The Stranger's Long Neck: How to Deliver What Your Customers Really Want Online - Softcover

McGovern, Gerry

Softcover

ISBN 10: 1408114429 ISBN 13: 9781408114421

Publisher: A&C Black Business Information and Development, 2010

Synopsis

Every website has a "long neck"--a small set of tasks that are very important to your customers. In this book, Web content expert Gerry McGovern offers tried and tested tips to make your website the commercial asset it really should be.

The Stranger's Long Neck is a practical guide for any manager wishing to improve their organisation's online performance. Web content specialist, Gerry McGovern, explains that all websites have a small set of tasks, or "long necks," that are important to its customers and that must be easy to complete or customers will go elsewhere. The Stranger's Long Neck shows how to tune in effectively to what your customers want--and then deliver it with aplomb.

Understanding customer needs can be a difficult task when customers are ‘strangers', in that he or she is always "on the outside," particularly so in an online environment. Using case studies including Tetra Pak, Microsoft and the NHS, and illustrated with web shots throughout, The Stranger's Long Neckshows how organisations can use the ‘long neck' theory to create and manage efficient and user-friendly websites.

About this title

About the Author:

Gerry McGovern is the author of several influential books, including Killer Web Content (A & C Black, 2006). He is a sought-after speaker at international conferences on Web content management and has worked with many leading organisations, such as Microsoft, Hewlett-Packard and Aer Lingus.

Review:

'Gerry's customer-centric approach to website development has helped us reshape and dramatically improve Cisco's Partner Central.'
Luanne Tierney, Vice President, Worldwide Partner Marketing, Cisco

'We have used Gerry's real customer-centric approach to improve the ability of our employees to solve frequently performed tasks - in one area more than a 50% improvement was achieved.'
Gabriel Olsson, e-Communications Director, Tetra Pak

'Our work with Gerry increased understanding across our team... The result is a significant improvement (+20%) in our customers' ability to find what they need in Pinpoint.'
Peter Horsman, Global Site Management Lead for Microsoft Pinpoint

About this edition

• Publisher: A&C Black Business Information and Development
• Publication date: 2010
• ISBN 10: 1408114429
• ISBN 13: 9781408114421
• Binding: Paperback
• Number of pages: 224