how to deliver better digital customer experience in your online and mobile channels - ibm smarter...
Post on 19-Oct-2014
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DESCRIPTION
Bad customer experiences in your digital channels are more dangerous than ever and are often the reason behind low conversion rates. For any online businesses facing pressure to increase revenue and reduce costs, Customer Experience Management is an essential. In this session you will learn how IBM Tealeaf solutions let you see your digital channels, including mobile, through the eyes of your customer - using groundbreaking technology that capture and record every digital customer interaction. Presenter: Mike Saar, Sales Director, Thielgaard Mortensen. Mer från dagen på http://bit.ly/sb13seTRANSCRIPT
Copyright Theilgaard Mortensen 2013
Customer experience in the
virtual world
Supplementary Presentation
Your Host:
Mike Saar Theilgaard Mortensen
Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
A thought: every day struggles
• Each day eCommerce businesses subject their
customers to obstacles that prevent site success
• inappropriate errors
• broken processes
• faulty navigation, and form validations
• unreliable log-ons
• ineffective product searches
Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
Customer experience damage
• Your faulty sites cause 3 R’s:
• Revenue loss
• Reputational damage
• Repeat business reduction
• And yet NOTHING is being done about this...
• WHY?
Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
Mobile examples…
All of these are examples of OBSTACLES to
CUSTOMER SUCCESS
Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
Working in the dark
• You have no practical tools to help...
• See effectiveness of your designs
• Understand what your customers actually do
– Walk in the shoes of your customers
– Monitor their real success or failure
• Quantify the revenue risk of these challenges
• Constantly fooled by ineffective analytics
Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
Data vs Experience?
How it happened… Full visibility...
Context...
WHAT
WHY (Tealeaf) WHAT (Web Analytics)
JUST DATA
REAL PERSPECTIVE
Manchester United 2 Manchester City 1 Scorers: Nani: 16 Kompany: 19 Rooney: 89
Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
Opportunity costs...
• Your lack of insight loses money every day...
• sales uncompleted at last step
• abandoned baskets due to user frustration
• technical errors killing sales success
• process problems preventing progress
• useless navigation or searches = exiting users
• sites not suitable for common OS / browser combos
Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
What do we typically see?
• Technical problems that should not surface with
customers
– Unhandled errors
– Validation errors
– Performance errors
• Processes that are faulty
– Poor design
– Functionally inadequate
• Service functions that fail
– Ineffective FAQ
– Inappropriate chat pop-ups
– Poor navigation to relevant and useful help
– Service avatars that frustrate
Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
Be customer centric!
• If eCommerce would only apply the knowledge from
Customer Service disciplines...
• Make contact easy
• Remove obstacles to success
• Seek to delight the customer
• Do things right first time
• Measure, identify, evaluate, fix, measure...
Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
Answers in customer visits
• Every customer visit is an opportunity to learn...
• What works
• What fails
• The impacts
• The costs
• Now if only I could see that stuff... And understand WHY
not WHAT!
