Gerry McGovern, Secrets of customer centric

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Information about Gerry McGovern, Secrets of customer centric
Marketing

Published on March 7, 2014

Author: Tag-IT

Source: slideshare.net

Description

Gerry McGovern holdt foredrag om brukervennlige nettsider på Tag-IT i Tromsø i februar 2014.

Tromsø, Feb 13, 2014 gerry@customercarewords.com www.customercarewords.com Gerry McGovern @gerrymcgovern

2003 A PERSON LIKE YOURSELF 20% Source: Elman PR

“dublin sunrise”

189.5 116

Kreftforeningen jobber med å forbedre sitt tilbud på nett. Tasks 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Treatment of Cancer (therapies , adverse effects , risks, prognosis) Symptoms of cancer Preventing cancer - what can you do? Cancer (symptoms, prognosis, treatment) Research (latest results) Choosing a hospital for cancer treatment (waiting times, best deals) Patients - what rights do you have? Relatives - how to deal with it? Waiting times (treatment, reconstruction, rehabilitation) Nutrition and diet to prevent cancer Examining yourself - this is how you do it Ask professionals for advice (e-mail, phone, chat) Children and young people with cancer Suspicion of cancer Mass screenings (mammograms, prostate, cervix) Life after cancer treatment (return to work and everyday ) Diagnoses (various cancers) Doctor Visit - what to think about and ask? Norwegian Labour and Welfare Administration and hospitals Classes and groups for people with cancer and their families Total Vote % of Total Vote 22950 Cumulative Vote Cumulative Tasks 1346 951 876 860 820 5.9% 4.1% 3.8% 3.7% 3.6% 5.9% 10.0% 13.8% 1.3% 2.5% 3.8% 17.6% 5.1% 21.1% 6.3% 710 634 585 560 513 501 490 488 452 451 3.1% 2.8% 2.5% 2.4% 2.2% 2.2% 2.1% 2.1% 2.0% 2.0% 24.2% 27.0% 29.6% 32.0% 34.2% 36.4% 38.5% 40.7% 42.6% 44.6% 7.6% 8.9% 10.1% 11.4% 12.7% 13.9% 15.2% 16.5% 17.7% 19.0% 440 429 423 1.9% 1.9% 1.8% 46.5% 20.3% 48.4% 50.2% 21.5% 22.8% 416 1.8% 52.0% 24.1% 398 1.7% 53.8% 25.3% Top 25% 26-50% 51-75%

Kreftforeningen jobber med å forbedre sitt tilbud på nett. Tasks 60 Volunteer 61 Give gift to the Cancer Society Total Vote % of Total Vote 22950 Cumulative Vote Cumulative Tasks 99 92 0.4% 0.4% 96.7% 97.1% 75.9% 77.2% 76 74 73 64 61 49 47 35 26 25 25 23 0.3% 0.3% 0.3% 0.3% 0.3% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 97.4% 97.8% 98.1% 98.3% 98.6% 98.8% 99.0% 99.2% 99.3% 99.4% 99.5% 99.6% 78.5% 79.7% 81.0% 82.3% 83.5% 84.8% 86.1% 87.3% 88.6% 89.9% 91.1% 92.4% 19 18 16 13 11 11 0.1% 0.1% 0.1% 0.1% 0.0% 0.0% 99.7% 99.8% 99.8% 99.9% 100.0% 100.0% 93.7% 94.9% 96.2% 97.5% 98.7% 100.0% The Varde center (opening hours, contact details, 62 quotations) 63 Local offices of the Cancer Society 64 Aids (prostheses, wigs) 65 Online shop (Pink Ribbon, Livestrong bands) 66 Employees of the Cancer Society 67 Sexuality and cancer 68 Press releases 69 Vacancies 70 Donation in connection with funeral 71 Annual statement for tax return 72 Testament - help with writing will/testament 73 Businesses - how to support the Cancer Society? Change / register information about the donor / 74 membership 75 Starting a collection 76 Annual report of the Cancer Society 77 Memory Gift ("In memory of ...") 78 Legacy gift (how to give ) 79 Tax deductions for donations to the Cancer Society

 From 5,000 to 1,000 pages (80% decrease)  70% increase in one-time donations  88% increase in monthly donors registered  164% increase in members registered  348% increase in incoming links  80% increase in visitors

The World’s Very First Website (1992) 2013

2013 Best Design of the Year

We focus on user needs. RELENT LESSLY

GOT THE HOUSING BLUES? START Saving!

✓Deleted 50% of all content ✓Use of the Loan calculator increased by 236% ✓Traffic to the most important product information and services increased by 520%

A B

2 enquires a week

$20 M $1 M

“Streamline" experience Prevent "distractions"

The world is getting better

Mexico City 1986 ©Corbis, Owen Franken 2011 ©Corbis, Keith Dannemiller

A small fiberglass pool shell without delivery to cost $9k-$13k, medium $12k-$16k, and large $16k-$24k. Delivery fees could be anywhere from $600 to $2,500.

Continuous Improvement Identify Top Tasks Measure Top Tasks Improve Measure Again

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@gerrymcgovern

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