Gerry McGovern

The Stranger's Long Neck (eBook, ePUB)

How to Deliver What Your Customers Really Want Online

• Format: ePub

Produktbeschreibung

The Stranger's Long Neck is a practical guide for any manager wishing to improve their organisation's online performance. Web content specialist, Gerry McGovern, explains that all websites have a small set of tasks, or 'long necks', that are important to its customers and that must be easy to complete or customers will go elsewhere. The Stranger's Long Neck shows how to tune in effectively to what your customers want - and then deliver it with aplomb.

Understanding customer needs can be a difficult task when customers are 'strangers', in that he or she is always 'on the outside', particularly so in an online environment. Using case studies including Tetra Pak, Microsoft and the NHS, and illustrated with web shots throughout, The Stranger's Long Neck shows how organisations can use the 'long neck' theory to create and manage efficient and user-friendly websites.

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Produktdetails

• Verlag: Bloomsbury UK eBooks
• Seitenzahl: 224
• Erscheinungstermin: 1. Juni 2010
• Englisch
• ISBN-13: 9781408134290
• Artikelnr.: 38282000

Autorenporträt

Gerry McGovern is managing partner at a consultancy that focuses on maximising value from Web content. He has been involved in the Internet since 1994, and has worked on Internet assignments in 35 countries. Gerry has published four books on Web content.

Inhaltsangabe

Acknowledgements vi
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. Defi ning 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
Index 215