When you implement Customer Carewords™, you uncover the words your audiences love. You can immediately improve your Web site with engaging Web content, without having to spend anything on expensive redesigns. Completion of essential tasks will increase when you improve content in critical areas. Customer Carewords™ identify what's most important to your visitors so that you don't waste time on less valuable improvements.
Please contact us if we can show you what the Customer Carewords™ program can do for your Web site.
An audio-visual manufacturer
A multinational automaker
The Customer Carewords team worked with an International manufacturer of audio and video products for use at home, in the car and in business environments.
The first step of our unique process involves an initial long list; for this particular client the initial long list was over 900 words/phrases. It was researched from a range of sources including: the customer Web site itself, their goals and objectives, from competitor Web sites, from relevant industry sites and online media, from external and internal search analysis, from log analysis and from our database (master lists) of previous projects in specific sectors.
We went through a rigorous, tried-and-tested process to bring the long list down to short list of approximately 100 carewords. This process of identifying the top 100 tasks requires substantial experience and expertise, as it is vital that you do not miss a vital task in the final shortlist.
Step two is a simple but highly effective polling technique that gets the customers to vote for their favorite Customer Carewords™. Participants are shown the list of up to 100 carewords, and asked to choose 5 from this list. The list is deliberately meant to almost overload the participant, so that they will respond wit their gut instinct choices. They are also encouraged to carry out the voting quickly.
The “favorite” Customer Carewords™ are revealed through our proprietary statistical analysis.
At step three, we analyze difference between various categories using a variety of formulas. Based on our findings, the customer converted a classic layout for product pages which delivered information from a standard product database rather than attempting to sell products.
The new pages designed and written based on the Customer Carewords™ results moved the top result - “Automatically recalculates a route …” - to the top. All the other content is written based on the voting patterns.
The customer has liked the methodical approach. It delivered value: today their Web site sells more Satellite-navigation gadgets.
A multinational corporation and one of the world's most dominant automakers used the Customer Carewords™ process to answer the question: How do people buy new cars?
We drew up a list of the words that really matter in the purchase process. There were about 80 in the final list. A simple but highly effective polling technique gets the customers to vote for their favorite Customer Carewords™. The customers favorite Customer Carewords™ are revealed through our proprietary statistical analysis.
Because we ask category questions we can further analyze the data and reveal a subtle difference between the top male and female responses. However, the most high-impact finding was not about gender, it was a clash between classic organization-centric versus customer-centric thinking.
This disconnect between what the organizations thinks and wants and what the customer thinks and wants showed the company that the customer thinks about “reliability,” while the company thinks about “engine”.
The most important words to the customer were reliability/ratings, low fuel consumption, dependable and affordability.
At the company, the words that were important were engine, design/style, quality and brand reputation.
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