2009 Masterclass series
presented by Gerry McGovern,
World-renowned Web content and usability expert
Overview
We are pleased to announce a series of encore presentations of an updated version of the Masterclass that sold out
the last two times in Ottawa. We want to ensure everyone has the
opportunity to experience Gerry's powerful, captivating and insightful session.
Hosted by Neo Insight Inc. in collaboration with
(OCRI) Ottawa Centre for Research and Innovation
Ottawa - Monday May 25
Toronto - Tuesday May 26
Edmonton - Friday May 29
Self-service is the most cost-effective way to allow your customers to complete top tasks—but only if it works.
The Web is self-service. The Web is about customer power. It is the customer, not the organization, who is in control on the Web. The customer searches, the customer clicks on that link (or not), the customer quickly scans your web page. What will your customer do next? Click on one of your compelling links or hit the Back button?
Too many people create websites that look beautiful. But what we really need are web teams that relentlessly focus on creating websites that WORK beautifully. It’s not enough to put some content up. It’s not enough to launch and leave an application or a new website design. That will most definitely NOT deliver value to your organization. It will most definitely NOT save money. In fact, it has a greater chance to waste the time of your customers and lose money for your organization.
Why? Because self-service only works if it works. If your customers cannot complete their top tasks on your website quickly and easily, they will give up. That will result in them:
Going to a competitor, or
Picking up the phone to call you, or
Walking into the office to talk to you
No matter what option they choose, everybody has lost time and money. But if the website works … Well, it is a far more cost-effective channel than phone or face-to-face. If you manage your website well, you can become a hero to the bean-counter! And it’s good to be friends with the bean-counter during a recession.
This masterclass will give you the techniques and arguments to prove that a self-service, top tasks, customer-centric approach will maximize value for your organization, whether you are involved with a government, university, commercial website, or intranet.
What you will learn
How to identify the top tasks of your customers.
How to measure the performance of these top tasks
How to create killer web content based on a unique approach developed over five years of research and testing.
The three golden rules of ranking high in search engines.
This Masterclass is for those who need some extra help in putting the customer at the very centre of their Web strategy. It is for those who want to achieve maximum return on investment in their website. Specifically, this Masterclass will be most useful for:
Marketing, Communications and IM/IT professionals.
People who are responsible for managing a commercial, government, university/college, or not-for-profit website.
People who are involved in creating, editing and publishing content on the Web.
Technical professionals who want to better understand the content/customer side of Web strategy.
Do not miss this repeat Canadian visit by Gerry McGovern.
"Gerry has a gift for making the complex simple, the basics fresh, and the important compellingly so. This he accomplished with irrefutable logic, a dollop of wit, and a double serving of passion. The man knows his stuff -- and will make a believer out of you."
David Shaw, Asia-Pacific Brand & Communications Manager, HP Services, Hewlett-Packard Company
“I think a 142 percent increase in sales speaks for itself. We carried out almost no promotion, but have rather focused almost entirely on Gerry McGovern's advice. We can safely attribute these significant improvements in our key metrics and the sales growth to the McGovern approach to web content publication.”
Ricard Giner, Manager for the Study Group Internet Business Department
“Gerry McGovern is a captivating speaker who is passionate about the importance of content and client-centric design. He not only gets you thinking about what content is right for your website but also provides strategies and techniques that are logical and easy to implement.”
Fay Turner, IM Manager, Canada Business, Industry Canada
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