IBM Tealeaf Overview for

Commerce Customers See Your Digital Channels Through the

Eyes of Your Customers

Chris Goodier Senior Sales Consultant, IBM Customer Analytics

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IBM Procurement

Solutions

Financial Operations

B2B Integration

Sales Commerce

Service

Customer Analytics

Marketing & Merchandise

71% of smartphone users

compare prices in

stores1

58% are more price

conscious today than

they were a year ago2

43% increase in mobile sales

on Black Friday 2013

versus 20123

92% of consumers trust

earned media above all

other forms of

advertising6

70% of a business-to-

business (B2B)

purchase decision is

made before a sales

representative is

contacted5

6.8B mobile phone

subscribers across the

globe in 20134

Today’s consumer is empowered and demanding

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88% abandoned cart

75% move to costly channel

63% less likely to repeat with bad

experience

41%

expressed frustration

Businesses must understand their customer

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Site Errors and Usability Issues lead to online struggles

...lead to poor customer experience

...lead to

loss or transactional revenue

low customer retention

calls to the call center

exposure of brand reputation

What is the issue?

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1 2 3

User Journey – as the Consumer sees it

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• Small % • Scripted questions • Escalation

3

User Journey – as the Service Department sees it

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WA Data Status

Unique Visitors

Page Views

Up Time

Conversation Rate

x

3

User Journey – as the Marketing Department sees it

• IT request • Remarketing • Same results

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APM Services Status

Application Servers - SLA

Database Monitoring

Middleware Monitoring

Network Monitoring

3

User Journey – as the IT Department sees it

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Without understanding Why and fixing the problem, all other services and solutions are either ineffective or inefficient

3

User Journey

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The Gap – No Visibility into Why Customers Succeed or Fail

• Server Logs

• Performance Metrics

• APM

• Funnel Reports

• Business Trends

• WA

• Email, Surveys

• Phone Calls

• CRM

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• Server Logs

• Performance Metrics

• APM

• Funnel Reports

• Business Trends

• WA

• Email, Surveys

• Phone Calls

• CRM

IBM

Tealeaf

Actions

Interactions

Issues

The Gap – IBM Tealeaf captures

Every Customer, Every Interaction, Every Time

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1- Capture (all) traffic 2- Analyze KPI’s and struggles

3- Replay struggle sessions 4- Initiate Action, solve

What’s the solution?

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Why – IBM Tealeaf?

What – Web Analytics Why – IBM Tealeaf

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• The customer experience & behavior analysis suite is

designed to replay and analyze customer’s experiences.

• The customer service optimisation suite is designed for the

service centre where the replay

capability is embedded in the

call center rep’s CRM

or screen system.

• Integration add-ons to extend the

value of Tealeaf for use with

3rd party analysis solutions

IBM Tealeaf Customer Experience Product Suites

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Issue Identification & Resolution

Dispute & Fraud Investigation

Customer Service

Optimization

Web Site Optimization Integrations

Customer Experience KPI Monitoring

Customer Behavior Analysis

Use Cases

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Gain insight into how web and mobile applications are being used, and where improvements can be made

Improved site/mobile usability and customer satisfaction

Increased conversion rates from web and mobile adoption and usage

Reduced load on contact centers, call times, call volumes, and average speed to answer questions

Visibility into where and why struggle is occurring

Key Benefits

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Typical three-year risk-adjusted results

249% ROI

7.3 months payback period

£9,868,005 total net present value

SOURCE: Forrester Consulting, The Total Economic Impact™ Of The Tealeaf Customer Behavior Analysis Suite, Norman

Forbush, November 2013. Report commissioned by Tealeaf.

Note: Benefits found in this study were risk-adjusted and were achieved over a three-year period.

Customers of IBM Tealeaf solutions typically realise risk-

adjusted payback in less than three months

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Out-of-the-box integration

* Tealeaf software needs to be installed and configured

• Require IBM WebSphere Commerce v7 FP6+ or later

• Includes UI Capture library in Aurora store checkout pages

• Pre-built Tealeaf UIC Configuration for Aurora Store.

Customization with Wizard. Includes privacy masking rules.

• Reduced time to value with predefined

content: replay rules, privacy rules and

Tealeaf events to measure and report

on key metrics

• Can be enabled at no costs for use on a

non-Production WebSphere Commerce installation*

Integration with IBM WebSphere Commerce

Replay

customer

checkout

flows

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99%

Increase in web analytics

accuracy

60%

Improvement in conversion rate

for iPad users

Dutch retailer wehkamp.nl

Problem: Orders were not reported to the company but payments were deducted

from user accounts, they were not properly tracked by Firefox users. Conversion

rates dropped significantly with certain products.

Solution: By replaying sessions using IBM Tealeaf solutions, the customer identified

an application issue in the external payment system. Resolved discrepancy via

segmentation analysis of Firefox users. JavaScript error was found that had skewed

reports. Tealeaf CX Mobile and Tealeaf segmentation showed that iPad users

dropped orders when banner ads blocked their rotated views.

Impact: : Recreated orders without further inconveniences to shoppers. Increased

web analytics accuracy to over 99%, improving marketing campaign effectiveness.

Conversion rates increased by 60% overnight for those iPad users.

Increased web analytics accuracy & improved conversion rates for iPad users

Tealeaf is 100% Coverage, Scalable, Secure, Extensible

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£2M

Gained in revenue per year

Prominent UK Retailer Exposed Imperfect Customer Experience

Problem: Unlike their offline outlets, which are very customer-centric, the online

business had zero visibility into customer experience.

Solution: By employing IBM Tealeaf solutions, the company has new insight into site

obstacles such as discovering that the In Store Pick Up feature was not working

properly. More than 70 shoppers per day were abandoning their carts because they

were getting a “no store” or “sorry your items cannot be delivered” message.

Impact: : New visibility allowed the company to reassess their processes and make

changes such as offering free shipping on orders over a certain value. Resolving this

one customer experience flaw has enabled the company to recover more than $2M

in top line revenue per year.

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40%

Of abandoned transactions were

recovered

Leading Multi-channel Retailer

Problem: Needed to improve conversion for users that abandoned transactions after

demonstrating clear intent to purchase.

Solution: Outbound call center team now aware of customers that added products to

baskets and started checkout but did not complete transactions.

Impact: : After only eight weeks, conversion rate increased to 40% for this segment.

Call centre agents to recover 40% of abandoned transactions

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IBM Tealeaf Customer Experience Analytics

Experiencing your web and mobile business as your Customers do Realtime

Experience

Capture

Struggle

Detection

Revenue Impact

Analysis

Experience

Replay

Customer &

Revenue

Recovery

Every customer Every interaction Every time

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