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Creating Customer-Centric Websites
Masterclass presented by Gerry McGovern,
World-renowned Web content and usability expert
Bring Gerry McGovern and Neo Insight into your organization to apply Customer Carewords™.
Program
Day 1: Monday, May 5th, 2008
| 08:30 |
Registration and continental breakfast |
| 09:00 |
Session 1: Customer focus: the secret to success
- Learn why websites nearly always start off as organization-centric
- The Web is self-service—learn the secrets of succeeding at self-service
- Learn about customer carewords—about how the right words make the customer act, and the wrong ones make them hit the Back button
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| 10:30 |
Morning coffee |
| 10:50 |
Session 2: Developing customer personas
- Learn how to think like a customer, and why customer personas are so useful to Web management
- Learn why it is vital to target no more than three customer/staff segments with your website
- See how governments and commercial companies are using customer personas for public websites and for intranets
- Interactive exercise to develop customer personas
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| 12:30 |
Networking lunch |
| 13:30 |
Session 3: Tasks drive web success
- Why Web success is about moving the customer through a series of steps in order to complete a specific task
- Why task completion is the only measure of success that matters
- Specific examples of task completion on a variety of websites
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| 15:15 |
Afternoon coffee |
| 15:30 |
Session 4: Customer Careword identification techniques
- Why getting the words exactly right is so important to task completion
- How to discover the words that are most important to your customers/staff
- How to apply Customer Carewords—a proven, hugely powerful, yet simple technique for discovering the most important words of your customers
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| 16:30 |
End of day one |
Day 2: Tuesday, May 6th, 2008
| 08:30 |
Registration and continental breakfast |
| 09:00 |
Session 1: 3 Secrets of ranking high in search engines
- Why if you're not in the first page of search results, you might as well not exist
- Learn about the 3 secrets of search optimization success—plus lots of bonus tips for improving your search rankings
- Why getting someone to click on a search result is just the first step—and how to make sure they complete the task
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| 10:30 |
Morning coffee |
| 10:50 |
Session 2: Creating killer Web content
- How to write great headings and summaries—the most important content on any website/intranet
- How to put quality publishing processes in place
- Web 2.0 and customer power: what it means for organizations and for government
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| 12:30 |
Networking lunch |
| 13:30 |
Session 3: Proving the business case
- Why the underlying business case of the Web is self-service
- How to prove—in financial terms—that your website (commercial, intranet, government, non-profit) is delivering real, quantifiable value
- How to speak the language of senior management
- Opportunities and challenges of creating government websites
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| 15:15 |
Afternoon coffee |
| 15:30 |
Session 4: Workshop and discussion
- Workshop exercises that will explain in practical detail how the Customer Carewords approach works
- General questions and discussion
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| 16:30 |
End of Masterclass |
This Masterclass is produced in partnership with
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| Ottawa Centre for Research and Innovation (OCRI) |
Event Sponsors
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