
10
Establish an effective governance body that represents key stakeholders 1.9% 0.5% 1.0% 1.7% 3.5% 0.8% 0.5% 1.3% 1.3%
11
Regularly explain how online strategy supports business / organization strategy 0.7% 2.2% 1.4% 0.2% 3.3% 2.7% 0.8% 1.5% 1.5%
12
Identify your customers top tasks based on what they do, not on what they say they do 5.9% 4.8% 5.9% 8.6% 3.3% 2.6% 6.8% 4.5% 4.5%
13
Relentlessly focus on saving the customer time and effort in completing top tasks 3.4% 7.0% 3.5% 2.4% 3.1% 2.3% 4.2% 4.4% 3.8%
14
Make it part of everyone's job to interact with and observe customers 1.0% 0.8% 0.3% 0.0% 3.1% 1.1% 0.7% 0.9% 0.9%
15
Encourage collaboration between technology, design, content, usability 2.6% 2.1% 2.6% 2.1% 2.9% 3.0% 1.9% 3.4% 2.8%
16 Create a consistent experience across platforms and channels 0.9% 1.0% 2.1% 3.6% 2.3% 2.2% 1.3% 2.0% 2.0%
17 Have customer satisfaction as the ultimate measure of success 3.3% 4.3% 2.0% 2.4% 2.3% 2.2% 3.4% 4.0% 3.2%
18
Fund the Web from operational rather than project budgets to facilitate continuous improvement 2.2% 1.3% 3.3% 2.1% 2.3% 0.4% 1.5% 1.8% 1.7%
19
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 5.1% 4.9% 3.4% 3.6% 2.1% 4.9% 3.7% 4.0% 4.1%
20
Ensure that content on the Web is for action, not for 'reading' or 'information' 1.6% 1.6% 1.3% 1.9% 1.9% 2.5% 2.0% 0.9% 1.5%
Top 25%
26-50%
51-75%
Denmark
Tasks Austra
lia
Belgiu
m
Canad
a
Denm
ark
Nether
lands
Norway
United K
ingdom
United S
tate
s
Total
1
Identify your customers top tasks based on what they do, not on what they say they do 5.9% 4.8% 5.9% 8.6% 3.3% 2.6% 6.8% 4.5% 4.5%
2
Ensure customers can quickly and easily complete their top tasks 6.7% 7.8% 7.8% 8.3% 9.2% 9.4% 10.8% 8.5% 8.8%
3 Make decisions based on evidence and facts, not opinions 3.5% 4.8% 5.9% 6.4% 5.4% 4.4% 4.6% 4.7% 4.8%
4
Make sure everything has an owner who takes responsibility for ongoing review and improvement 2.9% 2.1% 1.4% 6.0% 1.5% 1.5% 3.5% 3.9% 3.0%
5 Embrace built-to-change rather than a built-to-last philosophy 2.3% 2.1% 2.4% 5.5% 1.0% 2.3% 1.2% 2.7% 2.3%6 Keep content as concise and simple as possible 6.7% 4.6% 3.4% 4.5% 5.4% 2.3% 5.2% 4.4% 4.5%
7
Build a strong, centralized team with an independent capacity to make decisions 3.1% 2.9% 1.5% 4.3% 5.4% 3.2% 1.4% 1.9% 2.3%
8
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 3.6% 3.2% 3.1% 3.6% 4.8% 4.5% 4.2% 4.4% 3.9%
9 Create a consistent experience across platforms and channels 0.9% 1.0% 2.1% 3.6% 2.3% 2.2% 1.3% 2.0% 2.0%
10
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 5.1% 4.9% 3.4% 3.6% 2.1% 4.9% 3.7% 4.0% 4.1%
11
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.6% 3.7% 3.0% 2.9% 1.5% 2.0% 4.8% 3.7% 3.5%
12
Evaluate new ideas based on how they help customers complete tasks 1.6% 1.1% 1.6% 2.9% 0.0% 1.1% 1.4% 1.7% 1.5%
13
Relentlessly focus on saving the customer time and effort in completing top tasks 3.4% 7.0% 3.5% 2.4% 3.1% 2.3% 4.2% 4.4% 3.8%
14 Have customer satisfaction as the ultimate measure of success 3.3% 4.3% 2.0% 2.4% 2.3% 2.2% 3.4% 4.0% 3.2%
15
Measure how easy it is for customers to perform their top tasks 1.6% 2.9% 3.7% 2.4% 1.3% 0.8% 1.8% 2.0% 1.9%
16
Encourage collaboration between technology, design, content, usability 2.6% 2.1% 2.6% 2.1% 2.9% 3.0% 1.9% 3.4% 2.8%
17
Fund the Web from operational rather than project budgets to facilitate continuous improvement 2.2% 1.3% 3.3% 2.1% 2.3% 0.4% 1.5% 1.8% 1.7%
18 Provide ongoing training to improve web team skills 1.1% 0.0% 1.3% 2.1% 1.0% 0.4% 0.4% 1.0% 0.9%19 Regularly test and obtain feedback from customers 2.0% 3.2% 1.7% 1.9% 5.0% 1.9% 4.0% 3.4% 3.2%
20
Continuously engage key stakeholders to create understanding and commitment 2.0% 0.0% 1.0% 1.9% 3.8% 1.3% 1.5% 1.3% 1.5%
Top 25%
26-50%
51-75%
Canada
Tasks Austra
lia
Belgiu
m
Canad
a
Denm
ark
Nether
lands
Norway
United K
ingdom
United S
tate
s
Total
1
Ensure customers can quickly and easily complete their top tasks 6.7% 7.8% 7.8% 8.3% 9.2% 9.4% 10.8% 8.5% 8.8%
2
Identify your customers top tasks based on what they do, not on what they say they do 5.9% 4.8% 5.9% 8.6% 3.3% 2.6% 6.8% 4.5% 4.5%
3 Make decisions based on evidence and facts, not opinions 3.5% 4.8% 5.9% 6.4% 5.4% 4.4% 4.6% 4.7% 4.8%
4
Measure how easy it is for customers to perform their top tasks 1.6% 2.9% 3.7% 2.4% 1.3% 0.8% 1.8% 2.0% 1.9%
5 Have task completion as the ultimate measure of success 2.4% 4.8% 3.7% 1.7% 0.4% 7.1% 3.3% 1.5% 2.8%
6
Relentlessly focus on saving the customer time and effort in completing top tasks 3.4% 7.0% 3.5% 2.4% 3.1% 2.3% 4.2% 4.4% 3.8%
7 Keep content as concise and simple as possible 6.7% 4.6% 3.4% 4.5% 5.4% 2.3% 5.2% 4.4% 4.5%
8
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 5.1% 4.9% 3.4% 3.6% 2.1% 4.9% 3.7% 4.0% 4.1%
9 Move from "let's fix the website" to "let's fix the top tasks" 2.1% 1.6% 3.4% 1.2% 3.5% 3.3% 1.4% 1.5% 1.9%
10
Fund the Web from operational rather than project budgets to facilitate continuous improvement 2.2% 1.3% 3.3% 2.1% 2.3% 0.4% 1.5% 1.8% 1.7%
11
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 3.6% 3.2% 3.1% 3.6% 4.8% 4.5% 4.2% 4.4% 3.9%
12
Manage for the customer's world--whatever device, channel, website or app they want to use 4.0% 1.3% 3.1% 1.0% 1.7% 5.6% 2.6% 3.3% 3.1%
13
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.6% 3.7% 3.0% 2.9% 1.5% 2.0% 4.8% 3.7% 3.5%
14 Small improvements are generally better than big redesigns 0.6% 3.3% 2.7% 1.4% 1.0% 1.7% 2.6% 1.6% 2.0%15 Hire people who are passionate about serving the customer 1.3% 5.2% 2.7% 1.2% 0.4% 0.9% 2.7% 2.2% 2.0%
16
Encourage collaboration between technology, design, content, usability 2.6% 2.1% 2.6% 2.1% 2.9% 3.0% 1.9% 3.4% 2.8%
17 Embrace built-to-change rather than a built-to-last philosophy 2.3% 2.1% 2.4% 5.5% 1.0% 2.3% 1.2% 2.7% 2.3%
18
Act on customer feedback and behavior--don't simply collect and observe it 4.4% 3.5% 2.4% 1.7% 6.3% 3.8% 4.2% 4.0% 4.1%
19 Build a sustainable site; one you can adequately resource 4.0% 1.3% 2.4% 1.7% 1.0% 4.9% 2.1% 2.9% 2.8%20 Consistently review task performance and adjust as needed 1.5% 2.1% 2.3% 0.2% 0.0% 2.6% 0.8% 0.7% 1.2%
Top 25%
26-50%
51-75%
Belgium
Tasks Austra
lia
Belgiu
m
Canad
a
Denm
ark
Nether
lands
Norway
United K
ingdom
United S
tate
s
Total
1
Ensure customers can quickly and easily complete their top tasks 6.7% 7.8% 7.8% 8.3% 9.2% 9.4% 10.8% 8.5% 8.8%
2
Relentlessly focus on saving the customer time and effort in completing top tasks 3.4% 7.0% 3.5% 2.4% 3.1% 2.3% 4.2% 4.4% 3.8%
3 Hire people who are passionate about serving the customer 1.3% 5.2% 2.7% 1.2% 0.4% 0.9% 2.7% 2.2% 2.0%
4
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 5.1% 4.9% 3.4% 3.6% 2.1% 4.9% 3.7% 4.0% 4.1%
5
Identify your customers top tasks based on what they do, not on what they say they do 5.9% 4.8% 5.9% 8.6% 3.3% 2.6% 6.8% 4.5% 4.5%
6 Make decisions based on evidence and facts, not opinions 3.5% 4.8% 5.9% 6.4% 5.4% 4.4% 4.6% 4.7% 4.8%7 Have task completion as the ultimate measure of success 2.4% 4.8% 3.7% 1.7% 0.4% 7.1% 3.3% 1.5% 2.8%8 Keep content as concise and simple as possible 6.7% 4.6% 3.4% 4.5% 5.4% 2.3% 5.2% 4.4% 4.5%
9 Have customer satisfaction as the ultimate measure of success 3.3% 4.3% 2.0% 2.4% 2.3% 2.2% 3.4% 4.0% 3.2%
10
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.6% 3.7% 3.0% 2.9% 1.5% 2.0% 4.8% 3.7% 3.5%
11
Act on customer feedback and behavior--don't simply collect and observe it 4.4% 3.5% 2.4% 1.7% 6.3% 3.8% 4.2% 4.0% 4.1%
12 Small improvements are generally better than big redesigns 0.6% 3.3% 2.7% 1.4% 1.0% 1.7% 2.6% 1.6% 2.0%
13
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 3.6% 3.2% 3.1% 3.6% 4.8% 4.5% 4.2% 4.4% 3.9%
14 Regularly test and obtain feedback from customers 2.0% 3.2% 1.7% 1.9% 5.0% 1.9% 4.0% 3.4% 3.2%
15
Measure how easy it is for customers to perform their top tasks 1.6% 2.9% 3.7% 2.4% 1.3% 0.8% 1.8% 2.0% 1.9%
16
Build a strong, centralized team with an independent capacity to make decisions 3.1% 2.9% 1.5% 4.3% 5.4% 3.2% 1.4% 1.9% 2.3%
17
Regularly explain how online strategy supports business / organization strategy 0.7% 2.2% 1.4% 0.2% 3.3% 2.7% 0.8% 1.5% 1.5%
18
Encourage collaboration between technology, design, content, usability 2.6% 2.1% 2.6% 2.1% 2.9% 3.0% 1.9% 3.4% 2.8%
19 Embrace built-to-change rather than a built-to-last philosophy 2.3% 2.1% 2.4% 5.5% 1.0% 2.3% 1.2% 2.7% 2.3%20 Consistently review task performance and adjust as needed 1.5% 2.1% 2.3% 0.2% 0.0% 2.6% 0.8% 0.7% 1.2%
Top 25%
26-50%
51-75%
Australia
Tasks Austra
lia
Belgiu
m
Canad
a
Denm
ark
Nether
lands
Norway
United K
ingdom
United S
tate
s
Total
1
Ensure customers can quickly and easily complete their top tasks 6.7% 7.8% 7.8% 8.3% 9.2% 9.4% 10.8% 8.5% 8.8%
2 Keep content as concise and simple as possible 6.7% 4.6% 3.4% 4.5% 5.4% 2.3% 5.2% 4.4% 4.5%
3
Identify your customers top tasks based on what they do, not on what they say they do 5.9% 4.8% 5.9% 8.6% 3.3% 2.6% 6.8% 4.5% 4.5%
4
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 5.1% 4.9% 3.4% 3.6% 2.1% 4.9% 3.7% 4.0% 4.1%
5
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 4.6% 3.7% 3.0% 2.9% 1.5% 2.0% 4.8% 3.7% 3.5%
6
Act on customer feedback and behavior--don't simply collect and observe it 4.4% 3.5% 2.4% 1.7% 6.3% 3.8% 4.2% 4.0% 4.1%
7
Manage for the customer's world--whatever device, channel, website or app they want to use 4.0% 1.3% 3.1% 1.0% 1.7% 5.6% 2.6% 3.3% 3.1%
8 Build a sustainable site; one you can adequately resource 4.0% 1.3% 2.4% 1.7% 1.0% 4.9% 2.1% 2.9% 2.8%
9
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 3.6% 3.2% 3.1% 3.6% 4.8% 4.5% 4.2% 4.4% 3.9%
10 Make decisions based on evidence and facts, not opinions 3.5% 4.8% 5.9% 6.4% 5.4% 4.4% 4.6% 4.7% 4.8%
11
Relentlessly focus on saving the customer time and effort in completing top tasks 3.4% 7.0% 3.5% 2.4% 3.1% 2.3% 4.2% 4.4% 3.8%
12 Have customer satisfaction as the ultimate measure of success 3.3% 4.3% 2.0% 2.4% 2.3% 2.2% 3.4% 4.0% 3.2%
13
Build a strong, centralized team with an independent capacity to make decisions 3.1% 2.9% 1.5% 4.3% 5.4% 3.2% 1.4% 1.9% 2.3%
14
Make sure everything has an owner who takes responsibility for ongoing review and improvement 2.9% 2.1% 1.4% 6.0% 1.5% 1.5% 3.5% 3.9% 3.0%
15
Encourage collaboration between technology, design, content, usability 2.6% 2.1% 2.6% 2.1% 2.9% 3.0% 1.9% 3.4% 2.8%
16 Have task completion as the ultimate measure of success 2.4% 4.8% 3.7% 1.7% 0.4% 7.1% 3.3% 1.5% 2.8%17 Embrace built-to-change rather than a built-to-last philosophy 2.3% 2.1% 2.4% 5.5% 1.0% 2.3% 1.2% 2.7% 2.3%
18
Fund the Web from operational rather than project budgets to facilitate continuous improvement 2.2% 1.3% 3.3% 2.1% 2.3% 0.4% 1.5% 1.8% 1.7%
19 Move from "let's fix the website" to "let's fix the top tasks" 2.1% 1.6% 3.4% 1.2% 3.5% 3.3% 1.4% 1.5% 1.9%20 Regularly test and obtain feedback from customers 2.0% 3.2% 1.7% 1.9% 5.0% 1.9% 4.0% 3.4% 3.2%
Top 25%
26-50%
51-75%
Tasks: What do you mostly work on?
What do you mostly work on?
Percent ResponseOther (please specify)* 13% 117
Public website 85% 755Intranet 37% 325
Mobile Web 20% 178Total 154% 890
Total
Tasks Public w
ebsi
te
Intra
net
Mobile
Web
Total
1
Ensure customers can quickly and easily complete their top tasks 8.8% 8.6% 7.7% 8.8%
2 Make decisions based on evidence and facts, not opinions 5.1% 5.3% 6.0% 4.8%
3
Identify your customers top tasks based on what they do, not on what they say they do 4.4% 4.7% 4.2% 4.5%
4 Keep content as concise and simple as possible 4.9% 4.9% 2.7% 4.5%
5
Act on customer feedback and behavior--don't simply collect and observe it 3.8% 4.3% 2.5% 4.1%
6
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 3.9% 3.8% 4.5% 4.1%
7
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 4.0% 3.8% 3.6% 3.9%
8
Relentlessly focus on saving the customer time and effort in completing top tasks 4.2% 4.0% 3.8% 3.8%
9
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 3.8% 2.4% 3.8% 3.5%
10 Regularly test and obtain feedback from customers 3.3% 3.5% 3.4% 3.2%
11 Have customer satisfaction as the ultimate measure of success 3.3% 2.9% 2.0% 3.2%
12
Manage for the customer's world--whatever device, channel, website or app they want to use 3.0% 2.6% 3.9% 3.1%
13
Make sure everything has an owner who takes responsibility for ongoing review and improvement 3.0% 4.2% 2.8% 3.0%
14
Encourage collaboration between technology, design, content, usability 2.8% 2.1% 3.6% 2.8%
15 Build a sustainable site; one you can adequately resource 2.6% 2.5% 1.6% 2.8%16 Have task completion as the ultimate measure of success 2.2% 1.9% 2.1% 2.8%
17
Build a strong, centralized team with an independent capacity to make decisions 2.3% 1.8% 2.7% 2.3%
18 Embrace built-to-change rather than a built-to-last philosophy 2.4% 2.7% 3.7% 2.3%19 Hire people who are passionate about serving the customer 2.1% 1.7% 1.9% 2.0%
20 Create a consistent experience across platforms and channels 2.2% 2.4% 2.8% 2.0%
Top 25%
26-50%
51-75%
Mobile Web
Tasks Public w
ebsi
te
Intra
net
Mobile
Web
Total
1
Ensure customers can quickly and easily complete their top tasks 8.8% 8.6% 7.7% 8.8%
2 Make decisions based on evidence and facts, not opinions 5.1% 5.3% 6.0% 4.8%
3
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 3.9% 3.8% 4.5% 4.1%
4
Identify your customers top tasks based on what they do, not on what they say they do 4.4% 4.7% 4.2% 4.5%
5
Manage for the customer's world--whatever device, channel, website or app they want to use 3.0% 2.6% 3.9% 3.1%
6
Relentlessly focus on saving the customer time and effort in completing top tasks 4.2% 4.0% 3.8% 3.8%
7
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 3.8% 2.4% 3.8% 3.5%
8 Embrace built-to-change rather than a built-to-last philosophy 2.4% 2.7% 3.7% 2.3%
9
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 4.0% 3.8% 3.6% 3.9%
10
Encourage collaboration between technology, design, content, usability 2.8% 2.1% 3.6% 2.8%
11 Regularly test and obtain feedback from customers 3.3% 3.5% 3.4% 3.2%
12 Create a consistent experience across platforms and channels 2.2% 2.4% 2.8% 2.0%13 Small improvements are generally better than big redesigns 2.0% 2.0% 2.8% 2.0%
14
Make sure everything has an owner who takes responsibility for ongoing review and improvement 3.0% 4.2% 2.8% 3.0%
15
Build a strong, centralized team with an independent capacity to make decisions 2.3% 1.8% 2.7% 2.3%
16 Keep content as concise and simple as possible 4.9% 4.9% 2.7% 4.5%
17
Act on customer feedback and behavior--don't simply collect and observe it 3.8% 4.3% 2.5% 4.1%
18
Fund the Web from operational rather than project budgets to facilitate continuous improvement 1.9% 2.2% 2.2% 1.7%
19 Move from "let's fix the website" to "let's fix the top tasks" 1.9% 2.3% 2.2% 1.9%20 Have task completion as the ultimate measure of success 2.2% 1.9% 2.1% 2.8%
Top 25%
26-50%
51-75%
Intranet
Tasks Public w
ebsi
te
Intra
net
Mobile
Web
Total
1
Ensure customers can quickly and easily complete their top tasks 8.8% 8.6% 7.7% 8.8%
2 Make decisions based on evidence and facts, not opinions 5.1% 5.3% 6.0% 4.8%3 Keep content as concise and simple as possible 4.9% 4.9% 2.7% 4.5%
4
Identify your customers top tasks based on what they do, not on what they say they do 4.4% 4.7% 4.2% 4.5%
5
Act on customer feedback and behavior--don't simply collect and observe it 3.8% 4.3% 2.5% 4.1%
6
Make sure everything has an owner who takes responsibility for ongoing review and improvement 3.0% 4.2% 2.8% 3.0%
7
Relentlessly focus on saving the customer time and effort in completing top tasks 4.2% 4.0% 3.8% 3.8%
8
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 4.0% 3.8% 3.6% 3.9%
9
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 3.9% 3.8% 4.5% 4.1%
10 Regularly test and obtain feedback from customers 3.3% 3.5% 3.4% 3.2%
11 Have customer satisfaction as the ultimate measure of success 3.3% 2.9% 2.0% 3.2%12 Embrace built-to-change rather than a built-to-last philosophy 2.4% 2.7% 3.7% 2.3%
13
Manage for the customer's world--whatever device, channel, website or app they want to use 3.0% 2.6% 3.9% 3.1%
14 Build a sustainable site; one you can adequately resource 2.6% 2.5% 1.6% 2.8%
15
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 3.8% 2.4% 3.8% 3.5%
16 Create a consistent experience across platforms and channels 2.2% 2.4% 2.8% 2.0%17 Move from "let's fix the website" to "let's fix the top tasks" 1.9% 2.3% 2.2% 1.9%
18
Fund the Web from operational rather than project budgets to facilitate continuous improvement 1.9% 2.2% 2.2% 1.7%
19
Encourage collaboration between technology, design, content, usability 2.8% 2.1% 3.6% 2.8%
20 Small improvements are generally better than big redesigns 2.0% 2.0% 2.8% 2.0%
Top 25%
26-50%
51-75%
Public website
Tasks Public w
ebsi
te
Intra
net
Mobile
Web
Total
1
Ensure customers can quickly and easily complete their top tasks 8.8% 8.6% 7.7% 8.8%
2 Make decisions based on evidence and facts, not opinions 5.1% 5.3% 6.0% 4.8%3 Keep content as concise and simple as possible 4.9% 4.9% 2.7% 4.5%
4
Identify your customers top tasks based on what they do, not on what they say they do 4.4% 4.7% 4.2% 4.5%
5
Relentlessly focus on saving the customer time and effort in completing top tasks 4.2% 4.0% 3.8% 3.8%
6
Establish authority to say no to new content and applications and to remove what is out-of-date or irrelevant 4.0% 3.8% 3.6% 3.9%
7
Focus first on customer tasks. Everything else is secondary. Business success will naturally follow. 3.9% 3.8% 4.5% 4.1%
8
Act on customer feedback and behavior--don't simply collect and observe it 3.8% 4.3% 2.5% 4.1%
9
Let the content be led by customer tasks and let everything else (graphic design etc.) be led by the content 3.8% 2.4% 3.8% 3.5%
10 Regularly test and obtain feedback from customers 3.3% 3.5% 3.4% 3.2%
11 Have customer satisfaction as the ultimate measure of success 3.3% 2.9% 2.0% 3.2%
12
Make sure everything has an owner who takes responsibility for ongoing review and improvement 3.0% 4.2% 2.8% 3.0%
13
Manage for the customer's world--whatever device, channel, website or app they want to use 3.0% 2.6% 3.9% 3.1%
14
Encourage collaboration between technology, design, content, usability 2.8% 2.1% 3.6% 2.8%
15 Build a sustainable site; one you can adequately resource 2.6% 2.5% 1.6% 2.8%16 Embrace built-to-change rather than a built-to-last philosophy 2.4% 2.7% 3.7% 2.3%
17
Build a strong, centralized team with an independent capacity to make decisions 2.3% 1.8% 2.7% 2.3%
18 Create a consistent experience across platforms and channels 2.2% 2.4% 2.8% 2.0%19 Have task completion as the ultimate measure of success 2.2% 1.9% 2.1% 2.8%20 Hire people who are passionate about serving the customer 2.1% 1.7% 1.9% 2.0%
Top 25%
26-50%
51-75%