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If you manage or design a Web site or intranet, meeting the needs of your customers (or employees) is essential for success. But every customer is a stranger to you - you don't know them and you can't see them so - how can you understand what they need? The Stranger's Long Neck will help you to realize that your customers are intelligent strangers and that when they come to your Web site they have a small set ("Long Neck") of top tasks they want to complete quickly and easily.
Packed with practical information and essential advice on Web site management - including case studies from Microsoft, Tetra Pak and the NHS - this book gives you the methods for identifying, and professionally managing, these top tasks that will help you to maximize your organization's performance online.
|Publisher:||A&C Black Publishers, Ltd.|
|Product dimensions:||6.70(w) x 9.10(h) x 0.50(d)|
About the Author
Gerry McGovern is the author of several influential books, including Killer Web Content (A & C Black, 2006). He is a sought-after speaker at international conferences on Web content management and has worked with many leading organisations, such as Microsoft, Hewlett-Packard and Aer Lingus.
Table of Contents
1 Trading with strangers 1
2 Gut instinct and the information tsunami 14
3 From Long Tail to Dead Zone 20
4 The rise of the Long Neck 26
5 A secret method for understanding your customers 32
6 There are always tasks 45
7 Defining tasks at NHS Choices 52
8 Free money: That's what we want 74
9 Organization v. customer thinking 93
10 How the Microsoft Excel Web site dramatically improved customer satisfaction 101
11 A method for managing search 118
12 Deliver what customers want-not what you want 132
13 Measuring success: Back to basics 143
14 Preparing for task measurement 157
15 Carrying out a task measurement 170
16 Those practical, innovative Swedes 180
17 Fox meets chicken 206
Further Reading 213