The Stranger's Long Neck : How to Deliver What Your Customers Really Want Online (Paperback)

Acknowledgements vi 1. Trading with strangers 1 2. Gut instinct and the information tsunami 14 3. From Long Tail to Dead Zone 20 4. The rise of the Long Neck 26 5. A secret method for understanding your customers 32 6. There are always tasks 45 7. Defi ning tasks at NHS Choices 52 8. Free money: That's what we want 74 9. Organization v. customer thinking 93 10. How the Microsoft Excel Web site dramatically improved customer satisfaction 101 11. A method for managing search 118 12. Deliver what customers want-not what you want 132 13. Measuring success: Back to basics 143 14. Preparing for task measurement 157 15. Carrying out a task measurement 170 16. Those practical, innovative Swedes 180 17. Fox meets chicken 206 Further Reading 213 Index 215