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Customer Carewords

logo Customer Carewords

Helping you to truly understand what your customers’ top tasks are when they go online and how well these tasks are performing is what we do. By continuously improving the performance of your customers’ top tasks, you will maximize your online performance.

Customer Carewords has been developing customer-centric strategies for the Web since 1994, identifying the top tasks of thousands of customers and employees for organizations such as Microsoft, Cisco, Tetra Pak, VMware,, European Commission, OECD, etc. They have partners in the UK, Holland, Belgium, Sweden, Norway, Germany, Canada and United States.

The Customer Carewords approach is built around the following ideas:

  • Customers come to the Web to complete tasks (Staff are the intranet’s customers).
  • Customers have a small set of top tasks (the Long Neck). These tasks are vital to the success of your online presence and you must seek to continuously improve your customers’ ability to complete them quickly and easily.
  • Customers use a small set of words to describe their top tasks (carewords).
  • The words your customers use to describe their tasks are often very different from the words your organization uses.
  • Organizational words (jargon, marketing waffle) are one of the key reasons for task failure on the Web.
  • Customer Carewords is a set of research tools and techniques that help you identify on an ongoing basis:

    • Your customers’ top tasks (and their related words).
    • How well your customers are able to complete their top tasks (completion rates, completion times, disaster rates).
    • What specific factors on your website or app are causing problems as your customers seek to complete their tasks (navigation, content, search, etc.).
    • The company was founded by Gerry McGovern, who started his web career in 1994. He has published five books on creating customer-centric websites. He has appeared on CNN, the BBC, MSNBC, and has spoken on the subject of customer-centric web management in 35 countries.