Top Tasks: A User Experience (UX) and Customer Experience (CX) Model for Better Understanding Customers’ Needs

To deliver a great digital experience today, it is necessary to understand what is most important to customers. “Top Tasks” is a how-to book just published by Gerry McGovern, CEO of Customer Carewords. It is the result of 15 years of research and experience in understanding customer needs. The Top Tasks customer experience management method has been used by over 300 organizations, including the likes of Toyota, IBM, Microsoft, Google and Cisco.

“Through the specific Top Tasks methodology, we finally found a way that allows customers to fulfill their tasks on the Toyota website. A real breakthrough for the industry!” 
– Tineke Vanmaele, Manager, Digital Experience, Toyota

“We are huge advocates of the Top Task methodology at our company and evangelize it to everyone we talk with—both internally and externally.” 
– Jeanne Quinn, Sr. Mgr., Digital & Social Experience, Global Partner Marketing, Cisco

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“We used Top Tasks successfully for three software divisions at IBM. It helped us bring the voice of the customer to the decision table.” 
– John Blackmore, Global Content Marketing, IBM Digital Business Group

“Top Tasks Management is a quick, useful method that has proven itself once and again for stakeholders in Google Search.” 
– Tomer Sharon, Former Senior User Research, Google Search

“At Microsoft, I have used Top Tasks with incredible success—often increasing conversion rates by more than 100 percent while improving customer satisfaction.” 
– Peter Horsman, Senior Digital Marketing Lead, Microsoft Cloud + AI

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Top Tasks involves a unique survey method that quickly identifies what matters most and what matters least to customers. “There are a small set of top tasks and a multitudinous amount of tiny tasks,” book author Gerry McGovern explains. “When a tiny task goes to sleep at night it dreams of being a top task. I’ve been working in digital since 1994, and one of the biggest problems most websites and apps face is too much poor quality content and/or too many unnecessary features. Top Tasks is designed to give statistically reliable evidence that shows what percentage of customers are able to complete their top tasks, and how long it is taking them.”

This is Gerry McGovern’s seventh book on digital customer experience. He has spoken about Top Tasks in more than 35 countries. The Irish Times described Gerry as one of five visionaries who have had a major impact on the development of the Web. He has appeared on BBC, CNN and CNBC television, partaken in various radio shows, and featured in numerous print media publications. He is the founder and CEO of Customer Carewords.

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