Measure Customer Time, Not Organization Time: Gerry McGovern
12 LESSONS from An Event Apart San Francisco – № 1: Gerry McGovern was the 12th speaker at An Event Apart San Francisco, which ended yesterday. His session Top Task Management: Making it Easier to Prioritize tackled the firehose of content and interactions web and interaction designers and developers are called upon to support. Gerry shared example after example of cases where most of this stuff didn’t matter at all to the person using the site or service, and drew the commonsense — but too rare in the corporate world — conclusion that if we spend our time making stuff that matters to our organization instead of stuff that matters to our customer, we will lose our customer. (“Nobody reads your annual report.”)
One of my favorite takeaways from Gerry’s session was about performance, but not in the way you probably think. Gerry pointed out that, in organizations, we are always measuring our own performance: how quickly did we turn that project around? Did we launch on time? Instead of dressing up our navel gazing with analytics that are about our tasks, we should measure our customers’ speed. How quickly do our sites and products help our customers achieve their goals? How can we identify and remove additional obstacles to completion, so our customers achieve their goals faster and faster?
We need to manage speed on the page, not just the speed of the page load. Manage the customer’s time on task. We won’t become customer-centric until we change our metrics — focusing on customers’ time to complete tasks, not on internal speed, and not just on the mechanical speed of page load — although page load speed (and perceived page load speed) are also terribly important, of course, and are part of improving the customer’s time to complete their task.
“If you solve the customer’s problem, they’ll solve your problem.” When you understand your customer’s top task, and focus relentlessly on helping them achieve it, you build a relationship that works for organization and customer alike.
Tomorrow I’ll be back with another top takeaway from another AEA San Francisco 2016 speaker. The next AEA event, An Event Apart St. Louis, takes place January 30-February 1, 2017.
Designing and blogging since 1995, Jeffrey Zeldman is the publisher of A List Apart Magazine and A Book Apart, co-founder of An Event Apart design conference, and founder and creative director of studio.zeldman. Follow him @zeldman.