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Toon Lowette

Customer is not king on the internet, he is dictator. Online services are successful if they allow the customer to do what he came for efficiently and without confusion. Toon Lowette is online publishing consultant in the Customer Carewords network of Gerry McGovern. Task management is the central issue. We teach websites to manage the task, not the content, not the technology. We teach websites to become relentlessly customer centric.
Toon Lowette has written 111 posts for Toon Lowette – Netspanning

There is no textbook for multi-channel customer tasks

Complex tasks may need more than a web visit to complete. They may require a telephone call to a help desk or a visit to an office, and more than one web visit. Getting a building permission is typical. I’d probably find general information online on the website of my town or province. I may … Continue reading

Evidence shuts opinion up – a relieve to many

Evidence-based web design not only delivers better user experience, it is often a relieve to many in the organisation as well. Indeed, with evidence about customer behaviour there is no need for all the opinions many an internal stakeholder or manager imposes on the web team. For many web team members, it is close to sheer … Continue reading

Assumptions anonymous and the web

“Hi, I’m Toon and I make assumptions.” Web managers ought to out themselves as addicts to assumptions every time they assume that customers do this or that customers don’t like that without having it tested or measured. Opinion-based versus evidence-based. Evidence-based is a simple concept. We do want to build online presences evidence-based. Top tasks, … Continue reading

Online content that marries the customer task to the business goal

What’s the value of a homepage in an era where Google is the customer’s homepage? From their search engine, customers arrive on the page where (they hope) they can find what they were looking for, where they can do what they came for. And that page sits where? Could be anywhere in the site, anywhere … Continue reading

The case of the political home page

Politicians are experts in getting attention. Too often, websites of towns, provinces, counties, governments feature photos and news and trivia about their mayors, governors, ministers, prime ministers. They just want a political home page. They often demand it, with all their weight and power. Websites need to be designed around the customers’ needs, right? At … Continue reading

Can you suffer from an overdose of business goals?

Clear links between business goals and customer tasks are a prerequisite of any successful online presence. No organisation whatsoever can survive without a sensible balance between business goals and customer tasks. An overdose of business goals (shareholder goals, manager goals, more like it) and a huge lack of customer service and trust were two of … Continue reading

Top task survey online at the European Commission

Lots of people visiting a EC website these days are being confronted with a pop-up asking them for their 5 main reasons to interact with the European Commission. Until June 2nd, a top task survey is running to establish what the top tasks are throughout this complex organisation. At the present pace, over a 100,000 … Continue reading

Are you a persona?

Are you a persona? Well, I’m not, as far as I remember. And I don’t know anyone who is or would want to be. So, why are websites being organized based on personas that don’t exist? 5 reasons not to use personas. Personas and target groups: same issues How do you arrange your website for … Continue reading

European Commission embraces Top Tasks

A European Commission blogpost among many, but quite remarkable. How since a couple of months the European Commission has on a journey to rationalise its numerous web sites with one central vision: that of the web visitor, the ‘customer’. In her blogpost Understanding what users need from us, Deirdre Hodson, member of the Web Rationalisation team, … Continue reading

Giving attention: 4 online marketing action points

Traditional marketing is about getting attention. Online marketing is about giving attention. That’s one of the well known one-liners by Gerry McGovern. And it’s true. There couldn’t be a wider gap than between these two forms of marketing. 4 basic rules lead to successful online marketing. They all start from the customer, not from the … Continue reading