Www.neoinsight.com Copyright ©2011 Customer Carewords Ltd. Telecom websites: Helping customers...

transcript

Telecom websites: Helping customers help themselves

March 09, 2011

Mark Crowley, Scott Smith, Gerry McGovern

Capital Cities Of Canada

Large MetroArea

CitiesPopulatedArea

Places

Slow Links

Get AnswersSlower

UnimportantInformation

IdiotBase

Not Find An Answer

UFAQSInfinity &Beyond

Telecom websites: Helping customers help themselves

Webinar

Mark Crowley

Two problems appear on many Telco sites

Both cause customers to think too much and work too hard to complete tasks

1. There is too much choice

2. Bad headings, categories and links hinder task flow

Issue 1: Too much choice is a bad thing

Where does the customer start?

Fewer choices, but another system?

Need to step back and consider what customers need

… and how those needs align with company’s goals for site

Customers are task-driven so find the ‘top tasks’ and support them

Adding systems is not the answer

Clear task-focused categories are a good start

Three tasks starting right on the main page

Issue 2: Lack of clear headings or categories, clutter

Confusing headings, categories

No obvious prioritization of content

Hard to read

Clutter inhibits task progress

Categories, language, lack of clutter

Case Study: Telenor, Norway

http://netliferesearch.com/

Netlife ResearchOslo, Norway

Telenor site project – 87% reduction of pages

Total pages reduced from 4,000 to 500

Emails to customer service down by 40% (key channel)

Customer satisfaction ratings substantially higher

Telenor site project – 87% reduction of pages

Staff understand pages better, can refer customers

Fewer choices for customers, easier to find answers

Less content to maintain

Webinar

Scott SmithNeo Insight Inc.

Take My Account. Please!

19 April 2023 31

These Google results show that My Account is a top task for many service providers

19 April 2023 32

As users get accustomed to managing bank accounts and bill-paying online, perhaps they are getting comfortable with managing other accounts online

19 April 2023 33

Sign in

My Account

Log in

Log on

My AccountLog in

Log on

Improve the My Account experience

Let your customer sign in right away

Let customers use web behaviour patterns

Don’t take users out of their account

Fix the usability of your bill

Measure task-completion

19 April 2023 43

From Jakob Nielsen’s Alertbox: http://www.useit.com/alertbox/reading_pattern.html

19 April 2023 47

People trust peopleGo to your customers’ people if you want them to come to you

Don’t take the user out of their account

19 April 2023 48

19 April 2023 49

http://blog.case.edu/gps10/2007/03/10/get_your_act_together_comcast

Fix the usability of the bill

19 April 2023 55

Explaining your bill is a good thing … BUT…

Will people spend more time on the web trying to read something that is hard to read on paper?

19 April 2023 56

If your bill

is hard to read

putting it on the web

is not going to make things better

Fix your usability problems

Don’t try to train customers to cope with them

19 April 2023 58

Easy to reach

Best choice

In Task Identification voting, these rank highly: <company> is my best choice

<company> is easy to reach

Which describes your experience

with us?

Great for sales!

Great customer service!

19 April 2023 59

Easy to reach

Best choice

with us?

But … NOT great if customers

cannot complete their task

19 April 2023 60

Did you complete the task you came

to do?

with us?

Easy to reach

Best choice

We ask if people completed the task they came to do

People’s priorities are different if they did not complete their task:

They are less likely to say you are their …best choice

…. and …

They are more likely to prioritize that you are …easy to reach

Completed

Did not complete

Completed

Did not complete

Completed

Did not complete

Completed

Did not complete

Did you complete the task you came

to do?

with us?

Easy to reach

Best choice

Customers who cannot complete their task on your website are more likely to:

a)Choose a competitor

b)Phone your call centre

Improve the My Account experience

Don’t take users out of their account

Fix the usability of your bill

Thank you!

Scott Smith

scott@customercarewords.com

Mark Crowley

mark@customercarewords.com

Gerry McGovern

gerry@customercarewords.com

Www.neoinsight.com Copyright ©2011 Customer Carewords Ltd. Telecom websites: Helping customers...

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