How well are your top tasks performing? Real-time measurement is knowledge [tool]

[jrineakter]

The most important trend for 2016 is, not surprisingly, putting the customer first. This is the result of the increasing digital customer interaction of recent years. Measuring online customer interaction in real time is also one of the online trends of 2016. In this article we will discuss in detail how to realize these trends; measuring and monitoring the online customer experience in real time.

How do you put your customer first?
The increase in digital customer interaction over the years, and especially now in 2016 ( Lonneke wrote about it at the end of last year ), forces organizations to put their customer first. Listen to your customers and find out how you can better respond to their online wishes and needs.

You can interpret this 'listening' as follows: find out what the most important information need is and respond to it by aligning your online services with it. For example, you can find austria telegram number list out the most important information needs of your target group with top task research, a method by internet expert Gerry McGovern . That is your starting point for further measuring and optimising your online services. You then measure how well (or how badly) your customers are provided for in that online information need. You do this structurally, after which you also periodically start working on improvements to your website.

Putting your customer first in 3 steps
Listening to your customer and putting your customer first can be achieved in three steps:

1. Top task identification
Top task research helps you identify the most important tasks or activities that your customers use your online service environment/website for.

2. Measure task performance
With a usability test you measure how well or how poorly the most important tasks can be performed within your online service environment or website.

3. Continuous monitoring and improvement
You periodically measure the performance of your tasks and make improvements to the online task processes.

In a thorough optimization process based on top task research , the first two steps take a lot of time. You will easily be on your way for two months before you get to step 3: actually improving your website. In addition, periodically performing an extensive task performance test does not always fit within the budget of your organization. What to do?

The fast two-stage rocket in top task research
The Norwegian Netlife developed a tool that combines top task identification and task performance (steps 1 and 2). Task Analytics , a two-stage rocket in top task research. With this tool, you can measure what your top tasks are and how well the website visitor can perform them within your online service environment. The results of this research can be followed in real time in a dashboard. This allows you to easily monitor your top tasks. In addition, you can quickly find out whether adjustments have the desired effect and make adjustments if necessary.

How does Task Analytics work?
Task Analytics is a small online survey that is placed on your website. A pop-up asks the visitor if he wants to participate in the research. Once he agrees, he is explained what to do.

popupTaskAnalyticsThe participant is asked to do what he came for on the website. After a participant has completed his task, or if he is unable to complete the task, he clicks on the 'done' button. The tool 'follows' the visitor as it were while he navigates through the website. The visitor then fills out a short questionnaire. He answers questions about, among other things, the content of the task; what the user came to do, whether or not he succeeded, what the user thinks is the reason for this and what his next steps would be to still complete the task, if he was unable to do so.