Gerry McGovern // Books

The Stranger's Long Neck

Authors: 
Gerry McGovern
Publisher: 
A&C Black
Publication Date: 
July, 2010

"Following the Task Based strategy has been the foundation of our work to successfully develop our intranet."
Gabriel Olsson, e-Communications Director, Tetra Pak

"Our work with Gerry increased understanding across our team of the specific tasks that our customers are trying to accomplish."  
Peter Horsman, Global Site Management Lead for Microsoft Pinpoint

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

So, what is the Stranger's Long Neck?

If you manage or design a website or intranet, knowing the needs of your customers (employees) is essential for success. But every customer is a stranger to you - you don't know them and you can't see them - so how can you understand what they need? The Stranger's Long Neck will help you to realise that your customers are intelligent strangers and that when they come to your website they have a small set (long neck) of top tasks they want to complete quickly and easily. This book gives you the methods for identifying and professionally managing these tasks. It helps you to understand and empathize with your customers, and to deliver what they want.

Packed with practical information and essential advice on web site management, including case studies from Microsoft, Tetra Pak and the NHS, the Stranger's Long Neck will help you to maximize your organization's performance online.