Gerry McGovern at Confab Europe 2014. Keynote on how to create great content for online self-service

1. Self-Service
Content
Barcelona, Oct 1, 2014
Gerry McGovern
gerry@customercarewords.com
www.customercarewords.com
@gerrymcgovern

3. • Cross-functional collaboration
• Quality, not quantity
• Design first for core / top tasks
• Pair writing / collaboration
• Start with strategy, not tool
• Process for content

4. • Cohesive digital strategy
• Cross-functional collaboration
• Content & UX collaboration
• Test quickly, test often
• Findability
• Structured content

5. • Structure / metadata
• Internet of things & people

6. 5 million visits
NO TIME TO
UPDATE
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7. In a year, how
many pages can
Susan
professionally
manage?
100?

8. 200?

9. 300?

10. 500?

11. 700?

12. 1,000?

17. Self-Service? Speed & Repetition
Perfect for
Self-Service
Best Over
The Phone
A Mix of
Channels
Face-to-Face
Most Suitable
SLOW TO DO FAST TO DO
HIGH REPETITION LOW REPETITION

18. Self-Service? Control vs Complexity
Perfect for
Self-Service
Best Over
The Phone
A Mix of
Channels
Face-to-Face
Most Suitable
HIGH COMPLEXITY LOW COMPLEXITY
HIGH DEMAND FOR CONTROL LOW DEMAND FOR CONTROL

19. Self-Service? Implications & Vulnerability
Perfect for
Self-Service
Best Over
The Phone
A Mix of
Channels
Face-to-Face
Most Suitable
HIGH IMPLICATIONS LOW IMPLICATIONS
ENABLED CUSTOMERS VULNERABLE CUSTOMERS

20. Self-Service? Service vs Self-Service Costs
Perfect for
Self-Service
Best Over
The Phone
A Mix of
Channels
Face-to-Face
Most Suitable
LOW SERVICE STAFF COSTS HIGH SERVICE STAFF COSTS
LOW SELF-SERVICE COSTS HIGH SELF-SERVICE COSTS

21. Planning
permission
LOW ONLINE DEMAND HIGH ONLINE DEMAND
HIGH SELF-SERVICE COSTS LOW SELF-SERVICE COSTS
Sweet Spot for Web Self-Service
Self-service
Sweet Spot
Face-to-Face
Sweet Spot
Phone
Sweet Spot
Divorce
Standard
contract
questions

22. Task 5 – Cloning
Does Microsoft support producing multiple copies of a Windows
Embedded POSReady 2009 image, using cloning?
Task Performance
Critical Issues
TPI = 0
Median time on task (sec) = 162
Target time on task (sec) = 30

23. And the answer is ....
YES

24. Online self-service principles
1.Simplicity
2.Convenience
3.Control
4.Speed
5.Price
6.Continuous improvement

25. SIMPLICITY

26. “Streamline"
experience
Prevent
"distractions"

27. Whatever……

28. Content Publishing activity
TINY TASKS TOP TASKS

29. CONVENIENCE

30. “dublin
sunrise”

34. CONTROL

36. SPEED

37. Time Clicks
Time to
Click Revenue
50 ms None None None
200 ms -0.30% 500 ms None
500 ms -1% 1.2 sec -1.20%
1 sec -2% 2 sec -2.80%
2 sec -4.40% 3 sec -4.30%
2009
2 second delay
4% reduction
in ad revenue

38. 2009
7 Seconds of
Orientation

39. PRICE

43. CONTINIOUS
IMPROVEMENT

45. We focus on
user needs.
RELENT
LESSLY

46. Password recovery = Minor Issues (50-59) TPI = 59
November 2012 : Pretend you have forgotten the password for the Cisco account
and take whatever actions are required to log in.
46
Success/Failure Rates Completion Time

47. 47

48. 48

49. Password Recovery = Fair (60-69) TPI = 68
Critical Time Issue
Above 5.75 x Target
49
May 2013: Pretend you have forgotten the password for the Cisco account and
take whatever actions are required to log in.
Success/Failure Rates Completion Time
Good
0-2.25 x Target
Minor Time Issue
2.25-3.25 x Target
Major Time Issue
3.25-5.75 x Target
* All Failure times treated as 300 seconds

50. 50
“Implementing the
improvements required
coordinated effort from
multiple IT teams,
usability and experience
design people, and even
content editors.”
AND EVEN
CONTENT
EDITORS!!!
Martin Hardee, Director for Cisco.com

51. gerry@customercarewords.com
+353 87 238 6136
@gerrymcgovern
Thank you
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