The words you use in your marketing and in your customer communications matter. You need to use the words that connect to the experiences that your customers and prospects want to have. You need to understand the path that these users take as they are navigating your website to get to the outcomes they are after. There is a science to identifying and optimizing these paths. It's called Top TasksManagement. You're about to learn all about this and more in this episode number 150. If you care about customer experience, then you are in for a treat. Our guest is Gerry McGovern. He's the Founder and CEO of Customer Care Words. Gerry helps large organizations deliver a better digital customer experience. His commercial clients include Microsoft, Dropbox, Cisco, VMware and IBM. He's also consulted with the US, UK, EU, Dutch, Canadian, Norwegian and Irish governments. A highly regarded speaker, he has spoken on digital customer experience in 35 countries. He's also written six books on digital customer experience. His latest is called Transform: A Rebel's Guide for Digital Transformation.