Customer Centric Point Of View
-
Upload
2-1-1-texas-united-way-helpline -
Category
Documents
-
view
745 -
download
2
description
Transcript of Customer Centric Point Of View
![Page 1: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/1.jpg)
Taking A Customer Centric Point of View of
Your Online Database
David Smith, CRS 2010 TAIRS Conference
Copies of this presentation will be made available at
http://www.linkedin.com/in/david211
following the conference.
![Page 2: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/2.jpg)
AIRS Standards
Service Delivery Standard 6 : Additional Channels for Access
– You must place all or part of your database online.
– It must meet certain criteria for search features.
– Records have to be displayed in such a way that the inquirer can make an informed choice.
![Page 3: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/3.jpg)
AIRS Standards
• Quality Indicator #5– The main role of
technology is to enhance or strengthen person-to-person contact, not to reduce or discourage such contact or make it more difficult.
– The I&R service develops strategies and procedures to ensure that all inquirers receive comparable benefit, either directly or indirectly, from the use of technology. It evaluates the pros and cons of a particular piece of technology prior to implementation to assure that one group of inquirers does not benefit while the needs of other groups are ignored.
![Page 4: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/4.jpg)
Six Non-Negotiable Standards for High-Quality
Information Online
"When the American people need government information and
services online, they should be able to:
• Easily find relevant, accurate, and up-to-date information;
• Understand information the first time they read it;
• Complete common tasks efficiently; • Get the same answer whether they
use the web, phone, email, live chat, read a brochure, or visit in-person;
• Provide feedback and ideas and hear what the government will do with them;
• Access critical information if they have a disability or aren’t proficient in English."
Source: 2008 White Paper, Putting Citizens First : Transforming Online Government, by the Federal Web Manager’s Council.
![Page 5: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/5.jpg)
Basic Questions
• Who is looking at your website?
• What do they want?
• How are you doing?
![Page 6: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/6.jpg)
Basic Techniques
• Who is looking at your website?– User Personas
• What do they want?– Complete Top Tasks
• How are you doing?– Usability Testing
![Page 7: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/7.jpg)
Personas
![Page 8: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/8.jpg)
What Is A Persona?
• A persona is a fictional person who represents a major user group for your site.
• Personas help you identify major user groups of your Web site. You select the characteristics that are most representative of those groups and turn them into a persona.
![Page 9: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/9.jpg)
Review Persona Handouts
• Policy Gatekeeper– http://www.ers.usda.gov/AboutERS/oursite/Personas/P
olicyGatekeepers.pdf
• Low-Income Families and Individuals
– http://www.usa.gov/webcontent/documents/USDA_Audience_Analysis.pdf
![Page 10: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/10.jpg)
Essential Elements Of A Persona
• A name (a real name like Greg or Madeline, etc.)
• Age• A photo• Personal information, including
family and home life• Work environment (the tools
used and the conditions worked under, rather than a job description)
• Computer proficiency and comfort level with using the Web
• Pet peeves and technical frustrations
• Attitudes• Motivation or "trigger" for using
a high-tech product (not just tasks, but end results)
• Information-seeking habits and favorite resources
• Personal and professional goals• Candid quotes
![Page 11: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/11.jpg)
Team Exercise
![Page 12: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/12.jpg)
Task Analysis
![Page 13: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/13.jpg)
What Is A Top Task?
A top task is a task that many of customers/staff need to regularly complete on your public website
![Page 14: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/14.jpg)
Managing theLong Neck
Source : Gerry McGovernCustomercarewords.com
![Page 15: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/15.jpg)
0
100
200
300
400
500
600
700
800
900
1000
1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88 91
Carewords
Vo
te
The Long Neck
![Page 16: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/16.jpg)
Source: Top Caller Requests
![Page 17: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/17.jpg)
Group Exercise : What Are the Top Tasks for a Typical
I&R Website?
![Page 18: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/18.jpg)
Usability Testing
![Page 19: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/19.jpg)
Basic Approach
1. Get hold of some representative users.
2. Ask the users to perform representative tasks with the design.
3. Observe what the users do, where they succeed, and where they have difficulties with the user interface.
4. Shut up and let the users do the talking.
Source: Usability 101http://www.useit.com/alertbox/20030825.html
![Page 20: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/20.jpg)
Volunteer
![Page 21: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/21.jpg)
How Many Testers?
![Page 22: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/22.jpg)
Define A Scenario
A scenario is a short story about a specific user with a specific goal at
your site.
Example : – I’m the outreach
specialist for a teen hotline. How can I check to see if my program is listed in the 2-1-1 database? If not, what do I need to do?
![Page 23: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/23.jpg)
Define Success
• User successfully completes task.
• User successfully completes task within [X] search word attempts or [Y] minutes
![Page 24: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/24.jpg)
Define Failure
• User gives up.• User fails to complete
task within [X] minutes.• Technical problems
prevent the user from completing the task.
![Page 25: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/25.jpg)
Don’t Ignore the Disaster
• User completes task, but the result was wrong.
![Page 26: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/26.jpg)
Individual Exercise
Create A Testing Scenario for Your
Own Website
1.Pick A Persona2.Pick A Task3.Develop A Scenario4.Define Successful
and Other Outcomes
![Page 27: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/27.jpg)
Recap
• Know Your Customers
• Know What They Want
• Test Whether Your Website Delivers What They Want
• Make Changes Based Upon Test Results
• Repeat Cycle Forever
![Page 28: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/28.jpg)
Bonus Content
![Page 29: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/29.jpg)
Strategies Other I&Rs Are Using To
Bridge the KSA Gap
• 2-1-1 Connecticut E-Library
• Custom “Browse By Taxonomy” Categories
![Page 30: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/30.jpg)
Resources
Webcontent.govUsability.gov
Useit.comCustomercarewords.com
Visit these websites, join their newsletters, read their books
![Page 31: Customer Centric Point Of View](https://reader033.fdocuments.in/reader033/viewer/2022061209/548c8532b479597e6a8b47a5/html5/thumbnails/31.jpg)
And Then Let’s Talk About What’s Next
David [email protected]
713-685-2824http://www.linkedin.com/in/david211