The Stranger's Long Neck
Description
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 organisations are able to use the 'long neck' theory to create and manage efficient and user-friendly websites.
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Content
- Cover
- Copyright
- Contents
- Acknowledgements
- Chapter 1: Trading with strangers
- Chapter 2: Gut instinct and the information tsunami
- Chapter 3: From Long Tail to Dead Zone
- Chapter 4: The rise of the Long Neck
- Chapter 5: A secret method for understanding your customers
- Chapter 6: There are always tasks
- Chapter 7: Defining tasks at NHS Choices
- Chapter 8: Free money: That's what we want
- Chapter 9: Organization v. customer thinking
- Chapter 10: How the Microsoft Excel Web site dramatically improved customer satisfaction
- Chapter 11: A method for managing search
- Chapter 12: Deliver what customers want - not what you want
- Chapter 13: Measuring success: Back to basics
- Chapter 14: Preparing for task measurement
- Chapter 15: Carrying out a task measurement
- Chapter 16: Those practical, innovative Swedes
- Chapter 17: Fox meets chicken
- Further Reading
- Index
