The What, the Why (and the What Now) Identifying Invisible Sources of Customer Struggle

Andrew Gough

The need for The What and the Why

e

ONLINE CHANNEL

88% of Web buyers

abandoned an online

shopping cart without

completing a

transaction.

MOBILE CHANNEL

2011 online sales via

mobile devices up 300%

over 2010

63% of all online adults are

less likely to buy from the

same company via other

channels if they

experienced a problem

with a mobile transaction

Empowered customers are demanding a superior digital experience

CONTACT CENTER

75% of consumers move to another channel when online customer service fails, 86% use multiple channels and spend 4 to 5 times more than average

Perspective 80% of CEOs think they deliver

a superior customer experience,

8% of their customers agree

Tealeaf captures

Every customer

Every interaction

Every time

4 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

What is Struggle?

• Attempting a process such as as a

web form or online application

multiple times and failing

• Putting a product in a shopping

basket but not purchasing it

• Spending an exceptional

amount of time on a page

that should only take a short

period of time

Experience Your

Customers

What if we could tell you which customer sessions

(movies) needed to be reviewed?

What if you could see which links and images are

profitable (and which are not)?

What if you could see where customers were

spending their time?

What if you could see where customers were

spending their time?

What if you could see where abandonment occurred and recover the customer, real-time

What if you could have insight into mobile, tablet and native apps

What if you could have insight into mobile, tablet and native apps

– Heatmap

– Link Analytics

– Form Analytics

– Attention Map

© 2012 IBM Corporation

The What and the Why

14

Why you Need

BOTH

The What and the Why

Application Performance Management

Web Analytics

The WHAT

Customer Experience

Management

The WHY

Content Optimization

Campaign Optimization

Marketing Performance

Mgmt

Usability Analysis

Voice of Customer

Multivariate Testing

15

The What (Coremetrics) and the Why (Tealeaf)

Web Analytics Provides Quantitative Data Points

Campaign Traffic

Over Time

Funnel

Reports

To Understand “WHY?” You Need Visibility

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Tealeaf Provides Qualitative Customer

Experience Data Web Analytics Provides Quantitative Data Points

Ad-hoc Search Segments Analytics

Search for all customers that struggled from the home page

The What (Coremetrics) The Why (Tealeaf) 1 2

Identify impact on conversion rates or discovery trends & anomalies

Enables rich new ad-hoc analysis: segment by any attribute of the experience without tags

Ad-hoc Search Segments Analytics

Identify customers that have added an item to their cart, but then removed it before the end of their visit

Take real time action by determining the best personalized message based on cross channel and Tealeaf input

Unica Interact IBM Tealeaf

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The What, the Why (and the What Now) Identifying Invisible Sources of Customer Struggle

Andrew Gough

Thank you!